Mexicans & Americans

In any culture where yes can mean no or sometimes maybe—even giants like Wal-Mart and IBM can miss the proverbial train and make blundering mistakes. The Meaning of YES gets to the heart of underlying differences between Mexicans and Americans, and the tools to build a cultural fluency essential to success—on both sides of the border.

Raised in a U.S. diplomatic family in Colombia, France and Spain, Ned Crouch is a cultural analyst, lecturer and seasoned businessperson. He graduated from the university of the Americans in Mexico, did graduate work in Mexican history at Michigan State University and studied at Georgetown University's School of Foreign Service. In his 30-year international corporate career, Crouch worked for multinationals such as 3M, Carolina Caribbean and Steelcase. He helped U.S., European and Asian companies, including General Motors, Chrysler, Cooper Industries, Phillips, Yazaki, Hutchinson and Holland Group, expand business in Mexico. Ned is a member of the U.S.-Mexico Chamber of Commerce, the World Trade Association and the World Affairs Council. He lives in Grand Rapids, Michigan.