We all know the differences, don’t we? We call them chips, they call them fries. We call it football, they call it soccer. We call them workmates, they call them friends. Americans are direct, optimistic and patriotic, whilst the tea-sipping British are (too) polite, self-deprecating, and far more likely to endure a terrible meal without ever complaining than be seen waving a flag.

At the risk of turning this into a debate over who pronounces “garage” correctly, it’s fair to say our different cultural outlooks, unsurprisingly, result in different marketing styles. Here are four I’ve noticed since making the move across the pond — with some lessons for marketing.

1. Selling doesn’t have to be hard