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Many people complete the formalities in the UAE, yet relationships remain polite but distant. Business discussions start well but do not move forward, communication feels unclear, and promising connections sometimes disappear without explanation. Social circles often stay limited to other expatriates, despite genuine efforts to connect.
Beyond Formalities explains the cultural foundations behind Emirati culture and local customs, helping you understand how trust, communication, and relationships develop in the UAE. This guide was written to bridge the gap and support clearer interaction, meaningful connection, and lasting relationships in everyday life and professional settings.
You did the formalities, yet trust still takes time.
Meetings are warm, but decisions move differently than expected.
Indirect communication and silence can be hard to interpret.
You want to show respect, but you are not sure what matters most.
UAE daily life is shaped by values such as respect, hospitality, faith, family, hierarchy, and social harmony. When those foundations are understood, communication becomes clearer and relationships become easier to build.
How cultural values shape everyday interaction
How trust and relationships develop over time
How social boundaries and etiquette work in real life
How business culture and protocol are influenced by cultural context
Clarity on Emirati culture and local customs
More confidence in social and professional interaction
A stronger understanding of nonverbal communication and social distance
Practical awareness of etiquette in hospitality, dining, and majlis settings
A foundation for respectful business communication and professional conduct in the UAE
For professionals, founders, and individuals who want cultural clarity before arriving or partnering with the UAE.
For those settling in and seeking confidence in daily interaction, customs, and communication.
For anyone who wants deeper understanding beyond procedures, to build lasting relationships.
Honest reflections from the people who walked this journey with us.
Several clients, marked with a shield, prefer to remain anonymous because of NDA requirements, but still offered to share their experience. We are truly thankful for every participant who chooses to tell us how the masterclasses shaped their understanding of the culture. Here is a small selection.
"Working in the Gulf taught me that what feels natural in my own culture doesn't always land the same here. Beyond Formalities helped me understand the unspoken expectations and subtle ways people build trust. My whole approach shifted. I feel more grounded, more respectful and far more effective in every conversation I have."
Dutch Construction Leader Managing Major Projects in the Gulf Region
"I'm very thankful. Beyond Formalities changed everything. It brought calm into my marriage, clarity into my daily life and a sense of belonging I didn't know I could feel. I understand my husband's world so much better now and I'm genuinely grateful for how much lighter and more connected life here feels after reading Beyond Formalities."
Irish professional married to an Emirati
"I signed up for the first masterclass of the culture code out of pure curiosity. I wanted to understand the culture I was living in and hoped to learn a few basics. The Cultural Foundations Masterclass and the Masterclass dedicated to Expatriates gave me so much more. I finally understood the values that shape life in the UAE and the meaning behind the way people communicate here. It made me feel more at home and more connected to the country. I see the culture with new appreciation and I no longer feel like an outsider."
British Expat Living in Dubai
"Coming from France and working in the UN, I thought I understood multicultural dynamics, but the Gulf has its own way of communicating. This training gave me the clarity and confidence to navigate it with real respect and ease."
United Nations Programme Officer
"I am from The Netherlands and when I started working in this amazing country I did thing The Dutch Way. I had a lot of stress and didn't know why things were not going effortlesly just like back in The Netherlands. I kept comparing and tried to find solutions that were all around defining our KPI's better but I just couldn't get the results I aimed for. Then I came across this and the 'Orange' in the name attracted me. Did around 15 private coaching sessions and man o man what a difference. I couldn't have come up with this on my own. Thank you!"
Operations Lead at Ballast Nedam
"Coming from Russia, I was used to giving feedback very directly axaxa. But in the Gulf, I realised that the same honesty can feel too sharp. This training helped me see how my communication comes across and how I can adjust here and there. The awareness it gave me is honestly the most valuable part. Great job! This is something many people overlook and nobody fills the gap my compliments!"
Russian Business Conglomerate
"I have been living in the Gulf already for more than five years because of my husband's work, but honestly I never had the possibility to understand the culture in such a complete way. Many things I was feeling but could not explain. Beyond Formalities finally put all the pieces together. Now I understand why people communicate in certain ways, how respect is shown here and what I was sometimes misunderstanding. I feel much more connected to others and the country. For me Beyond Formalities was really precious."
