Yet a euphoric approach to business is by no means enough. Although business communication in the US is pleasant and easygoing, it is at the same time ruthlessly focused. Communicating is a natural talent of Americans. When negotiating partners meet, the emphasis is on small talk and smiling. If you give a talk in America, you should speak in a relaxed way and with plenty of jokes.
Informality is the rule.
Business partners renounce their academic titles on their business cards. Sandwiches and drinks in plastic or boxes are served during conferences. Your business partners tend to act casually in the office. This pleasant attitude persists in the negotiation itself. US negotiators usually attach little importance to status, title, formalities and protocol.