Why the name: Emic Lab? What do we offer? Emic means understanding a culture as local people do. Instead of imposing categories and cultural dimensions by an outsider’s mind, Emic approach employs local system of values, norms and believes to fully understand what motivates people and how they perceive the world. For 16 years now, at Emic Lab we’ve gathered experience, knowledge and interpretation of business life that you will not find in any books: - what motivates people to reach great goals, the way they build trust, how they understand hierarchy or equality, how they get into and out of conflict and how to lead them through a change. The world cannot be put into simple dimensions and charts, but it can be explained through the minds of the other. In any book about cultures you may find a sentence: they are less direct in communication than us. Does it give you competences of how to behave? With Emic Lab you can learn what is the BEST WAY and WHY it is the best way to communicate with another culture. You can learn the content, not just another general map. In order to succeed in contemporary world, it is essential to understand cultural differences. We can help in every respect when culture and cultural differences matter.