When Mira Wörgötter, a German AI business coach, packed her bags and relocated to Lagos, Nigeria six months ago, she left behind a predictable corporate culture. Having previously coached executives at European giants like Siemens and Bosch, Wörgötter set out to build a business from scratch in West Africa’s economic powerhouse.
What she found completely reshaped her understanding of what it means to be a “professional.”
In a candid reflection shared with her professional network, Wörgötter laid out the realities of navigating the Nigerian business landscape. For foreign investors, expats, and entrepreneurs looking to tap into Africa’s largest market, her first-hand experiences offer a masterclass in cultural adaptation.
Below are the five core lessons she learned about how business is actually done in Nigeria:
1. Enthusiasm Does Not Equal Commitment
In many Western markets, a highly enthusiastic response to a pitch is a strong indicator of a closed deal. In Nigeria, excitement is a cultural baseline. Wörgötter quickly noticed that people will express immense verbal excitement and agree to proposals rapidly during conversations—but that enthusiasm doesn’t always translate into actual payments or signed contracts.
2. Relationships Trump Polished Presentations
If you think a perfect slide deck will win the room, think again. Wörgötter learned that genuine relationships matter far more than corporate pitches. Without taking the time to build foundational trust on a personal level, even the most professional presentation will fall flat. Business in Nigeria is highly interpersonal; people do business with those they know and like.
3. Humour is a Business Strategy
While German corporate culture leans heavily into formal, serious communication, the Nigerian market responds to approachability. Wörgötter discovered that her lighthearted and humorous content generated significantly more genuine customer conversations than her strictly formal business posts. A good sense of humor is an essential tool for opening doors and building rapport.
4. Presentation and Appearance Carry Heavy Weight
Wörgötter’s observation on Nigerian workplace attire was blunt: if your clothes aren’t ironed, you won’t be taken seriously. Presentation is paramount in Nigeria’s professional circles. Showing up looking sharp, well-groomed, and meticulously dressed is a sign of respect and competence that carries immense cultural weight.
5. Prepare for “Incredibly Young” Leadership
Nigeria’s demographics are heavily skewed toward the youth, and this is highly visible in the boardroom. Wörgötter noted that she now regularly works alongside executives and decision-makers who are 20 to 25 years younger than her typical counterparts back in Germany. The energy is different, the hustle is palpable, and the leadership is overwhelmingly young.
Redefining “Professionalism”
Ultimately, Wörgötter’s journey highlights that Western corporate norms are not the global standard. “Moving countries has taught me that there is no universal definition of ‘professional,'”她 she noted. “A lot of what we call professionalism is simply the culture we’re used to.”
Her insights resonated strongly with local professionals. As one Nigerian executive responded to her findings: “What looks ‘professional’ in one culture may simply be unfamiliar in another. The ability to adapt, listen, and build genuine relationships is often more valuable than trying to fit into one definition.”
For anyone looking to succeed in Nigeria, the message is clear: leave your preconceived corporate rulebook at the door, dress sharply, learn to share a laugh, and focus on the people across the table before the product on the screen.
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