The Growth Pod (Genero)

Thomas Floberg is the COO of Microsoft Sweden and a 17-year veteran at the company. We discuss the past and future of work, productivity, leadership, and artificial intelligence.

(0:00) Introduction and why he joined Microsoft

(1:55) Hybrid work at Microsoft

(6:15) Processes and habits for making hybrid work successful

(10:54) Measuring output and the productivity paradox

(15:17) Leadership principles at Microsoft

(17:35) Artificial Intelligence at work

(22:51) How companies can start adopting AI

(28:25) The impact of AI on marketing and sales

(30:15) Future tech and the human element

Learn more:

https://generogrowth.com

⁠https://www.linkedin.com/in/thomasfloberg

What is it like to go from a startup to a household brand in just a few years? Or hire 1,200 people in a single month? We discuss this and more with foodora's CEO Hans Skruvfors.

(0:00) Introduction

(0:49) How foodora got started

(2:59) Experiencing massive growth during the pandemic

(9:15) The importance of quick decisions

(12:42) Positivity and hiring the right people

(16:53) Empowering your team to make decisions and mistakes

(20:35) Having fun at work

(23:34) Creating a culture of entrepreneurship and innovation

(33:24) Trying new things and learning from failures

(37:48) What’s next at foodora

(42:00) The #1 lesson learned

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/hans-skruvfors-15a88b16/

With data from hundreds of DTC brands, Taylor Holiday breaks down the formula for success in this new era of marketing. Taylor is the CEO and Co-founder of Common Thread Collective, a leading growth agency for DTC brands in North America.

Learn more:

https://commonthreadco.com 

https://generogrowth.com

Fredrik Heinonen is a partner and Deputy Managing Director at Miltton, a Nordic consultancy specializing in communications, insight, and strategy. We discuss the agency’s journey from 4 to 400 employees, navigating the different phases of growth, the rising importance of stakeholder management, effective communication in a noisy world, attracting top talent, and more. Learn more: https://miltton.com/ https://generogrowth.com/ https://www.linkedin.com/in/fredrik-heinonen-42a58b1/ (0:00) Introduction (1:18) The early days of Miltton (5:15) Why is Sweden so good at communications and marketing? (8:10) Attracting and retaining talent (13:45) Internal communications at Miltton (19:15) The stakeholder economy (22:30) Developing insights that drive strategy (25:15) How to communicate effectively in this day and age

Polestar is an electric car company known for its minimalistic design and technological innovations. We talked with CMO Åsa Borg about building a global brand, running a Super Bowl ad, the importance of design, her proudest moments & biggest challenges, and more.

Learn more:

https://generogrowth.com

https://www.polestar.com/

https://www.linkedin.com/in/åsa-borg-4898b038/

https://www.youtube.com/watch?v=B4QI0VzbkHk

(0:00) Introduction

(0:43) What is Polestar?

(5:03) Building a global brand

(9:09) How the EV market has changed over the years

(10:39) Polestar’s successful Super Bowl ad

(14:34) Agencies vs in-house

(16:52) Building a funnel and managing complexity

(20:50) Media and channel choices

(22:50) Competition and the future

(26:39) Word of mouth and community

(27:32) How Polestar thinks about design

(31:17) Testing and learning 

(34:08) Rapid fire: proudest moment, going public, biggest challenge, and how to hire the best talent

Saeid Esmaeilzadeh is a scientist and entrepreneur who has co-founded, managed, and invested in over 30 technology companies.

(0:00) Introduction

(0:57) What got him into the science and chemistry

(2:30) Getting started in business

(4:00) Failure

(6:22) Applying an empirical approach in business

(7:52) Saeid's no-bullshit policy

(14:16) Creating a culture of critical thinking

(18:19) Investment philosophy

(22:47) Incentives, deal structure and autonomy

(26:57) Building vs investing in companies

(30:40) Finding growth opportunities

(33:11) Nordic company cultures

(36:15) Preparing to sell your company

(40:16) Why Saeid's not focusing on trends

Learn more:

https://generogrowth.com/

https://ehab.group/

https://www.linkedin.com/in/saeid-esmaeilzadeh/

Marianne Vikkula joined Wolt as a small startup with fewer than 100 employees. Today she’s the COO, overseeing a global operation with 10,000+ people across 27 countries. We discuss operational excellence, how to hire well, lessons learned from DoorDash, and how leaders can increase speed, raise the bar for quality, and narrow the focus.

