LME 053 – Going Global: How German SMEs Can Succeed in the U.S.
If you’ve been listening for a while, you’ll notice that today’s episode is a little different.
Usually, we focus on how to lead people more effectively – how to build stronger teams, improve communication, and navigate leadership challenges in everyday business life.
But today, we’re zooming out and looking at strategy – specifically: what does it take for a successful small or mid-sized company to expand internationally?
Expanding into the US market
Brian Creager
Brian Creager
My guest is Brian Creager, an experienced business leader and a longtime friend of mine. Brian is American, but not your typical one – he’s worked extensively in Europe, understands the German Mittelstand, and knows both sides of the Atlantic business world inside out.
In our conversation, we focus on what German companies should know when considering a move into the U.S. market – the opportunities, the risks, the misunderstandings, and the smart first steps. But even if you’re not from Germany, and even if you’re not targeting the U.S., the principles we discuss about understanding product-market fit, adapting to culture, and taking calculated steps into a new market. These points are relevant for any small business owner thinking about international growth.
Also important to mention: our conversation took place before the latest round of tariff discussions. But if you’re offering services, as Brian points out, tariffs really aren’t an issue.
This episode is packed with practical advice from someone who has guided companies through this process for decades.
Let’s dive in.
Key Points
1. The U.S. Market: Big, Homogenous – but Not One-Size-Fits-All
Brian emphasizes that while the U.S. may appear more uniform than Europe, its size and regional differences can surprise newcomers:
The U.S. is geographically and economically massive.
Regional differences in consumer behavior, distribution, and preferences still matter.
It’s easier to sell across all 50 states than across multiple European countries — but only if the business understands local nuances.
2. Product-Market Fit Comes First
One of the biggest mistakes companies make is assuming that what works in Germany will work the same way in the U.S. It won’t – at least not without adjustments.
Companies need to understand how their product is used in Germany vs. how it might be used in the U.S.
There’s no one-size-fits-all formula – success depends on tweaking, adapting, and sometimes reinventing.
Product-market fit is the foundation – without it, nothing else will work.
3. Why Services Are the Easier Entry Point
Brian makes a key point: if you’re offering services, you’ll avoid many of the common barriers:
No import regulations, no shipping or logistics issues.
No tariffs – and this remains true even after recent tariff discussions (which weren’t included in this interview).
You can start lean – sometimes without even forming a U.S. legal entity.
4. Strategic Entry: Start Small and Learn First
Expanding internationally doesn’t mean going all-in from day one. Brian’s advice:
Attend trade shows and conferences where U.S. companies are present (first in Germany, then in the U.S.).
Start conversations and gather information.
Look for signs of interest and understand how Americans approach purchasing decisions.
Don’t exhibit at first – just walk the floor, talk to people, and learn.
5. Distribution: Know the Differences
Many European companies assume distribution will work similarly in the U.S. – not always true:
In Germany, technical distributors often provide support and service.
In the U.S., wholesalers often just “move boxes,” and manufacturers handle technical support directly.
Understanding the channel logic of your industry is essential to avoid missteps.
6. Legal Setup is Easier Than Expected
Setting up a U.S. company sounds intimidating – but it’s simpler than in Germany:
You can form an LLC in most states for under $200, often within minutes.
But you don’t even need a company at first – just apply for a U.S. taxpayer number (ITIN) and open a U.S. bank account.
Make it easy for American customers to pay you in USD.
7. Cultural Intelligence is Crucial
Communication is not just about language – it’s about understanding norms:
Americans are typically more polite and optimistic in their tone than Germans.
Business culture is more informal but also fast-paced – people expect prompt follow-ups.
A “no” doesn’t always mean “never” – it might just mean “not now.”
In-person contact is still very powerful – especially for building trust and partnerships.
8. Don’t Underestimate or Overestimate the Opportunity
Brian warns of two traps:
Underinvesting: not committing enough resources to break through the noise.
Overinvesting: spending too much before validating the opportunity.
His recommendation: walk before you run. Start lean, gather market intelligence, then scale.
9. How Brian Supports German Businesses
Brian offers personal, practical support:
He starts with a conversation to understand your business and your product.
He helps assess product-market fit, explore initial opportunities, and craft a go-to-market plan.
He can even join you on your first trip to a U.S. trade fair – helping you navigate culture, language, and strategy on the ground.
Get in Touch with Brian
Brian Creager
