[{"_1":2,"_3":-5,"_4":-5},"loaderData",{"_5":6,"_7":8},"actionData","errors","root",{"_139":-5,"_140":-5,"_141":142,"_143":144,"_145":146},"routes/clips.$id.$slug",{"_9":10,"_11":12},"clip",{"_13":14,"_15":16,"_17":-5,"_18":19,"_20":-5,"_21":22,"_23":24,"_25":26,"_27":28,"_29":30,"_31":32,"_33":34,"_35":36,"_37":38,"_39":40,"_41":-5,"_42":-5,"_43":-5,"_44":45,"_46":-5,"_47":48,"_49":50,"_51":-5},"canonicalUrl","https://howleaderslead.com/clips/3208/marketing-is-different-in-the-social-media-era","id",3208,"title","Marketing is different in the social media era","subtitle","transcript","WEBVTT\n\n1\n00:00:00.000 --> 00:00:04.800\nis about social first marketing and partnerships and events. So I'll give you a\n\n2\n00:00:04.800 --> 00:00:05.600\ncouple of examples.\n\n3\n00:00:05.600 --> 00:00:14.650\nSocial first marketing is all about working with influencers who, and those can\n\n4\n00:00:14.650 --> 00:00:15.520\nbe smaller big\n\n5\n00:00:15.520 --> 00:00:21.070\nwho like our products, who use our products, and who talk about our products.\n\n6\n00:00:21.070 --> 00:00:21.520\nMuch better\n\n7\n00:00:21.520 --> 00:00:25.710\nfor others to talk about your products than you. So we just launched our new\n\n8\n00:00:25.710 --> 00:00:26.640\nflagship mouse,\n\n9\n00:00:26.640 --> 00:00:31.010\nDMX Master 4, who are so pleased that Marcus Brownlee, who is one of the\n\n10\n00:00:31.010 --> 00:00:32.400\npremier technology\n\n11\n00:00:32.400 --> 00:00:38.910\ninfluencers, loves it and talks about it on his, you know, on his channels. So\n\n12\n00:00:38.910 --> 00:00:41.200\nthat's social first\n\n13\n00:00:41.200 --> 00:00:44.610\nmarketing, which is marketing today and wildly different, by the way, from\n\n14\n00:00:44.610 --> 00:00:45.600\nmarketing even five\n\n15\n00:00:45.600 --> 00:00:49.670\nyears ago. And then the second second thing is partnerships and events. Yes,\n\n16\n00:00:49.670 --> 00:00:50.800\nmost of our marketing\n\n17\n00:00:50.800 --> 00:00:56.880\nis online, but there is a real value in doing some life things. So we in\n\n18\n00:00:56.880 --> 00:00:58.400\nSeptember, we always\n\n19\n00:00:58.400 --> 00:01:02.590\nhave an event or for the last two years, we've had an event called Logic Play,\n\n20\n00:01:02.590 --> 00:01:04.240\nwhich takes place in\n\n21\n00:01:04.240 --> 00:01:08.640\n16 cities around the world. We bring the gaming communities together. The\n\n22\n00:01:08.640 --> 00:01:09.760\ncompetitive gamers,\n\n23\n00:01:09.760 --> 00:01:15.470\nwe talked about gaming influencers, our own gaming experts and our engineers.\n\n24\n00:01:15.470 --> 00:01:17.200\nAnd we use that event\n\n25\n00:01:17.200 --> 00:01:21.520\nto game, to be together as a community, to have fun, but also to launch our new\n\n26\n00:01:21.520 --> 00:01:23.280\ngaming products and\n\n27\n00:01:23.280 --> 00:01:28.830\nfor people to try them. That's a super popular event with millions and millions\n\n28\n00:01:28.830 --> 00:01:29.840\nof people live\n\n29\n00:01:29.840 --> 00:01:37.230\nstreaming it and wanting to be part of that. That is, you know, the start of an\n\n30\n00:01:37.230 --> 00:01:38.400\niconic brand,\n\n31\n00:01:38.400 --> 00:01:41.340\nand that is how you market today. And I would say the last thing is\n\n32\n00:01:41.340 --> 00:01:43.120\npartnerships. If I use gaming\n\n33\n00:01:43.120 --> 00:01:47.920\nagain, we have a partnership on our simulation, driving business, the wheels\n\n34\n00:01:47.920 --> 00:01:49.520\nwith McLaren. And,\n\n35\n00:01:49.520 --> 00:01:54.100\nyou know, if you talk about an iconic driving brand, McLaren is absolutely one.\n\n36\n00:01:54.100 --> 00:01:55.200\nSo the fact that\n\n37\n00:01:55.200 --> 00:02:01.470\nLando and Oscar and McLaren drivers use our sim as they train is huge. The fact\n\n38\n00:02:01.470 --> 00:02:02.480\nthat we develop\n\n39\n00:02:02.480 --> 00:02:06.800\nproducts with them is huge. And again, that sim business is on its way to being\n\n40\n00:02:06.800 --> 00:02:07.440\niconic.\n","pretty_transcript","start_time",1858644,"end_time",1986175,"keywords","Marketing, social media, influencers, partnerships, McLaren, events, iconic, gaming","slug","marketing-is-different-in-the-social-media-era","origin","cms","mux_playback_id","reVjQoy8qI84uMTo11VnFRlp102EEFZeyyQXX5w2ooEw","mux_asset_id","ePuoSAHhwj00o9lPDAEftpwZQbnd2e19Hv3WyfzCezF00","leader_id",264,"episode_id",416,"updated_at","2026-02-12T18:49:48.000000Z","meta_title","meta_description","og_image_media_id","web_url","https://www.howleaderslead.com/clips/3208/marketing-is-different-in-the-social-media-era","og_image_url","leader",{"_13":36,"_103":104,"_105":106,"_107":108,"_25":109,"_110":111,"_61":112,"_58":112,"_113":114,"_68":115,"_39":116,"_117":-5,"_41":-5,"_42":-5,"_43":-5,"_118":119,"_91":120,"_44":121,"_122":123,"_124":125,"_46":-5,"_126":127,"_128":129,"_95":130,"_51":-5},"episode",{"_13":38,"_15":52,"_27":53,"_17":54,"_55":56,"_18":57,"_20":-5,"_58":59,"_60":-5,"_61":59,"_62":-5,"_63":64,"_65":66,"_67":-5,"_68":-5,"_69":70,"_71":72,"_73":74,"_35":36,"_39":75,"_41":-5,"_42":76,"_43":-5,"_77":78,"_79":80,"_81":82,"_83":84,"_85":-5,"_86":-5,"_87":88,"_89":90,"_91":-5,"_46":-5,"_92":93,"_94":-5,"_95":-5,"_51":-5},"og_image_media","Co-create with your team","co-create-with-your-team","Great strategies aren't built in isolation. Involve your team in creating the plan, so they can understand it better and then own it.","summary","

How do you get 7,000 people aligned on a new strategy? Ask Logitech CEO Hanneke Faber, who pulled it off in just 24 hours.

The former Dutch national diving champion (yes, really) knows that the best strategies aren’t handed down from above. They’re co-created with the people who’ll bring them to life. And at Logitech, the results speak for themselves: eight consecutive quarters of growth and record margins.

In this episode, Hanneke shares how she pulled off a 24-hour strategy sprint, why she tells her team “today is the slowest day of the rest of your life,” and what diving from 33 feet in the air taught her about leadership courage.

You’ll also learn:

How to make your brand sexy (yes, even if you sell mice and keyboards)
One popular (but uncommon) employee perk you’ll want to steal
A powerful framework for balancing work, family, and everything else without burning out
Non-cringey ways to create shared experiences for your team

","WEBVTT\n\n1\n00:00:00.000 --> 00:00:04.060\nHello everyone and welcome to another episode of How Leaders Lead with David\n\n2\n00:00:04.060 --> 00:00:05.360\nNovak. Today we've\n\n3\n00:00:05.360 --> 00:00:09.930\ngot Hanukkah Faber on the show. She's a CEO of Logitech and if you aren't sure\n\n4\n00:00:09.930 --> 00:00:11.520\nwhat Logitech is,\n\n5\n00:00:11.520 --> 00:00:15.300\nif you're looking into a computer screen right now and you see a camera, you're\n\n6\n00:00:15.300 --> 00:00:16.400\nprobably utilizing\n\n7\n00:00:16.400 --> 00:00:20.720\none of their products without even knowing it. Now when Hanukkah took over as\n\n8\n00:00:20.720 --> 00:00:21.680\nCEO of Logitech,\n\n9\n00:00:21.680 --> 00:00:27.200\nshe had to get all 7,000 employees on board with their new strategic plan. And\n\n10\n00:00:27.200 --> 00:00:28.240\nshe did it in just\n\n11\n00:00:28.240 --> 00:00:33.290\n24 hours, but she didn't do it the way you might think. She co-created that\n\n12\n00:00:33.290 --> 00:00:35.040\nstrategy with everyone\n\n13\n00:00:35.040 --> 00:00:40.090\non her team. The results? Well, her team at Logitech has experienced 8\n\n14\n00:00:40.090 --> 00:00:41.440\nconsecutive quarters\n\n15\n00:00:41.440 --> 00:00:45.380\nof record growth and record margins. And in today's episode, you're going to\n\n16\n00:00:45.380 --> 00:00:46.800\nlearn how this idea of\n\n17\n00:00:46.800 --> 00:00:52.000\nco-creation can help your team unlock that same kind of success. Hanukkah is\n\n18\n00:00:52.000 --> 00:00:53.360\nalso a former Dutch\n\n19\n00:00:53.360 --> 00:00:57.830\nnational diving champion. And in this episode, she shares incredible stories\n\n20\n00:00:57.830 --> 00:00:58.800\nabout what diving\n\n21\n00:00:58.800 --> 00:01:03.820\nfrom 33 feet in the air has taught her about leadership and courage. Enjoy this\n\n22\n00:01:03.820 --> 00:01:04.400\nconversation\n\n23\n00:01:04.400 --> 00:01:07.960\nwith David and Hanukkah and I'll see you at the very end of the episode for the\n\n24\n00:01:07.960 --> 00:01:08.640\ndebrief.\n\n25\n00:01:08.640 --> 00:01:15.600\nI'm really not very technical. So I like struggle to turn on our television,\n\n26\n00:01:15.600 --> 00:01:26.400\nwhich I'm ashamed of and I have to do better, especially as a tech CEO.\n\n27\n00:01:26.400 --> 00:01:30.870\nI understand you were on CNN and Bloomberg today and now you're on how leaders\n\n28\n00:01:30.870 --> 00:01:32.240\nlead you. This is a\n\n29\n00:01:32.240 --> 00:01:38.190\nreal upgrade for you. Totally. This is going to be so much more fun. No, I'm\n\n30\n00:01:38.190 --> 00:01:38.960\nreally looking forward\n\n31\n00:01:38.960 --> 00:01:43.980\nto this. And the Olympics are obviously coming up and it's very topical. And I\n\n32\n00:01:43.980 --> 00:01:44.960\nunderstand that\n\n33\n00:01:44.960 --> 00:01:50.010\ncompetitive gaming and the Olympics don't necessarily feel like an obvious\n\n34\n00:01:50.010 --> 00:01:51.840\npairing to a lot of people,\n\n35\n00:01:51.840 --> 00:01:56.960\nyet here we are. And I understand Logitech has been involved in this sport.\n\n36\n00:01:56.960 --> 00:01:57.840\nWhat's your connection?\n\n37\n00:01:57.840 --> 00:02:02.890\nGreat. Yes, the winter Olympics are just around the corner and I'm really\n\n38\n00:02:02.890 --> 00:02:04.000\nlooking forward to it.\n\n39\n00:02:04.000 --> 00:02:08.080\nI am one of these people who really loves the Olympics. So I'll be the person\n\n40\n00:02:08.080 --> 00:02:09.040\nwho wakes up at\n\n41\n00:02:09.040 --> 00:02:17.580\n3am to watch Luge because I love it all. But gaming, indeed, or esports, as\n\n42\n00:02:17.580 --> 00:02:18.960\nsome people call it,\n\n43\n00:02:18.960 --> 00:02:22.790\nis a real sport these days. In fact, the IOC, the International Olympic\n\n44\n00:02:22.790 --> 00:02:24.320\nCommittee has recognized\n\n45\n00:02:24.320 --> 00:02:30.990\nit as such. And it is now part of the official cycle towards the 2028 Olympics\n\n46\n00:02:30.990 --> 00:02:32.240\nin Los Angeles.\n\n47\n00:02:32.240 --> 00:02:38.160\nIt's not entirely clear yet which games exactly will be played and how that's\n\n48\n00:02:38.160 --> 00:02:38.960\ngoing to play out.\n\n49\n00:02:39.600 --> 00:02:46.180\nBut what we know is competitive gaming is absolutely a thing. So we sponsor and\n\n50\n00:02:46.180 --> 00:02:47.920\nare involved with\n\n51\n00:02:47.920 --> 00:02:55.510\nhundreds of competitive gamers, more than 30 competitive gaming teams. And what\n\n52\n00:02:55.510 --> 00:02:56.400\nI've been\n\n53\n00:02:56.400 --> 00:03:00.180\nimpressed with that I learned since I joined Logitech a little over two years\n\n54\n00:03:00.180 --> 00:03:01.680\nago, it really is a sport.\n\n55\n00:03:01.680 --> 00:03:08.720\nThese guys and ladies train 10+ hours a day. You actually have to be in great\n\n56\n00:03:08.720 --> 00:03:10.720\nshape to be able to\n\n57\n00:03:10.720 --> 00:03:16.800\ngame that long every day and to be super sharp. You got to think of our gear or\n\n58\n00:03:16.800 --> 00:03:17.840\nlodge the gaming\n\n59\n00:03:17.840 --> 00:03:22.860\ngear, the gaming mice, the gaming keyboards, the gaming headsets. Think of\n\n60\n00:03:22.860 --> 00:03:23.840\nthose as what Adidas\n\n61\n00:03:23.840 --> 00:03:29.070\nand Nike are to running, the shoes, you need the right gear. That's what we are\n\n62\n00:03:29.070 --> 00:03:31.200\nto competitive esports.\n\n63\n00:03:31.200 --> 00:03:37.580\nYeah, that's a great insight there. And that gets to the next question. I was\n\n64\n00:03:37.580 --> 00:03:37.600\njust\n\n65\n00:03:37.600 --> 00:03:41.040\nhow do you make money? You just mentioned some of the products that you make\n\n66\n00:03:41.040 --> 00:03:42.080\nand they're helping\n\n67\n00:03:42.080 --> 00:03:48.480\nthese esports guys take off and win in their respective categories. Absolutely,\n\n68\n00:03:48.480 --> 00:03:48.960\nabsolutely.\n\n69\n00:03:48.960 --> 00:03:51.440\nAnd of course, not just like a new Olympics, not everyone's going to be an\n\n70\n00:03:51.440 --> 00:03:52.640\nOlympian, not everyone's\n\n71\n00:03:52.640 --> 00:03:58.310\ngoing to be a elite level pro gamer. But what we do is work with those elite\n\n72\n00:03:58.310 --> 00:03:59.840\nlevel pro gamers to\n\n73\n00:03:59.840 --> 00:04:05.640\ndeliver and develop products. So we have a lab here at our office where pro\n\n74\n00:04:05.640 --> 00:04:07.680\ngaming teams come.\n\n75\n00:04:07.680 --> 00:04:11.630\nThey come and train actually together, but they also come and work on new\n\n76\n00:04:11.630 --> 00:04:12.720\nproducts with us.\n\n77\n00:04:12.720 --> 00:04:16.160\nThat's how we develop products. And of course, there's a lot of gamers around\n\n78\n00:04:16.160 --> 00:04:17.040\nthe world because\n\n79\n00:04:17.040 --> 00:04:22.560\nhalf the world games who want to be elite gamers, just like lots of people want\n\n80\n00:04:22.560 --> 00:04:23.360\nto be elite soccer\n\n81\n00:04:23.360 --> 00:04:29.160\nplayers or early basketball players. And they also want the very best gear. So\n\n82\n00:04:29.160 --> 00:04:29.680\nyeah,\n\n83\n00:04:29.680 --> 00:04:34.150\nthat's how we work. And then you get exciting outcomes. Actually, just in a\n\n84\n00:04:34.150 --> 00:04:34.720\ncouple of weeks,\n\n85\n00:04:34.720 --> 00:04:40.710\nwe start shipping the new super strike Logitech mouse, which is the fastest\n\n86\n00:04:40.710 --> 00:04:42.720\nmouse ever. And some\n\n87\n00:04:42.720 --> 00:04:46.960\nof our pro gamers actually were saying, Oh my God, it's like cheating. Because\n\n88\n00:04:46.960 --> 00:04:48.400\nit is so much better\n\n89\n00:04:48.400 --> 00:04:52.870\nthan anything that's out there now. And speed really matters when you're\n\n90\n00:04:52.870 --> 00:04:53.840\nplaying League of\n\n91\n00:04:53.840 --> 00:04:57.520\nLegends or Valorant or something else. What are the biggest products that you\n\n92\n00:04:57.520 --> 00:04:58.400\nmake that really\n\n93\n00:04:58.400 --> 00:05:03.600\naccount for the bulk of your revenues? Yeah, we have three big businesses. So\n\n94\n00:05:03.600 --> 00:05:05.520\ngaming is one of them.\n\n95\n00:05:05.520 --> 00:05:09.770\nAnd the other two are what we call personal workspace. So these are the\n\n96\n00:05:09.770 --> 00:05:10.880\nproducts that you,\n\n97\n00:05:10.880 --> 00:05:14.960\nyou know, many people have on their desk, a keyboard and mice, your webcam.\n\n98\n00:05:16.160 --> 00:05:20.400\nThat's that's how we started. And that's a very big business for us personal\n\n99\n00:05:20.400 --> 00:05:22.400\nworkspace. And in the\n\n100\n00:05:22.400 --> 00:05:26.480\nthird business is video conferencing. What many people don't know is we're the\n\n101\n00:05:26.480 --> 00:05:27.440\nglobal market leader\n\n102\n00:05:27.440 --> 00:05:32.800\nin video conferencing. So and that's a business that's been fast growing for us\n\n103\n00:05:32.800 --> 00:05:33.760\nand still a business\n\n104\n00:05:33.760 --> 00:05:37.610\nwith a lot of opportunity as well. If you believe it, less than 20% of global\n\n105\n00:05:37.610 --> 00:05:38.400\nmeeting rooms,\n\n106\n00:05:38.400 --> 00:05:43.420\nactually our video conference enabled. So there's a lot of rooms still to put\n\n107\n00:05:43.420 --> 00:05:44.880\nequipment into.\n\n108\n00:05:44.880 --> 00:05:48.800\nThat's surprising. I would have thought that would have been Zoom. So we do the\n\n109\n00:05:48.800 --> 00:05:49.680\nsoftware-enabled\n\n110\n00:05:49.680 --> 00:05:53.780\nhardware. So I don't know what setup you have, but you always see like a bar\n\n111\n00:05:53.780 --> 00:05:54.800\nthat's often a\n\n112\n00:05:54.800 --> 00:06:00.720\nBlodgetech rally bar under your screen. That's what we make. And that is deeply\n\n113\n00:06:00.720 --> 00:06:02.640\nintegrated with Zoom\n\n114\n00:06:02.640 --> 00:06:07.690\nor with Microsoft Teams or with Google. And we work with all three of those big\n\n115\n00:06:07.690 --> 00:06:09.120\nsoftware providers\n\n116\n00:06:09.120 --> 00:06:12.940\nto make sure you have hardware that works with that. Well, Hanukk, I know you\n\n117\n00:06:12.940 --> 00:06:14.560\n're not a world-class\n\n118\n00:06:14.560 --> 00:06:18.070\ngamer. Maybe you play the games, but you know, I know you're not world-class.