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Different Perceptions of the Value of Time
The ways in which people in various parts of the world deal with time communicate vastly different meanings. Moreover, these deep-rooted ways of using time are often not at the conscious level, but can trigger highly charged emotional responses ranging from feelings of irreparable insult to total dismay.
Do we live that long?
If you have a ‘time is money’ mentality, the only thing you’re going to get in our region of the hemisphere is an ulcer; the result of expectations incompatible with the deeply embedded cultural norms for dealing with TIME in the Middle East.
One businessman invites another to lunch and promises to arrive at 11:00 am. at 1:30 p.m., the guest has not seen or heard his host, so he eats lunch alone and goes back to work. At 17:00 his host arrives and cheerfully announces that he has come to take him to lunch. The guest protests that he has already eaten lunch; the host is surprised and wonders what urgency could have caused such recklessness, after all what was his guest to do that was so important?
A computer company contracts to deliver and install a new computer system on Friday, so their customer won’t have too much downtime. The customer would have preferred a weekend installation, but the computer wizards didn’t work on weekends. It seems they also had issues with weekdays, as no one showed up or bothered to explain until the exasperated customer called. “Oh, we have a problem, if we solve it we will try to do the job before next Friday Inshallah!”
These cases demonstrate two diametrically opposed ways of thinking. One with underlying Western time values and the other Middle Eastern oriented. The goal is not to ‘judge’, but to see if these differences can affect our financial well-being.
The ways in which people in various parts of the world deal with time communicate vastly different meanings. Moreover, these deep-rooted ways of using time are often not at the conscious level, but can trigger highly charged emotional responses ranging from feelings of irreparable insult to total dismay.
In his study of how culture communicates without words, The Silent Language, Edward T. Hall makes some profound observations. He identifies two constructs related to North American perceptions of time:
“Appreciation, expressed in the attitude that time itself is valuable and should not be wasted; and
“Tangibility, expressed in the attitude that time is a commodity. It can be bought, sold, saved, spent, wasted, lost, made up and measured.” It is these constructs that primarily drive Western cultures to plan, develop systems to save time, forecast, set deadlines and financial targets. It is based on a linear view of time, stretching from the past to the future. These concepts are learned and characteristic of each culture.
What about our culture? How does it view time and how do these views affect trade relations, productivity and profitability? Do we need to make changes or allowances for business purposes?
I believe the most fundamental difference lies in our perception of ‘destiny’. These deeply rooted beliefs are verbalized in expressions of folk wisdom: il maktoub ma minoh mahroub (we cannot escape our fate); al daher doulaab, marra illak or marra allayak, (time/luck is a wheel, once with you and once against you). The implication of these sayings is that man has no real control over the events in his life. How would planning for the future or even the concept of future make sense in such a value system? In fact, proactivity can be seen as challenging fate and the danger of retaliation. In other words, time controls us.
To summarize, the major difference between North American and Middle Eastern TIME values is that one is an agerian culture and the other is a non-agerian culture. Edward T. Hall defines it as follows:
In AGERIC cultures, people believe that they must act to get ahead or change conditions.
In NON-AGERY cultures, people believe it makes no difference whether you do something or not.
Consider the implications:
1. Time is not a commodity of value in the Middle East, as it is beyond man’s control.
2. Money and success are based more on luck than on human intervention.
3. Since time is not considered a linear continuum in the Middle East, finishing one task before starting another does not seem important. Hence the presence, in certain offices, of several people at the same time, each seeking a different service from the same official.
I am not suggesting that one set of values is better than the other, but that we need to understand the different idioms specific to each culture. We need to know the meaning of that language if we want to have good relations, to be seen as efficient and reliable and competitive in a global market that has become much more sensitive to the impact of cultural differences in the success and failure of international business relationships. .
Hall identifies four isolates that communicate the language of time in each culture:
1. Urgency, communicated by the time and hour of the day at which communication takes place.
2. Monochronism, communicated by the number of things done at the same time.
3. Activity, communicated by how ‘busy’ is perceived.
4. Variety, communicated by intervals of time as of short or long duration.
The way we handle these four isolates of time determines whether or not a businessman will be offended if we keep him waiting for 10 minutes, arrive one hour late, or reschedule an appointment more than once. Our handling of time will also determine how other cultures will perceive our efficiency and reliability, and their willingness to place trust in us to do business with us. The time it takes to transfer and process information, produce and deliver goods and services and enter into transactions will determine our competitiveness.
We must understand and master the language of time as ‘spoken’ by different cultures, a language more eloquent than words and more fundamental in the management of change than A, B, C.
Remember, we are not immortal, so Inshallah, Boukra and Maaleysh, IBM, jokingly translated into Arabic, may not be our best formula for success.
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