The next wave of strategy - with Britt Meelby Jensen, CEO of Ambu

Placing customer understanding at the heart of strategy

As part of our ongoing series “The next wave of strategy”, ReD's managing partner Mads Holme speaks to Ambu CEO Britt Meelby Jensen, named ‘Leader of the Year’ by the influential Danish organisation Lederne (‘The Leaders’) in 2024. During their conversation, they discuss placing customers at the heart of strategy, culture as a competitive advantage, and her playbook for being a successful leader.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two lenses, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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“My view on how you drive a successful business is really that if you understand and are clear about what you're solving for your customers, and then if you are also able to have an engaged organisation that is set up for success, then I basically believe your financial performance will be strong.”

“If you don't have an orchestra that plays in sync, then it sounds terrible. I think it's very much the same for an organisation.”

 “If you want to create collaboration and set a certain direction in a company, if you don't see that from the top of the organisation, then it's very hard to get people to collaborate further down.”

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