Learn more:

https://wolt.com/

https://generogrowth.com/

https://www.linkedin.com/in/mvikkula

(0:00) Introduction

(1:08) Marianne’s background and why she joined Wolt

(4:42) Operational excellence and bringing energy into an organization

(10:34) Increasing speed

(17:07) Raising the bar of quality

(25:30) Narrowing the focus

(32:24) Doing hard things

(37:45) How to grow and develop as a leader

(41:25) Lessons learned from DoorDash after the acquisition

(47:57) How to hire

(57:56) The future of Wolt

How should business leaders and marketers think about their data strategies for 2023 and beyond? We discuss this and more with Evan Kaeding, Lead Solutions Engineer at Supermetrics.

Sanna Suvanto-Harsaae is one of the most respected and sought-after business leaders in the Nordics. She currently chairs the boards of companies like Finnair, BoConcept, and Posti Group. We discuss the six essentials and superpowers that drive leadership success. Learn more: https://generogrowth.com/ https://www.linkedin.com/in/sannasuvantoharsaae (0:00) Introduction (1:30) How to lead yourself (12:00) Why results matter and how to achieve them (26:40) How to keep learning and avoid stagnation (35:29) Future orientation: stop fault-finding, start forward-thinking (40:40) The most important thing (50:25) Why fun and trust make teams perform better (58:19) Europe’s challenges and lessons from Denmark

Tricia Weener has an extraordinary range and depth of marketing expertise. We talk about what it’s like to lead marketing at global companies, lessons learned from managing her own agency, advice on becoming a highly effective marketer, and more.

(0:00) Introduction

(0:47) How she got started in marketing

(7:29) Starting her own business

(12:04) How to become a highly effective marketer

(19:26) Transitioning to Kone

(23:17) Managing marketing at a global company

(29:30) Justifying marketing investments and measuring performance

(35:29) Thoughts on the future

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/tricia-weener-8369735/

HMD Global is the manufacturer behind Nokia phones. We talked with CMO Lars Silberbauer about the "dumbphone" trend, HMD's unique approach to sustainability, how they compete against the likes of Apple and Samsung, and more.

Learn more:

https://generogrowth.com/

https://www.hmdglobal.com/

https://www.linkedin.com/in/larssilberbauer

(0:00) Introduction

(0:45) Joining HMD

(5:24) Nokia’s brand power and cultural significance

(8:57) Feature phones vs smartphones

(10:33) Turning HMD into a house of brands

(13:15) Why leaders must get their hands dirty with AI

(20:47) Understanding trends and markets around the world

(25:32) Avoiding analysis paralysis

(27:55) HMD’s unique approach to sustainability

(35:12) Manufacturing in Europe

(40:57) Measuring marketing performance

What strategies can brands use to maximize online growth? CEO & co-founder Robin Bade shares how eBrands manage their portfolio of 20+ purpose-driven brands.

Learn more:

https://www.ebrands.com/

https://generogrowth.com/

We sat down with Fredrik Skantze, CEO and co-founder of Funnel, the Swedish SaaS company that’s raised over 120M€ to build the leading marketing data hub. Join us to hear Fredrik talk on building a global company, getting rid of sales commissions, lessons learned from Silicon Valley, and much more!

⁠https://funnel.io/⁠

⁠https://generogrowth.com/⁠ 

⁠https://www.linkedin.com/in/fredrikskantze⁠ 

⁠https://funnel.io/marketing-data-state-2024⁠

(0:00) Introduction

(0:46) The pivot that led to Funnel

(6:23) Finding product-market fit and the early days

(9:57) Figuring out go-to-market 

(13:39) How digital marketing has evolved over the last 15 years

(22:40) Getting rid of bonuses and sales commissions

(29:15) Company culture and lessons learned from Silicon Valley

(36:49) How the Nordic ecosystem is changing 

(41:39) Key takeaways from Funnel’s survey on AI and marketing

(46:12) What keeps Fredrik motivated and excited?

Risto Siilasmaa co-founded F-Secure in 1988 at just 22, and later became Finland’s richest person during the dot-com bubble. As chairman of Nokia, he led the transformation of the company from a struggling handset maker to a global leader in network infrastructure. He has one of the best startup investment track records, with multiple unicorns in this portfolio.

In this episode, Risto shares 30+ years of insights on entrepreneurship, leadership, and tech.

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/siilasmaa/

(0:00) Introduction

(0:55) Starting F-Secure: early challenges and IPO

(8:50) The dot-com bubble and how money changes people

(24:50) Tough decisions and building resilience

(34:20) Nokia: crisis, disruption, and transformation

(58:53) Investing in unicorns and how to spot great founders

(1:12:35) Future tech trends: AI, quantum computing and clean energy

Brands must understand how and why customers make their buying decisions. We discuss current consumer trends in the Nordic countries with Susanne Holmsäter, Nordics Lead at Shopify.

