What do we mean when we talk about culture? Cross-cultural psychology is the branch of psychology that looks at how culture influences decision-making and behaviour. While it may seem relatively novel, the study of behaviour in different cultures has been taking place for decades. As a conference speaker at the International Association for Cross Cultural Psychology I use cultural dimensions which are widely used to understand the underlying issues in any organisation or team. These insights can be applied to improve communication style and, in recognising how self-identity can vary, help teams to work cohesively by addressing the differences in motivation and goal attainment.