5 hidden rules of Canadian business culture every newcomer entrepreneur must know: Insights from workplace culture expert Matt Adolphe 

Starting a business in Canada as a newcomer is an exciting adventure but it often comes with its unique set of challenges. You might have an amazing business idea, yet without a solid grasp of how professional relationships and communication truly work in Canada, building and growing your venture can feel like an uphill battle. 

So, what are these unwritten rules of Canadian business culture? We chatted with Matt Adolphe, a seasoned workplace culture expert with 25 years of experience in teaching, consulting and facilitating both in Canada and internationally. He’s the author of two insightful books: Canadian Workplace Culture: Mastering the Unspoken Rules and Would You Hire You? His expertise spans career development, leadership, communication skills and conflict resolution, making him the perfect guide for newcomer entrepreneurs aiming to thrive in the Canadian market. 

1. Networking is about building trust, not just selling 

If you’ve ever attended a networking event expecting to immediately secure a client or close a deal, you might have left feeling disappointed. That’s because networking in Canada is fundamentally about building genuine relationships—not simply transactional exchanges. For newcomer entrepreneurs, this means laying a foundation of trust before pitching your services or products. 

What this means for your business: 

• Don’t rush into a sales pitch; take the time to genuinely get to know people first. 

• Always follow up after networking events to nurture those budding relationships. 

• Be patient; building trust takes time and consistent effort. 

Matt’s insight: “Frontline staff, like receptionists, are often gatekeepers to decision-makers. How you treat them can determine whether you get the right connections and business opportunities.” 

2. Read between the lines—Canadians are indirect communicators 

One of the most significant cultural differences newcomer entrepreneurs might encounter is Canada’s indirect communication style. Canadians often express themselves politely rather than being blunt, meaning you need to pay close attention to subtle cues and implied meanings in conversations with potential clients, partners or employees. 

Example: If someone says, “Yeah, let’s connect sometime!” in a business context, it might actually be a polite way of declining or indicating a low priority. Canadians often avoid saying “no” outright to prevent perceived conflict. Learning to interpret these unspoken messages is crucial for effective business interactions. 

What to do instead: 

• Pay close attention to tone of voice and body language. 

• If you’re unsure about an agreement or commitment, follow up once for clarification, but avoid pushing too hard. 

• In discussions, rather than directly contradicting someone, try to agree with parts of their statement and then gently add your own perspective. 

Matt’s insight: “Even disagreeing about the weather can be seen as conflict! Instead of saying ‘Not for me, it’s too cold,’ try, ‘It’s nice, but I prefer it a bit warmer.’ This applies to business discussions too.” 

3. Humility wins—Too much self-promotion can hurt you 

In some cultures, openly discussing your achievements and promoting yourself is encouraged. In Canada, however, humility is highly valued. Being overly flashy—whether in how you speak about your accomplishments or how you present yourself—can make potential collaborators or clients uncomfortable. For entrepreneurs, striking the right balance is key. 

What this means for your business: 

• Instead of boasting, let others inquire about your successes; allow your work to speak for itself. 

• Dress professionally for business meetings but avoid overly expensive or showy clothing that might create a perception of extravagance. 

• Approach business conversations with genuine curiosity about others’ work, rather than focusing solely on self-promotion. 

Matt’s insight: “In the U.S., people want to hear about your accomplishments. In Canada, if you talk too much about yourself, it can come across as showing off, which can hinder business relationships.” 

4. Volunteering is a secret weapon for networking 

Want to rapidly expand your business network and gain credibility within the Canadian market? Consider integrating volunteering into your strategy! In Canada, volunteering isn’t just about giving back to the community—it’s a powerful and often overlooked way to meet influential people and build trust with potential business contacts. 

Why it works for entrepreneurs: 

• Many business leaders and CEOs are actively involved in community service and charitable organizations. 

• People naturally tend to trust those who demonstrate a commitment to contributing to their community. 

• It’s an excellent, low-pressure way to showcase your skills and dedication without appearing overly “salesy” or self-serving. 

Matt’s insight: “If you’re a tech entrepreneur, offer to help a non-profit with their website. If you’re in marketing, volunteer at a local charity event. These small contributions can lead to truly meaningful business connections and opportunities.” 

5. First impressions matter—And they last 

Unlike in some cultures where a negative initial interaction can be easily mended over time, a bad first impression in Canadian business culture can be challenging to overcome. For newcomer entrepreneurs, this emphasizes the importance of every initial interaction. 

What to keep in mind for your business interactions: 

• Be polite and respectful to everyone you encounter, from receptionists to junior staff; every interaction reflects on your professionalism. 

• Be highly aware of your tone and body language; your attitude can matter as much as your words in conveying professionalism and respect. 

• Be mindful of personal space and avoid interrupting others during conversations; active listening is highly valued. 

Matt’s insight: “Hiring managers often ask receptionists how a candidate treated them. Similarly, in business, how you treat everyone in an organization can impact whether you get the deal or build a lasting partnership.” 

Cultural awareness: A cornerstone of business success 

Adapting to Canadian business culture is just as crucial as having a brilliant business idea. By focusing on authentic relationship-building, understanding communication nuances, embracing humility and engaging with your community, newcomer entrepreneurs can build robust professional networks and achieve lasting success in Canada. 

Ready to achieve your business goals in Canada? Futurpreneur’s My Canadian Startup program empowers newcomer entrepreneurs with success strategies and knowledge to help them on their entrepreneurial journeys in their new country. Learn more about us.