\n\n119\n00:06:18.070 --> 00:06:18.800\nBut I've learned\n\n120\n00:06:18.800 --> 00:06:25.170\nfrom my research that you are and have been an elite athlete. You were 10 times\n\n121\n00:06:25.170 --> 00:06:25.920\nNetherlands,\n\n122\n00:06:25.920 --> 00:06:31.410\nnational champion diver competing in world-class levels by your late teens. I\n\n123\n00:06:31.410 --> 00:06:32.080\nmean, that's so\n\n124\n00:06:32.080 --> 00:06:38.640\nimpressive. So take me back to being on the diving board. What's going on your\n\n125\n00:06:38.640 --> 00:06:39.920\nmind right before you\n\n126\n00:06:39.920 --> 00:06:46.770\njump? Oh my, well, you visualize. So you're 33 feet up in the air. That's a 10-\n\n127\n00:06:46.770 --> 00:06:48.320\nmeter platform\n\n128\n00:06:48.320 --> 00:06:52.960\nor a little lower on the springboard. That's three meters. So your high up in\n\n129\n00:06:52.960 --> 00:06:53.840\nthe air is very\n\n130\n00:06:53.840 --> 00:06:59.460\nimportant before you do your dive that you visualize how it's going to go. So\n\n131\n00:06:59.460 --> 00:07:00.080\nthe mental\n\n132\n00:07:00.080 --> 00:07:03.530\npart of it is important. And that's something that's actually important in work\n\n133\n00:07:03.530 --> 00:07:04.000\nas well.\n\n134\n00:07:04.000 --> 00:07:09.070\nAnd then you just have to have guts. It is scary as hell. Even when you're in\n\n135\n00:07:09.070 --> 00:07:09.920\nthe best shape of your\n\n136\n00:07:09.920 --> 00:07:15.730\nlife and you're doing really great, it's scary every time up 33 feet up in the\n\n137\n00:07:15.730 --> 00:07:16.560\nair and doing a\n\n138\n00:07:16.560 --> 00:07:22.030\nbunch of flips and twists. So yes, I've gots. And that's another thing I think\n\n139\n00:07:22.030 --> 00:07:22.800\nthat helps me\n\n140\n00:07:22.800 --> 00:07:27.270\nin business today. People are like, \"Oh, aren't you scared to go on Bloomberg\n\n141\n00:07:27.270 --> 00:07:28.640\nor to do a big presentation?\"\n\n142\n00:07:29.520 --> 00:07:33.590\nI'm like, \"No, you know what? I'm back two and a half off the 10-meter. That is\n\n143\n00:07:33.590 --> 00:07:34.000\nscary.\"\n\n144\n00:07:34.000 --> 00:07:38.160\nYeah, I don't think I'd really want to do that. But as soon as you talked about\n\n145\n00:07:38.160 --> 00:07:39.360\nvisualization,\n\n146\n00:07:39.360 --> 00:07:44.380\nI did think about the importance of visualization and leadership. How do you do\n\n147\n00:07:44.380 --> 00:07:44.720\nthat? I mean,\n\n148\n00:07:44.720 --> 00:07:49.200\nhow do you go through the process of visualization as you lead Logitech?\n\n149\n00:07:49.200 --> 00:07:54.820\nYeah. No, I think that's maybe preparation is what I would call it today. But\n\n150\n00:07:54.820 --> 00:07:55.440\nfor really\n\n151\n00:07:55.440 --> 00:08:04.000\nimportant sessions, you want to prepare really well and make the design the\n\n152\n00:08:04.000 --> 00:08:05.760\nagenda of an important\n\n153\n00:08:05.760 --> 00:08:10.370\nmeeting in a way where you make sure that you, for example, hear everyone\n\n154\n00:08:10.370 --> 00:08:11.440\naround the table,\n\n155\n00:08:11.440 --> 00:08:17.050\nthat you give time and space for that, but also that you design the process to\n\n156\n00:08:17.050 --> 00:08:18.560\nmove fast and not\n\n157\n00:08:18.560 --> 00:08:23.890\nlet things linger. So maybe I'll give you one example. When I joined Logitech a\n\n158\n00:08:23.890 --> 00:08:24.720\nlittle over two\n\n159\n00:08:24.720 --> 00:08:28.400\nyears ago, this was already a really good company. So I didn't walk into\n\n160\n00:08:28.400 --> 00:08:29.440\nanything that was horrible,\n\n161\n00:08:29.440 --> 00:08:35.360\nby any means. But it was just after COVID, the business had declined for six or\n\n162\n00:08:35.360 --> 00:08:36.240\nseven quarters\n\n163\n00:08:36.240 --> 00:08:42.370\nafter the COVID, Sugar High. And Bracken, who I think you spoke to as well, the\n\n164\n00:08:42.370 --> 00:08:43.360\nprevious CEO,\n\n165\n00:08:43.360 --> 00:08:48.380\nhad been gone for six months. So the business was declining and there hadn't\n\n166\n00:08:48.380 --> 00:08:49.200\nbeen leadership\n\n167\n00:08:50.160 --> 00:08:55.210\nfrom a permanent CEO in a little while. So it was clear to me walking in that\n\n168\n00:08:55.210 --> 00:08:56.400\nwe quickly needed\n\n169\n00:08:56.400 --> 00:09:02.770\na new strategy because it was unclear what it was at that point. So in terms of\n\n170\n00:09:02.770 --> 00:09:04.160\npreparation,\n\n171\n00:09:04.160 --> 00:09:09.360\nbefore I even joined, I set up a week with the leadership team for a strategy\n\n172\n00:09:09.360 --> 00:09:10.160\nsession,\n\n173\n00:09:10.160 --> 00:09:15.210\nliterally actually in my first week with the company, where all the leaders\n\n174\n00:09:15.210 --> 00:09:17.120\npresented what was\n\n175\n00:09:17.120 --> 00:09:22.140\nout there in their business, in the landscape, in terms of trend, what their\n\n176\n00:09:22.140 --> 00:09:22.800\ncustomers wanted,\n\n177\n00:09:22.800 --> 00:09:27.820\nwhat competition was doing, what they thought our shareholders needed. So we\n\n178\n00:09:27.820 --> 00:09:28.240\nreally looked\n\n179\n00:09:28.240 --> 00:09:32.910\noutside they presented. And then by the end of the week, we kind of built what\n\n180\n00:09:32.910 --> 00:09:34.240\nI call an MVP,\n\n181\n00:09:34.240 --> 00:09:39.290\na minimal viable product of a future strategy. So that was intentionally\n\n182\n00:09:39.290 --> 00:09:40.640\nprepared and designed\n\n183\n00:09:40.640 --> 00:09:44.830\nto move fast. But then I also knew that I couldn't move too fast because I didn\n\n184\n00:09:44.830 --> 00:09:45.600\n't know anything.\n\n185\n00:09:46.880 --> 00:09:52.960\nIt was my first week. So we then took some time to actually expose that MVP,\n\n186\n00:09:52.960 --> 00:09:53.840\nthat minimal viable\n\n187\n00:09:53.840 --> 00:09:58.800\nproduct of the strategy to all the employees of Logitech, all 7,000 of them.\n\n188\n00:09:58.800 --> 00:10:02.880\nAnd now in the world, you do that, you know, and before you answer that\n\n189\n00:10:02.880 --> 00:10:03.440\nquestion, I want to go\n\n190\n00:10:03.440 --> 00:10:08.490\nback to what your process, it seems like you really worked hard at defining\n\n191\n00:10:08.490 --> 00:10:08.880\nreality,\n\n192\n00:10:08.880 --> 00:10:12.370\nreally getting a sense of what the reality was. How important do you feel that\n\n193\n00:10:12.370 --> 00:10:12.560\nis?\n\n194\n00:10:13.280 --> 00:10:17.370\nTotally. And, you know, with any plan, you got to start from all your\n\n195\n00:10:17.370 --> 00:10:18.320\nstakeholders,\n\n196\n00:10:18.320 --> 00:10:23.790\nso your users, how happy are they? The trends in the market, what is coming in\n\n197\n00:10:23.790 --> 00:10:24.880\nterms of technology,\n\n198\n00:10:24.880 --> 00:10:29.930\nwhich is really important in this business, your B2B customers, how happy are\n\n199\n00:10:29.930 --> 00:10:30.480\nthey?\n\n200\n00:10:30.480 --> 00:10:35.680\nYour shareholders, how happy are they? So starting from that, I think is really\n\n201\n00:10:35.680 --> 00:10:36.800\nimportant to decide,\n\n202\n00:10:36.800 --> 00:10:41.270\nokay, based on that, what are our goals, what are really here to do, and then\n\n203\n00:10:41.270 --> 00:10:42.000\nwhat choices do\n\n204\n00:10:42.000 --> 00:10:44.800\nwe make in terms of where we play and how we win?\n\n205\n00:10:44.800 --> 00:10:50.470\nSo then how do you develop the strategy, and then your MVP strategy, and then\n\n206\n00:10:50.470 --> 00:10:51.360\nyou take it to all\n\n207\n00:10:51.360 --> 00:10:54.880\nyour employees around the world? I mean, I've never heard anybody doing that.\n\n208\n00:10:54.880 --> 00:10:57.280\nYou know, tell me how\n\n209\n00:10:57.280 --> 00:11:02.300\nyou did it. No, so I really think, I really believe in co-creation and the\n\n210\n00:11:02.300 --> 00:11:03.280\nwisdom of the crowd,\n\n211\n00:11:03.280 --> 00:11:08.750\nand this is where video conferencing comes in, obviously. So we did a one-hour\n\n212\n00:11:08.750 --> 00:11:09.440\nsession for the\n\n213\n00:11:09.440 --> 00:11:13.570\nwhole company, everyone was invited, where we presented that MVP of the\n\n214\n00:11:13.570 --> 00:11:14.880\nstrategy as a leadership\n\n215\n00:11:14.880 --> 00:11:21.890\nteam, and then we asked everyone to go away in small groups, so we were in 150\n\n216\n00:11:21.890 --> 00:11:22.880\ncountries,\n\n217\n00:11:22.880 --> 00:11:27.350\nso people went away in their countries in smaller groups, and we gave them 24\n\n218\n00:11:27.350 --> 00:11:27.920\nhours\n\n219\n00:11:27.920 --> 00:11:32.400\nto come up with their small group, with three things they liked about the\n\n220\n00:11:32.400 --> 00:11:33.520\nstrategy, and three\n\n221\n00:11:33.520 --> 00:11:37.190\nthings I called them builds, but you know, things they didn't like or that they\n\n222\n00:11:37.190 --> 00:11:38.880\nmissed, and we came\n\n223\n00:11:38.880 --> 00:11:43.930\nback 24 hours later in a two-hour session on video, and about, we got through\n\n224\n00:11:43.930 --> 00:11:45.760\nabout 45 teams\n\n225\n00:11:45.760 --> 00:11:50.720\nfrom around the world who presented back to us very short, crisp presentations\n\n226\n00:11:50.720 --> 00:11:51.120\nhere to three\n\n227\n00:11:51.120 --> 00:11:55.690\nthings we like here to three things that we would build or do differently, and\n\n228\n00:11:55.690 --> 00:11:56.960\nit was incredibly\n\n229\n00:11:56.960 --> 00:12:03.040\nhelpful, incredibly helpful, and I think for two reasons, you know, we got\n\n230\n00:12:03.040 --> 00:12:04.240\nloads of feedback and\n\n231\n00:12:04.240 --> 00:12:10.110\nit made that MVP of the strategy better, but also, you know, thousands of\n\n232\n00:12:10.110 --> 00:12:11.520\nemployees kind of,\n\n233\n00:12:11.520 --> 00:12:17.440\nyou know, new to strategy, I didn't have to deploy it, they worked on it, so it\n\n234\n00:12:17.440 --> 00:12:18.720\nbecame theirs as\n\n235\n00:12:18.720 --> 00:12:23.740\nmuch as mine or the leadership team, so yeah, the wisdom of the crowd, big\n\n236\n00:12:23.740 --> 00:12:24.800\nbeliever in that,\n\n237\n00:12:24.800 --> 00:12:29.400\nbut you got it to your first question, prepare, so it doesn't become a process\n\n238\n00:12:29.400 --> 00:12:30.320\nthe last three\n\n239\n00:12:30.320 --> 00:12:35.840\nyears because then you've lost a battle. You know, I can imagine sitting in an\n\n240\n00:12:35.840 --> 00:12:37.200\nexecutive team meeting\n\n241\n00:12:37.200 --> 00:12:40.740\nlike that and say, now I want to get feedback of what we've worked on from 7,\n\n242\n00:12:40.740 --> 00:12:42.080\n000 employees around\n\n243\n00:12:42.080 --> 00:12:46.670\nthe world. I bet that wasn't necessarily universal, like, hey, yeah, let's go\n\n244\n00:12:46.670 --> 00:12:47.520\ndo that, Hanukkah,\n\n245\n00:12:47.520 --> 00:12:53.600\nwhat a great idea. I mean, what was the response? Yeah, yeah, there were a few\n\n246\n00:12:53.600 --> 00:12:54.160\npeople who were\n\n247\n00:12:54.160 --> 00:12:58.100\na little skeptical, only about the logistics, like, you know, how will we do\n\n248\n00:12:58.100 --> 00:12:59.520\nthat? Can that actually\n\n249\n00:12:59.520 --> 00:13:03.180\nbe done? But then sometimes you just have to say, let's at least try it, you\n\n250\n00:13:03.180 --> 00:13:04.320\nknow, what's the worst\n\n251\n00:13:04.320 --> 00:13:09.900\nthat can happen? It's really not that bad, so we did it, and I think that\n\n252\n00:13:09.900 --> 00:13:12.160\nresulted in a really,\n\n253\n00:13:12.160 --> 00:13:17.830\nreally solid strategy that now delivers eight quarters of consecutive growth\n\n254\n00:13:17.830 --> 00:13:18.880\nand we just delivered\n\n255\n00:13:18.880 --> 00:13:24.320\na quarter with record operating income and record margins. So far, so good.\n\n256\n00:13:24.320 --> 00:13:29.440\nNo, that's congratulations on that. But it's interesting, you know, when you\n\n257\n00:13:29.440 --> 00:13:30.320\nask for feedback,\n\n258\n00:13:30.320 --> 00:13:36.720\nyou got to be prepared to take it. And a lot of times, if you don't take it,\n\n259\n00:13:36.720 --> 00:13:37.280\npeople think you\n\n260\n00:13:37.280 --> 00:13:41.280\ndidn't listen. How did you get back to the people that you didn't necessarily\n\n261\n00:13:41.280 --> 00:13:42.560\nlisten to their builds?\n\n262\n00:13:43.760 --> 00:13:48.810\nI would say, you know, again, we got 45 teams presenting to us, and there was,\n\n263\n00:13:48.810 --> 00:13:49.520\nthey also\n\n264\n00:13:49.520 --> 00:13:55.680\nlistened to each other. So it was clear to themes that arose. People really\n\n265\n00:13:55.680 --> 00:13:56.720\nliked the theme of\n\n266\n00:13:56.720 --> 00:14:01.740\nbuilding an iconic brand, which I'm sure you're really good at as well. So we\n\n267\n00:14:01.740 --> 00:14:02.560\nelevated that in\n\n268\n00:14:02.560 --> 00:14:06.360\nour final strategy, also in terms of the resources we were going to allocate to\n\n269\n00:14:06.360 --> 00:14:08.160\nit, etc. So that's,\n\n270\n00:14:08.160 --> 00:14:12.730\nthat was on the, you know, we really like it side. On the, I miss this side,\n\n271\n00:14:12.730 --> 00:14:13.920\nand that's, you know,\n\n272\n00:14:13.920 --> 00:14:18.070\nI blame us for missing it, but Logitech has always been a pioneer in\n\n273\n00:14:18.070 --> 00:14:19.200\nsustainability,\n\n274\n00:14:19.200 --> 00:14:24.870\nand that was not clear in our MVP that we wanted to continue that, and people\n\n275\n00:14:24.870 --> 00:14:26.560\ncaught us right away.\n\n276\n00:14:26.560 --> 00:14:29.840\nThey were like, you know, where is that? This is so near and dear to our heart.\n\n277\n00:14:29.840 --> 00:14:35.480\nSo we brought that back, I would say, in a more modern way, taking real climate\n\n278\n00:14:35.480 --> 00:14:35.920\naction,\n\n279\n00:14:35.920 --> 00:14:39.340\nrather than just buying a whole bunch of offsets, which there was a little bit\n\n280\n00:14:39.340 --> 00:14:40.160\noff in the past,\n\n281\n00:14:40.160 --> 00:14:45.670\nand people appreciated that. But I think because they hurt the themes, they\n\n282\n00:14:45.670 --> 00:14:47.120\nalso knew we can't,\n\n283\n00:14:47.120 --> 00:14:53.520\nwe can't not act on every build or piece of feedback, but the themes were, were\n\n284\n00:14:53.520 --> 00:14:54.000\nclear,\n\n285\n00:14:54.000 --> 00:14:56.640\nand we did act on those, and I think people appreciated that.\n\n286\n00:14:56.640 --> 00:14:59.840\nYou know, it kind of reminds me, a lot of people kind of dates me to a certain\n\n287\n00:14:59.840 --> 00:15:00.160\nextent,\n\n288\n00:15:00.160 --> 00:15:05.970\nthe whole car campaign for Toyota, you asked for it, you got it. You know, in\n\n289\n00:15:05.970 --> 00:15:06.800\nthe sense that,\n\n290\n00:15:06.800 --> 00:15:11.820\nyou got, you know, you listen and responded to their action, it became their\n\n291\n00:15:11.820 --> 00:15:12.240\nstrategy.\n\n292\n00:15:12.240 --> 00:15:16.240\nHow important is that involvement in your mind?\n\n293\n00:15:16.240 --> 00:15:22.720\nI think that's really, really important. You know, a CEO who goes off and does\n\n294\n00:15:22.720 --> 00:15:23.520\nhis strategy,\n\n295\n00:15:23.520 --> 00:15:27.990\nand then expects that even, we're not in a huge company, but even with 7,000\n\n296\n00:15:27.990 --> 00:15:28.240\npeople,\n\n297\n00:15:28.240 --> 00:15:31.520\nfor me to expect that I can just, you know, from my perch,\n\n298\n00:15:31.520 --> 00:15:36.800\ndeploy that strategy and make sure it happens. It's just not going to happen.