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"A fish only discovers its need for water when it is no longer in it. Our own culture is like water to a fish. It sustains us. We live and breathe through it."
"Culture is the software of the mind"
Geert Hofstede (1928)
"In order to understand people we have to understand their way of life and approach. If we wish to convince them, we have to use their language as far as we can not language in the narrow sense of the word, but language of the mind. Something that goes much further than that is not the appeal to logic and reason, but some kind of emotional awareness of other people."
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