In the work of the Black-Red coalition, a fundamental problem of the Germans is becoming increasingly noticeable

In the political public sphere, it's not just what a government decides that counts – but also how it talks about it. The black-red coalition of the CDU/CSU and SPD exemplifies a long-standing problem in German politics: It sometimes acts decisively, but lets its own communication slip.

Strategically communicating political successes is more important today than ever. Especially in a time of uncertainty and polarization, where fake news on social media is often more likely to be believed than reliable news sources, a clear, confident narrative would be crucial to gaining trust and shaping power.

Three measures stand out in particular:

With the massive increase in defense spending, the coalition has initiated a security policy shift that was long overdue.

In the face of geopolitical tensions and military threats – not least Russia’s war in Ukraine – the ability to defend oneself is not an option but a necessity .

Prof. Dr. Veit Etzold is a speaker, CEO coach, and consultant for strategy and storytelling. With 20 years of experience in banking, insurance, strategy consulting, and executive education, as well as being a twelve-time Spiegel bestselling author, he combines business and best-selling expertise. As a professor of marketing/sales and director of the Competence Center for Neuromarketing at Aalen University, he is also a keynote speaker on the topic of storytelling.

The CDU-SPD coalition recognized this and acted. The underlying message: security is the fundamental prerequisite for all other political fields of action—be it energy supply, economic development, or social policy.

Or in short: security is not everything, but without security everything is nothing.

A change of course has also been made in migration policy, replacing previous symbolic political rituals. Neither Merkel's grand coalition, which initiated the migration overburden, nor the traffic light coalition (in any case) have even touched this issue with a pinch of salt.

The coalition of the CDU and SPD (especially the CDU), on the other hand, has opted for limiting and controlling migration – a step that is not aimed at populist effects, but rather at strengthening social cohesion and what is possible. This involves tangible measures that simultaneously focus on integration and control.

At a time when trust in the government's ability to act is crumbling, this course sends an important signal : the government can and wants to shape things – even on sensitive issues. Now, to such an extent that even the conservative newspaper "NZZ" is advising Switzerland to follow Germany's example.

With the €631 billion investment package, it's not the government sending a signal – it's the German economy. However, the German economy clearly has more faith in this government than in previous ones to finally get the economy moving again. Major German companies, and now also international investors like Blackstone, are thus demonstrating remarkable confidence in Germany's future viability as a business location.

After years of economic policy uncertainty and the dull Scholz mildew under the traffic light coalition, this package is a glimmer of hope – an anticipation of better framework conditions, an advance on real reforms.

Crucially, this money doesn't come from government coffers, but from entrepreneurial risk—borne by companies that want to believe in change. They are investing in a location and thus also in a state that they expect to finally act.

This makes the question all the more urgent: Will this vote of confidence now be followed by political action? Will the structural reforms that many companies have been demanding for years finally be implemented?

Prof. Dr. Veit Etzold is a speaker, CEO coach, and consultant for strategy and storytelling. With 20 years of experience in banking, insurance, strategy consulting, and executive education, as well as being a twelve-time Spiegel bestselling author, he combines business and best-selling expertise. As a professor of marketing/sales and director of the Competence Center for Neuromarketing at Aalen University, he is also a keynote speaker on the topic of storytelling.

The amount—631 billion—may seem arbitrary, almost symbolic. Why not 630 or 640 billion? Perhaps it's because people consider "odd" numbers more serious.

But the message is clear: Anyone willing to invest on this scale expects clarity, direction, and reliability. And that's exactly what politicians must deliver now.

What's evident in politics can also be observed in the German corporate world. Germany is actually a nation of inventors—but often lacks the voice, platform, and strategy to successfully market its own achievements.

There are many examples of this:

• the fax machine,
• MP3 technology,
• the CD-ROM,
• also the Walkman.

All of these things were developed in Germany – but the economic beneficiaries have mostly been American or Japanese companies. In the future, it could be the Chinese who profitably sell German ideas worldwide.

The lesson is clear: It's not enough to just be good—you have to show it, too. "Do good and talk about it" is more than a saying. It's a survival strategy in a world where attention and narratives determine success.

The CDU-SPD coalition has delivered – in key areas such as security, migration, and the economy. But it talks too little about them. In doing so, it is wasting valuable trust and political influence.

For companies, this means: Innovation alone isn't enough. Those who want to have an impact must make their strengths visible.

Germany has many good ideas. Now it needs the courage to share them confidently.

This article is from the EXPERTS Circle – a network of selected experts with in-depth knowledge and many years of experience. The content is based on individual assessments and is aligned with the current state of science and practice.