Top 10 ways to avoid trouble in China: on 'being yourself'--not!--and other ways Westerners are advised to tread with care.

• Author: Revis, Ted
• Position: GLOBAL LEADERSHIP

CHINA BOASTS the world's fastest-growing economy, offering a wealth of opportunities for investors who are prepared to participate in markets that are a world away from American culture. Here are the most common mistakes that Westerners make in navigating the Chinese business and cultural scenes.

1. Don't Just 'Be Yourself' -- In nearly every component of business etiquette, the Chinese culture dictates almost the exact opposite of Westerner practice. Proper presentation of business cards, attire that constitutes moderate or conservative dress, and engaging in appropriate business communications are just a few of the issues in great contrast to Western customs. Following your instincts with regards to directness, competition, planning, and relationships will likely lead to embarrassing moments and missed opportunities.

2. Underestimating the Value of Establishing a Solid Personal Relationship -- Business transactions and negotiations in China can proceed only after a substantial personal relationship has been developed in good faith that the relationship is built for the long term. Business people who try to rush the deal ahead of the relationship are doomed to failure in China.

3. Ignorance of the Habits and Intricacies of Chinese Culture -- Westerners should seek out cultural training to align their thinking and practices with Eastern traditions. Attempting to force Western business principals on a business endeavor in the East will yield few results other than a large number of frequent flyer miles and authentic lo mein. Taking time to learn the ways and means of this culture is not just polite but also good business sense.

4. Lack of Patience in Negotiations -- While most Western businesses address immediate or short-term goals, the Chinese typically plan for the long term. Chinese corporate executives relish vague statements that can be negotiated as you progress through the cumbersome bureaucracy that is one of the world's oldest and most-entrenched. This process can often take years, so patience is essential to your sanity and ultimate success.

5. Not Appreciating the Indirect and Ambiguous -- Because the Chinese emphasize honor and abhor losing face, they will neglect to say they do not understand something. Negative answers are often avoided because they are believed to cause disharmony and are considered rude. They also dislike confronting problems and prefer to maneuver around an issue so that it can be addressed in committee at a...