Webcast: Out of your skin: Understanding culture and difference

Part of the “AIGA Voices” webcast series, which features thoughtful and influential designers—including AIGA board members—speaking about a wide range of topics.

This session was recorded on February 12, 2013. Watch this webcast. 

Christopher Liechty, partner at Culture3, LLC and two-time AIGA Fellow, guided attendees through the process of discovering the fundamental differences between cultures. “Culture” is below the surface and is built on our basic assumptions. Throughout the discovery process, you may begin to see your own culture in ways that are uncomfortable, but developing these skills can help you communicate more clearly in cross-cultural design projects and with cross-cultural relationships.

In this webcast attendees learned:

  • Principles of cultural differences
  • To see their own cultural biases
  • How to develop a “third culture” to make cross-cultural collaborations more effective

The presentation was followed by a short Q&A session.


LiechtyChristopher Liechty, partner in Culture3, LLC

Christopher began his career working on an international team at WordPerfect Corporation straight out of college. Since then, he has logged more than 20 years working on global teams as a consultant to American Express and other international organizations. He is currently a partner in Culture3, LLC, a training firm that provides tools for cultural discovery, and vice president of marketing at Bank of American Fork, Utah’s community bank leader. He has also taught marketing at the M.B.A. level.

Christopher was named an AIGA Fellow in 2008 for his work as founding president of the AIGA Center for Cross-Cultural Design and again in 2011 as an AIGA Salt Lake City Fellow. Through his leadership in cross-cultural design, he has developed relationships around the world, and his writing and creative works have been published internationally. One of his visualizations of cultural data was exhibited at the Guggenheim Museum in New York.