17 and a Half Questions With Gudrun Herrmann

We ask inspiring people 17 and a half questions. This time we have Gudrun Herrmann, who heads the TikTok communications team in the German-language region and the Netherlands. She has a fondness for digital businesses and a deep-seated passion for her family, Macarons and Thoreau 

17 and a Half Questions With Gudrun Herrmann

1.  What I like about my job

The opportunity to build an international content platform and successful start-up with TikTok.

2.  What sometimes frustrates me

This is the second time – after LinkedIn – that I have had this experience: Companies in the hypergrowth are exciting, because they are incredibly dynamic. But also unnerving for the same reason.

3.  My secret alternative job

Pippi Longstocking.

4.  Best strategy to survive a really bad day at the office

Lots of cappuccino.

5.  When are you in the famous flow

That depends – it can be during brainstorming sessions, but also during quiet work on concepts or similar things. For me, being in a flow is more about an open mind and concentrated work rather than a ticking off points that have to be fulfilled.

6.  Biggest success so far

The establishment of LinkedIn as a brand in German-speaking countries.

7.  Biggest defeat

The closing of my communications consultancy. But hey – at least I dared to start a business.

8.  Worst buzzword

‘Low hanging fruits’. Whenever things are going badly, they suddenly become super thrilling in any strategy...

9.  Best reward after a hard week at work

A quiet weekend.

10.  Home office or in-house

Home Office until the end of August in any case.

11. Most important traits a colleague/business partner must have


12. Your creative hack

Handicraft books for children.

13. First website to check in the morning


14. Favorite digital tool

LastPass. I'm no pro when it comes to passwords...

15. In which book or series have you learned the most for your (work) life?

Thoreaus Walden.

16. Which series, book or podcast can you generally recommend?

On the subject of management: Leaders Eat Last by Simon Sinek (as well as his other books) And for an exploration of the feminist literature: The Second Sex by Simone de Beauvoir. Very enlightening.

17. Most prominent follower on a social channel?

Neither LinkedIn nor TikTok both work based on numbers and prominence of followers. That only works on Insta and Twitter – and I don't actively participate in those networks.

17 and a half: One thing that...

...has always bothered me: ‘Someone important in the company said we have to do it’. This only creates resistance. Projects should be convincing because of the ideas behind them.



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