London mum's company had roots in Middle East fascination

I’m originally from East Germany and have vivid memories of the Berlin Wall falling when I was 12. I think the negative stereotyping towards people from East Germany that followed shaped my chosen career as an expert and coach in Middle Eastern culture.

I’ve had a lifelong fascination with the Middle East – as a child I was struck by the mysticism and drama of its landscapes, heritage and architecture and this remained into adulthood. I started training in hotel management while living in Germany, eventually moving to London where I worked in some of the best 5 Star hotels, including Corinthia.

Working closely with clients from the Gulf region, including Saudi Arabia, UAE and Qatar, I fell in love with the culture and wanted to learn more. Realising that information was scarce, I saw an opportunity for myself and others who wanted to conduct business with Middle Eastern clients and created Star-CaT to help my clients improve their cultural understanding and build strong relationships.

Having started to build the Star-CaT brand, I was thrilled to be invited to speak at an inaugural luxury hospitality conference in Saudi Arabia. People in Saudi began recognising me and shared how much they appreciated someone from the West showing a different side to their culture. I began travelling to the Gulf frequently and met some incredible people from all walks of life.

Since then, and despite being a non-Arab speaking Western woman, I have managed to successfully navigate two distinctly different cultures and have dealt with thousands of clients from the Gulf region.

I’m incredibly proud to say I’m trusted by royalty, diplomats and private offices among others, and am now seen internationally as an authority in my field. It’s not always easy – I vividly recall being asked to organise a press conference for a head of state with 15 minutes notice! But being a trusted authority on conducting business in the Gulf and bridging Eastern and Western cultures is profoundly satisfying. So much so that I’ve been doing it for more than 20 years.

We live in an increasingly interconnected world yet there’s so much we don’t know about other cultures. Star-CaT is the result of years of knowledge, experience and trial and error. I have been where my clients are before they find me - not knowing what to say, what to wear and not understanding who is more important in ranking. Now I’m motivated by helping others get this knowledge fast - not needing 15 years to learn like I had to.

Better understanding leads to better relationships, better pipelines, more revenue, more customers and more business. I truly believe that this, combined with a willingness to learn, means everyone wins.

Corina Goetz lives in London and travels frequently to the Gulf. She is married and has an eleven-year-old son. Her hobbies include cold water swimming in North West London’s lakes and ponds. Follow her on Instagram @starcat_corina or LinkedIn @corinagoetz