Cross- cultural Communication This page intentionally left blank

The RADAR profile
How do we then adapt the framework to the individual? In simple terms, we 
have the profile. What do we do with it? An example of use is the RADAR 
system, developed by Tomalin and Nicks, which describes a process for 
adapting personal styles to harmonize cultural differences. It is based on 
the 80/20 principle first described by the Italian economist Wilfredo Pareto 
in the nineteenth century. Pareto based his principle on the assertion that 
20 per cent of a country’s population contributed 80 per cent of its wealth. 
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270 Cross-Cultural Communication
In the twentieth century, this was applied to company profitability, with the 
similar assertion that 20 per cent of a company’s clients provided 80 per cent 
of its profits.
In cultural terms, the hypothesis is behavioural. Tomalin and Nicks 
assert that a 20 per cent change in behaviour can achieve an 80 per cent 
Figure 14.2 Framework analysis: UK/USA example (Tomalin and Nicks, 2010: 316)
1. COMMUNICATION STYLE
US
UK
Communication
US/UK cultural styles – a comparison
2. WORKING STYLE
3. DISCUSSION STYLE
4. BUSINESS ATTITUDE
5. LEADERSHIP STYLE
6. BUSINESS RELATIONSHIP
7. DECISION-MAKING STYLE
8. BASIS FOR DECISION-MAKING
9. ATTITUDE TO TIME
10. WORK/LIFE BALANCE
Live to work
Scheduled
Facts
Individualistic
Relationship
Flat
Progressive
Fast-moving
Formal
Direct
Indirect
informal
Slow and measured
Traditional
Vertical
Task
Collective
Instincts
Flexible
Work to live

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Cultural Profiling and Classification 271
change in attitude from others. The RADAR system uses this hypothesis 
to present a five- step process in promoting adaptation in cultural behav-
iour. RADAR is an acronym of five letters (Tomalin and Nicks, 2010: 
70–1):
Recognize (R): the first step is to recognize that your misunderstanding 
or confusion is because you have a cultural communication problem, 
probably due to differences in behaviour.
Analyse (A): the second step is to analyse, using the framework, the source 
of the difference. This will reveal the gaps in perception between the two