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Happy Birthday, USA!

Writer's picture: Lindsay PowellLindsay Powell

For the first time in twenty years, I find myself in the UK on 4th July. Here it is just another day, but 4,500 miles away in the USA some 335 million Americans are celebrating their nation’s birthday. Star Spangled Banners flutter on the curbsides of houses, back gardens are host to BBQs for friends and family, and Main Streets reverberate to bands in hometown parades.


The Fourth of July commemorates the day when, in 1776, the Second Continental Congress made up of delegates from the Thirteen Colonies declared their independence from the English Crown. (Read the Declaration of Independence here: Declaration of Independence: A Transcription | National Archives). The UK has no such Independence Day, having not broken away from an imperial power in its formation. The individual nations do have their saint’s days: England has St George’s Day, Scotland St Andrews Day, and Wales St David’s Day. However, the nearest equivalent to America’s Fourth of July that I can think of is the Last Night of the Proms when Brits exuberantly wave the Union Flag and passionately sing ‘Land of Hope and Glory’ and ‘Rule, Britannia!’ – except that event still lacks festive food and fireworks.


It is easy to believe that Brits and Americans are alike, but as one character in a TV sitcom said when meeting an English guest, “you look the same, you talk the same, but bottom line, you’re different!” We both speak English and share many beliefs. Perhaps the key differences are ones of emphasis. The basic values of the American people are a belief in the sacrosanct status of the US Constitution, the primacy of individual liberty, and equality of all before the law. You rarely hear a British subject commenting on the UK’s constitution, whereas it is very common to hear an American rattle off the First or Second or Fifth Amendment in conversation, and even to carry a copy of a pocket edition of the text. Of course, it helps that the US Constitution is a written document, whereas the UK’s is not.


Anyone looking to do business from the Old World in the New World needs to be sensitive to the differences as well as the similarities between the two countries. It’s even more nuanced than that. Just as there are regional differences within the UK, so there are distinct and discernible regional differences in the 50 States. You can most definitely differentiate your product or service on the basis of its British origin, but you should closely align your marketing messaging with American values and cultural traits.


It is easier said than done, however. In the blogs which follow we’ll look at aspects of doing business in America that you will need to consider in order to be successful in the world’s largest and most exciting market.


– Lindsay Powell

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