Learn more: https://generogrowth.com/

Jesper Åström is a growth expert who's spent over 45,000 hours launching hundreds of tactical campaigns for companies around the world. We discuss all things related to growth marketing, including case studies, common mistakes, and underutilized tactics.

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/jesperastrom

https://www.youtube.com/@JesperAstrom/videos

(0:00) Introduction

(1:07) What is growth marketing?

(4:45) Jesper’s framework for why and how companies grow

(15:03) Types of entrepreneurs and the different marketing mistakes they make

(17:55) Is branding just about reach and frequency? 

(23:52) Budgeting, meetings, and other things companies need to change if they want growth

(33:01) What companies like Voi and Spotify get right about growth

(38:35) How to grow in the physical world

(43:30) How Jesper comes up with new experiments and tactics

Petteri Lahtela is the co-founder and former CEO of Oura, the $2.55 billion startup behind the world's most accurate smart ring. We discuss the challenges of the early days, the importance of intention, Prince Harry's endorsement, and more.

Learn more:

https://ouraring.com/

https://www.linkedin.com/in/plahtela/

https://generogrowth.com/e-commerce-growth-method/

(0:00) Introduction (0:57) Petteri’s career before Oura (6:05) Why they decided to make a ring (11:10) The challenges of the early days (14:00) Oura’s mission and why a genuine intention matters (21:43) How to build a world-class brand (25:55) Meeting entrepreneurs in San Francisco (31:12) Prince Harry (36:42) Kickstarter, influencer marketing, and driving growth in the early days (47:11) Is there a downside to tracking and measuring everything? (53:50) The massive future opportunity for Oura

In just eight years, BookBeat grew from zero to 100+ million euros. We spoke with CEO Niclas Sandin about strategy, branding, customer acquisition, competing with big names like Spotify and Amazon, and whether AI will change the industry.

https://generogrowth.com/

https://www.bookbeat.com/

https://www.linkedin.com/in/niclassandin/

(0:00) Introduction

(1:02) How BookBeat got started

(3:36) Having a 200-year-old family business as the owner

(5:10) BookBeat’s 4 strategic pillars

(13:48) Competing without a unique selling proposition (why differentiation doesn’t matter)

(16:46) Building top-of-mind awareness

(23:00) The tools, insights, and strategies behind BookBeat’s advertising

(26:30) Optimizing the media mix

(34:54) Innovating the business model

(40:10) Competing with Spotify and Amazon

(44:42) Will AI revolutionize audiobooks?

(48:27) The changing media landscape and why books still matter

(53:44) Biggest lessons learned

Supermetrics is one of the most successful software companies to come out of the Nordics, growing profitably and quickly to over 50 million euros in ARR (annual recurring revenue). We sat down with Demand Gen Director Edward Ford to discuss how they did it. Learn more: https://generogrowth.com https://www.linkedin.com/in/fordedward/ https://supermetrics.com/ (0:00) Introduction (0:50) Joining Supermetrics (4:20) Why Supermetrics has always focused on profitability (5:33) What is demand generation? (14:02) The business case for long-term marketing investments (19:02) Elevating the Supermetrics brand (24:55) Thought leadership making a strategic shift from product to brand (32:50) Why they launched a podcast (39:38) Rapid fire questions: stop launching new campaigns, building hype internally, and why data-driven marketing can go wrong

Riikka Söderlund is a SaaS marketing expert and the CMO of Katana, a Tallinn-based startup that has raised over 50m€ in funding. We discuss all things SaaS marketing, from KPIs and attribution to selecting business-appropriate strategies and hiring world-class talent.

Learn more:

https://generogrowth.com

https://www.linkedin.com/in/riikkasoderlund

https://katanamrp.com

(0:00) Introduction

(0:51) How Riikka got started with SaaS marketing

(2:56) Why do Finnish companies underinvest in marketing?

(4:43) Attribution, how it works, and how to use it

(9:49) Why marketers must focus on revenue

(12:57) SaaS metrics that matter

(17:35) The criteria that led her to Katana

(20:45) The first things she did as CMO

(22:16) Creating internal alignment

(28:24) Picking the right strategies

(31:45) Budgeting

(34:12) Visualizations and managing complexity

(36:48) Why you must hire the best talent

(41:33) Education and constant learning

Camillo Eriksson, co-founder and CEO of Twistshake, joins us to talk about building the world's biggest baby brand. We cover topics like expanding to 70 markets, launching a dozen or so innovative products each year, and doing influencer marketing on a massive scale.

