The first chapter, "Why Culture Counts," makes the case for the importance of being sensitive to members of foreign cultures in a business context. Mattock writes:

Markets cross national boundaries; products and services, specifications and brands, contracts and campaigns--all are conceived for worldwide use. Commonplace technical miracles bring people together as never before: mobile devices, laptops with modems, the Internet… many take the technology for granted. Perhaps we become complacent or lazy about our way of communicating at the human level?

He goes on to discuss the importance of having empathy for your host country's way of doing things and how your own culture influences your perceptions. After giving some case examples, he offers a strategy for dealing with these issues, which means taking to heart Mattock's "Code of Cross-Cultural Conduct." Basically it involves being open-minded, avoiding stereotype labels, and appreciating cultural diversity.

In chapter two, Mattock suggests building a model of the culture you're about to enter. This is done by making and recording observations about the way the people live and work, which helps you better anticipate the cross-cultural problems you might face.

Chapter three focuses on communication. It discusses how cross-cultural issues can be resolved by improving your listening and talking skills. Mattock shows how to be clear, how to be convincing, and how to make the right impression when dealing with individuals with a background different from your own.

Chapter four is perhaps the most fun as Mattock takes you on a trip around the world in which he helps you fine-tune your expectations by making generalizations about the types of attitudes towards work and relationships you'll likely find in various regions. Here are some interesting examples:

• In Central and Eastern Europe, experience with communism has made people wary of the use of propaganda and doublethink, making them skeptical of "corporate values;"

• In the Arab world, the fatalism of the Muslim culture is often at odds with worldly plans and priorities;

• In America there's a focus on results-especially sales-and respect for contracts and deadlines;

• In Britain, the focus is on relationships and manners, with respect for the spirit not the letter;

• In the Asia-Pacific region, business is characterized by moderation, calmness, and harmony.

Finally, in chapter five, Mattock lists some other resources you might find useful as you continue your business travels. As resources go, though, making sure you've got John Mattock's The Cross-Cultural Business Pocketbook stored conveniently on your Palm computer is an enormous first step. It contains a number of great exercises you can work through while sitting on a plane on your way to explore an exciting new culture. With Mattock's advice, you'll be sure to avoid the fate of many travelers like my friend Bob. In other words, during your next cross-cultural experience, you won't get caught with your pants down.

Steve Niles is Senior Editor for ZATZ Publishing. He is also an independent filmmaker and freelance writer. For more information, visit http://www.sn-films.com.