Frankfurt. Handelsblatt. September 13, 2025. Forget “keep it simple”: according to a recent study (in Germany), start-up founders raise more funds when they express themselves in a more differentiated way. What makes a good pitch.
When start-up founders want to convince investors of their idea, they often receive the same advice: keep it simple. Messages should be as clear as possible, with few foreign words and no frills. However, a new study by researchers at the Technische Universtät Dortmund, the Universtät Passau, and the Technische Universtät Munich, published in the journal Entrepreneurship Theory and Practice, shows that it’s not quite that simple.
According to the study, the use of cognitively complex language leads to greater financing success: those who expressed themselves in a more linguistically sophisticated manner during their pitch received an average of more than seven percent or approximately $125,000 in additional investment in the twelve months that followed.
November 12, 2024. Bill Anderson, CEO of Bayer, reports on the company’s progress. A video with the title “90 days in 90 seconds.”
However, many Germans were not convinced. Not because Germans are mean people. Not because Germans are negative, destructive, or pessimistic. But instead, because they have a different approach to persuasion. How they persuade. How they allow themselves to be persuaded.
See the Anderson-video and the comments on LinkedIn. Here are some of the German comments:
“Dear Bill Anderson: I know that you have a difficult job, and I don’t want to blame you for the mistakes of your predecessors. Nevertheless, you should be able to honestly tell employees, shareholders and the German public, how things are going at Bayer. Your above statement is in my point of view misleading and irresponsible.
Bayer’s existence is threatened and you and the top management (seem) have not yet understood this. Stop being the Olaf Scholz (German Chancellor) of the German industry and please switch from Disney Land mentality to the necessary crisis mode. If you and management are unable to recognize, communicate and resolve the realities, please clear the way for leaders who can. And please stop sugarcoating terrifying realities ASAP!!!”
The commenter is a Ph.D. university professor in Pathology and Immunology. And the commenter is a German who has also become an American citizen.
Another comment from a German on LinkedIn: “‘We’re making great progress in some areas.”‘ You cannot be serious! The share price is at a 20-years low. It is true that you cannot be blamed for your predecessors’ mistakes, but where was the share price at, when you started as CEO at Bayer?”
And this from a Bayer-employee: “With this performance and a drop of more than 10% in share price today, I would be surprised if you survive another year as CEO. Be honest and inform the public that the Bayer Monsanto merger is a huge insolvency risk. It is time for a rescue plan to save at least parts of the company.” The commenter is German.
“After having lived for 4 years in the US I learned to appreciate some German traits. What comes to mind is efficiency, being detail oriented, having a long attention span, being direct and mostly honest, and – very surprising for me – compared to the US the relation to your superior is much more on an equal footing (okay not everywhere), despite calling your boss by their firstname in the US, work life balance, time for your family Politically, trying to find a balance between economic growth, workers rights, social security and sustainability (trying is the word here). On a material level, certainly bread (in all variations), beer, engineering of course, Sahnetorte (cream cake), Wurst (sausages as well as cold cuts); plumbing, online-banking, … Examples of what we still have to learn: seeing the good things (we are perfect in looking for “das Haar in der Suppe”, finding fault in everything); sometimes letting go of safety in favor of taking risks.”
“My sister lives in Munich and, although I’ve never lived there, I’ve visited Germany multiple times. Germans do many things very well. The towns are clean, safe, and well run. People are polite and civilized. Food is delicious and the beer is out-of-this-world. The women are so good-looking! My sister enjoys a high quality of life over there – she says that social services are comprehensive and stress-free to deal with. And all this without mentioning German achievements in science, medicine, engineering, commerce, and the arts. It’s a fine country. p.s. John Kampfner’s book on Germany is excellent.”
“As an Italian, I can say that Germans are the best when it comes to public facilities, infrastructure, punctuality and public order.. they also make the best beer you can find.. They need to improve fashion and social attitude perhaps (Not all of them are “cold” though) I would love to live in München one day!”
Americans approach sensitive work topics cautiously. Euphemisms communicate uncomfortable messages. Ambiguity can be helpful. Indirect communication is considered to be both polite and effective. Examples
Small talk in the USA gets communication going. Small talk allows people to get a sense for the overall atmosphere. Americans seldom jump directly into serioius business subject matter. Examples
In the U.S. a true and lasting resolution is attainable only when a clear decision is made. Americans don’t have of a problem with one party winning and the other losing. “You win some, you lose some.” Examples
The American customer expects the supplier to deliver a product or service as defined by the customer. The customer expects the supplier to orient himself fully towards their needs and to respond as quickly as possible. The supplier is expected to adapt to any change in scope. Examples
Collaboration in the American business context is defined first und foremostly by the customer. They not only define what they want, but also to a significant extent how they want it. Examples
Americans do not make a clear distinction between serving and consulting. They go hand-in-hand. They are two sides of the same coin. Consulting is a service to the customer.
Serving should include bringing into play subject matter expertise. However, an American consultant, supplier, vendor, seldom sees themselves at eye-level with the customer. The customer is always in charge. Examples
Americans seldom give colleagues unsolicited advice. Even then, depending on how sensitive the topic is, they will communicate their advice in carefully worded language. Examples