Since starting here at Xperiology I have only attended domestic UK events and our upcoming Nordic Venue Forum 2016 in Malmö, Sweden (9-10 March) will be the first time I venture out of the UK with XP. Only recently have I got up to speed with a number of aspects here at XP and now I go into the unknown, marketing to an entirely new culture and audience.
My inexperience working with different cultures was emphasised when speaking with Ann-Marie, Manager, Palladium situated in Malmö. Ann-Marie explained a term I was unfamiliar with; Jante’s Law.
This term means:
“The law of Jante is the idea that there is a pattern of group behaviour towards individuals within Scandinavian communities that negatively portrays and criticises individual success and achievement as unworthy and inappropriate.” (Source: Wiki).
Essentially it means Scandinavian individuals believe emphasising and highlighting success is considered a negative trait.
Naturally, this is something I had never come across before and an idea I still find difficult to grasp – especially as it makes my job harder!
Nevertheless, this was an interesting and worthwhile lesson going forward – I cannot market to an audience unless I have a sound idea of their culture… otherwise, my message becomes redundant.
Join us at Nordic Venue Forum to find me wandering around talking to locals attempting to understand this ‘law’ in greater detail… See you in Malmö!