
The ROI of Cultural Acuity
The ROI of Cultural Acuity: Why Understanding Across Cultures Is a Business Investment Cultural acuity does not mean becoming an expert in every culture represented by our employees, customers and partners. That would be impossible. It means becoming better at recognizing the limits of our own perspective. Examples range from the sublime to the ridiculous. As one colleague found out, the word “frigid,” reflecting absolutely freezing temperatures in some of the world, is not used




