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Multicultural intelligence requires getting past the general categories of race and gender and into the detail: heritage, customs, accent, religion, beliefs, language, national origin, talents, skills, preferences, perspectives, physical characteristics, geographic location, thought process, values, life experiences, family status, hourly or salaried, exempt or non-exempt, sexual orientation, and so on.
It means getting yourself into the communities whose residents you want to be your customers. It’s understanding them in their language.
It’s not taking a shortcut, or wading into it. It’s diving straight into it. Full immersion.
Embracing multiculturalism is more than an intellectual exercise. Individuals within organizations need to personally experience the new America to fully understand both the opportunity and the change required to seize it.
Si Change offers tailored multicultural immersions to companies serious about building multicultural business advantage. We take senior teams “to the streets”. We provide a multi-dimensional, multi-sensory understanding of segments in the context of where they live, work, shop, pray and learn. We promote an understanding of the history of each community within a social, political and economic context.
Immersions are constructed to meet the unique needs of each organization but typically include:
 Up front benchmarking through the Multicultural Experience Curve internet survey to identify business opportunities, issues and concerns
Completion of Si Change Ethnographies—one-on-one filmed interviews of targeted consumers who discuss their use of a particular company’s products or services
One day field trips into select multicultural communities followed by documentation of the day and related action steps for further inquiry and development.
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