In a long and successful advertising career, much of it spent in Hong Kong, Tom Doctoroff has managed to avoid many of the marketing pitfalls that Western brands often fall prey to in China. In this module, he teaches you just how drastically Western cultural assumptions differ from those of the Chinese. Because no matter how badly we Westerners may want to believe that each of us is free from any culturally stereotypical thinking, that idea is itself a Western construct, and proof that exactly the opposite is true.