Growth Bites: The Human Side of Scaling in Germany

 with Ilja Doert, IT Expert & Systemic Coach

Business Success Needs a Human Touch

Welcome to Growth Bites, bite-sized insights from real experts who know what it takes to enter new markets with clarity and confidence.

In this edition, Ilja Doert draws on 35+ years in IT and coaching to help international founders decode the human factors of doing business in Germany.

From formal meetings to psychological trust triggers, Ilja breaks down how to connect with German stakeholders, navigate cultural expectations, and avoid common pitfalls that derail expansion.

1. Know the Rules—Even the Unspoken Ones

Germany values order, and that shows up everywhere, from how meetings are run to how decisions are made.

• Agendas must be sent in advance.
• Titles (Herr/Frau) and “Sie” form are critical until told otherwise.
• Be ready for deep follow-up questions—they will come to the details.

Structure and planning demonstrate seriousness. Even startups are expected to run with structure, not improvisation.

2. Trust Before Transactions

Building strong personal relationships is more than a cultural bonus; it’s a business essential. Trust isn’t assumed, especially with new or international partners. It must be demonstrated through reliability and clear communication over time.

• It’s about keeping every commitment, not just delivering a product
• Being transparent isn’t optional; it’s a cultural norm
• Personal bonds with data privacy officers or internal stakeholders can unlock long B2B or public sector deals

Trust is built on how seriously they believe you take the topic, not what you claim about it.

3. Decisions Take Time (and That’s OK)

Don’t expect rapid-fire decisions. German companies are known for thorough evaluation processes and structured internal hierarchies.

📊 Expect multiple rounds of input and expert reviews

🪜 Match seniority in meetings—bring your CEO if they bring theirs

📑 Respect reporting lines and formal decision structures

It’s not hesitation, it’s precision. Once a decision is made, it’s rarely revisited.

They’re not slow, they’re careful. And that care builds strong partnerships.

4. Respect the Boundaries—Seriously

In Germany, work-life balance isn’t just a slogan; it’s protected. Sending emails at midnight or calling outside working hours may unintentionally send the wrong message.

🕐 Stick to business hours for communication

📬 Avoid scheduling during holidays or non-working periods

💬 Clarify availability and respect personal time

What’s seen as hustle elsewhere might feel intrusive here. Germans value boundaries and those who honour them.

5. Compliance Isn’t a Checkbox, It’s a Filter

From GDPR to the upcoming EU AI Act, legal and data compliance isn’t just about staying out of trouble; it’s a signal of professionalism. Many deals stall simply because startups lack documentation, data hosting standards, or privacy compliance.

🔐 Host EU customer data in-region

📄 Translate all documents clearly and professionally

🧾 Prepare risk assessments if using AI

Being compliant shows you’re serious. It opens doors before you even pitch.

Key Takeaways

✔️ Always share meeting agendas in advance—Germans value preparation

✔️ Use formal language and titles until explicitly invited otherwise

✔️ Address limitations early—transparency builds trust

✔️ Avoid over-promising—underpromise and overdeliver instead

✔️ Respect time boundaries—no late-night emails or weekend calls

✔️ Understand internal hierarchies and match seniority in meetings

✔️ Prepare for deep compliance scrutiny—GDPR, AI, documentation

✔️ Invest in local presence and professional translation

✔️ Build relationships gradually—it’s a long-term game

Growth Bites is your shortcut to what actually works. 

No fluff. Just expert-backed strategies you can apply.

Next up: Rewire your market approach for cultural precision and human connection.