Hello,
As I’m writing this, I’m actually getting ready to fly back to Los Angeles after spending a couple weeks back home in Germany. Every time I move between these two places, I’m reminded how different the environments really are.
When I first moved to Los Angeles in January 2023, I assumed the U.S. and Germany were pretty similar.
From the outside, both countries look like they operate the same:
- Western lifestyle
- strong business ecosystems
- modern cities
- global brands
Convenience vs. Practicality
One of the clearest differences is how people think about time and convenience.
In the US (especially in Los Angeles), convenience is almost a core product feature. People are willing to pay a premium if something saves time or removes friction from their day. You see it everywhere:
- Food delivery available 24/7
- Premium ride services like Uber Black
- Services designed around speed and accessibility
For example, you can order an Uber Black at LAX that picks you up curbside and skips the taxi lines. It might cost $80 for a 15-minute ride, but the value proposition isn’t the price… rather time saved.
In Germany, the mindset is usually more focused on practicality and value. People often ask a different question before making a purchase: “Is this actually worth it?” Price sensitivity is higher, and convenience alone is rarely enough to justify a premium.
Neither mindset is better or worse, but it leads to very different consumer behavior.
Risk vs. Caution
Another difference becomes obvious when you look at how new technologies and ideas are adopted.
- AI products launching weekly
- Autonomous vehicles being tested on public roads
- New startups appearing constantly
- Entrepreneurial spirit in big cities
The mindset often looks like this: build it, test it, and figure out the regulation later.
In Europe and Germany, the approach is usually the opposite. New ideas are often pressure-tested first. People want to understand the regulations and the risks before adoption happens at scale. That caution can be valuable. But it also means innovation sometimes moves more slowly.
The Social Difference
Americans are generally much more open in everyday communication. It’s normal to talk to strangers, make small talk in coffee shops, or exchange contacts. For many Europeans, this can initially feel superficial.
But that interpretation is often wrong. When someone says “We should grab coffee sometime,” it’s usually not an invitation into their inner circle, it’s simply a friendly interaction. At the same time, that openness creates a large number of potential connections.
In the U.S. you might meet 50 potential opportunities, and maybe only five of them actually lead somewhere. In Germany, the number of casual interactions may be smaller, but relationships tend to develop more slowly and deliberately.
If you have experience doing business in both the US and Europe (or any other country), I’d love to hear about your journey. Reply back to this email!
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That’s all for this week! Thanks so much for reading and subscribing.
See you next week.
– Benni
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