Personal zones vary across cultures, professions, personal preferences and affluence (more affluent persons demand more personal space). Also, those living in densely populated environments (India) tend to have smaller space requirements. Generally, low-context cultures (North American, Northern Europeans) prefer interacting in the Social Zone for business but High-Context Cultures (Mediterranean, Arab, Latin) favour the Personal Zone. People value their personal space and business leaders use this space to ‘read’ the non-verbal messages. The trick lies in being sensitive to and respecting the space of others, leading to working relationships filled with trust.