Boring Is the New Sexy: How Switzerland’s Stability Is Its Greatest Asset (A Conversation with Alexandre Edelmann)

In this episode of Getting Serious with Woody Wade, we sit down with Alexandre Edelmann, Head of Presence Switzerland, to explore how a small country became a global brand synonymous with trust, quality, and innovation.

Presence Switzerland, part of the Federal Department of Foreign Affairs, is tasked with shaping Switzerland’s image abroad, from showcasing cutting-edge technology under the SwissTech label to fostering international trust in moments of global tension. Alexandre offers a rare behind-the-scenes look at how Swiss values like neutrality, collaboration, and precision are turned into global perception.

This episode is available on YouTube and Spotify.