\n\n299\n00:15:36.800 --> 00:15:41.820\nSo people have to make it part of their own plans and be, feel like they're\n\n300\n00:15:41.820 --> 00:15:42.720\ninvolved in it,\n\n301\n00:15:42.720 --> 00:15:45.520\nand nothing makes me happier. I'm going to China tomorrow. Nothing makes me\n\n302\n00:15:45.520 --> 00:15:45.840\nhappier,\n\n303\n00:15:45.840 --> 00:15:49.360\nand when I see in China, them using the exact words that are in our strategy\n\n304\n00:15:49.360 --> 00:15:50.320\nand building killer\n\n305\n00:15:50.320 --> 00:15:54.810\nplans that come straight off that strategy, because they feel it's theirs. It's\n\n306\n00:15:54.810 --> 00:15:55.520\ntheir China\n\n307\n00:15:55.520 --> 00:16:00.540\nstrategy. I want to go back here, you're diving, because I think there's so\n\n308\n00:16:00.540 --> 00:16:01.840\nmany, you know,\n\n309\n00:16:01.840 --> 00:16:05.920\nanalogous things to talk about in terms of leadership, but I've heard you say\n\n310\n00:16:05.920 --> 00:16:06.720\nthat\n\n311\n00:16:06.720 --> 00:16:13.520\nyou just don't go for big dives. You work up to them. You know, how has that\n\n312\n00:16:13.520 --> 00:16:14.560\nshaped the way you take\n\n313\n00:16:14.560 --> 00:16:20.930\non big challenges as a CEO? Yeah, it's a good question. So indeed, in diving,\n\n314\n00:16:20.930 --> 00:16:21.520\nyou know, you don't\n\n315\n00:16:21.520 --> 00:16:27.680\nstart with a dive that goes straight to 10 meters up in the air. You first\n\n316\n00:16:27.680 --> 00:16:28.320\npractice it\n\n317\n00:16:28.320 --> 00:16:33.340\non the trampoline, and you're in a harness with ropes, and your coach is\n\n318\n00:16:33.340 --> 00:16:34.640\nactually holding you\n\n319\n00:16:34.640 --> 00:16:39.920\nas you do the flips. Then you may go up to, you know, sometimes as low as one\n\n320\n00:16:39.920 --> 00:16:41.040\nmeter platform,\n\n321\n00:16:41.040 --> 00:16:45.280\nand then you go to three and to five, and only then do you do it off to 10, and\n\n322\n00:16:45.280 --> 00:16:45.840\nthe first time\n\n323\n00:16:45.840 --> 00:16:49.500\nyou do it, you often use a bubble machine that makes bubbles into water. So if\n\n324\n00:16:49.500 --> 00:16:50.720\nyou do smack,\n\n325\n00:16:50.720 --> 00:16:56.240\ndoesn't hurt quite as much. There's many steps, and I think in business as well\n\n326\n00:16:56.240 --> 00:16:56.240\n,\n\n327\n00:16:56.240 --> 00:17:00.550\nif I use iconic branding as an example, that's not going to happen overnight,\n\n328\n00:17:00.550 --> 00:17:01.520\njust because I want\n\n329\n00:17:01.520 --> 00:17:05.360\nLogitech to be an iconic brand. It doesn't happen that the next week it is,\n\n330\n00:17:05.360 --> 00:17:07.600\nbecause we're in so many\n\n331\n00:17:07.600 --> 00:17:13.570\nmarkets, and it takes time to build something like that. So I think sequencing\n\n332\n00:17:13.570 --> 00:17:15.120\nplans and investments\n\n333\n00:17:15.120 --> 00:17:19.140\nover time, but then celebrating the little successes along the way is really,\n\n334\n00:17:19.140 --> 00:17:20.400\nreally important. I'm\n\n335\n00:17:20.400 --> 00:17:24.180\nsure you've also experienced that. And again, that comes back to diving.\n\n336\n00:17:24.180 --> 00:17:25.440\nSometimes it's great to do\n\n337\n00:17:25.440 --> 00:17:31.230\nsomething great off to five meter on your way to 10. Yeah, absolutely. And I'm\n\n338\n00:17:31.230 --> 00:17:32.320\nnot sure what a\n\n339\n00:17:32.320 --> 00:17:37.340\nfail dive would really feel like, especially from as high up as you did, but I\n\n340\n00:17:37.340 --> 00:17:38.560\n'm curious to hear a\n\n341\n00:17:38.560 --> 00:17:43.890\nstory about how you had to bounce back after maybe having a bad fall. Yes, sm\n\n342\n00:17:43.890 --> 00:17:45.840\nacking is really\n\n343\n00:17:45.840 --> 00:17:50.200\nunpleasant, and hitting the board is even less pleasant. But fortunately, in\n\n344\n00:17:50.200 --> 00:17:51.200\ndiving, that doesn't\n\n345\n00:17:51.200 --> 00:17:54.780\nhappen very often. So those are really exceptions. But I would think what I\n\n346\n00:17:54.780 --> 00:17:55.840\nreally learned from\n\n347\n00:17:55.840 --> 00:18:00.890\ndiving is in diving, you get feedback a hundred times a day. So after every\n\n348\n00:18:00.890 --> 00:18:02.080\ndive, your coach will\n\n349\n00:18:02.080 --> 00:18:07.750\ntell you mostly what you did wrong. So, you know, Hanukkah, yeah, that was all\n\n350\n00:18:07.750 --> 00:18:08.160\nright. But you\n\n351\n00:18:08.160 --> 00:18:10.880\nshould point your toes, Hanukkah, that was all right. But you were leaning back\n\n352\n00:18:10.880 --> 00:18:11.600\n, Hanukkah, that\n\n353\n00:18:11.600 --> 00:18:15.780\nwas okay, but your arms were bent. So you get that a hundred times a day, and\n\n354\n00:18:15.780 --> 00:18:16.560\nyou really,\n\n355\n00:18:16.560 --> 00:18:24.800\nA, learn to act on feedback, and B, you know, you don't mind feedback. I try to\n\n356\n00:18:24.800 --> 00:18:25.920\ngive good\n\n357\n00:18:25.920 --> 00:18:31.400\nfeedback to my people, but also try to take feedback because I know feedback\n\n358\n00:18:31.400 --> 00:18:33.120\nmakes you better. And I,\n\n359\n00:18:33.120 --> 00:18:36.900\nyou know, as a diver, you cannot get better if you don't take that feedback\n\n360\n00:18:36.900 --> 00:18:37.840\nliterally a hundred\n\n361\n00:18:37.840 --> 00:18:42.890\ntimes a day. So coaching and feedback, I think, is part of great leadership.\n\n362\n00:18:42.890 --> 00:18:44.160\nAnd I really try to\n\n363\n00:18:44.160 --> 00:18:49.180\nlive up to the level of my best dive coaches. Yeah. And you know, you mentioned\n\n364\n00:18:49.180 --> 00:18:49.680\nearlier, you\n\n365\n00:18:49.680 --> 00:18:54.910\nknow, it taught you courage to deal with the potential fear that you might have\n\n366\n00:18:54.910 --> 00:18:57.280\n. And as you\n\n367\n00:18:57.280 --> 00:19:01.630\nmentioned, I thought, you know, here you are now a CEO, you know, is there\n\n368\n00:19:01.630 --> 00:19:03.280\nsomething that you're\n\n369\n00:19:03.280 --> 00:19:07.640\nafraid of now? I mean, you know, when you think about the business or you think\n\n370\n00:19:07.640 --> 00:19:09.200\nabout is there\n\n371\n00:19:09.200 --> 00:19:13.290\nsomething inside that you fear and have to overcome? Because all leaders\n\n372\n00:19:13.290 --> 00:19:14.480\nusually have something.\n\n373\n00:19:14.480 --> 00:19:19.700\nNo, I think I think we all, you know, we all have our fears. So for me, you\n\n374\n00:19:19.700 --> 00:19:21.600\nknow, I joined Logitech,\n\n375\n00:19:21.600 --> 00:19:26.650\nI live here in the Silicon Valley now. But I spent my entire career in consumer\n\n376\n00:19:26.650 --> 00:19:27.600\ngoods. And\n\n377\n00:19:27.600 --> 00:19:32.620\nsometimes I have to pinch myself, because literally, you know, two, two years\n\n378\n00:19:32.620 --> 00:19:32.960\nago,\n\n379\n00:19:32.960 --> 00:19:37.430\nI was still selling mayonnaise, and you're the leaver. So sometimes I'm like,\n\n380\n00:19:37.430 --> 00:19:38.000\nOh my God,\n\n381\n00:19:38.000 --> 00:19:43.470\nhere I am, you know, Miss Tech. That can be a little fearful in the Silicon\n\n382\n00:19:43.470 --> 00:19:45.760\nValley with mostly,\n\n383\n00:19:45.760 --> 00:19:51.440\nyou know, peers CEOs who have been here their whole careers who are, you know,\n\n384\n00:19:51.440 --> 00:19:52.000\nelectrical\n\n385\n00:19:52.000 --> 00:19:57.050\nengineers or software engineers by trade. My background is completely different\n\n386\n00:19:57.050 --> 00:19:57.520\n. So\n\n387\n00:19:57.520 --> 00:20:01.370\nthat is sometimes a little scary. But then you have to just think through, okay\n\n388\n00:20:01.370 --> 00:20:02.160\n, there's other\n\n389\n00:20:02.160 --> 00:20:07.500\nthings I bring. And we have fabulous engineers all around our company who do\n\n390\n00:20:07.500 --> 00:20:09.040\ngreat work that I\n\n391\n00:20:09.040 --> 00:20:14.060\ntherefore don't need to do myself. Hello, everyone. I hope you are loving this\n\n392\n00:20:14.060 --> 00:20:14.880\nconversation between\n\n393\n00:20:14.880 --> 00:20:19.900\nDavid and Hanukkah. As always, stay tuned to the very end of the episode. David\n\n394\n00:20:19.900 --> 00:20:20.240\nand I are going\n\n395\n00:20:20.240 --> 00:20:24.160\nto break down some of the key concepts he discusses with Hanukkah, so that you\n\n396\n00:20:24.160 --> 00:20:25.360\nleave this conversation\n\n397\n00:20:25.360 --> 00:20:29.430\nwith some practical tools that you can apply right away to your leadership or\n\n398\n00:20:29.430 --> 00:20:30.720\nto your life.\n\n399\n00:20:30.720 --> 00:20:33.960\nStay tuned to the very end of the episode and enjoy the rest of this\n\n400\n00:20:33.960 --> 00:20:35.520\nconversation with David and\n\n401\n00:20:35.520 --> 00:20:39.660\nHanukkah. You know, I can't wait to dig more into your leadership journey and\n\n402\n00:20:39.660 --> 00:20:40.640\nall you're doing at\n\n403\n00:20:40.640 --> 00:20:44.480\nLogitech. But first, I want to take you back a little more. You know, what's\n\n404\n00:20:44.480 --> 00:20:45.440\nthe story from your\n\n405\n00:20:45.440 --> 00:20:51.130\nchildhood that really impacted the kind of leader that you are today? I was\n\n406\n00:20:51.130 --> 00:20:52.800\nvery, very lucky. I grew\n\n407\n00:20:52.800 --> 00:20:58.640\nup in Holland, a small country. But when I was a junior in high school, I was\n\n408\n00:20:58.640 --> 00:20:59.760\non the Dutch national\n\n409\n00:20:59.760 --> 00:21:04.780\nteam, diving team, and I went to the World Championships, dove at the World\n\n410\n00:21:04.780 --> 00:21:05.200\nChampionships.\n\n411\n00:21:05.200 --> 00:21:11.200\nAnd I got recruited there to come to the United States. And this is now a long\n\n412\n00:21:11.200 --> 00:21:12.240\ntime ago. I'm dating\n\n413\n00:21:12.240 --> 00:21:16.540\nmyself, but this is before the internet. So the coach of the US team was the\n\n414\n00:21:16.540 --> 00:21:17.760\ncoach at the University\n\n415\n00:21:17.760 --> 00:21:24.560\nHouston. And he wrote a letter after Worlds to my parents and I, inviting me to\n\n416\n00:21:24.560 --> 00:21:25.280\ncome to Houston\n\n417\n00:21:25.280 --> 00:21:29.240\non a full scholarship. Again, this is before the internet. So we looked at the\n\n418\n00:21:29.240 --> 00:21:30.320\nAtlas to see where\n\n419\n00:21:30.320 --> 00:21:34.820\nHouston might be. I remember it was in the orange zone where it was warm. I\n\n420\n00:21:34.820 --> 00:21:36.400\nsaid, this is good. Holland\n\n421\n00:21:36.400 --> 00:21:44.280\nis not warm. Let's do this. Houston is very warm. It is very warm. So then, you\n\n422\n00:21:44.280 --> 00:21:45.120\nknow, to follow up\n\n423\n00:21:45.120 --> 00:21:51.920\nletter was you need to take this test called the SAT. We had never heard of the\n\n424\n00:21:51.920 --> 00:21:53.440\nSAT. So on one\n\n425\n00:21:53.440 --> 00:21:58.460\nSaturday morning, I write my bike to the American School of the Hague to take\n\n426\n00:21:58.460 --> 00:22:00.080\nthis famous SAT that\n\n427\n00:22:00.080 --> 00:22:04.170\nwe had never heard of. I was a little scared because when I got to the American\n\n428\n00:22:04.170 --> 00:22:04.960\nSchool of the Hague,\n\n429\n00:22:04.960 --> 00:22:08.530\nthere was all these parents and children with these big books how to take the\n\n430\n00:22:08.530 --> 00:22:10.640\nSAT. But, you know,\n\n431\n00:22:10.640 --> 00:22:16.760\nI had no idea. And I'll never forget this. I got in there. And, you know, the\n\n432\n00:22:16.760 --> 00:22:18.240\nSAT is multiple choice.\n\n433\n00:22:18.240 --> 00:22:22.400\nAnd there's always an example. But my English wasn't great, right? I mean, I\n\n434\n00:22:22.400 --> 00:22:23.360\nhad some English in\n\n435\n00:22:23.360 --> 00:22:28.380\nhigh school, but it wasn't great. So the first section was English and it was\n\n436\n00:22:28.380 --> 00:22:29.760\nopposites. And the\n\n437\n00:22:29.760 --> 00:22:35.700\nexample was good. And obviously, the answer was bad. I'm like, I got this the\n\n438\n00:22:35.700 --> 00:22:36.640\nexample. And I'll\n\n439\n00:22:36.640 --> 00:22:43.440\nnever forget, the first actual question was Rothianism. And I'm like, oh my god\n\n440\n00:22:43.440 --> 00:22:44.080\n, I am so\n\n441\n00:22:44.080 --> 00:22:49.270\nscrewed. I have no idea. So I hate to admit this. But I'm like, okay, maybe I\n\n442\n00:22:49.270 --> 00:22:50.160\nstart cheating a\n\n443\n00:22:50.160 --> 00:22:54.400\nlittle bit on this test. So I started copying from the guy next to me. But\n\n444\n00:22:54.400 --> 00:22:55.840\nafter five questions,\n\n445\n00:22:55.840 --> 00:23:00.560\nI realized he's doing math. Because, you know, they don't give you all the same\n\n446\n00:23:00.560 --> 00:23:02.240\ntest. So this whole\n\n447\n00:23:02.240 --> 00:23:05.920\nthing is like, so I walk out of there afterwards, I'm like, Oh, I don't know\n\n448\n00:23:05.920 --> 00:23:06.560\nthat that was\n\n449\n00:23:06.560 --> 00:23:11.610\ngood enough. In any case, I ended up with like 420 on the English and 790 on\n\n450\n00:23:11.610 --> 00:23:12.480\nthe math.\n\n451\n00:23:12.480 --> 00:23:17.500\nFortunately, European math education is good. And that was good enough for\n\n452\n00:23:17.500 --> 00:23:18.720\nHouston. But in any\n\n453\n00:23:18.720 --> 00:23:22.830\ncase, that tells you, you know, I did not come to Houston, like super prepar\n\n454\n00:23:22.830 --> 00:23:24.000\native. I compared\n\n455\n00:23:24.000 --> 00:23:28.470\nthis to the way my children chose their colleges. I kind of, it was very random\n\n456\n00:23:28.470 --> 00:23:29.600\n. I went there for\n\n457\n00:23:29.600 --> 00:23:34.690\ndiving, but I am so thankful to the University of Houston, to the NCAA for\n\n458\n00:23:34.690 --> 00:23:36.080\ngiving me the chance\n\n459\n00:23:36.080 --> 00:23:41.130\nto come to America as an 18 year old, who didn't speak English well. I\n\n460\n00:23:41.130 --> 00:23:42.560\ninitially was going to stay\n\n461\n00:23:42.560 --> 00:23:46.800\nfor one year, train really hard and then go to the Olympics and come back to\n\n462\n00:23:46.800 --> 00:23:48.400\nEurope. But I loved\n\n463\n00:23:48.400 --> 00:23:53.670\nit in Texas. I adored it. So I ended up graduating, getting an undergrad and\n\n464\n00:23:53.670 --> 00:23:55.200\ngetting an MBA as well\n\n465\n00:23:55.200 --> 00:24:01.800\nthere. And that has changed my life. So I would say that, you know, that really\n\n466\n00:24:01.800 --> 00:24:02.800\n, really changed my\n\n467\n00:24:02.800 --> 00:24:06.880\nlife. And I'll be eternally grateful for that opportunity. You know, Hanukkah,\n\n468\n00:24:06.880 --> 00:24:08.400\nI love the fact\n\n469\n00:24:08.400 --> 00:24:13.980\nthat you you admitted that you took this test. And you actually, you know, sc\n\n470\n00:24:13.980 --> 00:24:15.040\noped a few answers\n\n471\n00:24:15.040 --> 00:24:18.880\nthere to be getting, you know, realized that you're looking at the wrong place.\n\n472\n00:24:18.880 --> 00:24:20.320\nBut I am not proud.\n\n473\n00:24:20.320 --> 00:24:25.930\nYeah, well, you're also a bit vulnerable to do that. You know, and, you know,\n\n474\n00:24:25.930 --> 00:24:27.920\nis that a part\n\n475\n00:24:27.920 --> 00:24:33.760\nof how you lead? Yeah, and I wouldn't recommend that anyone cheats, obviously.\n\n476\n00:24:33.760 --> 00:24:35.120\nBut I do think it\n\n477\n00:24:35.120 --> 00:24:40.590\nhelps, you know, to in business with your teams, with the people to work with,\n\n478\n00:24:40.590 --> 00:24:41.520\nyou work with, to\n\n479\n00:24:41.520 --> 00:24:47.950\nask questions and to share. So that goes both ways. At the University of\n\n480\n00:24:47.950 --> 00:24:49.840\nHouston, here's my\n\n481\n00:24:49.840 --> 00:24:55.040\nhubris again. I decided to be a journalism major, which is, of course, a great\n\n482\n00:24:55.040 --> 00:24:56.000\nchoice if you don't\n\n483\n00:24:56.000 --> 00:25:03.540\nreally speak English. But journalism there did teach me to ask questions. If\n\n484\n00:25:03.540 --> 00:25:04.000\nanything,\n\n485\n00:25:04.000 --> 00:25:07.300\nI never became a journalist and journalism, unfortunately, went way out of\n\n486\n00:25:07.300 --> 00:25:08.320\nstyle ever since.\n\n487\n00:25:08.320 --> 00:25:15.300\nBut I was trained as a newspaper journalist. And the thing I learned apart from\n\n488\n00:25:15.300 --> 00:25:16.000\nwriting pretty\n\n489\n00:25:16.000 --> 00:25:21.350\nwell, which helps in any career, but is to ask questions, you know, the five Ws\n\n490\n00:25:21.350 --> 00:25:22.640\nand the two Hs.\n\n491\n00:25:23.600 --> 00:25:29.970\nWho, what, where, why, how. And again, I think that helps in any situation,\n\n492\n00:25:29.970 --> 00:25:30.880\nwhether you're trying to\n\n493\n00:25:30.880 --> 00:25:36.880\ndecide on strategy, whether you're trying to get better talent, whether you're\n\n494\n00:25:36.880 --> 00:25:37.600\njust trying to have\n\n495\n00:25:37.600 --> 00:25:43.970\nfun. It's helpful in business. Yeah, well, we were both journalism majors. So\n\n496\n00:25:43.970 --> 00:25:44.400\nthere you go.