Why “If it Ain’t Dutch, It Ain’t Much” May Miss the Mark in the U.S.
A Fun Dutch Slogan—But a Risky One Abroad
I recently came across a photo of a Dutch company that does a lot of business in the U.S. In the picture, someone wore a T-shirt with the phrase: “If it ain’t Dutch, it ain’t much.” It’s a phrase the Dutch often use playfully—catchy, and a proud nod to Dutch quality and innovation.
But in the American context, especially in business, this kind of slogan can be risky.
Why? Because in the U.S., patriotism runs deep.
National pride is visible everywhere—from flags outside homes and offices to the national anthem at professional and even kids’ sports games. It’s not just cultural—it’s personal.
So a phrase like “If it ain’t Dutch, it ain’t much” may come across not as fun or clever, but as:
❌ “We’re better than you.”
❌ “Our way is the right way.”
❌ “Yours isn’t good enough.”
That’s almost never what the Dutch intend. But in intercultural communication, intention doesn’t guarantee interpretation.
So what's a better way to communicate Dutch strengths?
✅ Highlight your expertise or product excellence
✅ Show how it adds value in the U.S. context
✅ Be curious about local practices and preferences
✅ Or skip the Dutch angle altogether—and focus on how your solution helps the customer succeed
Dutch pride is a strength. But in a culture where national pride is closely tied to identity, how you express it matters.
Pride Is Good—But Partnership Wins
Dutch pride is a strength.
But in a culture where national pride is deeply personal, how you express it makes the difference between connection and resistance.
Because in the end: if it ain’t mutual, it ain’t much
Want to Avoid Cultural Missteps in the U.S. Market?
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