Brazilian Flavor at a German Barbecue

Originally published on Meio&Mensagem on July 31st 2024.

I finally managed to extend my trip to Germany for a few extra days, beyond the week that was previously scheduled for the Global Communication Leadership meeting. It was the opportunity I had been seeking for four years, working at a German multinational, but had yet to put into practice: the in-person meeting with our colleagues at the company’s headquarters.  

Moreover, I was truly curious to test the possibility of unscheduled meetings with the Germans, the kind that happen by chance, in the hallway or over coffee. But since German culture is known for its formality, punctuality, rules, and regulations, many people warned me that the chances of success for these casual conversations would be slim. “Forget it: Germans don’t do anything last minute, without scheduling”, they said. But I wasn’t about to travel thousands of kilometers across the ocean without at least trying on German soil this Brazilian approach, which I value so much and that has worked so well here.

So, between one formal appointment and another, while walking through the company corridors looking for my next meeting, I came across a room with its door open and a sign showing the name Marc, a colleague responsible for communication with Mathias, our global sustainability leader. I had been wanting to meet him in person for a long time. I stopped for a moment, and as soon as he saw me, I greeted him and said, “Marc? What a pleasure to meet you! Malu Weber, from Brazil. Would you like to grab a coffee?” He gave a shy smile, looked at his watch, and said, “I can spare 10 minutes for a coffee”. And off we went.

The time was more than enough for us to brainstorm strategic exposure opportunities for Mathias in Brazil. As the conversation flowed, I remembered Aberje Trends, an event where I would be moderating a panel on climate change – Mathias’s key topic. And as luck seemed to be on my side, I saw Mathias himself, right at the building’s entrance, returning from one of his trips?

I didn’t miss the chance to approach him and introduce myself. It was a quick but memorable greeting, as he not only recognized me but also greeted me the next morning at breakfast at the hotel. While we were serving ourselves at the bread buffet, I suggested that he could record a brief statement to be included in Brazil’s largest annual corporate communication event.

Marc was with us at the time (as he was preparing Mathias for an interview) and suggested that the recording took place immediately, using the setup already prepared for other activities that morning. To my delight, by the end of the afternoon, I received the personalized video for the event. I was so excited by the success of my Brazilian-style strategy that I returned to headquarters the next day, eager to test new ways of connecting, challenging all the German protocols.

New unofficial meetings followed, and it didn’t take long to realize that the Germans, though often surprised, appreciated the less formal approach. At first, I sensed some hesitation, even comments like, “People might – wrongly – think we’re not working, sitting out in the sun in the courtyard”. But that concern gradually faded, making way for a more relaxed and closer interaction.

Moreover, professional relationships completely changed after those experiences: bonds were strengthened, trust grew, we built bridges, removed barriers, identified opportunities to be more effective, and worked as one team – and a happier one. I offered help, gained allies, and fostered an environment that generated new ideas, brought us together, and made us stronger. And as if that weren’t enough, I even received invitations to the homes of two colleagues (to the surprise of some), who treated me to a typical German barbecue with their families over the weekend.

I came back home with the lesson that the so-called German formality can indeed yield to Brazilian charm and a touch of boldness. In fact, I dare say we need to challenge stereotypes and prejudice: any nationality can benefit from casual conversations, even within the traditional meeting rooms. Informal environments build mutual understanding, respect, and trust – a winning formula for success in the business world too. Environments that reduce stress, tension, and anxiety encourage people to give their best, to engage, and to deliver exceptional results.

It’s effectiveness and affection working together, succeeding anywhere in the world. It’s the human warmth, a universal ingredient everyone should experience, melting even the toughest and (supposedly) most untouchable hearts. Speaking of which, my next trip to Germany, in September, doesn’t have the formal agenda set yet, but I’ve already received an invitation from the same colleagues for another barbecue, where I’ll surely bring back a good portion of the already tested – and, as it seems, approved – Brazilian flavor.

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