\n\n497\n00:25:44.400 --> 00:25:49.680\nYou were a journalism major too. Absolutely. And I agree with you. You know,\n\n498\n00:25:49.680 --> 00:25:50.560\nthe writing skill\n\n499\n00:25:50.560 --> 00:25:55.760\nis very helpful. And I think being curious is, yeah, is a trait that a lot of\n\n500\n00:25:55.760 --> 00:25:56.320\nleaders.\n\n501\n00:25:56.320 --> 00:26:00.680\nYeah. So did you ever work as a journalist? No, I, but I did start out as an\n\n502\n00:26:00.680 --> 00:26:01.280\nadvertising\n\n503\n00:26:01.280 --> 00:26:05.580\ncopywriter. But that taught me how to get in the mind of customers and be\n\n504\n00:26:05.580 --> 00:26:06.800\ncreative and\n\n505\n00:26:06.800 --> 00:26:11.040\nwork with advertising agencies, et cetera. So it worked out fine. You know, and\n\n506\n00:26:11.040 --> 00:26:11.920\n, you know,\n\n507\n00:26:11.920 --> 00:26:18.980\nspeaking of advertising and marketing, you spent more than two decades at Proct\n\n508\n00:26:18.980 --> 00:26:19.760\ner & Gamble,\n\n509\n00:26:19.760 --> 00:26:23.440\nwhich is one of the greatest brand building companies in the world. You know,\n\n510\n00:26:23.440 --> 00:26:24.320\ntell me a story\n\n511\n00:26:24.320 --> 00:26:28.960\nfrom your time there that taught you the most. I learned so much, first of all,\n\n512\n00:26:28.960 --> 00:26:31.200\nat P&G. It really\n\n513\n00:26:31.200 --> 00:26:36.720\nis a school. And I know you were at PepsiCo, which is another great CPG school.\n\n514\n00:26:36.720 --> 00:26:38.960\nSo again, super\n\n515\n00:26:38.960 --> 00:26:43.630\nthankful. They sent me around the world. I started in Holland, but I got to\n\n516\n00:26:43.630 --> 00:26:45.200\nwork in Greece. I got\n\n517\n00:26:45.200 --> 00:26:50.510\nto work in Cincinnati, of course, Mecca for Procter and in Geneva and\n\n518\n00:26:50.510 --> 00:26:52.160\nSwitzerland at their European\n\n519\n00:26:52.160 --> 00:26:57.960\nheadquarters. So I learned a lot about working in different countries and with\n\n520\n00:26:57.960 --> 00:26:58.560\npeople from all\n\n521\n00:26:58.560 --> 00:27:03.580\nkinds of different cultures. And maybe, yeah, maybe a story actually to\n\n522\n00:27:03.580 --> 00:27:05.280\nillustrate that. So when I was,\n\n523\n00:27:05.280 --> 00:27:10.330\nwhen I was, it was early on. So I had been with P&G for three or four years.\n\n524\n00:27:10.330 --> 00:27:12.080\nAnd they sent me to\n\n525\n00:27:12.080 --> 00:27:17.550\nGreece for an assignment. I did not speak Greek. In that office, it was me and\n\n526\n00:27:17.550 --> 00:27:18.800\n200 Greeks.\n\n527\n00:27:18.800 --> 00:27:24.720\nAnd I became brand manager, well, of a whole bunch of beauty brands, including\n\n528\n00:27:24.720 --> 00:27:25.520\nhand and shoulders.\n\n529\n00:27:25.520 --> 00:27:29.330\nAnd I remember in my first week, I didn't speak a word of Greek and we had to\n\n530\n00:27:29.330 --> 00:27:30.640\ndo consumer research\n\n531\n00:27:30.640 --> 00:27:34.060\nbecause that's what you do at Procter. You really listen to the consumers and\n\n532\n00:27:34.060 --> 00:27:34.960\nyou build your plans\n\n533\n00:27:34.960 --> 00:27:40.010\noff that. So went to this focus group with like eight Greek ladies and a\n\n534\n00:27:40.010 --> 00:27:41.520\ntranslator for me because\n\n535\n00:27:41.520 --> 00:27:46.800\notherwise it would be kind of useless. And I sit there and she translates the\n\n536\n00:27:46.800 --> 00:27:47.920\nquestion. And then\n\n537\n00:27:47.920 --> 00:27:51.720\nliterally I sat there for 10 minutes and these Greek women were talking and it\n\n538\n00:27:51.720 --> 00:27:52.400\nwas all quite\n\n539\n00:27:52.400 --> 00:27:57.450\nanimated. She didn't say anything. After 10 minutes, she goes, they liked it. I\n\n540\n00:27:57.450 --> 00:27:59.760\n'm not really getting\n\n541\n00:27:59.760 --> 00:28:05.870\nnuanced here. So I quickly learned the language actually because I figured I\n\n542\n00:28:05.870 --> 00:28:07.760\ncannot do my job here.\n\n543\n00:28:07.760 --> 00:28:14.160\nIf I don't really embed myself in this culture and this society. So I'm proud\n\n544\n00:28:14.160 --> 00:28:15.440\nto tell you that my\n\n545\n00:28:15.440 --> 00:28:20.910\nGreek is pretty good. And I think what I take along from that is again, you\n\n546\n00:28:20.910 --> 00:28:22.240\nhave to understand\n\n547\n00:28:22.240 --> 00:28:27.260\nthe external world starting from the user of the products you're trying to\n\n548\n00:28:27.260 --> 00:28:28.480\nmarket and sell.\n\n549\n00:28:28.480 --> 00:28:32.590\nGreat story. And then you went on to Unilever where you're a head of global\n\n550\n00:28:32.590 --> 00:28:33.120\nnutrition\n\n551\n00:28:33.680 --> 00:28:37.100\nand sold a lot of mayonnaise. I don't know if those two things sync up, but you\n\n552\n00:28:37.100 --> 00:28:38.000\nknow, maybe had the\n\n553\n00:28:38.000 --> 00:28:42.710\nfat-free mayonnaise, I don't know. And you were on the executive team at Unile\n\n554\n00:28:42.710 --> 00:28:44.320\nver. How did that\n\n555\n00:28:44.320 --> 00:28:50.400\nexperience prepare you for taking on the CEO role, being on the executive team?\n\n556\n00:28:50.400 --> 00:28:51.520\nYeah. So in between\n\n557\n00:28:51.520 --> 00:28:55.780\nPNG and Unilever, I was to spend four years at Ajo Delays. So a retailer, which\n\n558\n00:28:55.780 --> 00:28:56.560\nactually was\n\n559\n00:28:56.560 --> 00:29:00.700\nreally helpful to see the other side of the table. And I ran an e-commerce\n\n560\n00:29:00.700 --> 00:29:01.840\nbusiness or their\n\n561\n00:29:01.840 --> 00:29:05.840\ntheir e-commerce business there. So that actually, and that was early on and\n\n562\n00:29:05.840 --> 00:29:07.440\nstarted there in 2013.\n\n563\n00:29:07.440 --> 00:29:12.910\nSo that actually was a helpful piece also for this job because that was working\n\n564\n00:29:12.910 --> 00:29:13.520\nwith a lot of\n\n565\n00:29:13.520 --> 00:29:18.810\nengineers and software people to build an e-comm business. But I would say Pro\n\n566\n00:29:18.810 --> 00:29:20.000\nctor and Unilever\n\n567\n00:29:20.000 --> 00:29:24.470\nagain, both actually great, great schools. And there's a lot of things that you\n\n568\n00:29:24.470 --> 00:29:25.600\nlearn there that are\n\n569\n00:29:25.600 --> 00:29:32.530\nalso applicable at Logitech and in technology. You know, it all starts from the\n\n570\n00:29:32.530 --> 00:29:33.120\nconsumer\n\n571\n00:29:33.120 --> 00:29:36.990\nand the customer. Sometimes we call them the user here, but you got to\n\n572\n00:29:36.990 --> 00:29:38.160\nunderstand them and\n\n573\n00:29:38.160 --> 00:29:43.180\nwhat their needs are. Great brands make a big difference. So, and I feel\n\n574\n00:29:43.180 --> 00:29:44.080\nfortunate to have worked\n\n575\n00:29:44.080 --> 00:29:50.300\non some great brands and shoulders, but Hellmans, Ben and Jerry's, Olay. And\n\n576\n00:29:50.300 --> 00:29:51.600\nLogitech actually is a\n\n577\n00:29:51.600 --> 00:29:56.170\ngreat brand. It's a $5 billion brand. There's not that many of those around the\n\n578\n00:29:56.170 --> 00:29:58.000\nworld. So we're\n\n579\n00:29:58.000 --> 00:30:02.240\ngoing to try and make that truly iconic process. What does that mean? I mean,\n\n580\n00:30:02.240 --> 00:30:02.880\nhow do you make\n\n581\n00:30:02.880 --> 00:30:07.350\nit iconic? I think I know what iconic means, but you know, what's it? When will\n\n582\n00:30:07.350 --> 00:30:08.000\nyou know you've\n\n583\n00:30:08.000 --> 00:30:12.570\narrived as an iconic brand? Yeah, that's a great question. I don't know that we\n\n584\n00:30:12.570 --> 00:30:13.360\n'll know when we\n\n585\n00:30:13.360 --> 00:30:19.500\nhave arrived, but I do know that today we score really well on, I shouldn't\n\n586\n00:30:19.500 --> 00:30:20.800\ncall it the boring\n\n587\n00:30:20.800 --> 00:30:25.820\nstuff, but kind of the more functional stuff. So people trust us. People think\n\n588\n00:30:25.820 --> 00:30:26.960\nour products are\n\n589\n00:30:26.960 --> 00:30:32.760\ngood. But do they think we're sexy? No, we're a little functional. Do they\n\n590\n00:30:32.760 --> 00:30:35.680\nbelieve we have charisma\n\n591\n00:30:35.680 --> 00:30:39.470\nthat cool people use us? Are we the brand you want to sit next to at a dinner\n\n592\n00:30:39.470 --> 00:30:40.880\nparty or better\n\n593\n00:30:40.880 --> 00:30:44.850\nthat you want to be seen sitting next to at a dinner party? Not quite yet. I\n\n594\n00:30:44.850 --> 00:30:45.680\nthink when we get\n\n595\n00:30:45.680 --> 00:30:50.390\nthere, then we're iconic and that's that will take a little while. So how do\n\n596\n00:30:50.390 --> 00:30:51.440\nyou make Logitech\n\n597\n00:30:51.440 --> 00:30:54.860\nsexy? I mean, what are you doing? Is there anything going on right now to make\n\n598\n00:30:54.860 --> 00:30:55.360\nit a little\n\n599\n00:30:55.360 --> 00:31:01.160\nsexier? Yeah, absolutely. So I think it's about social first marketing and\n\n600\n00:31:01.160 --> 00:31:02.720\npartnerships and events.\n\n601\n00:31:02.720 --> 00:31:06.070\nSo I'll give you a couple of examples. Social first marketing is all about\n\n602\n00:31:06.070 --> 00:31:07.920\nworking with\n\n603\n00:31:09.600 --> 00:31:17.140\ninfluencers who and those can be smaller, big, who like our products, who use\n\n604\n00:31:17.140 --> 00:31:18.640\nour products and who\n\n605\n00:31:18.640 --> 00:31:21.400\ntalk about our products, much better for others to talk about your products\n\n606\n00:31:21.400 --> 00:31:23.200\nthan you. So we just\n\n607\n00:31:23.200 --> 00:31:28.220\nlaunched our new flagship mouse, DMX master form. And we're so pleased that\n\n608\n00:31:28.220 --> 00:31:29.440\nMarcus Brownlee, who is\n\n609\n00:31:29.440 --> 00:31:35.240\none of the premier technology influencers, loves it and talks about it on his,\n\n610\n00:31:35.240 --> 00:31:36.880\nyou know, on his\n\n611\n00:31:36.880 --> 00:31:41.930\nchannels. So that's that's social first marketing, which is marketing today and\n\n612\n00:31:41.930 --> 00:31:42.480\nwildly different,\n\n613\n00:31:42.480 --> 00:31:46.140\nby the way, from marketing even five years ago. And then the second second\n\n614\n00:31:46.140 --> 00:31:47.200\nthing is partnerships\n\n615\n00:31:47.200 --> 00:31:52.480\nand events. Yes, most of our marketing is is online, but there is a real value\n\n616\n00:31:52.480 --> 00:31:53.360\nin doing some\n\n617\n00:31:53.360 --> 00:31:58.840\nlife things. So we in September, we always have an event or for the last two\n\n618\n00:31:58.840 --> 00:32:00.000\nyears, we've had an\n\n619\n00:32:00.000 --> 00:32:04.580\nevent called logic play, which takes place in 16 cities around the world. We\n\n620\n00:32:04.580 --> 00:32:05.520\nbring the gaming\n\n621\n00:32:05.520 --> 00:32:10.570\ncommunities together. The competitive gamers, we talked about gaming influ\n\n622\n00:32:10.570 --> 00:32:12.160\nencers, our own gaming\n\n623\n00:32:12.160 --> 00:32:17.210\nexperts and our engineers. And we use that event to game to be together as a\n\n624\n00:32:17.210 --> 00:32:18.640\ncommunity to have fun,\n\n625\n00:32:18.640 --> 00:32:24.720\nbut also to launch our new gaming products and for people to try them. That's a\n\n626\n00:32:24.720 --> 00:32:26.160\nsuper popular event\n\n627\n00:32:26.160 --> 00:32:30.820\nwith millions and millions of people live streaming it and wanting to be part\n\n628\n00:32:30.820 --> 00:32:31.360\nof that.\n\n629\n00:32:34.400 --> 00:32:39.360\nThe start of an iconic brand and that is how you market today. And I would say\n\n630\n00:32:39.360 --> 00:32:40.080\nthe last thing is\n\n631\n00:32:40.080 --> 00:32:44.550\npartnerships. If I use gaming again, we have a partnership on our simulation\n\n632\n00:32:44.550 --> 00:32:45.600\ndriving business,\n\n633\n00:32:45.600 --> 00:32:50.620\nthe wheels with McLaren. And you know, if you talk about an iconic driving\n\n634\n00:32:50.620 --> 00:32:51.840\nbrand, McLaren is\n\n635\n00:32:51.840 --> 00:32:57.220\nabsolutely one. So the fact that Lando and Oscar and McLaren drivers use our\n\n636\n00:32:57.220 --> 00:32:58.480\nsim as they train\n\n637\n00:32:58.480 --> 00:33:03.600\nis huge. The fact that we develop products with them is huge. And again, that\n\n638\n00:33:03.600 --> 00:33:04.240\nsim business\n\n639\n00:33:04.240 --> 00:33:09.710\nis on its way to being iconic. That's cool. You know, I did a podcast with Zach\n\n640\n00:33:09.710 --> 00:33:11.280\nBrown. Oh, you did.\n\n641\n00:33:11.280 --> 00:33:16.330\nYeah. He's a great brand builder and he understands that. So you too, linking\n\n642\n00:33:16.330 --> 00:33:17.360\nup in the brands\n\n643\n00:33:17.360 --> 00:33:22.080\nmakes that makes so much sense. And you know, I was thinking that, you know,\n\n644\n00:33:22.080 --> 00:33:23.040\nProcter and Gamble,\n\n645\n00:33:23.040 --> 00:33:26.550\nUnilever of two package goods companies that I know of, I don't know of two\n\n646\n00:33:26.550 --> 00:33:27.680\nthat have more\n\n647\n00:33:27.680 --> 00:33:31.850\nprocess in this one. I mean, Pepsi, we were more gun slingers. You know, we\n\n648\n00:33:31.850 --> 00:33:32.640\ndidn't have as much\n\n649\n00:33:32.640 --> 00:33:39.140\nprocess. You know, how do you think about managing your gut instincts and\n\n650\n00:33:39.140 --> 00:33:41.200\nprocess? I mean, you know,\n\n651\n00:33:41.200 --> 00:33:49.760\nwhat, what do you let rule? Yeah, such a great question. And it's very relevant\n\n652\n00:33:49.760 --> 00:33:50.720\nhere for me at\n\n653\n00:33:50.720 --> 00:34:00.860\nLogitech because before the pandemic, this was a smallish company. You know, it\n\n654\n00:34:00.860 --> 00:34:01.520\nwas less than two\n\n655\n00:34:01.520 --> 00:34:05.680\nbillion in sales. And in the pandemic, it exploded because everyone was home.\n\n656\n00:34:05.680 --> 00:34:06.960\nEveryone was online.\n\n657\n00:34:06.960 --> 00:34:12.080\nSo post the pandemic, we're now close to a $5 billion company. So it's called\n\n658\n00:34:12.080 --> 00:34:13.200\nas medium sized.\n\n659\n00:34:13.200 --> 00:34:18.250\nAnd some of the things that worked in a small company, because everyone knew\n\n660\n00:34:18.250 --> 00:34:18.720\neveryone,\n\n661\n00:34:18.720 --> 00:34:24.940\njust don't work as a medium sized company. So you do need some, I hate to call\n\n662\n00:34:24.940 --> 00:34:25.760\nit process,\n\n663\n00:34:25.760 --> 00:34:29.900\nbut you do need maybe better what we talked about earlier, preparation for\n\n664\n00:34:29.900 --> 00:34:32.400\nthings. You can just\n\n665\n00:34:32.400 --> 00:34:36.320\ngunsling a meeting together and hope you get a good strategy out of that that\n\n666\n00:34:36.320 --> 00:34:36.880\npeople will\n\n667\n00:34:36.880 --> 00:34:41.990\nactually go act on. You do need to prepare and think about this larger\n\n668\n00:34:41.990 --> 00:34:43.440\norganization,\n\n669\n00:34:43.440 --> 00:34:48.640\nthis larger business. How do I use the word process them? But how do I prepare\n\n670\n00:34:48.640 --> 00:34:49.840\na process that\n\n671\n00:34:49.840 --> 00:34:56.640\nwill yield results and that I can measure? And it doesn't have to be, at our\n\n672\n00:34:56.640 --> 00:34:57.520\nhold, we used to say\n\n673\n00:34:57.520 --> 00:35:01.180\nour hold was the Ministry of Retail. I definitely don't want us to be the\n\n674\n00:35:01.180 --> 00:35:02.960\nMinistry of Technology.\n\n675\n00:35:02.960 --> 00:35:09.330\nAnd there's still be a lot of entrepreneurialism here at Logitech. But we have\n\n676\n00:35:09.330 --> 00:35:10.720\nimplemented a little\n\n677\n00:35:10.720 --> 00:35:15.740\nbit more preparation and planning maybe than there was before. Yeah, and you\n\n678\n00:35:15.740 --> 00:35:16.640\nput process around your\n\n679\n00:35:16.640 --> 00:35:21.690\nstrategy, which got all your employees involved, which is great. But then you\n\n680\n00:35:21.690 --> 00:35:23.120\nhad to use your gut\n\n681\n00:35:23.120 --> 00:35:28.140\nin the end to decide what you're going to listen to and what you weren't in.\n\n682\n00:35:28.140 --> 00:35:28.720\nTotally.