5 Things I’ve Learned Starting a Business in Switzerland
I didn’t relocate to Switzerland with the intention of starting a business. I moved here to build a life. A few years later, I’ve done both, while navigating a new culture, becoming a mother and a wife, running a business remotely and now a new venture based in Switzerland..
There’s no guidebook for this. But if there were, here’s what mine would say.
1. Trust takes time, and it’s worth it
In Switzerland, people take time to get to know you before they do business with you, and rightly so. Trust matters, word of mouth matters, and consistency matters more than charisma. It’s not about selling yourself quickly. It’s through consistent meetings, thoughtful exchanges, mutual respect and letting your reputation speak for itself. Swiss clients may not share everything up front, but when they do, it’s considered, clear, and lasting.
2. Slow doesn’t mean uncertain
One of the first things I noticed working in Switzerland was the shift in pace; slower (especially compared to the US Market), more deliberate, more grounded. But slower doesn’t mean stagnant. It means intentional. Swiss clients take the time to decide, but when they do, it’s a solid, lasting commitment. That depth has taught me patience, and it’s made my work stronger.
3. Say less, mean more
I’ve learned to sharpen my message, not shout louder. Swiss professionals value structure, quality, and logic. When I present an idea, it needs to be clear, useful, and well thought out. Big energy is great. But here, quiet confidence backed by substance wins every time.
4. Language shows intention
Starting a business in a country where you're still learning the language is humbling. Depending on the canton, language can be a silent gatekeeper. Even if you do business in English, showing effort in French (or German or Italian) opens doors and signals respect. My French is still in progress, but even small efforts have gone a long way in building trust.
5. Commitment speaks loudest
Switzerland has seen too many expats and entrepreneurs come and go. There’s a natural scepticism toward anything that feels too temporary or too transactional. This is a country that values commitment. I don’t just talk about long-term strategy. I’ve lived it, building a life here, adapting to a new market, and creating The Grand Strategy Co. with the intention to build something that’s meant to last.
Final thought:
Building The Grand Strategy here has required me to slow down, refine, and dig deeper not just into the Swiss market, but into how I work, what I value, and how I want to grow. If you’re considering launching something in Switzerland, don’t try to replicate what worked elsewhere. Listen, adapt, and lead with conviction.