The call came through my official number, so I was expecting an appropriate, professional enquiry. What transpired was an odd exchange.
‘Please send us your CV’, the young professional continued after an abrupt greeting and a one-liner informing me that their company, Z, was interested in my communication training programme.
‘And confirm your attendance for the virtual meeting on Monday at 9 a.m.’
I stifled some laughter as he spoke. When he paused, I responded in a measured tone:
‘First of all, that’s not the way to do it. You have no idea of my schedule. Second, communication is broad. Before we consider whether a meeting is a good use of our time, I’d need to know three things…So please email me the information’.
When we agreed on the next step, the call ended. But I knew instinctively that I wouldn’t receive the email with the information I requested. I was right. But more on that later.
Why a young professional’s simple interaction with a billionaire went viral
Recently, in an interactive forum, young trainees from a reputable Nigerian bank’s graduate programme had the opportunity to address a renowned African billionaire, who was also the outgoing chairman of the financial institution. During the Q&A, a young lady stood up to ask a question, beginning by addressing the billionaire by his first name. The chairman corrected her, saying he should be addressed as Mr X or one of two other options, but not by his first name. The lady nodded and continued with ‘Mr X’.
The moment went viral online, with many people weighing in on the incident. Unfortunately, the backlash against the young lady was intense, with many declaring that she should have adhered to the country’s culture, where respect for elders was expected. Others offered different opinions. A balanced view in a national newspaper was interesting because the writer questioned the double standards at play. The article suggested that the graduate trainees may have been told to address the billionaire by his first name, aligning with the bank’s culture, and that the lady likely followed the directive. I hope the young lady will learn from the experience and move on to communicate effectively with different audiences, depending on the prevailing cultural contexts.
The above incident leads to a broader observation I’ve made over the years, interacting with young professionals in MBA cohorts and facilitating communication seminars for them at the Lagos Business School (ranked #1 in Africa for custom programmes in the 2026 Financial Times Executive Education list):
They want communication insights that will set them up for success in their careers as they navigate the workplace and position themselves for mentorships, sponsorships, or acceleration.
Therefore, as a young professional targeting a competitive role or already working in an organisation, know that cultural intelligence is your secret weapon to getting ahead — whether working locally, remotely for an international company, or in a different region.
Below are two compelling reasons to embed cultural intelligence in your communication:
1) Realise that the audience determines the context, style, and delivery of your communication
Knowing your audience is the first rule of effective communication, but that’s not enough.
Whatever the required communication segment (nonverbal, verbal, written or leadership communication), your knowledge of the audience will help you drill your options down to the following essentials:
- The vocabulary you use (simple, technical, or industry-specific)
- The style you choose (semi-formal or formal)
- The medium you select (telephone conversations, virtual or in-person sessions, etc.)
- The delivery you adopt (emails, reports, presentations, client briefs, etc.)
Cultural intelligence becomes critical because it helps you to align your communication with the communication behaviours of the land, reducing friction and helping you get results faster.
In the case of the trainee who addressed the billionaire by his first name, despite what she might have been told before the event, cultural norms of the land demanded the following:
- Formality based on the context (speaking in an interactive forum that the media would capture)
- Adherence to the hierarchical norms (using formal titles that signal acknowledgement of those in authority)
- Adoption of the local norms of respecting elders (demonstrating traditional values that are learned from childhood)
Being culturally sensitive would have prevented the event and the resultant heated debate on social media from materialising.
The Lesson For You
You might not always know what to do in different contexts. But despite the advice you’re given, whenever communicating with external audiences — whether clients, professionals or leaders — defer to the country’s cultural norms when they clash with your organisation’s culture. And if you don’t know how to proceed, ask those who do.
Knowing your audience is incomplete
~ Lucille Ossai
without tailoring your communication
to the cultural preferences that make them unique.
Don’t let your attitudes or behaviours cost you opportunities because your audience feels disrespected or you’re unfairly perceived as entitled or arrogant.
Cultural intelligence is critical to communicating in ways that connect you with your audience and garner you favour. And it is beyond professional respect, which should be non-negotiable. It extends to acknowledging and appreciating the audience’s cultural identity, celebrating their accomplishments, and treating them as people worth emulating.
That’s why learning practical rules for effectively communicating across borders requires the cultural sensitivity that will serve you well when you land international placements or remote roles in your career. Start equipping yourself with the knowledge early so you can avoid cultural faux pas when the opportunity arises.
At this phase of your career, you need to position yourself as a rising star whom influential people would want to support. Excluding your brilliance, your culturally aware communication is the key to unlocking those doors of favour.
2) Cultivate a habit of demonstrating professional courtesy
Begin by offering apologies for mistakes. And no, you won’t appear weak. It takes some maturity to admit your mistakes, apologise clearly and move on.
Let’s return to the incident I described at the beginning, where I received a professional enquiry about my training services. Not once did the young male professional apologise for his abrupt style. Even after I corrected him, he didn’t consider it important to acknowledge his inappropriate communication stance and presumptuous attitude. But I still gave the company the benefit of the doubt — until I received the email below from one of his colleagues the next day.
The email was entitled and ridiculous (even disregarding the fact that it addressed me in an official capacity by my first name) because I hadn’t committed to anything and specifically requested details to evaluate their enquiry, which the company didn’t bother to provide. I chose not to respond. A day later, the young lady who sent the email called, introduced herself, and said she had previously emailed me. I ignored the defensive tone. I also informed her I had previously discussed the matter with one of her colleagues and requested the information, but I didn’t receive a response.
I concluded along these lines: ‘If you can’t send the information…then please remove my name from the providers you’re considering’. I doubt I’d hear further from them, and if I do, I doubt I’d be interested in their offerings.
The Lesson For You
Professional courtesy, or lack thereof, influences perceptions of your credibility. It also signals whether you can be trusted to communicate appropriately with peers and professionals outside your organisation.
But take comfort: Professional courtesy applies to professionals at all levels, not just to you at the early stage. Therefore, learn behaviours associated with proper conduct and apply them in different scenarios, noting what works, in which context, and when to revise your approach.
So, regarding the company requesting my training programme, below is a simple, effective plan for communicating in a similar context:
- Adopt a respectful tone aligned with the country’s cultural norms in all your interactions.
- Apologise when you make mistakes (and promptly when those errors are pointed out).
- Do what you say you would, and follow up to move to the next stage.
Don’t be that employee who places their organisation in a bad light.
Conclusion
You may be young, but that doesn’t mean your communication can’t influence peers, professionals, executives, and leaders.
To prepare for career advancement, begin by identifying your communication blind spots.
Next, intentionally address persistent gaps through self-education, formal training (if possible), and practice. AI and YouTube have made many useful resources available, so don’t wait for your organisation to provide the materials to get started.
And above all, learn from the two incidents mentioned in this article and embed cultural intelligence in your communication practices. As a result, your sharpened skills will boost your credibility, increase your visibility, and curry favour with those who matter.
Trust me on that.
Note:
If your organisation is looking to measure, benchmark, and strengthen communication capabilities using the Global 4-Domain Communication Skills Rating Tool™, please email Lucille@LucilleOssai.com.
Assessment-led communication development programmes and keynote speaking engagements are also available.
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N.B: First image is courtesy of Helpsg via Pixabay. Screenshot is courtesy of Lucille Ossai. Last image is courtesy of Peggy und Marco Lachmann-Anke via Pixabay.