\n\n683\n00:35:28.720 --> 00:35:32.400\nThere's always, you know, in the end, you have to take some decisions. It's\n\n684\n00:35:32.400 --> 00:35:33.280\ninteresting with AI\n\n685\n00:35:33.280 --> 00:35:39.650\nas well. You know, you can ask the models anything and it will spit out\n\n686\n00:35:39.650 --> 00:35:41.200\nfabulous answers. But in\n\n687\n00:35:41.200 --> 00:35:45.220\nthe end, a human has to say, okay, based on all these fabulous answers, we're\n\n688\n00:35:45.220 --> 00:35:46.080\ngoing to do this.\n\n689\n00:35:46.640 --> 00:35:53.010\nAnd humans actually have to do things. And that's often, you know, information\n\n690\n00:35:53.010 --> 00:35:54.240\nbased intuition.\n\n691\n00:35:54.240 --> 00:35:58.330\nDo you have a time or story you could tell about, you know, where your gut\n\n692\n00:35:58.330 --> 00:35:59.920\noverruled the process?\n\n693\n00:35:59.920 --> 00:36:06.880\nI mean, maybe even, you know, taking this job, which is, you know, if you look\n\n694\n00:36:06.880 --> 00:36:07.920\nat all my background,\n\n695\n00:36:07.920 --> 00:36:13.160\nyou would say, this is probably not going to work well. And she knows how to\n\n696\n00:36:13.160 --> 00:36:14.720\nsell jampoos and ice\n\n697\n00:36:14.720 --> 00:36:20.530\ncream. And that's what she's done for 30 years, really, in the Silicon Valley.\n\n698\n00:36:20.530 --> 00:36:21.360\nAnd what I just\n\n699\n00:36:21.360 --> 00:36:25.740\nfelt this was going to be fun. And there was a lot of growth opportunity here.\n\n700\n00:36:25.740 --> 00:36:26.880\nAnd, you know,\n\n701\n00:36:26.880 --> 00:36:29.680\nagain, what's the worst that can happen? I'm definitely not going to hit the\n\n702\n00:36:29.680 --> 00:36:30.960\nboard or smack\n\n703\n00:36:30.960 --> 00:36:36.240\non the water. So let's try it. Well, you're doing well, you got a good run\n\n704\n00:36:36.240 --> 00:36:36.720\ngoing on,\n\n705\n00:36:36.720 --> 00:36:40.140\nwhich is fantastic. You know, you know, you mentioned earlier from diving, you\n\n706\n00:36:40.140 --> 00:36:40.800\nlearned about the\n\n707\n00:36:40.800 --> 00:36:45.820\nimportance of getting coaching and getting feedback. Tell us about a, you know,\n\n708\n00:36:45.820 --> 00:36:46.800\none-on-one coaching\n\n709\n00:36:46.800 --> 00:36:50.140\nsession with you that you provide someone that works for you. What's that look\n\n710\n00:36:50.140 --> 00:36:50.960\nlike? How do you\n\n711\n00:36:50.960 --> 00:36:55.980\nstructure it? You know, how do you offer up coaching? I would say this is one\n\n712\n00:36:55.980 --> 00:36:57.040\nof the things I learned\n\n713\n00:36:57.040 --> 00:37:02.060\nat Proctor, you know, coaching and feedback is very much about asking questions\n\n714\n00:37:02.060 --> 00:37:02.960\n. It is not\n\n715\n00:37:02.960 --> 00:37:07.450\nabout me lecturing because the person probably is going to remember very little\n\n716\n00:37:07.450 --> 00:37:08.240\nof it. So\n\n717\n00:37:09.600 --> 00:37:14.650\nit's about asking questions. And then the second piece is, you know, when you\n\n718\n00:37:14.650 --> 00:37:15.360\nreally\n\n719\n00:37:15.360 --> 00:37:19.930\nis timely feedback on things that happened. So there's no point in trying to\n\n720\n00:37:19.930 --> 00:37:20.640\ngive someone\n\n721\n00:37:20.640 --> 00:37:24.720\nfeedback three months after something happened. Try to pull that person into a\n\n722\n00:37:24.720 --> 00:37:25.600\nlittle room right\n\n723\n00:37:25.600 --> 00:37:31.420\naway and always try to come up with two or three things that went well. And\n\n724\n00:37:31.420 --> 00:37:33.600\nmaybe only one where\n\n725\n00:37:33.600 --> 00:37:39.070\nthey can improve. That works much better. And I, if there's one thing I would\n\n726\n00:37:39.070 --> 00:37:40.000\nsay to my old\n\n727\n00:37:40.000 --> 00:37:45.940\nDutch diving coaches, you know, learn from that. Because they forgot those two\n\n728\n00:37:45.940 --> 00:37:46.880\nor three of them.\n\n729\n00:37:46.880 --> 00:37:53.760\nYou know, you use the phrase \"fill the scrapbook\" when you talk about building\n\n730\n00:37:53.760 --> 00:37:54.080\nteams.\n\n731\n00:37:54.080 --> 00:37:59.600\nTalk more about that. Yeah. I'm a big believer in that you, you know,\n\n732\n00:37:59.600 --> 00:38:03.120\nliterally have to fill the scrapbook. You've got to do things together to go\n\n733\n00:38:03.120 --> 00:38:04.080\nbeyond sitting in a\n\n734\n00:38:04.080 --> 00:38:09.350\nroom together and, you know, looking at PowerPoint slides. So when we get our\n\n735\n00:38:09.350 --> 00:38:11.680\nleadership team together,\n\n736\n00:38:11.680 --> 00:38:16.160\nwe really try to do things together. And those can be as simple as, you know,\n\n737\n00:38:16.160 --> 00:38:21.280\na morning, touring, media markets and best buys. But they can also be more\n\n738\n00:38:21.280 --> 00:38:22.000\nelaborate\n\n739\n00:38:22.000 --> 00:38:27.020\nwhere we go visit another company or we all go to Taiwan together to look at\n\n740\n00:38:27.020 --> 00:38:28.160\ndifferent technologies.\n\n741\n00:38:30.000 --> 00:38:34.080\nYou know, it, I'm not sure I'm a big believer in like these elaborate team\n\n742\n00:38:34.080 --> 00:38:35.520\nbuilding things\n\n743\n00:38:35.520 --> 00:38:38.660\nwhere we all go to the North Pole together. Those can be a little bit of a\n\n744\n00:38:38.660 --> 00:38:40.000\nwaste of money. So that's\n\n745\n00:38:40.000 --> 00:38:45.380\nnot what I mean by filling the scrapbook. But in the context of the business,\n\n746\n00:38:45.380 --> 00:38:46.720\ngetting yourself\n\n747\n00:38:46.720 --> 00:38:52.330\nout of the office and closer to users, technology, customers together, that can\n\n748\n00:38:52.330 --> 00:38:53.440\nbe super fun and\n\n749\n00:38:53.440 --> 00:38:53.440\nvery memorable. And I think that's what teams really do need. Yeah, I think\n\n750\n00:38:53.440 --> 00:38:58.480\nwhat you're talking\n\n751\n00:38:58.480 --> 00:39:02.950\nabout there is the power of the shared experience. Because people can harken\n\n752\n00:39:02.950 --> 00:39:04.000\nback to it and say,\n\n753\n00:39:04.000 --> 00:39:09.360\nthis is what we learn together. Yes, absolutely, absolutely. And one of the\n\n754\n00:39:09.360 --> 00:39:10.560\nthings I love doing\n\n755\n00:39:10.560 --> 00:39:15.580\nwith my team are in home visits, which I'm sure you've done in your career, you\n\n756\n00:39:15.580 --> 00:39:16.800\nknow, going into\n\n757\n00:39:16.800 --> 00:39:22.130\nusers homes and actually seeing how they use our products. You know, I was in\n\n758\n00:39:22.130 --> 00:39:23.840\nBrazil a couple\n\n759\n00:39:23.840 --> 00:39:29.090\nmonths ago with with many members of my team. And just to go into homes in Sao\n\n760\n00:39:29.090 --> 00:39:29.760\nPaulo,\n\n761\n00:39:29.760 --> 00:39:34.000\nI hadn't realized, but like literally everyone in Brazil is an influencer. So\n\n762\n00:39:34.000 --> 00:39:35.520\ntheir setups were\n\n763\n00:39:35.520 --> 00:39:41.320\nso elaborate. And they were all doing content. And there's so much opportunity\n\n764\n00:39:41.320 --> 00:39:42.720\nthere for us. So\n\n765\n00:39:42.720 --> 00:39:46.790\nsometimes you learn so much together that then, you know, provides new sparks\n\n766\n00:39:46.790 --> 00:39:47.600\nfor the business,\n\n767\n00:39:47.600 --> 00:39:51.760\nbut in homes are fabulous. Another thing that I've learned that you tell your\n\n768\n00:39:51.760 --> 00:39:52.400\nteam is that,\n\n769\n00:39:53.040 --> 00:39:58.510\nin quotes, today is the slowest day of the rest of your life. What do you mean\n\n770\n00:39:58.510 --> 00:39:58.960\nby that?\n\n771\n00:39:58.960 --> 00:40:04.240\nSometimes we feel like things are moving really fast. It really, this is the\n\n772\n00:40:04.240 --> 00:40:04.960\nslowest day of the\n\n773\n00:40:04.960 --> 00:40:08.380\nrest of our lives because it is only going to get faster. And I, you know, and\n\n774\n00:40:08.380 --> 00:40:08.800\nI want to get\n\n775\n00:40:08.800 --> 00:40:14.130\nall singular, all Silicon Valley with singularity and AI, but things are\n\n776\n00:40:14.130 --> 00:40:16.240\nexponential. And what felt\n\n777\n00:40:16.240 --> 00:40:23.200\nfast a year ago feels slow today. And I'm sure a year from now, we'll think\n\n778\n00:40:23.200 --> 00:40:25.680\ntoday is slow. So,\n\n779\n00:40:25.680 --> 00:40:32.050\nyou know, getting ahead of things is ever harder, but we have to keep trying\n\n780\n00:40:32.050 --> 00:40:33.280\nand we have to keep\n\n781\n00:40:33.280 --> 00:40:37.520\ngetting faster ourselves. You know, you're reputed for having an incredibly\n\n782\n00:40:37.520 --> 00:40:39.280\nhigh sense of urgency.\n\n783\n00:40:39.280 --> 00:40:44.480\nYou know, as a leader, how do you drive that urgency without wearing people out\n\n784\n00:40:44.480 --> 00:40:44.960\nor to even\n\n785\n00:40:44.960 --> 00:40:49.260\nthink about it? It is. It's a great question. And that's one of the things I\n\n786\n00:40:49.260 --> 00:40:50.000\nlove about the\n\n787\n00:40:50.000 --> 00:40:53.780\nculture here, but really the culture and all the companies I've worked at, I\n\n788\n00:40:53.780 --> 00:40:54.640\nthink I've been very\n\n789\n00:40:54.640 --> 00:41:00.590\nlucky in that, you know, we want to win, but we can't do that by wearing people\n\n790\n00:41:00.590 --> 00:41:02.880\nout. And so caring\n\n791\n00:41:02.880 --> 00:41:06.680\nabout people is really key. And we've got this super cute thing that I had\n\n792\n00:41:06.680 --> 00:41:07.680\nnever seen here at\n\n793\n00:41:07.680 --> 00:41:13.520\nLogitech, which is called Logi Thanks. And it's four times a year where we have\n\n794\n00:41:13.520 --> 00:41:14.800\na long weekend,\n\n795\n00:41:14.800 --> 00:41:20.880\nso a Friday and a Monday off, we give it to everyone in the company. It's truly\n\n796\n00:41:20.880 --> 00:41:21.360\ntime off.\n\n797\n00:41:21.360 --> 00:41:27.840\nThere are no meetings, not for me, but for anyone. And it's a way to say thanks\n\n798\n00:41:27.840 --> 00:41:28.880\nto our people,\n\n799\n00:41:28.880 --> 00:41:33.930\nbecause they do work incredibly hard and they do work fast. But we just give\n\n800\n00:41:33.930 --> 00:41:35.120\nthem eight extra\n\n801\n00:41:35.120 --> 00:41:40.400\ndays where they're also not pulled into things because there are no meetings.\n\n802\n00:41:40.400 --> 00:41:45.030\nSo I love that. And I think you have to, you know, balance it somehow, because\n\n803\n00:41:45.030 --> 00:41:45.760\nwe got to win,\n\n804\n00:41:45.760 --> 00:41:50.160\nwe got to move fast. But we also got to take care of ourselves and our people.\n\n805\n00:41:50.160 --> 00:41:54.400\nYou know, you mentioned culture and speaking in culture, then what's one thing\n\n806\n00:41:54.400 --> 00:41:55.040\nyou think you've\n\n807\n00:41:55.040 --> 00:41:59.050\nbrought to the culture of Logitech that might not have been there when you\n\n808\n00:41:59.050 --> 00:41:59.840\nshowed up?\n\n809\n00:42:00.400 --> 00:42:05.450\nYou know, I think it's actually really hard to change a culture profoundly. It\n\n810\n00:42:05.450 --> 00:42:06.160\n's the same with\n\n811\n00:42:06.160 --> 00:42:11.210\nthe culture of a country. You know, it is very hard to change the culture of a\n\n812\n00:42:11.210 --> 00:42:12.400\ncountry or a company.\n\n813\n00:42:12.400 --> 00:42:16.400\nSo one of the reasons I was excited to come to Logitech is that they have a\n\n814\n00:42:16.400 --> 00:42:17.200\nreally great and\n\n815\n00:42:17.200 --> 00:42:21.100\nhealthy culture with some things that I really care about. So the number one\n\n816\n00:42:21.100 --> 00:42:22.240\nvalue at Logitech\n\n817\n00:42:22.240 --> 00:42:26.550\nis equality and environment. Well, those are two things I care deeply about.\n\n818\n00:42:26.550 --> 00:42:27.840\nAnd I think actually\n\n819\n00:42:27.840 --> 00:42:34.210\nour business builders as well. The second one is hungry but humble. Also really\n\n820\n00:42:34.210 --> 00:42:35.120\nimportant is that,\n\n821\n00:42:35.120 --> 00:42:39.200\nyou know, again, we want to win, but we're not going to be adults about it. So\n\n822\n00:42:39.200 --> 00:42:40.160\nI don't know that I\n\n823\n00:42:40.160 --> 00:42:45.250\nchanged the culture, but I hope that I that I strengthen it and maybe made it\n\n824\n00:42:45.250 --> 00:42:46.880\nrelevant for today.\n\n825\n00:42:46.880 --> 00:42:50.740\nYou know, again, I talked about sustainability earlier on, equality and\n\n826\n00:42:50.740 --> 00:42:52.320\nenvironment. You know,\n\n827\n00:42:52.320 --> 00:42:56.890\nthose are things that are maybe not as popular today in the US as they were a\n\n828\n00:42:56.890 --> 00:42:57.760\nfew years ago.\n\n829\n00:42:58.800 --> 00:43:02.580\nBut they're part of our culture. They're really important to us. And we make\n\n830\n00:43:02.580 --> 00:43:03.760\nthem relevant for\n\n831\n00:43:03.760 --> 00:43:08.780\ntoday. And when it comes to sustainability and the environment, I deeply\n\n832\n00:43:08.780 --> 00:43:09.840\nbelieve that doing the\n\n833\n00:43:09.840 --> 00:43:13.090\nright thing for the planet isn't just the right thing to do, but it's actually\n\n834\n00:43:13.090 --> 00:43:14.080\ngood for business.\n\n835\n00:43:14.080 --> 00:43:18.440\nOur customers, especially our B2B customers, want products with lower footprint\n\n836\n00:43:18.440 --> 00:43:19.360\nbecause they're\n\n837\n00:43:19.360 --> 00:43:23.600\nall trying to get their footprint down. Younger consumers want products that\n\n838\n00:43:23.600 --> 00:43:24.800\nare more sustainable\n\n839\n00:43:24.800 --> 00:43:29.270\nbecause they care. And often when we develop more sustainable products with\n\n840\n00:43:29.270 --> 00:43:30.000\nlower footprints,\n\n841\n00:43:30.000 --> 00:43:34.570\nthey're actually cheaper. So it's good for our shareholders too. So I've tried\n\n842\n00:43:34.570 --> 00:43:35.120\nto make these\n\n843\n00:43:35.120 --> 00:43:40.910\nthings relevant for today. And that's not always easy, but they're so deeply\n\n844\n00:43:40.910 --> 00:43:42.160\nembedded in Logitech's\n\n845\n00:43:42.160 --> 00:43:47.700\nculture that I don't think I would ever try and change that. Yeah, you know, I\n\n846\n00:43:47.700 --> 00:43:48.960\nthink, you know,\n\n847\n00:43:48.960 --> 00:43:54.160\nfrom listeners out there, there's some real power in coming into a company and\n\n848\n00:43:54.160 --> 00:43:54.880\nversus thinking,\n\n849\n00:43:54.880 --> 00:43:58.780\nthe only way you can make your markets change everything, but take what's\n\n850\n00:43:58.780 --> 00:44:00.080\nalready there and\n\n851\n00:44:00.080 --> 00:44:04.420\nstrengthen it and make it better. And that seems to be a big part of how you\n\n852\n00:44:04.420 --> 00:44:05.280\nthink.\n\n853\n00:44:05.280 --> 00:44:09.360\nNo, and I was never proud, or honestly, you know, all the business results are\n\n854\n00:44:09.360 --> 00:44:10.400\nvery good,\n\n855\n00:44:10.400 --> 00:44:15.680\nand I'm proud of those, but never prouder than when Fortune has its annual list\n\n856\n00:44:15.680 --> 00:44:16.960\nof global top\n\n857\n00:44:16.960 --> 00:44:23.520\nemployers. And they interview 300,000 people out of 750 of the world's biggest\n\n858\n00:44:23.520 --> 00:44:24.480\ncompanies.\n\n859\n00:44:24.480 --> 00:44:28.830\nAnd we had never been part of that survey because we weren't big enough. But\n\n860\n00:44:28.830 --> 00:44:29.440\nlast year,\n\n861\n00:44:29.440 --> 00:44:33.120\nfor the first time we were included, we didn't know that. But in this survey of\n\n862\n00:44:33.120 --> 00:44:34.720\n750 companies,\n\n863\n00:44:34.720 --> 00:44:40.560\nwe came out 25th, which is amazing, right next to Amazon and Nvidia. It's\n\n864\n00:44:40.560 --> 00:44:40.960\nForbes,\n\n865\n00:44:40.960 --> 00:44:46.430\nactually, I'm told, sorry, Forbes, not Fortune. But we came in 25th, right with\n\n866\n00:44:46.430 --> 00:44:47.440\nAmazon and Nvidia,\n\n867\n00:44:47.440 --> 00:44:52.490\nwhich is insane. But it tells you that our people do love working here, which\n\n868\n00:44:52.490 --> 00:44:53.360\nis great.\n\n869\n00:44:53.360 --> 00:44:58.880\nAnd you have a very creative group at Logitech, no question about it, because\n\n870\n00:44:58.880 --> 00:45:00.800\ndesign and innovation\n\n871\n00:45:00.800 --> 00:45:07.440\nis so important to your company. And you put out 30 to 40 new products a year.