Culture and Business Between Africans and Americans

As a cultural consultant, I have lately been thinking about the cultural dimension of business between Africans and Americans. This is part of my longstanding interest in the differences between African and American culture. I am writing this commentary in response to reports of a dialogue between American and Tanzanian businesspeople held in Dar es Salaam in June 2019.

The Americans and the Tanzanians discussed the challenges facing American businesses in Tanzania and the steps the Tanzanians should take to improve the situation. The Americans would like business to be conducted according to rules which are transparent, consistent, and predictable. Deadlines should be kept. Changes should be made in the business environment to ensure ease of doing business.

All this sounds reasonable, but we need to think farther. Africans have been conducting business since time immemorial and have evolved their own ways of doing business. The traditional African market, for example, accommodates barter, haggling, conversation about random topics, and much joking. It is a place not only for exchanging goods and money but also for building and furthering social relationships.

When we talk about business, we tend to think about goods and money. In reality, business is an interaction between human beings, who have values, feelings, and expectations influenced or shaped by their culture. Business is easy if the people involved belong to the same culture. Otherwise, there are challenges.

There are different cultures in the world, and business is inseparable from culture. There is not one way of doing business. American business culture is part of American culture. When Americans talk about ease of doing business, they have in mind business as conducted in their culture. It is normal and easy for them, but is it for non-Americans?

Are Africans, for example, comfortable with the American way of doing business? Do they easily navigate American culture? I have no doubt that just as Americans encounter challenges in dealing with African culture, so do Africans when dealing with American culture.

American business culture is rooted in capitalism, whose driving motive is making money as efficiently and quickly as possible. Whatever stands in the way of making money, such as the random conversations I have alluded to, gets eliminated.

In the African tradition, on the contrary, business has more purposes than just making money, and success is not necessarily defined in monetary terms. Business builds and consolidates relationships. Time is not money, but a resource and opportunity for building social capital.

We can carry these African values into the present world and use business to facilitate mutual understanding among nations. If business could help create a peaceful world, it would be a great success, even without tangible or immediate financial gain.

We need to think about creating and sustaining a business culture that is humanistic rather than obsessively materialistic. As the Bible puts it: “What will it profit a man if he gains the whole world, yet forfeits his soul?”
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This article first appeared in Medium.

Another Day With the Tanzania Program of Gustavus Adolphus College

Today I spent several hours at the Mount Olivet Conference & Retreat Center talking with students of Gustavus Adolphus College who are going to Tanzania on a study program. They have been undergoing pre-departure orientation, and Professor Barbara Zust had invited me to speak with them, as I reported in a previous blog post.

As in the past, the students, have been reading my book, Africans and Americans: Embracing Cultural Differences, and my meeting with them was an opportunity for them to meet me and ask questions.

After introductions, I started by commending these students for their decision to go on a study abroad program and experience a culture different from their own. I shared my own experience in the U.S.A. and the positive effects it has had on me, enabling me to be a bridge, so to speak, between Africans and Americans.

With those remarks, the conversation began. The questions the students asked, concerning appropriate behaviour, not only showed clearly how well they had thought about what I say in my book, but also afforded me valuable opportunities to clarify what I had written as well as what I had not. I did say, however, that I have been aware, for some years, of the need to write on matters I did not address in my book, and that I am working on that project.

This was another remarkable group of students from Gustavus Adolphus College. We talked for over two hours and were very pleased, as the photo above shows. Professor Zust is seen in the back row, next to me, and in the front row, on the right, is Pastor Todd Mattson, co-leader of the program. The group departs for Tanzania on January 4. For updates, visit withonevoiceTanzania.

A Visit to South Central College

Two days ago, on February 24, I visited South Central College in Mankato, to talk with students who were preparing to travel to South Africa on a study abroad program. Then I gave a well attended public talk, "Writing About Americans." Becky Fjelland Davis did a wonderful job of organizing my visit. She knew about me, and had even invited me to speak in her class in 2013, a visit she reported on her blog.

My conversation with the South Africa-bound class was part of the orientation for the trip. Since the class had been reading my book, Africans and Americans: Embracing Cultural Differences, I chose to dwell on answering questions stemming from the book and any other questions that might arise.

As it turned out, there were many engaging questions about cultural differences. One question that stood out arose from my observation regarding African work habits, which, I claimed, are rather relaxed, compared to those of Americans. I said that I feel Africans could learn something from the Americans and work harder.