Learn more:

⁠https://generogrowth.com/⁠

⁠https://www.instagram.com/twistshakebaby/⁠

⁠https://www.linkedin.com/in/camillo-eriksson-770480b8/⁠

(0:00) Introduction

(0:52) The baby bottle that started it all

(5:14) The early days

(9:33) Meaning, hard work and avoiding burnout

(13:31) The process for consistently launching innovative new products

(20:16) How they succeeded with influencer marketing

(25:16) Twistshake’s 3 pillars for growth

(28:32) The uncomplicated way to expand internationally

(34:00) Focusing on profitability and doubling AOV

(38:23) Company culture and focusing on what matters

Jyri Engeström is a startup expert, having sold his company to Google and invested in numerous unicorns. We discuss opportunities and technologies, lessons learned from Silicon Valley, and how Finland (of all places) could become a leading global startup hub. Learn more: https://yes.vc/

https://generogrowth.com/⁠⁠

https://www.linkedin.com/in/jyriengestrom/

(0:00) Introduction (0:28) Founding Jaiku and its acquisition by Google (4:05) Working at Google and why he quit (8:23) Jyri’s transition from entrepreneur to investor. (11:07) How top VCs find, attract, and evaluate investment opportunities (20:20) Capital and the critical role of networks (31:12) How to turn Finland into a leading startup nation (40:21) Working on big problems (44:38) Immigration and attracting top talent (49:58) Thoughts on the future and advice for young people

Perlego is a fast-growing education tech company. We discuss their growth story and strategy with CEO and co-founder Gauthier Van Malderen.

Learn more:

https://www.perlego.com/

https://generogrowth.com/

Per Holknekt has done it all. From being a pro skateboarder to founding the iconic fashion brand Odd Molly, he's also started 43 other businesses. And at 63 years old, he’s not slowing down!

We talk about the importance of taking risks and making mistakes, finding success, and losing it all.

Check out Per’s course here: https://www.docens.se/open-course-topics/12

In just 3 years Lyvia went from an idea to a group of 40 companies with 2+ billion SEK in total revenue. We talked with CEO and co-founder Sebastian Karlsson about the insights, strategies, and decisions behind their rapid growth.

https://generogrowth.com/

https://lyviagroup.com/

https://www.linkedin.com/in/sebastian-karlsson-8629193b

(0:00) Introduction

(0:47) 500 million SEK in 5 years and how it all started

(6:22) Lyvia’s business model

(9:09) How to learn both capital allocation and operations as a CEO

(12:00) Organic growth vs acquisitions

(14:28) How Lyvia helps companies with growth and profitability.

(20:54) What successful IT firms have in common

(23:13) Why do companies sell to Lyvia?

(25:22) Going international as a Swedish company

(28:10) Why most acquisitions fail and why Lyvia has succeeded

(34:05) Securing 1.6bn SEK in funding in this economic climate

(38:47) Lessons learned from sales, biggest challenges, decision making, and outcomes

The Finnish state is an investor or owner in over 70 companies. We discuss with Minister Anders Adlercreutz the state's role as a shareholder, lessons learned from the Fortum-Uniper deal, challenges with subsidies, and more. Learn more:

⁠https://generogrowth.com/⁠⁠

https://www.linkedin.com/in/andersatz

https://valtioneuvosto.fi/omistajaohjaus/yhtiot

(0:00) Introduction (0:30) How the Finnish state manages its portfolio of 70+ companies (3:28) Government ownership of public companies (12:05) Northvolt and the challenges with state aid (18:30) What can we learn from the Fortum-Uniper deal? (21:54) Political strikes and SSAB’s 4.5 billion euro investment (24:20) Should Finland be more ambitious with our state-owned investing and ownership?

Innovation is a term that is as often used as it is misunderstood. To tackle this huge topic, we sat down with professor, speaker, author, advisor, and innovation expert Alf Rehn.

We talked about the role of psychological safety in building an innovative culture, why small improvements may be more important than big ideas, lessons learned from companies like SAS and IKEA, and more.

Learn more:

https://generogrowth.com/

https://alfrehn.com/

https://www.linkedin.com/in/alfrehn/

(0:00  Introduction

(1:15) Taping down cables to the floor

(8:10) Small improvements over big ideas

(12:25) Company culture and psychological safety

(28:20) The processes and incentives that lead to innovation

(40:30) The role of leadership

Tuva Palm is a tech investor, board member, and former CPO/CTO at Nordnet. We talk about building great products and driving growth through technology.