\n\n872\n00:45:07.440 --> 00:45:08.800\nYou know,\n\n873\n00:45:08.800 --> 00:45:13.370\nhow do you stay true to what your brand is, Logitech, and all this innovation?\n\n874\n00:45:13.370 --> 00:45:13.680\nHow do you\n\n875\n00:45:13.680 --> 00:45:18.730\nkeep people focused on what you are? Yeah, my predecessor, Bracken, did a great\n\n876\n00:45:18.730 --> 00:45:19.520\njob at making\n\n877\n00:45:19.520 --> 00:45:24.570\nthis a design-led company. So that's very much, you know, it probably already\n\n878\n00:45:24.570 --> 00:45:25.520\nwas, but it was one\n\n879\n00:45:25.520 --> 00:45:30.090\nof the things that he really strengthens. And we have 300 in-house designers\n\n880\n00:45:30.090 --> 00:45:31.280\nwho work on all\n\n881\n00:45:31.280 --> 00:45:37.090\nthat innovation. I think Logitech is a brand with really broad shoulders. You\n\n882\n00:45:37.090 --> 00:45:37.760\nknow, we appealed\n\n883\n00:45:37.760 --> 00:45:42.810\nto 15-year-old gamers and to CIOs of the world's biggest companies. So we\n\n884\n00:45:42.810 --> 00:45:45.600\nreally can do lots of\n\n885\n00:45:45.600 --> 00:45:50.400\nthings. What I think is important, and what I try to keep reminding people of\n\n886\n00:45:50.400 --> 00:45:51.840\nis our mission\n\n887\n00:45:51.840 --> 00:45:58.240\nis pretty simple. We are about extending human potential in work and play. So\n\n888\n00:45:58.240 --> 00:45:58.960\nwe try to make\n\n889\n00:45:58.960 --> 00:46:01.960\npeople a little more productive, help you perform better when you play that\n\n890\n00:46:01.960 --> 00:46:03.120\ngame, help you connect\n\n891\n00:46:03.120 --> 00:46:07.690\na little bit more easily. And we do that in two huge spaces, working and gaming\n\n892\n00:46:07.690 --> 00:46:08.000\n.\n\n893\n00:46:08.000 --> 00:46:15.000\nSo as long as the innovation fits in that framework, I'm good with it. Now, if\n\n894\n00:46:15.000 --> 00:46:16.880\nyou go out of that box\n\n895\n00:46:16.880 --> 00:46:21.900\nand you go off and do something that is really, truly different and is not\n\n896\n00:46:21.900 --> 00:46:23.600\nworking play or doesn't\n\n897\n00:46:23.600 --> 00:46:27.620\nextend human potential, then we're probably not going to spend a lot of\n\n898\n00:46:27.620 --> 00:46:29.360\nresources on that project.\n\n899\n00:46:29.360 --> 00:46:34.000\nBut I think the sandbox is big enough to give people a lot of freedom and you\n\n900\n00:46:34.000 --> 00:46:34.960\nsee that in the\n\n901\n00:46:34.960 --> 00:46:39.980\nproducts that come out every year. You know, I always like to ask this question\n\n902\n00:46:39.980 --> 00:46:41.600\n, what are you\n\n903\n00:46:41.600 --> 00:46:44.580\nmost excited about when you look out in the future? What's coming down the line\n\n904\n00:46:44.580 --> 00:46:45.040\nmaybe that\n\n905\n00:46:45.040 --> 00:46:48.880\nyou could tell us about? The Super Strike, I mentioned that earlier, the new\n\n906\n00:46:48.880 --> 00:46:49.840\ngaming mouse,\n\n907\n00:46:49.840 --> 00:46:54.310\nwow, that is like a step-changing gear. That is like, it's like, you remember\n\n908\n00:46:54.310 --> 00:46:55.200\nthose swimsuits that\n\n909\n00:46:55.200 --> 00:47:00.320\nare now banned? They really made all the swimsuits like fish in like two\n\n910\n00:47:00.320 --> 00:47:01.280\nseconds faster than they\n\n911\n00:47:01.280 --> 00:47:06.330\nwere before. This one's not going to be banned, but it is a step change like\n\n912\n00:47:06.330 --> 00:47:07.760\nthat. So I'm excited\n\n913\n00:47:07.760 --> 00:47:13.920\nabout that for gamers. We also announced just last week and it won't ship for a\n\n914\n00:47:13.920 --> 00:47:14.720\nlittle while yet,\n\n915\n00:47:14.720 --> 00:47:19.030\nbut new video conferencing cameras, they're called the Rally AI camera and the\n\n916\n00:47:19.030 --> 00:47:19.920\nRally AI Pro.\n\n917\n00:47:22.320 --> 00:47:27.520\nI don't know on how many video conferences you are, but the worst experience is\n\n918\n00:47:27.520 --> 00:47:28.400\nyou're on the\n\n919\n00:47:28.400 --> 00:47:33.680\nother side of a large room, you know, an auditorium or something and I mean,\n\n920\n00:47:33.680 --> 00:47:34.800\nyou have no idea who's\n\n921\n00:47:34.800 --> 00:47:38.780\ntalking on the other side. You just see all these little tiny heads and you can\n\n922\n00:47:38.780 --> 00:47:39.920\n't get a word in\n\n923\n00:47:39.920 --> 00:47:45.270\nbecause that other room is so big. So these Rally AI cameras are specifically\n\n924\n00:47:45.270 --> 00:47:46.480\nfor that instance\n\n925\n00:47:46.480 --> 00:47:51.120\nand they really produce that meeting for the people on the other side. It's\n\n926\n00:47:51.120 --> 00:47:51.600\nlike having\n\n927\n00:47:51.600 --> 00:47:56.960\nSteven Spielberg producing and zooming in on the right person, zooming in on\n\n928\n00:47:56.960 --> 00:47:58.240\nwho's talking,\n\n929\n00:47:58.240 --> 00:48:02.580\ngoing around, not zooming in on the person who is like opening a packet of\n\n930\n00:48:02.580 --> 00:48:03.520\nchips because you don't\n\n931\n00:48:03.520 --> 00:48:10.000\nwant that. So it's really smart and it makes that experience better and I think\n\n932\n00:48:10.000 --> 00:48:10.400\nit's a great\n\n933\n00:48:10.400 --> 00:48:15.420\nexample of really understanding the user and then using AI to provide a great\n\n934\n00:48:15.420 --> 00:48:15.760\nproduct.\n\n935\n00:48:15.760 --> 00:48:22.800\nYou know, you're the first female CEO of Logitech. You know, my daughter, she's\n\n936\n00:48:22.800 --> 00:48:24.160\nin the business world\n\n937\n00:48:24.160 --> 00:48:29.520\nand, you know, I know one of the things that she would like you to share is,\n\n938\n00:48:29.520 --> 00:48:29.840\nyou know,\n\n939\n00:48:29.840 --> 00:48:35.650\nthe obstacles that you've had to overcome as a female leader to get to where\n\n940\n00:48:35.650 --> 00:48:36.240\nyou are today.\n\n941\n00:48:36.240 --> 00:48:43.120\nSo, please thank your daughter for asking the question and, you know,\n\n942\n00:48:45.200 --> 00:48:47.920\nmy big believer is you cannot be what you cannot see.\n\n943\n00:48:47.920 --> 00:48:53.920\nSo while I dislike being the first female CEO, I think it's more important than\n\n944\n00:48:53.920 --> 00:48:55.120\nI'm not the last.\n\n945\n00:48:55.120 --> 00:49:02.670\nSo hopefully when she sees me, she thinks, oh, well, you know, if she can do it\n\n946\n00:49:02.670 --> 00:49:03.440\n, I can do it.\n\n947\n00:49:03.440 --> 00:49:08.910\nAnd I think in my career, I've really benefited from seeing other women doing\n\n948\n00:49:08.910 --> 00:49:10.240\ngreat.\n\n949\n00:49:10.240 --> 00:49:16.940\nSo at Proctoring Gamble, I was lucky enough that there were wonderful female\n\n950\n00:49:16.940 --> 00:49:17.680\nrole models.\n\n951\n00:49:17.680 --> 00:49:23.280\nMy boss's boss's boss, you know, Susan Arnold was a vice chair of the company.\n\n952\n00:49:23.280 --> 00:49:28.580\nJenna Drosos was my boss's boss and then my boss and then my peer for a while\n\n953\n00:49:28.580 --> 00:49:29.120\nas well.\n\n954\n00:49:29.120 --> 00:49:34.940\nYou need to see that other women can do this and I think that's true for any,\n\n955\n00:49:34.940 --> 00:49:35.440\nyou know,\n\n956\n00:49:35.440 --> 00:49:41.520\nunderrepresented group and I do feel a big responsibility to, you know, do a\n\n957\n00:49:41.520 --> 00:49:42.640\ngood job so that\n\n958\n00:49:42.640 --> 00:49:47.840\nyounger women, including my own daughters, see that it can be done.\n\n959\n00:49:47.840 --> 00:49:52.560\nAnd honestly, obstacles, I think I've been very lucky along the way.\n\n960\n00:49:52.560 --> 00:49:58.030\nI've had great mentors, great sponsors and a great family and maybe I'll say\n\n961\n00:49:58.030 --> 00:49:58.960\nthat, you know,\n\n962\n00:49:58.960 --> 00:50:04.000\nvery important. Who's your partner? Can you drag your kids around the world,\n\n963\n00:50:04.000 --> 00:50:10.960\nwhich I have done for different jobs? That support is really, really critical.\n\n964\n00:50:10.960 --> 00:50:15.120\nSo what advice would you give to other female leaders who are watching this?\n\n965\n00:50:15.120 --> 00:50:18.960\nThe same advice I would give to all leaders. I don't think there's anything\n\n966\n00:50:18.960 --> 00:50:19.520\nspecific\n\n967\n00:50:19.520 --> 00:50:26.600\nfor females. But, you know, this morning, actually here at Law Check with a\n\n968\n00:50:26.600 --> 00:50:28.320\npresentation of our ERGs,\n\n969\n00:50:28.320 --> 00:50:33.830\nour employee resource groups. And so there's women's groups and all kinds of\n\n970\n00:50:33.830 --> 00:50:34.800\nother groups.\n\n971\n00:50:34.800 --> 00:50:41.360\nI would say to women, those have been helpful to me over the years because\n\n972\n00:50:41.360 --> 00:50:42.320\nsometimes we don't\n\n973\n00:50:42.320 --> 00:50:48.690\nnetwork quite as well as the guys. But almost every company has a, you know, a\n\n974\n00:50:48.690 --> 00:50:50.080\nwomen's ERG.\n\n975\n00:50:50.080 --> 00:50:56.480\nI've let those at Proctor in Europe at Unilever globally and they're fun and I\n\n976\n00:50:56.480 --> 00:50:57.120\n'm proud actually\n\n977\n00:50:57.120 --> 00:51:02.000\nat Unilever, it's called LEED. We have 30% males on the women's ERG,\n\n978\n00:51:02.000 --> 00:51:08.800\nwho acted as allies. But these groups can give you a community, can help you\n\n979\n00:51:08.800 --> 00:51:10.160\nsolve some practical\n\n980\n00:51:10.160 --> 00:51:16.110\nthings like I got babysitters out of the group at Proctor, but also allow you\n\n981\n00:51:16.110 --> 00:51:17.360\nto show yourself\n\n982\n00:51:17.360 --> 00:51:22.470\noutside of your, you know, your lane, your day-to-day role. You get to know\n\n983\n00:51:22.470 --> 00:51:23.360\nmore people.\n\n984\n00:51:24.000 --> 00:51:29.020\nAnd that kind of networking is maybe something that doesn't come so naturally\n\n985\n00:51:29.020 --> 00:51:30.720\nto women as to men.\n\n986\n00:51:30.720 --> 00:51:36.720\nSo that's one way to network. But, you know, becoming part of groups that are\n\n987\n00:51:36.720 --> 00:51:37.440\noutside your\n\n988\n00:51:37.440 --> 00:51:42.460\nday-to-day job, maybe don't think of that as networking. Women often don't like\n\n989\n00:51:42.460 --> 00:51:42.960\nthat word.\n\n990\n00:51:42.960 --> 00:51:48.300\nBut becoming part of other groups is really helpful. You learn and you can be\n\n991\n00:51:48.300 --> 00:51:48.960\nseen.\n\n992\n00:51:49.600 --> 00:51:52.420\nHow about just the mindset that you mentioned, that you don't see a\n\n993\n00:51:52.420 --> 00:51:53.680\ndifferentiation between\n\n994\n00:51:53.680 --> 00:51:57.040\nmen and female leaders. You'd have to be a leader. How about that mindset?\n\n995\n00:51:57.040 --> 00:52:02.880\nYeah, I think that's a good mindset. I really, you know, I really don't think\n\n996\n00:52:02.880 --> 00:52:08.490\nthat there's great female leaders that are wildly different from great male\n\n997\n00:52:08.490 --> 00:52:09.840\nleader characteristics.\n\n998\n00:52:09.840 --> 00:52:15.120\nYou mentioned AI a little bit earlier. You know, what are you doing personally\n\n999\n00:52:15.120 --> 00:52:16.160\nin the world of AI\n\n1000\n00:52:16.160 --> 00:52:20.640\nthat is making you a better leader? Personally, I'm business here overlap.\n\n1001\n00:52:20.640 --> 00:52:29.290\nBecause at Logitech, you know, AI has to be a big tailwind for us because we\n\n1002\n00:52:29.290 --> 00:52:30.000\nbuild\n\n1003\n00:52:30.000 --> 00:52:35.490\nproducts that are AI-enabled and have AI all over them. So, and I'm really\n\n1004\n00:52:35.490 --> 00:52:37.040\nproud that, you know,\n\n1005\n00:52:37.040 --> 00:52:41.110\nI, we were talking about it this morning two years ago when we did our strategy\n\n1006\n00:52:41.110 --> 00:52:41.600\n. Actually,\n\n1007\n00:52:41.600 --> 00:52:45.600\nword AI wasn't in our strategy because Chad GPT had just launched and no one\n\n1008\n00:52:45.600 --> 00:52:46.560\nlike really knew what\n\n1009\n00:52:46.560 --> 00:52:51.030\nwas going on. So, we just refreshed the strategy and AI is now a bit more\n\n1010\n00:52:51.030 --> 00:52:52.800\nprominent. But I'm proud\n\n1011\n00:52:52.800 --> 00:52:56.980\nthat we've gone from, you know, many companies are still like experimenting and\n\n1012\n00:52:56.980 --> 00:52:57.840\ndoing proofs of\n\n1013\n00:52:57.840 --> 00:53:05.000\nconcept. We are now at a stage where we are shipping AI-enabled products\n\n1014\n00:53:05.000 --> 00:53:07.040\nglobally at scale.\n\n1015\n00:53:07.040 --> 00:53:12.120\nSo, whether that's, you know, our video cameras that I just mentioned or spot\n\n1016\n00:53:12.120 --> 00:53:13.600\nsensors, which are\n\n1017\n00:53:13.600 --> 00:53:18.070\nAI sensors for meeting rooms or new headsets that are two-way noise\n\n1018\n00:53:18.070 --> 00:53:20.160\ncancellation, which you can only\n\n1019\n00:53:20.160 --> 00:53:24.730\ndo if it's machine learning and AI-enabled. We are shipping those products at\n\n1020\n00:53:24.730 --> 00:53:25.280\nscale,\n\n1021\n00:53:25.280 --> 00:53:32.830\nwhich is super cool. And we can only do that because our people are using AI at\n\n1022\n00:53:32.830 --> 00:53:34.480\nscale and really\n\n1023\n00:53:34.480 --> 00:53:39.760\nextending their own potential through AI. So, we do track it anonymized and we\n\n1024\n00:53:39.760 --> 00:53:40.800\nknow that 85%\n\n1025\n00:53:40.800 --> 00:53:45.950\nof our engineers and designers and 75% of our total employees are heavy AI\n\n1026\n00:53:45.950 --> 00:53:46.640\nusers.\n\n1027\n00:53:46.640 --> 00:53:53.600\nWow. So, we are, you know, we're all extending our own potential by using\n\n1028\n00:53:53.600 --> 00:53:54.480\nagents. We've also\n\n1029\n00:53:54.480 --> 00:53:59.530\nbuilt internally more than 1500 AI agents in the last year. So, our processes\n\n1030\n00:53:59.530 --> 00:54:00.640\nreally are getting\n\n1031\n00:54:00.640 --> 00:54:07.010\nbetter and faster. And we're doing more with the same resources. So, I'm\n\n1032\n00:54:07.010 --> 00:54:08.800\nactually really\n\n1033\n00:54:08.800 --> 00:54:15.170\noptimistic on AI helping us grow faster without having to add an army of people\n\n1034\n00:54:15.170 --> 00:54:15.520\n.\n\n1035\n00:54:15.520 --> 00:54:18.960\nThat's great. You know, Anika, it's been so much fun and I want to have a\n\n1036\n00:54:18.960 --> 00:54:19.840\nlittle bit more with my\n\n1037\n00:54:19.840 --> 00:54:23.760\nlightning round of questions. So, are you ready for this? I shall try. The\n\n1038\n00:54:23.760 --> 00:54:24.720\nthree words that best\n\n1039\n00:54:24.720 --> 00:54:31.360\ndescribe you? Mom, Dutch, nice. If you could be one person for a day beside\n\n1040\n00:54:31.360 --> 00:54:32.720\nyourself, who would it be?\n\n1041\n00:54:32.720 --> 00:54:38.320\nOh, my husband. Your biggest pet peeve. Clutter. Who would play you in a movie?\n\n1042\n00:54:38.320 --> 00:54:42.990\nUma Thurman. What's something about Holland you'd only know if you're from\n\n1043\n00:54:42.990 --> 00:54:43.520\nthere?\n\n1044\n00:54:43.520 --> 00:54:47.990\nChocolate sprinkles on bread. We love them. What's your favorite language to\n\n1045\n00:54:47.990 --> 00:54:48.320\nspeak?\n\n1046\n00:54:49.120 --> 00:54:59.250\nAn answer in that language? What's something you've been curious about lately\n\n1047\n00:54:59.250 --> 00:54:59.440\nthat has nothing to\n\n1048\n00:54:59.440 --> 00:55:05.120\ndo with work? I have been reading an interesting book called The Good Soldier's\n\n1049\n00:55:05.120 --> 00:55:06.000\nVike, which is a\n\n1050\n00:55:06.000 --> 00:55:11.120\nclassic, but I had never read it. It's a classic by a check writer around about\n\n1051\n00:55:11.120 --> 00:55:12.400\nWorld War I.\n\n1052\n00:55:13.360 --> 00:55:18.380\nAnd I realized I don't know enough about World War I and what happened,\n\n1053\n00:55:18.380 --> 00:55:19.120\nespecially in middle\n\n1054\n00:55:19.120 --> 00:55:23.360\nEurope. And I'm going to read more and maybe do some more traveling in that\n\n1055\n00:55:23.360 --> 00:55:24.160\narea.\n\n1056\n00:55:24.160 --> 00:55:30.550\nWhat's the one thing you do just for you? I'm a big fan of quick exercise. So,\n\n1057\n00:55:30.550 --> 00:55:31.200\nI love\n\n1058\n00:55:31.200 --> 00:55:35.760\nMad Fit, the app. 10 minutes. Great workout. Do those for me.