Meet Yana Shechterman
“Writer Anais Nin said that we don’t see things as they are; we see things as we are,”
says Yana Shechterman, an organizational and leadership consultant and professor at Northeastern University’s Business School.
Born in Russia, raised in Israel, and immersed in multiple cultural contexts, Yana developed a natural ability to perceive and adapt to diverse environments. Over time, she began to notice a recurring gap in cross-cultural understanding. First, seeing her Israeli peers struggle to communicate internationally, and later witnessing frequent cultural misunderstandings in the global high-tech sector that often led to friction.
These experiences inspired what would become a 20-year long career steering organizational change through the delivery of global mindset workshops and advising leaders on how best to adapt their work across cultures.
Examples of Key Cultural Differences
While generalizations can sometimes oversimplify, Yana notes that recognizing broad cultural patterns can help leaders better understand how people think, communicate, and work. These distinctions, she explains, allow us to interpret behaviors rather than misjudge them.
The United States
As a society of immigrants, the U.S. lacks a single shared historical or cultural foundation. This diversity can shape several workplace tendencies:
- Low-context communication: Emphasis on clear, explicit, and written communication to ensure alignment.
- Task-based trust: Relationships are built through performance and reliability rather than personal familiarity.
- Linear time orientation: Strong preference for structured planning, deadlines, and process-driven work.
- Hierarchical caution: Employees are generally less likely to openly challenge managers.
Israel
In contrast, Yana observes that the Israeli workplace culture often tends to emphasize personal connection and direct engagement:
- Direct communication: Open and candid dialogue is valued, and challenging ideas (even those of a manager) is expected.
- Relationship-driven trust: Personal rapport often precedes professional collaboration.
- Flexible approach to time: Agility and last-minute coordination are common and culturally accepted.
Europe
Yana notes that Europe presents an especially varied landscape, where national and regional nuances are significant.
- Cultural diversity: English politeness contrasts with Dutch directness or Danish egalitarianism.
- Adaptation advantage: Due to geographic proximity and frequent cross-border interaction, Europeans often develop a stronger ability to adjust between cultural contexts.
The Two Golden Rules
These are just a few examples of the striking differences that surface, both between markets in business and between personalities on a personal level. As Yana explains, each person interprets reality through their own experiences and assumptions. As business leaders and open-minded individuals, it is our responsibility to understand this.
She offers two guiding principles that can help us navigate cultural complexity:
- Be humble: Recognize that your perspective is one of many.
- Stay curious: Be willing to ask questions, challenge assumptions, and listen actively.
In today’s interconnected world, cultural awareness isn’t a “soft skill” — it’s a business necessity. Misunderstandings about communication, hierarchy, and trust can derail global teams.
Many leaders resist change, saying “this is who I am.” Yana challenges this by reminding them that personality is shaped by experiences—not biology. She believes adaptation isn’t about abandoning identity, but it’s about expanding it.
Your environment shapes your habits; when the environment changes, so should your strategies. Successful leaders remain curious, brave, and willing to evolve.
How This Translates Into Work at Plus972
At Plus972, we work with companies looking to expand into new markets. Our work stretches far beyond branding, marketing, and strategy– it’s about guiding cross-cultural understanding.
Cultural awareness, humility, and curiosity is at the heart of what we do. An Israeli startup that thrives in Tel Aviv will need a different approach to succeed in New York City. Likewise, a U.S.-based company entering Portugal or Italy must adapt its strategy to local expectations.
Our expertise positions us to guide companies through expansion and cross-market strategy. But the mindset to embrace this work — the willingness to see differently — can’t be taught. It must come from the individual.
As Yana reminds us, success across cultures begins with how we see the world. At Plus972, we help turn that vision into action.