(0:00) introduction

(0:50) how she got into technology

(6:45) product management

(10:00) product strategy and investing

(18:18) product-led growth and building a great user experience

(24:45) recruiting a CTO and navigating tech trends

(31:23) how marketing has changed

(38:15) thoughts on the future

More information:

https://generogrowth.com/

Antti Kummu, a founding partner of CapMan Growth, joins us to discuss their take-private of Silmäasema, what makes companies valuable, the importance of storytelling, Elon Musk, and much more.

Learn more:

https://generogrowth.com/⁠

⁠https://capman.com/private-equity/growth/⁠

⁠https://www.linkedin.com/in/antti-kummu-cfa-a85aa11/⁠

(0:00) Introduction

(0:40) Antti’s background and Finnvera and Tesi

(3:35) Working as CFO at a rapidly growing company

(6:53)The role of metrics and data in understanding a business

(14:07) The insights behind the Silmäasema take-private

(18:47) CapMan Growth’s investment strategy

(23:55) Working with strong-willed entrepreneurs

(26:25) What makes companies valuable?

(31:17) Storytelling

(36:37) Timing the market vs building a good business

(38:55) Raising 130 million euros

(44:45) Private equity in Finland, Elon Musk

How can companies build their brands while generating leads and sales at the same time? We discuss this with Minna Keränen, Business Unit Director Industrial & Marketing Director at Pihla Group.

Learn more: www.generogrowth.com

MAX is a family-owned restaurant chain with more than 170 locations, consistently ranked as the favorite burger chain in Sweden.

We talked with CEO and owner Richard Bergfors about the secret to their success, competing with giants like McDonald's and Burger King, international expansion, failures and challenges, market trends, and a lot more.

Learn more:

⁠https://www.max.se/⁠

⁠https://generogrowth.com/⁠

⁠https://www.instagram.com/burgerspotting/⁠

(0:00) Introduction

(0:55) How MAX got started

(5:05) @Burgerspotting and eating 400+ burgers per year

(10:03) Max’s secret to success

(14:15) The competitive advantage of a family business

(17:40) Will Max become bigger than McDonald’s in Sweden?

(20:38) Expanding to Poland and Egypt

(24:55) What Richard loves most about his job

(26:45) Why MAX is no longer in Dubai

(29:27) The "better burger" trend and market consolidation

(33:40) Betting on plant-based

(38:47) Richard’s go-to MAX order, recent lessons learned, inspiration, thoughts on the future

Ruokaboksi is one of the fastest-growing Finnish startups, growing revenue from 1 to over 20m€ in just three years. We talk about their story, the highs and lows, with CEO and co-founder Juhana Rintala.

Learn more:

https://ruokaboksi.fi/

https://generogrowth.com/

Jussi Kallasvuo is a General Partner at Antler, a global early-stage investor and the world’s most active investor in AI. We talk about what makes a great startup, common founder mistakes, the importance of grit, how AI is fundamentally changing how companies are built, and more.

Learn more:

https://generogrowth.com/

https://www.antler.co/

https://www.linkedin.com/in/jussi-kallasvuo-9748953/

(0:00) Introduction

(0:45) What is Antler and how it’s different from traditional VC

(9:52) How Antler finds top talent from 180,000+ applicants

(19:07) Common founder mistakes, problem-first thinking, and business models

(36:30) Building startups in Finland vs Sweden and Estonia

(45:57) How AI has changed company building

What does it take to build a global brand from scratch at a 90,000-person startup? We discussed this and more with Lisa Gilbert, VP of Global Marketing at Kyndryl.

(0:00) Introduction

(0:49) Working 20+ years at IBM

(3:58) Choosing career paths and knowing who you are

(6:25) Joining Kyndryl and lessons learned

(12:20) The power and importance of branding

(15:00) Balancing brand consistency with localization

(17:45) Activating employees to become brand ambassadors

(21:07) Scrappy marketing strategies

(25:33) Proudest moment at Kyndryl

(26:42) Strategy and process for creating content

(30:14) Learning new skills as a marketer

Learn more:

⁠https://generogrowth.com/⁠

⁠https://www.kyndryl.com/⁠

⁠https://www.linkedin.com/in/lisagilbertcmo/⁠

Björn Thorngren is the CEO and founder of MEDS. We talk about how they became the fastest-growing company in Sweden, the strategies they used to acquire 800,000 customers and raise 50M€ in funding, what the pharmacy markets in Sweden and North Korea have in common, and much more!

