70% of international projects fail: what if the real problem isn't language but culture?

Tips & Tricks 22/09/2025

In an international project, words circulate easily, but messages can get lost. Differences in cultural codes, what is said, what isn't said, the way people collaborate and make decisions, shape the success of an international team. Understanding these nuances means going beyond language to truly connect, streamline exchanges, and give your global projects every chance to succeed.

Beyond English: understanding cultural codes to succeed in your global projects

Imagine: you're managing a project between Paris, Tokyo, and São Paulo. Everything is in place: efficient meetings, everyone speaks English, objectives are clear. And yet... it's stuck. Awkward silences, misinterpreted emails. The project stagnates and no one understands why.

In reality, it's not a motivation problem. It's a language and culture problem. Because no, speaking English isn't enough. You can share the same language... without speaking the same language.

 

When misunderstandings are costly

The numbers are clear:

  • 70% of international projects fail due to cultural misunderstandings (International Labour Organization, Business Standard)

  • 66% of executives believe cultural differences are the biggest challenge in international business (Harvard Business Review)

Behind these percentages lie very concrete situations:

  • In some cultures, saying no directly is perceived as impolite — people prefer to beat around the bush

  • A let's revisit this later can be a polite way of saying no... or a real opening, depending on the context

  • When one person masters the language better than others, they often take the lead. Result: some ideas are never expressed, tensions arise, and decisions become shaky

This isn't a soft skills issue. It's a strategic lever, directly linked to performance and success of international projects.

Business impacts

Ignoring these issues means accepting hidden costs:

  • Delayed or failed projects

  • Frustrated and demotivated employees

  • Lost ideas

  • Weakened trust climate

At an organizational scale, this represents measurable impact on productivity, team cohesion, and even talent retention.

The Wefit approach: trainers anchored in reality

At Wefit, we know that language learning only has value if it takes into account cultural codes and real-world usage.

Our strength:

  • Trainers who have lived and worked in America, Africa, Asia, and Europe. They bring concrete experience in intercultural communication

  • Most have worked extensively in the business world before becoming trainers: they have personally experienced the challenges of international projects, misunderstandings and blockages that your employees face today

  • The ability to choose a teacher of a particular nationality, related to your company's activity or strategic markets

  • Pedagogy focused on decoding, adaptation, and practice, to prevent language from becoming a wall... and make it a bridge

Summary

Language is a powerful tool, but it can become a barrier if not mastered in all its dimensions. Intercultural communication isn't an optional supplement: it's a strategic issue for all international companies.

Since 2009, Wefit has been supporting organizations in this transformation, with a simple conviction: understanding each other better means working better together.

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