Etiquette maven Dorothea Johnson is an expert at how manners
affect business. The wife of a former Marine Corps Commandant, model Bebe
Buell's mother and actress Liv Tyler's grandmother, Ms. Johnson travels in high
circles. Ms. Johnson taught Protocol at the Naval War College at Newport, Rhode
Island. By the way, it is "Ms."; Dorothea Johnson explains that the
term "has been in use since the 17th century and is the only proper title
for women to use in business." It derives from the honorary
"Mistress". Another pointer for women executives is that there is no
place for chivalry in the business world: whomever reaches the door first opens
it and nobody should be pulling a chair out for a woman in a business setting.
Her newest book, "The Power of the Handshake for Peak
Performance Worldwide", includes examples of handshaking techniques from
around the world and even differentiates between urban and rural handshakes.
Ms. Johnson's Washington School of Protocol (www.wsop.com)
has actually relocated to Portland, Maine. The change allows Ms. Johnson to
spend more time in New England with her family and also provides a less
frenetic environment for executives and dignitaries to study etiquette. The
executives remain anonymous, though: the WSOP is renowned for its discretion.
Having lived all over the world, Ms. Johnson is sensitive to
cultural differences. For example, she points out that she advises executives
doing business in Japan not to stand too close and certainly not to touch their
host. Backslapping is frowned upon. Also, she stresses that Americans going to
Japan should not be impatient! Executives in Japan may take several hours to
bring up the subject at hand or take several minutes to answer a question. But
Americans aren't the only awkward ones: learning American customs is an $800
million business in Japan!
Every culture is different, though: Ms. Johnson points out
that in Saudi Arabia and Latin countries, the residents will stand closer and
touch us much more than is part of our comfort zone. Ms. Johnson has had to
remind herself of this fact each time she visits Italy when her granddaughter
Liv Tyler is filming on location.
A relatively recent trend is the "Business Tea".
Instead of taking on the liability and risks of happy hours, many companies are
encouraging their execs to instead "take tea". Ms. Johnson's book,
"Tea and Etiquette", clears up misperceptions many people have, such
as when to pour the milk and how to hold the teacup. Ms. Johnson's book also
includes tasty recipes.
An interesting division of the Washington School of Protocol
is the training of etiquette teachers. While not a franchise, the people who
complete the course receive a certificate and are allowed to use the logo in
their correspondence. It's turning out to be a great second career for many
people who are tired of the D.C., N.Y.C. and other rat races.
