One of the most important things to consider when doing business internationally, is mastering the art of cross-cultural communication. Whether you are the owner of your company or an envoy for a company doing international business, it is crucial for you to be equipped with a thorough knowledge and comprehension of the cultural, business and social customs of the persons (and country) with whom you are negotiating. In diplomatic circles, the term associated with cross-cultural communication is known as protocol. But protocol as it relates to business helps you adapt your style to be effective across all cultures, ensuring you treat your colleagues and potential clients with dignity and respect.