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/bjornthorngren/

https://www.meds.se/

(0:00) Introduction

(0:50) The insights that led to MEDS

(3:14) The unique online pharmacy market in Sweden

(6:49) How to win in a competitive market

(10:07) Providing the best customer experience

(16:05) The strategies MEDS used to get 800,000 active customers

(21:35) Finding, acquiring, and activating the right customers

(24:32) Growth and failure during the pandemic

(27:44) Geopolitical risks and the pharmacy value chain

(30:35) Does it always make sense to grow?

(33:22) Raising 50 million euro

(37:31) Biggest lessons learned

We talk about how to use marketing to generate tangible business results, i.e. conversions. The guest is Fredrik Rönnlund, the CEO of Leadoo Marketing Technologies.

Learn more: 

https://leadoo.com/

https://generogrowth.com/

Byron Sharp is one of the global leaders in marketing research and the author of the best-selling book ‘How Brands Grow’. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs.

(0:00) Introduction and 'How Brands Grow'

(2:35) Using science to identify law-like patterns in marketing

(6:06) Is it more profitable to retain customers than to acquire new ones?

(11:00) Do loyalty programs actually work?

(16:20) Segmentation, targeting, and the reality of buying personas

(19:41) Making smart media choices

(21:52) Why price promotions don't work

(24:33) Does every brand need a higher purpose?

(29:24) McDonald's and differentiation vs. distinctiveness

(36:45) How marketing really works

(45:17) Crafting the right message

Learn more:

https://generogrowth.com/

https://www.marketingscience.info/

https://www.linkedin.com/in/professorbyronsharp/

Founded in 2010, Framery has grown quickly to become the global market leader in soundproof booths and podcasts. We discussed their growth and marketing strategy with CMO Daniela Tjeder.

Learn more:

• https://generogrowth.com/
• https://www.frameryacoustics.com/

Picnic is one of the most well-known restaurant chains in Finland. We sat down with CEO Janina Hallberg to discuss how they were able to get through the lockdowns and breathe new life into a decades-old brand.

Learn more:

https://picnic.fi

https://generogrowth.com

Sanna Suvanto-Harsaae has been on the boards of over 20 Nordic companies like Finnair, Clas Ohlson, Posti, and Paulig. We talked about why strategies fail, how to build a high-performance culture, making tough decisions, and much more!

https://generogrowth.com/⁠

https://www.linkedin.com/in/sannasuvantoharsaae/

(0:00) Introduction (0:47) Sanna's transition to board roles (4:08) Deciding which companies to join (5:35) Being an effective board member (12:02) How to run board meetings (15:44) The importance of focus (20:38) Creating a good strategy (23:27) Implementing the strategy (26:55) Communicating to the entire organization (31:43) Company purpose: what it really is and why it matters (38:29) Building a high-performance team and culture (48:05) How to make hard decisions (56:04) Sanna’s surprising book recommendations

As CEO of Pilke, Mari Puoskari has driven rapid growth and achieved profitability at Finland’s largest private early education company. Now also CEO of Dibber Sverige, Mari joins us to discuss the Nordic model of early childhood education, employee well-being, leadership, personal habits, the future of childcare, and more. Learn more:

https://generogrowth.com/⁠⁠

https://www.linkedin.com/in/mari-puoskari-b0ab69

https://pilkepaivakodit.fi/

https://www.dibber.com/

(0:00) Introduction (0:45) The business of early childhood education (5:40) Priorities as a CEO (9:30) Employee well-being and labor shortage in the industry (15:18) Growing from 100 to 150 million euros and turning profitable (18:00) The Nordic approach to early childhood education (22:10) Sweden vs Finland (26:00) Screen time, physical activity, and other trends related to children (32:53) How curiosity drives success (35:50) Corporate strategy and internal communication (41:11) Routines, habits and personal productivity

After years of prioritizing growth, many eCommerce brands are now looking more closely at the bottom line. In the first episode, we discuss this change and what it means for marketing. The guest is Christopher Oksman, Lead Growth Hacker at Genero.

Learn more: https://generogrowth.com/

Chris Walker is the founder and CEO of Refine Labs. He's the mastermind behind the demand strategies of some of the fastest-growing B2B SaaS companies on the planet. We talk about how marketing is changing and what companies can do to adapt.

Learn more:

https://www.linkedin.com/in/chriswalker171/

https://www.refinelabs.com/

https://generogrowth.com/

How does marketing actually work? What is the key to great advertising and how can we avoid the most common mistakes? We discuss this and much more with Erik Modig, author, speaker, entrepreneur, and professor at Stockholm School of Economics.

