From Corporate Leadership to Scale-up: Dirk Hoke in Conversation with Serhan

In the latest episode of On Point., we continue our deep dives into leadership, innovation, and transformation. This time, Dirk Hoke joins our CEO Dr. Serhan Ili to share his journey from corporate leadership to scaling a startup.

The shift from leading a global corporation to navigating the dynamic world of a scale-up is a path few executives take — but Dirk Hoke is one of them. Former CEO of Airbus Defence & Space and now at the forefront of urban air mobility innovation, Hoke joins our podcast On Point. to discuss the key challenges, lessons, and strategies that define his journey.

‼︎ This episode with Dirk Hoke was recorded in early December 2024, and some references reflect the context of that time.

Corporate vs. Start-up: What Really Changes?

A common belief is that corporate and start-up environments are worlds apart. Hoke, however, argues that the distinction isn’t as stark as it seems. The true difference lies not in company size but in structure, processes, and objectives. While large corporations often struggle with bureaucracy, start-ups can also become rigid as they scale. In his role at a growing scale-up, Hoke found himself balancing agility with the aviation industry’s stringent regulatory frameworks, proving that structure and flexibility must coexist.

Scaling a start-up is never just about speed. It’s about building resilience in times of uncertainty.

– Dirk Hoke

Overcoming the Challenges of Scaling Up

Scaling a company is never a linear process, and external factors often add complexity. Hoke shares how his company faced rapid growth, but unexpected challenges—including the COVID-19 pandemic and geopolitical shifts—made fundraising and market entry more difficult. A particularly ambitious milestone was the plan to conduct a test flight over the Seine in Paris. Despite technical and political obstacles, this experience highlighted the resilience and strategic adaptability required to push boundaries in new industries.

Innovation vs. Regulation: Finding the Right Balance

Disruptive innovation often clashes with regulatory requirements, especially in sectors like aviation. Hoke emphasizes that while start-ups thrive on rapid prototyping and iteration, certification processes demand the same rigor applied to established manufacturers. Success in such industries requires an in-depth understanding of compliance, making it crucial to strike the right balance between speed and adherence to industry standards.

The Roadblocks to Mobility Innovation in Germany

Hoke and Ili also dive into Germany’s challenges in fostering mobility innovation. While global competitors in the U.S. and China aggressively advance new mobility solutions, Germany lags behind, frequently caught up in prolonged studies and hesitant policymaking. Hoke critiques the lack of decisive action and institutional support, highlighting how regulatory uncertainty stifles technological progress.

The future of mobility is taking off, literally. While China and USA are pushing full speed ahead, we – in Germany – are still debating feasibility.

Strong Teams: The Foundation of Successful Scaling

No matter the industry or company size, team dynamics remain the defining factor of success. Hoke underscores the importance of emotional intelligence, empathy, and clear goal-setting within teams. He stresses that while virtual collaboration has its place, trust and strong relationships are built through in-person interactions. A strong company culture isn’t just a luxury—it’s a necessity for sustained growth and innovation.

Watch the second episode of On Point. on our YouTube channel now.

Looking to the Future: What’s Next?

Despite the challenges, Hoke remains confident in the future of urban air mobility. He draws parallels to the early days of electric vehicles and aviation—both met with skepticism before becoming integral parts of modern transportation. With his company’s first commercial deployment set for next year, he sees this as just the beginning of a mobility revolution. However, his next career step takes him into the world of family-owned enterprises, where he will assume a new leadership role in April 2025.

Dirk Hoke’s journey proves that transitioning from corporate leadership to a start-up environment is less about abandoning past experience and more about adapting mindset and execution. His insights offer valuable takeaways for founders, investors, and executives looking to scale businesses in highly regulated industries.

‼︎ This episode with Dirk Hoke was recorded in early December 2024, and some references reflect the context of that time.