\n\n1059\n00:55:37.200 --> 00:55:42.400\nBesides your family and friends, what's your most prized possession? I'm not\n\n1060\n00:55:42.400 --> 00:55:43.360\nbig into things. I don't\n\n1061\n00:55:43.360 --> 00:55:49.730\neven have a car. We moved back to America two years ago. My husband said, you\n\n1062\n00:55:49.730 --> 00:55:50.320\ncannot live in\n\n1063\n00:55:50.320 --> 00:55:56.160\nAmerica without a car. I'm like, watch me. And I'm doing it. So, no, it really\n\n1064\n00:55:56.160 --> 00:55:57.200\nis my, you know,\n\n1065\n00:55:57.200 --> 00:56:01.390\nmy husband, my kids, my family, my friends. I think I can almost live without\n\n1066\n00:56:01.390 --> 00:56:02.240\nanything else.\n\n1067\n00:56:03.200 --> 00:56:07.770\nSo, you don't have a car? No. So, my next question is if I turned on the radio\n\n1068\n00:56:07.770 --> 00:56:08.720\nin your car, what would\n\n1069\n00:56:08.720 --> 00:56:15.170\nI hear? Nothing. There is no radio. There is no cars. What's something about\n\n1070\n00:56:15.170 --> 00:56:15.840\nyou a few people\n\n1071\n00:56:15.840 --> 00:56:19.100\nwould know besides the fact you don't have a radio and you don't have a car? I\n\n1072\n00:56:19.100 --> 00:56:19.920\n'm really not\n\n1073\n00:56:19.920 --> 00:56:24.940\nvery technical. So, I like struggle to turn on our television, which I'm\n\n1074\n00:56:24.940 --> 00:56:26.400\nashamed of. And I have\n\n1075\n00:56:26.400 --> 00:56:31.450\nto do better, especially as a tech CEO. What's one of your daily rituals?\n\n1076\n00:56:31.450 --> 00:56:32.800\nSomething that you never\n\n1077\n00:56:32.800 --> 00:56:39.280\nmissed. Breakfast. Most important meal of the day. All right. That's terrific.\n\n1078\n00:56:39.280 --> 00:56:39.600\nLightning\n\n1079\n00:56:39.600 --> 00:56:42.480\nrounds over. You did great. And I'm going to just ask you a couple more\n\n1080\n00:56:42.480 --> 00:56:43.680\nquestions, let you get back\n\n1081\n00:56:43.680 --> 00:56:48.350\nto work here. You know, you're a mom of three. You know, how do you lead at\n\n1082\n00:56:48.350 --> 00:56:50.720\nhome? Yeah. So,\n\n1083\n00:56:50.720 --> 00:56:58.450\nour kids are 26, 23, and 21. So, they've all left home. But, and I miss them\n\n1084\n00:56:58.450 --> 00:56:59.360\nterribly.\n\n1085\n00:56:59.360 --> 00:57:08.400\nHonestly, it's been absolutely the joy of our lives to watch them grow up and\n\n1086\n00:57:08.400 --> 00:57:10.160\nto, you know,\n\n1087\n00:57:10.160 --> 00:57:14.630\nhave the honor of being their parents. I'll tell you, today I lead them like I\n\n1088\n00:57:14.630 --> 00:57:15.280\nlead my business.\n\n1089\n00:57:15.280 --> 00:57:20.640\nI asked lots of questions. They're actually quite helpful. So, our oldest is an\n\n1090\n00:57:20.640 --> 00:57:21.520\nelectrical engineer\n\n1091\n00:57:21.520 --> 00:57:25.870\nwho's now getting his MBA. He's very techy and he's a gamer. So, when I first\n\n1092\n00:57:25.870 --> 00:57:26.880\njoined Logitech,\n\n1093\n00:57:26.880 --> 00:57:31.940\nI spent literally 48 hours straight at his apartment gaming because I didn't\n\n1094\n00:57:31.940 --> 00:57:32.560\nknow anything\n\n1095\n00:57:32.560 --> 00:57:36.710\nabout gaming. So, he's taught me a lot, and he continues to be a wealth of\n\n1096\n00:57:36.710 --> 00:57:37.840\ninsights. And then,\n\n1097\n00:57:37.840 --> 00:57:42.150\nmy youngest actually works at Procter & Gamble. So, that's been fun. She just\n\n1098\n00:57:42.150 --> 00:57:43.120\nstarted her last\n\n1099\n00:57:43.120 --> 00:57:48.170\nsummer and she's a great marketer and a young marketer. So, that's fun when it\n\n1100\n00:57:48.170 --> 00:57:48.960\ncomes to social.\n\n1101\n00:57:48.960 --> 00:57:55.840\nI learned a lot from her. And then, the middle one was a college golfer. Now,\n\n1102\n00:57:55.840 --> 00:57:56.560\nit's working,\n\n1103\n00:57:56.560 --> 00:58:01.030\nbut she is so zen. I am so impressed with competitive golfers, how they can\n\n1104\n00:58:01.030 --> 00:58:01.760\njust get up,\n\n1105\n00:58:01.760 --> 00:58:07.560\nyou know, hit a bad shot and then get on. And sometimes, I don't do that well.\n\n1106\n00:58:07.560 --> 00:58:08.080\nAnd I just\n\n1107\n00:58:08.640 --> 00:58:13.680\nthink of her and talk to her and she is so calm. So, they're all inspirations.\n\n1108\n00:58:13.680 --> 00:58:19.440\nWhat do you see as your unfinished business, both for Logitech and personally?\n\n1109\n00:58:19.440 --> 00:58:24.530\nThis business at Logitech has still so much opportunity. So, there's a lot of\n\n1110\n00:58:24.530 --> 00:58:25.680\nunfinished business\n\n1111\n00:58:25.680 --> 00:58:30.260\nhere. We'll keep doing what we do well well. But for example, there's a few\n\n1112\n00:58:30.260 --> 00:58:31.280\nthings in our strategy\n\n1113\n00:58:31.280 --> 00:58:36.660\nthat are definitely unfinished. Doubling down on B2B, that's only 40% of our\n\n1114\n00:58:36.660 --> 00:58:37.360\nbusiness today.\n\n1115\n00:58:38.160 --> 00:58:42.480\nIt can be more than half. And we have to build a lot of capabilities in B2B.\n\n1116\n00:58:42.480 --> 00:58:48.850\nAnd I want to do that. China for China, that was a big intervention that I made\n\n1117\n00:58:48.850 --> 00:58:49.760\nwhen I got here.\n\n1118\n00:58:49.760 --> 00:58:55.440\nIt's going really well. Last quarter, again, double digit growth in China.\n\n1119\n00:58:55.440 --> 00:58:59.520\nBut China, you can never rest on your laurels. The competition is so fierce.\n\n1120\n00:58:59.520 --> 00:59:00.720\nThe pace of innovation\n\n1121\n00:59:00.720 --> 00:59:08.480\nis so high. So, to really embed that and have a sustainable growth path in the\n\n1122\n00:59:08.480 --> 00:59:09.120\nworld's biggest\n\n1123\n00:59:09.120 --> 00:59:14.800\ngaming market, that's unfinished business as well. And then, I'll say climate\n\n1124\n00:59:14.800 --> 00:59:15.520\nagain.\n\n1125\n00:59:15.520 --> 00:59:20.990\nBefore I got here, the company made big climate commitments, 50% carbon\n\n1126\n00:59:20.990 --> 00:59:22.720\nreduction by 2030.\n\n1127\n00:59:22.720 --> 00:59:28.800\nThat ambition has stayed. That is really hard to do. We are reducing. Last year\n\n1128\n00:59:28.800 --> 00:59:29.440\n, we were down\n\n1129\n00:59:29.440 --> 00:59:34.720\n13% versus our baseline. But that's definitely unfinished business. And I would\n\n1130\n00:59:34.720 --> 00:59:35.360\nlove for us\n\n1131\n00:59:35.360 --> 00:59:38.400\nto show the world of tech and electronics that it can be done.\n\n1132\n00:59:38.400 --> 00:59:42.970\nFantastic. Well, if anybody can do it, I'm sure you will. And last question\n\n1133\n00:59:42.970 --> 00:59:43.440\nhere,\n\n1134\n00:59:43.440 --> 00:59:46.900\nwhat's one piece of advice that you'd give to anyone who wants to be a better\n\n1135\n00:59:46.900 --> 00:59:47.520\nleader?\n\n1136\n00:59:47.520 --> 00:59:51.440\nYou know, I'll use a piece of advice that I got when I first became a general\n\n1137\n00:59:51.440 --> 00:59:52.800\nmanager at P&G.\n\n1138\n00:59:52.800 --> 00:59:56.880\nSo, this is a while ago. And it maybe links to your daughter's question again,\n\n1139\n00:59:56.880 --> 00:59:57.280\ntoo.\n\n1140\n00:59:57.280 --> 01:00:01.750\nSo, you know, I first became a general manager when I had just had my third\n\n1141\n01:00:01.750 --> 01:00:03.120\nchild. So, I had\n\n1142\n01:00:03.120 --> 01:00:08.640\nthree children under five. And I was to be a GM at Procter. And, you know,\n\n1143\n01:00:08.640 --> 01:00:09.040\nhonestly,\n\n1144\n01:00:09.040 --> 01:00:12.480\nI don't remember very much all blur those days. And your children are little\n\n1145\n01:00:12.480 --> 01:00:14.240\nand you have a big job.\n\n1146\n01:00:14.240 --> 01:00:20.260\nAnd one of the more senior women said to me, listen, there's only four things\n\n1147\n01:00:20.260 --> 01:00:20.800\nin life.\n\n1148\n01:00:21.440 --> 01:00:26.490\nThere's you, your husband, your children, and your job. I was like, okay. And\n\n1149\n01:00:26.490 --> 01:00:27.600\nthen she said,\n\n1150\n01:00:27.600 --> 01:00:33.840\nyou can only do two of them well. And I was like, oh, that's really depressing.\n\n1151\n01:00:33.840 --> 01:00:38.110\nSo I'd like to do all of those well. And then she gave me a great piece of\n\n1152\n01:00:38.110 --> 01:00:39.120\nadvice. She said,\n\n1153\n01:00:39.120 --> 01:00:46.540\nat least rotate. And this is so true in life. Life is long. Yes, on a given day\n\n1154\n01:00:46.540 --> 01:00:46.720\n,\n\n1155\n01:00:46.720 --> 01:00:50.160\nmaybe you're only going to do your job in your children well. And you and your\n\n1156\n01:00:50.160 --> 01:00:50.720\nhusband are\n\n1157\n01:00:50.720 --> 01:00:53.760\nforgotten. And there might be more than four things in life, actually, as well.\n\n1158\n01:00:53.760 --> 01:00:59.680\nAnd there will be times like that time. In fact, you know, when I was a new\n\n1159\n01:00:59.680 --> 01:01:00.000\ngeneral\n\n1160\n01:01:00.000 --> 01:01:03.440\nmanager and had three kids, I really was only doing the kids and work well and\n\n1161\n01:01:03.440 --> 01:01:04.160\neverything else\n\n1162\n01:01:04.160 --> 01:01:07.830\nfell by the wayside. But I'm at a different stage now. And now there is\n\n1163\n01:01:07.830 --> 01:01:09.120\nactually time for me. And\n\n1164\n01:01:09.120 --> 01:01:13.590\nmy husband sometimes. And so this is true on a daily, weekly, monthly basis,\n\n1165\n01:01:13.590 --> 01:01:14.640\nbut it's also true\n\n1166\n01:01:14.640 --> 01:01:18.950\nover careers. Don't try to do everything perfectly all the time. It is not\n\n1167\n01:01:18.950 --> 01:01:21.520\npossible. But if you rotate,\n\n1168\n01:01:21.520 --> 01:01:24.880\nyou know, you'll make a good life and a good career.\n\n1169\n01:01:24.880 --> 01:01:29.900\nThat's fantastic advice. Yeah, Anika, I've enjoyed this so much. I appreciate\n\n1170\n01:01:29.900 --> 01:01:31.520\nyour enthusiasm that\n\n1171\n01:01:31.520 --> 01:01:36.800\nyou have for your business, your people, and just the future ahead. So thank\n\n1172\n01:01:36.800 --> 01:01:37.840\nyou very much for taking\n\n1173\n01:01:37.840 --> 01:01:41.690\nthe time to be with me. Thank you so much. I learned a few things too. I loved\n\n1174\n01:01:41.690 --> 01:01:42.400\nit. Thank you.\n\n1175\n01:01:44.800 --> 01:01:45.440\nThank you.\n\n1176\n01:01:45.440 --> 01:01:51.820\nDavid, I feel so honored to have just witnessed that conversation between you\n\n1177\n01:01:51.820 --> 01:01:53.440\nand Hanukkah because\n\n1178\n01:01:53.440 --> 01:01:58.530\nas I am looking at you through my computer right now, I am looking through a\n\n1179\n01:01:58.530 --> 01:01:59.280\nLogitech\n\n1180\n01:01:59.280 --> 01:02:03.750\ncamera on my computer. I'm surprised, Kula, because I thought you would be\n\n1181\n01:02:03.750 --> 01:02:04.640\nplaying some\n\n1182\n01:02:04.640 --> 01:02:07.770\nesports right now. And I thought you'd be late and I'd have to wait for you\n\n1183\n01:02:07.770 --> 01:02:09.040\nuntil the game was over.\n\n1184\n01:02:09.040 --> 01:02:09.040\nSo thank you very much for being on time. So wild that you actually have to\n\n1185\n01:02:09.040 --> 01:02:14.000\ntrain to be\n\n1186\n01:02:14.000 --> 01:02:18.080\na great esports competitor. I mean, I kind of chuckled when she said that at\n\n1187\n01:02:18.080 --> 01:02:18.800\nfirst. Like,\n\n1188\n01:02:18.800 --> 01:02:22.580\nyou have to train as much as an Olympic athlete has to train. But I mean, I\n\n1189\n01:02:22.580 --> 01:02:24.000\nguess you actually do.\n\n1190\n01:02:24.000 --> 01:02:28.640\nI think that you ought to take it up because you might have a chance to be an\n\n1191\n01:02:28.640 --> 01:02:29.360\nelite athlete\n\n1192\n01:02:29.360 --> 01:02:33.020\nat that. Is that my only chance at being an elite athlete? It's your only\n\n1193\n01:02:33.020 --> 01:02:33.520\nchance.\n\n1194\n01:02:33.520 --> 01:02:40.640\nWell, David, I absolutely loved this conversation between you and Hanukkah. And\n\n1195\n01:02:40.640 --> 01:02:41.600\nI'm excited to give\n\n1196\n01:02:41.600 --> 01:02:45.680\nour listeners some really practical takeaways that they can use and apply to\n\n1197\n01:02:45.680 --> 01:02:46.480\ntheir own leadership\n\n1198\n01:02:46.480 --> 01:02:50.490\nand to their own life. And I want to start by talking about sports. Hanukkah\n\n1199\n01:02:50.490 --> 01:02:51.200\ntalked in the\n\n1200\n01:02:51.200 --> 01:02:54.980\nepisode about how she was a competitive diver. And that's how she ended up\n\n1201\n01:02:54.980 --> 01:02:56.080\ncoming to the states\n\n1202\n01:02:56.080 --> 01:03:00.320\nbecause University of Houston offered her full scholarship. And she talks a lot\n\n1203\n01:03:00.320 --> 01:03:01.120\nabout the lessons\n\n1204\n01:03:01.120 --> 01:03:05.690\nthat she learned through diving, how she could overcome her fears and things\n\n1205\n01:03:05.690 --> 01:03:07.040\nlike that. And I want\n\n1206\n01:03:07.040 --> 01:03:12.020\nto get your perspective, David, on the role of sports in shaping leaders. Is\n\n1207\n01:03:12.020 --> 01:03:12.800\nthere a story from\n\n1208\n01:03:12.800 --> 01:03:17.440\nwhen you played sports that had an impact and how you viewed leadership?\n\n1209\n01:03:17.440 --> 01:03:22.490\nWell, you know, I came up as a child thinking that I was going to end up as a\n\n1210\n01:03:22.490 --> 01:03:23.520\nmajor league baseball\n\n1211\n01:03:23.520 --> 01:03:27.360\nplayer. And my dad was my coach. Maybe in these sports. You know, no, no, I'm\n\n1212\n01:03:27.360 --> 01:03:28.080\ntalking about the\n\n1213\n01:03:28.080 --> 01:03:32.320\nreal deal. But I lived in all these little small towns. I lived in these small\n\n1214\n01:03:32.320 --> 01:03:33.840\ntowns of under 1,000\n\n1215\n01:03:33.840 --> 01:03:41.760\npeople. But my dad was my coach. And you know, I could hit three home runs and\n\n1216\n01:03:41.760 --> 01:03:42.560\nmake three great\n\n1217\n01:03:42.560 --> 01:03:47.130\nplays. And he'd talk about the ground ball that I let get by. But he always\n\n1218\n01:03:47.130 --> 01:03:48.560\nraised the bar. So he\n\n1219\n01:03:48.560 --> 01:03:53.790\nkind of taught me this whole, you know, have a healthy dissatisfaction with the\n\n1220\n01:03:53.790 --> 01:03:54.800\nstatus quo.\n\n1221\n01:03:54.800 --> 01:03:58.690\nYou know, thank God I had my mother because she'd give me all kinds of accol\n\n1222\n01:03:58.690 --> 01:03:59.520\nades and tell me how\n\n1223\n01:03:59.520 --> 01:04:04.540\ngreat I was. My dad would bring me back, you know, and dad had a great way of\n\n1224\n01:04:04.540 --> 01:04:06.320\nmaking me stay humble\n\n1225\n01:04:06.320 --> 01:04:11.840\nand hungry as as Hanukkah really, really talked about. So, but I think my big\n\n1226\n01:04:11.840 --> 01:04:13.280\nlearning was is that,\n\n1227\n01:04:13.280 --> 01:04:16.860\nyou know, once I moved to the big city, I moved to Kansas City, I realized I\n\n1228\n01:04:16.860 --> 01:04:18.320\nwas not a superstar.\n\n1229\n01:04:18.320 --> 01:04:21.980\nI wasn't going to the major leagues and I better get good at something else\n\n1230\n01:04:21.980 --> 01:04:23.280\nbesides sports if I was\n\n1231\n01:04:23.280 --> 01:04:28.300\ngoing to be successful. So I actually became the sports editor of my newspaper,\n\n1232\n01:04:28.300 --> 01:04:29.600\nthe editor of my\n\n1233\n01:04:29.600 --> 01:04:34.960\nnewspaper really found a great desire to be more creative and learn how to ride\n\n1234\n01:04:34.960 --> 01:04:36.560\n. And it took me to\n\n1235\n01:04:36.560 --> 01:04:40.360\njournalism and ultimately to advertising and ultimately to advertising and\n\n1236\n01:04:40.360 --> 01:04:41.440\nmarketing and somehow\n\n1237\n01:04:41.440 --> 01:04:46.460\nI ended up being a CEO. But I think the fact that I wasn't going to be a major\n\n1238\n01:04:46.460 --> 01:04:47.040\nleader,\n\n1239\n01:04:47.040 --> 01:04:51.040\nthe fact that I wasn't going to be a superstar athlete and that I was now in\n\n1240\n01:04:51.040 --> 01:04:52.240\nthis competitive realm\n\n1241\n01:04:52.240 --> 01:04:56.020\nwhere I realized that, you know, I could play but I wasn't going to be at the\n\n1242\n01:04:56.020 --> 01:04:56.800\ntop of the top.