Italian Expat Living in the UAE for 5+ Years
"As an American working in the Gulf, I thought being direct and transparent would always be seen as professional. I quickly learned that here it can come across very differently. The Masterclasses helped me understand the cultural expectations around communication, relationships, and respect in a way no book or YouTube video ever could. I finally get why people respond the way they do and how small adjustments on my side make a huge difference. It's made my work relationships smoother & faster and honestly much more enjoyable."
American Business Man
"I'm really grateful that someone took the time to help others understand our country, our heritage, and our values in such a professional way. I honestly hope people practice what they learn and share this knowledge, so we continue to respect each other. It's inspiring and motivating. Wishing you all the success, inshallah."
Emirati Professonial
"Working in the Gulf taught me that what feels natural in my own culture doesn't always land the same here. Beyond Formalities helped me understand the unspoken expectations and subtle ways people build trust. My whole approach shifted. I feel more grounded, more respectful and far more effective in every conversation I have."
Dutch Construction Leader Managing Major Projects in the Gulf Region
"I'm very thankful. Beyond Formalities changed everything. It brought calm into my marriage, clarity into my daily life and a sense of belonging I didn't know I could feel. I understand my husband's world so much better now and I'm genuinely grateful for how much lighter and more connected life here feels after reading Beyond Formalities."
Irish professional married to an Emirati
"I signed up for the first masterclass of the culture code out of pure curiosity. I wanted to understand the culture I was living in and hoped to learn a few basics. The Cultural Foundations Masterclass and the Masterclass dedicated to Expatriates gave me so much more. I finally understood the values that shape life in the UAE and the meaning behind the way people communicate here. It made me feel more at home and more connected to the country. I see the culture with new appreciation and I no longer feel like an outsider."
British Expat Living in Dubai
"Coming from France and working in the UN, I thought I understood multicultural dynamics, but the Gulf has its own way of communicating. This training gave me the clarity and confidence to navigate it with real respect and ease."
United Nations Programme Officer
"I am from The Netherlands and when I started working in this amazing country I did thing The Dutch Way. I had a lot of stress and didn't know why things were not going effortlesly just like back in The Netherlands. I kept comparing and tried to find solutions that were all around defining our KPI's better but I just couldn't get the results I aimed for. Then I came across this and the 'Orange' in the name attracted me. Did around 15 private coaching sessions and man o man what a difference. I couldn't have come up with this on my own. Thank you!"
Operations Lead at Ballast Nedam
"Coming from Russia, I was used to giving feedback very directly axaxa. But in the Gulf, I realised that the same honesty can feel too sharp. This training helped me see how my communication comes across and how I can adjust here and there. The awareness it gave me is honestly the most valuable part. Great job! This is something many people overlook and nobody fills the gap my compliments!"
Russian Business Conglomerate
"I have been living in the Gulf already for more than five years because of my husband's work, but honestly I never had the possibility to understand the culture in such a complete way. Many things I was feeling but could not explain. Beyond Formalities finally put all the pieces together. Now I understand why people communicate in certain ways, how respect is shown here and what I was sometimes misunderstanding. I feel much more connected to others and the country. For me Beyond Formalities was really precious."
Italian Expat Living in the UAE for 5+ Years
"As an American working in the Gulf, I thought being direct and transparent would always be seen as professional. I quickly learned that here it can come across very differently. The Masterclasses helped me understand the cultural expectations around communication, relationships, and respect in a way no book or YouTube video ever could. I finally get why people respond the way they do and how small adjustments on my side make a huge difference. It's made my work relationships smoother & faster and honestly much more enjoyable."
American Business Man
"I'm really grateful that someone took the time to help others understand our country, our heritage, and our values in such a professional way. I honestly hope people practice what they learn and share this knowledge, so we continue to respect each other. It's inspiring and motivating. Wishing you all the success, inshallah."
Emirati Professonial
By The Orange Code, Abu Dhabi
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