(0:00) Introduction

(0:48) Customers don’t care care

(4:02) Marketing metrics

(6:44) Explain the benefit in 3-5 words

(9:52) Impressions are not created equal

(15:25) Small vs big brands

(16:38) Effective messaging

(18:57) How to create great ad campaigns

(22:29) Frequency and consistency

(23:40) Understanding how customers think and buy

(28:57) Why more data doesn’t solve your problems

(33:20) Efficiency vs effectiveness

(35:33) Finding the right channels

(38:23) Ad budgets and other lessons for Nordic brands

Learn more:

https://generogrowth.com/

https://www.linkedin.com/in/emodig/

https://www.marketinglevels.com/

How did Härkis become a household name in Finland in less than a year? What is it like to manage an iconic brand like Elovena? We discuss this and more with Annika Boström-Kumlin, CMO at Raisio.

Learn more:

https://www.raisio.com/

https://generogrowth.com/

Saxdor is the world’s fastest-growing boat brand. We sat down with CEO Erna Rusi to discuss the journey to 100 million euros in revenue, scaling a team of over 600, driving innovation, and building a global brand. This podcast was recorded live at a Genero Growth Event. Learn more: https://saxdor.com/ https://generogrowth.com/ https://www.linkedin.com/in/erna-rusi-b677a25b/ (0:00) Introduction (0:45) Erna’s journey from telecom to boating CEO (3:11) The Steve Jobs of boating (5:07) Demand creation vs. demand capture (7:17) Managing the operational challenges of growing to 100 million euros (10:28) Capital efficiency and financial discipline (13:15) Building a strong team culture with 600 people (17:10) Global expansion, innovation, and customer experience (32:37) Being fast in actions and decisionmaking (34:30) The best and the worst parts of being a CEO

Anssi Mäkelä is the CMO of Polar, a leading global player in sports watches, fitness trackers, and heart rate monitors. We sat down with him to discuss their approach to creative and messaging, marketing tactics, and why the traditional agency model is dead.

Learn more:

https://generogrowth.com

https://www.polar.com

https://www.linkedin.com/in/anssimakela

(0:00) Introduction

(0:53) The traditional agency model is dead

(4:03) Building in-house competency and why awards don’t matter

(8:54) How they produce creatives

(14:12) Polar’s messaging and how it’s changed

(17:43) Speaking to different audiences

(19:36) Building a competitive brand on a worldwide stage

(21:33) Brand ambassadors and influencers

(24:30) Leveraging their Finnish heritage

(26:44) The power of narratives

(31:20) Tactics for grabbing attention in a noisy world

(37:10) Why buy Polar?

Konrad Bergström co-founded Sweden's fastest-growing company and has now raised over $100 million to build electric boats. We talk about success, failures, and lessons learned.

Learn more:

https://generogrowth.com/

https://konradbergstrom.com/

Wolt is one of the most successful startups in Europe, with 25 countries and a 7 billion euro exit. We discuss their growth formula and strategy with VP of Marketing Fredrik Lucander.

Learn more:

https://generogrowth.com/

We're back with season two of the podcast! The first guest is financial expert Martin Paasi.

Learn more: https://generogrowth.com/

Travel came to an abrupt stop in 2020, with severe impact on hotel and apartment operators. Michael Huotari, Head of Web Sales, shares how Forenom was able to grow and invest in these challenging times.

Learn more: https://generogrowth.com/

Matsmart is an online grocery store that has helped save over 65,000 tons of food from going to waste. We talked with co-founder Karl Andersson about the company's journey to 100 million euros in revenue.

Learn more:

https://generogrowth.com

https://www.motatos.com

https://www.linkedin.com/in/karlan

(0:00) Introduction

(1:04) How a batch of Christmas soda led to Matsmart

(8:10) The problem of food waste

(10:40) Customer behaviors and creating a new category

(17:35) Building the Matsmart brand

(27:38) Expanding outside of Sweden

(33:45) Quick-commerce and the evolving food e-commerce space

(38:13) Getting to profitability

(42:15) Raising 200 million euros in funding

(48:05) What does the future hold for Karl and Matsmart?

Christoffer Rutgersson co-founded Bambora, and helped lead the startup to a 1.5 billion euro exit. Then he became CEO of public fintech company Qliro, quickly turning it profitable while doubling down on growth.

