The last thing to be aware of about culture is what makes it up, what makes it tick, and it’s this strange combination of attitudes, values, practices, beliefs, the way the society is structured, and the expectation people have as they interact with these—particularly, practices and structures and beliefs that they go through. In certain cultures, the customer is king. In other cultures, the business gets to set the rules and the customer adapts to the way the business sets the rules. That was one