Jeff : Are there considerable cultural differences in the way business is conducted between China and Western countries? Neal : Oh yes, there are many differences and you have to be aware of these if you want to succeed in China. Jeff : ---- Neal : Well, in Western-style business, we focus on the deal, the possibilities and the risks. In China, top businessmen spend a good deal of time exploring what sort of person you are. Your character is more important than what you do.