Learn more: https://www.qliro.com/ ⁠⁠https://generogrowth.com/⁠⁠ https://www.linkedin.com/in/christoffer-rutgersson-7ab7a611/

(0:00) Introduction (1:00) Buying 14 companies in 18 months and hiring hundreds of employees (4:49) Lessons learned from 1.5 billion euro exit (9:40) Joining Qliro as CEO (17:35) Getting Qliro to profitability (21:52) Reducing cost and doubling down on growth simultaneously (23:41) How to attract talent quickly (26:18) Being a public company CEO (30:49) Helping e-commerce merchants (36:08) Improvements in conversation rates (39:23) Expanding outside the Nordics (41:34) Future growth

MUSH began as a startup with little money and no brand, selling commodities to a tiny segment of the pet food industry. Over almost 20 years they’ve built an international brand while helping grow the entire raw feeding segment. We discuss their journey with Magnus Pettersson, the Business Director at Snellman Pet Food. Learn more:

https://generogrowth.com

https://www.mushbarf.com

https://www.linkedin.com/in/magnus-pettersson1979 (0:00) Introduction (0:50) How MUSH got started in 2005 (4:40) Marketing the product, building the brand, and expanding the category (11:00) Marketing through content, communities, and education (17:11) Launching a new category-defining product (25:53) Unsuccessful global expansion and lessons learned (34:15) Ambassador program, TikTok and other marketing strategies (42:12) Why Magnus loves working with MUSH

How did Friends & Brgrs go from a single restaurant to 24 locations and the number #1 restaurant brand* in Finland? We discuss the growth story with COO Isak Fagerholm.

* Taloustutkimus: Suomi tänään 2022 Pikaruokaketjut

Learn more: https://generogrowth.com/

Bob W. is a fast-growing, profitable startup that’s raised €70 million to transform hospitality through technology. What began as an Airbnb side hustle is now Europe’s top-rated hospitality brand, operating in 10 countries. We sat down with CEO and co-founder Niko Karstikko to discuss their incredible growth journey. Learn more: https://bobw.co/ https://generogrowth.com/https://www.linkedin.com/in/nikokarstikko/ (0:00) Introduction (0:30) From corporate life to entrepreneurship (3:15) How an Airbnb side hustle and travels in Asia sparked the idea for Bob W. (7:45) Finding a German co-founder (12:30) Lessons learned from his first startup (16:30) The insight and journey to finding product-market fit (21:30) Building a leaner, tech-powered model for hospitality (25:00) Early challenges: water damage, bad press, and starting up in Estonia (30:00) Navigating the pandemic (33:50) Raising €100 million in funding (40:02) Expansion and customer acquisition (51:40) Growing as a CEO: building a strong team and creating the right work culture

Learn more:

⁠https://generogrowth.com

https://boxbollen.com

https://www.linkedin.com/in/jacoberiksson/

https://www.linkedin.com/in/victor-eriksson-019846a0/
(0:57) Working together as brothers
(6:35) How Boxbollen got started
(13:45) Partnering with A-list celebrities
(20:29) Placing big bets
(23:22) Boxbollen’s growth playbook
(25:59) Growing profitably
(30:20) Building a lean and efficient team
(34:40) Dealing with competitors and scammers
(37:20) New markets, product launches, selling the company?

Rolf Ladau is the CEO of Paulig, a 148-year-old family-owned food company. We discuss the fundamentals of consumer branding, growth playbooks, the business case for sustainability, how Santa Maria grew to become the European leader in Tex-Mex and more.

Learn more:

https://paulig.com/

https://generogrowth.com/

https://www.linkedin.com/in/rolf-ladau-458b892

(0:00) Introduction

(1:10) Working at Unilever, P&G, Coca-Cola and more

(4:15) How to build and maintain world-class consumer brands

(11:40) Do brands spend too little on marketing?

(14:25) Becoming the CEO of Paulig

(20:30) Santa Maria’s growth journey, playbooks, and the future of snacking

(33:07) How Paulig has succeded for 148 years

(40:15) The art and science of brand positioning

(46:05) Feedback loops and learning from mistakes 

(49:33) The business case for sustainability

Nordic Business Forum started with evening seminars in Jyväskylä and grew into one of Europe’s leading leadership and business events. We sat down with CEO & Co-founder Hans-Peter Siefen to talk about navigating the pandemic, building an unforgettable customer experience, and what it takes to run a world-class event.

Learn more:

https://generogrowth.com/

https://www.nbforum.com/

(0:00) Introduction

(1:35) The early days of NBF

(10:15) Getting Al Gore as a speaker

(15:20) Scaling NBF into Europe's top leadership event

(20:00) Sales, rejection, and the mindset for success

(28:10) Creating an unforgettable customer experience

(31:20) Surviving the lockdown

(37:45) Virtual, hybrid and in-person events

(47:50) Why leadership is difficult and lessons from great leaders