Brain imaging studies are showing that different cultures are wired differently in their neurons.  Not only do different societies think differently, but their physical make-up is reshaped in line with their cultural bent.  This verifies what communicators have long suspected, but it also heightens the challenge of sending messages.  We must be even more aware that what we say may not resonate with other societies because their brains are not shaped to understand our point of view.  We can no longer assume that we can adapt messages easily when world views of others are embedded into their brains.

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