An African American woman in the audience asked me pointedly whether I was implying that Africans are lazy. She observed that white people had historically described black people as lazy, and she wondered whether that was what I was implying.

I could sense that she was somewhat upset, perhaps very upset, even though she framed her question in a restrained and respectful manner. I thanked her for raising that question and assured her that I never meant to say, even suggest, that the Africans were lazy.

On the contrary, I said, I think the Africans apparent laziness reflects a culture of privileging social relations over anything else. With its stress on community and human relations, the African culture is an antidote to the kind of alienation that afflicts American society. Still, I said, l think it would be beneficial for Africans to adopt something from the Americans' work habits, if only in order to improve their material circumstances.

That gives a sense of what transpired during the class discussion. When the class ended, my hostess, Becky Felland Davis, escorted me into an auditorium full of people, where I gave a talk titled "Writing About Americans."

I shared the story of how I came to write my book, Africans and Americans: Embracing Cultural Differences, starting from the years when I offered advice and cultural orientation to Americans going to Africa as students, volunteers, tourists. I talked about how I wrote and rewrote the drafts for the book, and how that process enabled me to not only represent Americans but also  discover my own biases and prejudices.

I talked about how, eventually, I settled on a text that treated both the African and the American cultures respectfully, even though I chose humour as my strategy, in order to render palatable and enjoyable the things I was saying about both cultures.

I said quite a few things, and this might not be the place to report everything. Time flew past, and, as I concluded my talk, it was clear that people had enjoyed it. You can read a report about it that Becky wrote on her blog.

"Meet the Author" at Afrifest, August 2

Afrifest is an annual Minnesota summer festival which aims to foster awareness of the experience of people of African descent in Africa and the African Diaspora across the ages.

There are always vendors of different products and providers of various services. It is always a delight to be around them. As In the past, I will be there in my capacity as an educator, cultural consultant and author, and here are the books I will have on display.

This is a collection of ten tales from the oral tradition of the Matengo of Southern Tanzania. I recorded them in the mid-seventies, tranlated them into English, and wrote commentaries on them.
















This is a study guide to Things Fall Apart, Chinua Achebe's famous novel.


















I wrote this book to foster mutual understanding between Africans and Americans, with a focus on cultural differences which hinder or complicate relations between the two sides.

















This is a collection of short essays in Swahili, on economic, political, social, cultural, and educational issues, with a particular focus on the experience of Tanzania, but relevant to the rest of Africa as well.
















This pamphlet is a miniature version of ten posters I created for the first Afrifest, 2007. It highlights the African experience from the origins of the human race in Africa to the present, touching on such topics as the ancient African civilizations, slavery and the slave trade, colonialism, the struggle for independence, the arts, and pan Africanism.

For more information on the festival, check the Afrifest website.

A Conversation About Tanzania and Americans

This morning I drove from Northfield to Rochester, to meet with Pam Schwalbach and Charles Mpanda. Pam is American and Charles is Tanzanian. Both are passionate about working with Tanzanians and Americans to foster understanding between the two nations. They seek to accomplish these goals through travel and tourism and offering people of both nations the opportunity to know one another through living and working together.

Charles and Pam run a tour company, Tanganyika Ancient Routes, whose motto is "Travel,  Learn and Serve." They are also involved with Simple Hope, a non-profit that Pam and her friend Karen Puhl founded. Working in rural Tanzania, the mission of Simple Hope is to "to save and empower lives through faith, nutritious food, clean water, education, and other identified long term sustainable processes."

Our long conversation today dealt with all these issues. We spent much time brainstorming on cross-cultural orientation and developing tourism that is truly educational and liberating. We realized that we all are passionate about cultural orientation to enable people to interact and work together free from problems that are likely to arise due to cultural differences.

Charles and I first met in Arusha, on June 21, 2008, when I conducted a workshop on Culture and Globalization, which he attended. In the photos from the workshop, he is seen wearing a jacket and a cap. He has been in the USA for a few weeks, and he suggested that we should meet. We are all happy that worked out.

My First YouTube Book Talk

Today I did something I have never done before: I uploaded a message on YouTube about my book, Africans and Americans: Embracing Cultural Differences. Actually, I should confess that it was my daughter, Zawadi, who did all the technical work, from recording to uploading. I learned much from her. That, I guess, was my way of ringing in the New Year.