The Argonaut wheel

CultureConnector profile wheel
Profile wheel

Everyone who uses CultureConnector gets a cultural profile based on 12 key areas where differences and common ground can mean success or failure in cross-cultural work.

Colours indicate whether there is difference or similarity with the culture, team or person.

The 12 key differences

The differences, sometimes called dimensions, are all related to practical situations at work. For example, the Tasks difference is very relevant when getting to know new people, forming new teams and partnerships, as well as at the start of projects. It can also be relevant in micro-situations, such as a single meeting.

Argonaut wheel: key differences with descriptions
Argonaut wheel: key differences with descriptions
Space dimension icon


Space is about giving access to different parts of your work and life, sharing experiences with new people and the professional/private divide

Use of time dimension icon

Use of time

Use of time is about multitasking, or focusing on one thing at a time and about finding connections between different activities

Time spans dimension icon

Time spans

Time spans is about traditions and visions and the source of inspiration for making plans

Fate dimension icon


Fate is about control over events, acceptance of circumstances as well as beliefs about luck and destiny

Rules dimension icon


Rules are about applying regulations and contracts in different situations and about the clarity and flexibility of rules

Power dimension icon


Power is about how we deal with hierarchy at work: bosses, senior colleagues, people who report to you or other junior personnel

Responsibility dimension icon


Responsibility is about taking the initiative, giving instructions, using authority and defining personal goals

Group membership dimension icon

Group membership

Group membership is about balancing individual roles with recognition and benefits for the group

Tasks dimension icon


Tasks are about the balance between focusing on goals and building trusting relationships in a business situation

Directness dimension icon


Directness is about getting to the point with factual content or paying attention to style, timing, body language and it is about making proposals and giving feedback

Conflict dimension icon


Conflict is about recognising or smoothing over uncomfortable facts, finding common ground and handling disagreement

Problem solving dimension icon

Problem solving

Problem solving is about using logic, research, data and analysis and about the role of inspiration, imagination, emotion and opinion


People, teams and cultures can be placed on scales for comparison.

Big differences in Culture overview profile
Big differences in Culture overview profile

A gap of zero or one indicates cultural similarity. Gaps of increasing size appear in increasingly red colours.

Gaps can be an advantage, especially in well-led and culturally-competent diverse teams and partnerships. Gaps can also be a basis for success when different orientations bring flexibility to deal with a variety of challenges, connect with diverse customers, and to find talent for different roles. Teams and organisations who know how to manage their differences can also become the best at forming solutions and getting things done.

Research and practice

These key differences have been used in intercultural training and consulting since the 1990s. The original research which led to this approach to cultural difference was completed as doctoral work at Georgia State University by Carey Coghill. It has been successfully applied across different economic sectors, different cultures, at different scales and in a wide variety of training formats for more than two decades.

For trainers