\n\n1243\n01:04:56.800 --> 01:05:03.840\nI think that gave me the drive to move beyond and find something else that I\n\n1244\n01:05:03.840 --> 01:05:04.880\ncould be world\n\n1245\n01:05:04.880 --> 01:05:09.900\nclass at, not that I ever became world class with anything. But also cool, I\n\n1246\n01:05:09.900 --> 01:05:10.480\nthought it was very\n\n1247\n01:05:10.480 --> 01:05:15.500\ninteresting that she is such a great athlete herself, you know, because, you\n\n1248\n01:05:15.500 --> 01:05:16.640\nknow, I read recently\n\n1249\n01:05:16.640 --> 01:05:24.080\nin Fast Company that 94% of women that are in C-suite positions, okay, played\n\n1250\n01:05:24.080 --> 01:05:26.160\ncompetitive sports and\n\n1251\n01:05:26.160 --> 01:05:32.240\nhalf of them did it while they were in college. So I think the competitive\n\n1252\n01:05:32.240 --> 01:05:33.520\ndrive that you pick up,\n\n1253\n01:05:33.520 --> 01:05:40.640\nthat the ability to take the coaching and the feedback you need to get better.\n\n1254\n01:05:40.640 --> 01:05:41.280\nAll of these\n\n1255\n01:05:41.280 --> 01:05:46.300\nthings that Hanukkah talked about in her conversation with me, you know, I\n\n1256\n01:05:46.300 --> 01:05:47.920\nthink, you know, help people\n\n1257\n01:05:47.920 --> 01:05:54.720\nthat have played sports do well in the business world because frankly, you know\n\n1258\n01:05:54.720 --> 01:05:55.520\n, it's another hobby.\n\n1259\n01:05:55.520 --> 01:05:58.660\nIf you love what you do, it becomes a hobby just like sports. You know, you're\n\n1260\n01:05:58.660 --> 01:05:59.280\nno longer playing\n\n1261\n01:05:59.280 --> 01:06:03.090\nfootball, you're no longer playing baseball like you used to or basketball or\n\n1262\n01:06:03.090 --> 01:06:03.840\nwhatever.\n\n1263\n01:06:03.840 --> 01:06:10.210\nNow the game of life, the game of sport is business and I think that's what\n\n1264\n01:06:10.210 --> 01:06:11.200\nsports does for you.\n\n1265\n01:06:11.600 --> 01:06:15.680\nI love that you pointed out that you have to get good at accepting coaching and\n\n1266\n01:06:15.680 --> 01:06:16.320\nfeedback\n\n1267\n01:06:16.320 --> 01:06:19.560\nfrom a young age if you grow up playing sports and if you continue to play\n\n1268\n01:06:19.560 --> 01:06:20.000\nsports\n\n1269\n01:06:20.000 --> 01:06:23.540\nat the collegiate or even professional level. And that feedback piece is\n\n1270\n01:06:23.540 --> 01:06:24.640\nsomething that I want\n\n1271\n01:06:24.640 --> 01:06:28.510\nto talk about next, David. I loved in the episode when Hanukkah talks about how\n\n1272\n01:06:28.510 --> 01:06:29.520\nshe created the MVP\n\n1273\n01:06:29.520 --> 01:06:35.190\nof their strategy. And she actually circulated that strategy to all 7,000 Log\n\n1274\n01:06:35.190 --> 01:06:36.560\nitech employees.\n\n1275\n01:06:36.560 --> 01:06:41.130\nShe gave everybody 24 hours to view it and to come back and present to her\n\n1276\n01:06:41.130 --> 01:06:42.080\nthree things I liked about\n\n1277\n01:06:42.080 --> 01:06:47.130\nit and three things that they didn't love about it. And I thought that was so\n\n1278\n01:06:47.130 --> 01:06:47.360\ninteresting,\n\n1279\n01:06:47.360 --> 01:06:52.380\nyou even said in the episode, you've never heard anybody do that. What is, what\n\n1280\n01:06:52.380 --> 01:06:52.800\nstood out to you\n\n1281\n01:06:52.800 --> 01:06:57.760\nabout that process and how would you, what learning from that process would you\n\n1282\n01:06:57.760 --> 01:06:58.320\ntake and teach other\n\n1283\n01:06:58.320 --> 01:07:01.870\nleaders? Well, one of the things I always talk about is the importance of\n\n1284\n01:07:01.870 --> 01:07:02.800\nrecognizing if you have\n\n1285\n01:07:02.800 --> 01:07:05.830\nno involvement, you have no commitment. And what really stood out to this\n\n1286\n01:07:05.830 --> 01:07:06.960\nprocess is that she\n\n1287\n01:07:06.960 --> 01:07:10.860\ngot everybody in the company involved or at least gave everybody in the company\n\n1288\n01:07:10.860 --> 01:07:12.080\nan opportunity to\n\n1289\n01:07:12.080 --> 01:07:15.960\nchime in. The other thing that I really liked was how she talked about she\n\n1290\n01:07:15.960 --> 01:07:17.360\nwanted three things\n\n1291\n01:07:17.360 --> 01:07:21.830\nthat people really appreciated and then three things that they could build on,\n\n1292\n01:07:21.830 --> 01:07:22.160\nyou know,\n\n1293\n01:07:22.160 --> 01:07:27.120\nand not three things that were wrong necessarily. And I like that because it's\n\n1294\n01:07:27.120 --> 01:07:28.320\nvery similar to a\n\n1295\n01:07:28.320 --> 01:07:34.320\nKochi model that Larry Sin taught me. And Larry Sin was the father of culture\n\n1296\n01:07:34.320 --> 01:07:35.920\nand taught me so much\n\n1297\n01:07:35.920 --> 01:07:42.000\nabout how to lead. And I mean, literally, Larry Sin was the father of culture.\n\n1298\n01:07:42.000 --> 01:07:42.480\nHe's the guy that\n\n1299\n01:07:42.480 --> 01:07:46.540\ncreated the word when he was a Stanford. I mean, he, this guy, you know, and\n\n1300\n01:07:46.540 --> 01:07:47.120\nthen he\n\n1301\n01:07:47.120 --> 01:07:53.140\nput together all these processes and games and tools that you could use to get\n\n1302\n01:07:53.140 --> 01:07:54.480\nbetter as a leader.\n\n1303\n01:07:55.040 --> 01:07:59.610\nBut he said, when you're given feedback, and I use this all the time, he's\n\n1304\n01:07:59.610 --> 01:08:00.400\nstart out with like,\n\n1305\n01:08:00.400 --> 01:08:05.450\nwhat do I appreciate about what you've just done? Okay, start out with\n\n1306\n01:08:05.450 --> 01:08:06.800\nappreciation. And then don't\n\n1307\n01:08:06.800 --> 01:08:13.640\nsay, but you could be a lot better if you did this, say, and you could be even\n\n1308\n01:08:13.640 --> 01:08:15.120\nmore effective if you\n\n1309\n01:08:15.120 --> 01:08:19.590\nthought about this, or you did this or whatever. And because what happens, you\n\n1310\n01:08:19.590 --> 01:08:20.320\nknow, when you,\n\n1311\n01:08:21.280 --> 01:08:25.750\npeople, I've seen research on this, and I know it's true in my own case, you\n\n1312\n01:08:25.750 --> 01:08:26.560\ncan get the most\n\n1313\n01:08:26.560 --> 01:08:31.580\nglowing review in the world, but you're always looking for the butt, okay? And\n\n1314\n01:08:31.580 --> 01:08:32.320\nthe butt's the only\n\n1315\n01:08:32.320 --> 01:08:37.900\nthing that stands out, you know, and but if you put that butt in the context of\n\n1316\n01:08:37.900 --> 01:08:39.040\nand so there's more\n\n1317\n01:08:39.040 --> 01:08:43.510\nposity, and that this is how you can even elevate your game, I think that's\n\n1318\n01:08:43.510 --> 01:08:45.680\npowerful. So, you know,\n\n1319\n01:08:45.680 --> 01:08:50.700\nthe advice always give to everybody is advice I got, you know, start out with\n\n1320\n01:08:50.700 --> 01:08:51.600\nwhat do I appreciate\n\n1321\n01:08:51.600 --> 01:08:55.670\nabout what I just saw? And you can always find something, even if it's not that\n\n1322\n01:08:55.670 --> 01:08:56.720\ngood, you can say,\n\n1323\n01:08:56.720 --> 01:09:00.060\nI appreciate the fact that you took the time to share it with me, okay? But it\n\n1324\n01:09:00.060 --> 01:09:00.720\nsucked. No,\n\n1325\n01:09:00.720 --> 01:09:05.100\njust kidding. And it could be a lot better if you would have taken more time to\n\n1326\n01:09:05.100 --> 01:09:06.160\nmake it this way,\n\n1327\n01:09:06.160 --> 01:09:11.950\nor that way, or whatever, okay? But the but to but to like an anvil that you\n\n1328\n01:09:11.950 --> 01:09:13.200\ndrop on people,\n\n1329\n01:09:13.200 --> 01:09:18.220\nokay? And I think the and is a powerful thing. And it's sort of like Jim\n\n1330\n01:09:18.220 --> 01:09:18.960\nCollins in his book,\n\n1331\n01:09:18.960 --> 01:09:22.800\nGood to Great. He talks about the magic of the and, you know, be good at sales\n\n1332\n01:09:22.800 --> 01:09:24.080\nand driving profits.\n\n1333\n01:09:24.080 --> 01:09:28.150\nAnd I think that's kind of the same way you should give your feedback. Use that\n\n1334\n01:09:28.150 --> 01:09:29.120\nmagic of the and.\n\n1335\n01:09:29.120 --> 01:09:33.190\nIt's so true. When you hear the word butt, it just sucks the air out of the\n\n1336\n01:09:33.190 --> 01:09:34.400\nroom and completely\n\n1337\n01:09:34.400 --> 01:09:38.670\nkills any positivity that you might have been feeling after receiving that\n\n1338\n01:09:38.670 --> 01:09:39.840\nglowing report.\n\n1339\n01:09:39.840 --> 01:09:44.210\nWhat are they if they say it's a zapper or saps you or whatever it is, you know\n\n1340\n01:09:44.210 --> 01:09:44.240\n,\n\n1341\n01:09:44.240 --> 01:09:50.610\nbut it doesn't doesn't elevate you. But the most important thing is is you want\n\n1342\n01:09:50.610 --> 01:09:51.360\nto get feedback.\n\n1343\n01:09:51.360 --> 01:09:57.840\nThe other thing that I appreciate about what Hanukkah says is don't wait until\n\n1344\n01:09:57.840 --> 01:09:58.320\nthe annual\n\n1345\n01:09:58.320 --> 01:10:03.370\nreview. She didn't say this, but she said when you when you you see somebody do\n\n1346\n01:10:03.370 --> 01:10:04.080\nsomething that you\n\n1347\n01:10:04.080 --> 01:10:08.550\ncan help with and give it some feedback could be helpful either, you know,\n\n1348\n01:10:08.550 --> 01:10:09.840\npositive or, you know,\n\n1349\n01:10:09.840 --> 01:10:15.120\nsomething that you could do better at. Do it directly. Find a way to get that\n\n1350\n01:10:15.120 --> 01:10:15.920\nperson off in\n\n1351\n01:10:15.920 --> 01:10:19.840\nthe corner off in their office out in the hallway or whatever. I can give them\n\n1352\n01:10:19.840 --> 01:10:20.480\nsome of that coaching\n\n1353\n01:10:20.480 --> 01:10:26.200\nreal time. And because I think real time helps you make improvement faster. I\n\n1354\n01:10:26.200 --> 01:10:26.960\nthink that's the way\n\n1355\n01:10:26.960 --> 01:10:31.430\nyou drive urgency in an organization. You provide real time feedback and you\n\n1356\n01:10:31.430 --> 01:10:32.400\ngive real time\n\n1357\n01:10:33.680 --> 01:10:39.530\ndirection. It creates that forward momentum and really eliminates any any sort\n\n1358\n01:10:39.530 --> 01:10:40.240\nof sense of\n\n1359\n01:10:40.240 --> 01:10:45.360\nfeeling stagnant too, because you're just constantly being able to be agile and\n\n1360\n01:10:45.360 --> 01:10:46.480\nmove and adjust as\n\n1361\n01:10:46.480 --> 01:10:49.360\nyou continue moving forward, trying to try to get done what you're trying to\n\n1362\n01:10:49.360 --> 01:10:49.920\nget done.\n\n1363\n01:10:49.920 --> 01:10:53.340\nDavid, that brings me to this final concept that I want to get your take on in\n\n1364\n01:10:53.340 --> 01:10:53.920\nthe episode.\n\n1365\n01:10:53.920 --> 01:10:58.680\nHanukkah talks about how she tells her team that today is the slowest day of\n\n1366\n01:10:58.680 --> 01:10:59.520\nthe rest of your\n\n1367\n01:10:59.520 --> 01:11:03.650\nlife. And really what she's getting at is it's things are never going to be as\n\n1368\n01:11:03.650 --> 01:11:05.200\nslow as they are\n\n1369\n01:11:05.200 --> 01:11:09.510\nright now. A year from now where we are today is going to seem like light years\n\n1370\n01:11:09.510 --> 01:11:10.400\nago. And I'm\n\n1371\n01:11:10.400 --> 01:11:14.400\ncurious as you think about creating that sense of urgency among your people,\n\n1372\n01:11:14.400 --> 01:11:15.360\nhow do you do that\n\n1373\n01:11:15.360 --> 01:11:19.300\nin a way that doesn't burn people out? Well, I think first of all, you got to\n\n1374\n01:11:19.300 --> 01:11:20.000\nlet everybody know\n\n1375\n01:11:20.000 --> 01:11:24.470\nthat there's a reason for it. It's a competitive sense of urgency. You know,\n\n1376\n01:11:24.470 --> 01:11:25.680\nyou've got to be,\n\n1377\n01:11:25.680 --> 01:11:29.260\nhave a sense of urgency to be competitive in today's world. And what Hanukkah\n\n1378\n01:11:29.260 --> 01:11:30.080\nis saying is the world's\n\n1379\n01:11:30.080 --> 01:11:33.860\nnot going to get any slower. It's only going to get faster. So, you know, I\n\n1380\n01:11:33.860 --> 01:11:35.120\nthink you got to build\n\n1381\n01:11:35.120 --> 01:11:40.170\nthe mindset in the organization that you a competitive sense of urgency is\n\n1382\n01:11:40.170 --> 01:11:41.680\nsomething that we all have\n\n1383\n01:11:41.680 --> 01:11:46.150\nto have to protect what we have and grow what we have. And that's how you get\n\n1384\n01:11:46.150 --> 01:11:47.360\nto keep your job.\n\n1385\n01:11:47.360 --> 01:11:51.280\nYou know, you don't get to keep your job by staying stagnant. You got to you\n\n1386\n01:11:51.280 --> 01:11:52.960\ngot to keep moving forward.\n\n1387\n01:11:52.960 --> 01:11:58.640\nYou know, one thing I always did cool was I always put things up in my office\n\n1388\n01:11:58.640 --> 01:12:00.080\nthat reminded people\n\n1389\n01:12:00.080 --> 01:12:06.230\nwhat was really important. And, you know, mine were like, I had three things\n\n1390\n01:12:06.230 --> 01:12:08.160\nframed among many things\n\n1391\n01:12:08.160 --> 01:12:12.810\nbesides all the people that I have framed in my office that I'd recognized. And\n\n1392\n01:12:12.810 --> 01:12:14.000\none of them was\n\n1393\n01:12:14.000 --> 01:12:21.310\nthe statement framed in bold type. What's new? Okay, because, you know, what's\n\n1394\n01:12:21.310 --> 01:12:21.920\nnew? You know,\n\n1395\n01:12:21.920 --> 01:12:28.080\nyou got to innovate if you're going to win. The other one is what's next? Okay,\n\n1396\n01:12:28.080 --> 01:12:28.640\nwe might just\n\n1397\n01:12:28.640 --> 01:12:35.040\nhave a great presentation, but you know, what's next? And then I had win framed\n\n1398\n01:12:35.040 --> 01:12:35.920\nwith a big question\n\n1399\n01:12:35.920 --> 01:12:41.590\none. Okay, when's it going to happen? You know, and, you know, I think that\n\n1400\n01:12:41.590 --> 01:12:43.120\nthose things really,\n\n1401\n01:12:43.120 --> 01:12:47.580\nreally drive, drive action. You know, if you think about what's new, what's\n\n1402\n01:12:47.580 --> 01:12:48.640\nnext and when,\n\n1403\n01:12:48.640 --> 01:12:53.210\nwhen's it going to happen? And then you follow up on the win. That that drives\n\n1404\n01:12:53.210 --> 01:12:53.920\nthe right right\n\n1405\n01:12:53.920 --> 01:12:59.630\nkind of urgency. And I also remember Andy Pearson, who co-founded young rans\n\n1406\n01:12:59.630 --> 01:13:01.360\nwith me was just a great\n\n1407\n01:13:01.360 --> 01:13:06.410\ngreat leader, a great friend of mine. You know, anytime anybody made a\n\n1408\n01:13:06.410 --> 01:13:07.280\npresentation,\n\n1409\n01:13:07.280 --> 01:13:13.760\nhe would always say, so what? So what the hell are you going to do about it?\n\n1410\n01:13:13.760 --> 01:13:15.360\nYou know, and, and\n\n1411\n01:13:15.360 --> 01:13:19.040\nI think that drives it. He had a great sense of urgency. What's the so what?\n\n1412\n01:13:19.040 --> 01:13:20.080\nOkay, you present all\n\n1413\n01:13:20.080 --> 01:13:25.620\nthis data, all this stuff, all these charts look really great. So what? So what\n\n1414\n01:13:25.620 --> 01:13:26.400\n, what are you going\n\n1415\n01:13:26.400 --> 01:13:31.420\nto do? So what's it mean? And so what are you going to do about it? And I\n\n1416\n01:13:31.420 --> 01:13:32.480\nalways thought about that.\n\n1417\n01:13:32.480 --> 01:13:36.260\nAnd those terms as well. You say a lot, David, nobody wants to wake up and go\n\n1418\n01:13:36.260 --> 01:13:36.640\nbe part of\n\n1419\n01:13:36.640 --> 01:13:41.660\nsomething mediocre. I think in addition to that, nobody wants to wake up and be\n\n1420\n01:13:41.660 --> 01:13:42.080\npart of something\n\n1421\n01:13:42.080 --> 01:13:45.760\nthat's stagnant. People want momentum. They want progress. They want energy.\n\n1422\n01:13:45.760 --> 01:13:46.880\nThey want inertia. And\n\n1423\n01:13:46.880 --> 01:13:51.940\nso I think, you know, the sense of urgency, it can be created, like you said,\n\n1424\n01:13:51.940 --> 01:13:53.120\nby defining it as\n\n1425\n01:13:53.120 --> 01:13:56.540\nthat competitive sense of urgency. But it's also just kind of vital to a\n\n1426\n01:13:56.540 --> 01:13:58.880\nhealthy living active\n\n1427\n01:13:58.880 --> 01:14:03.930\norganization that's moving forward. Yeah. And no matter how large your team is,\n\n1428\n01:14:03.930 --> 01:14:04.640\nremember this,\n\n1429\n01:14:04.640 --> 01:14:11.010\nwipe out bureaucracy, declare war on it. Don't allow bureaucracy to creep in\n\n1430\n01:14:11.010 --> 01:14:11.920\nbecause that's what\n\n1431\n01:14:11.920 --> 01:14:16.410\njust saps a hell out of everybody is that when you get, when you have to waste\n\n1432\n01:14:16.410 --> 01:14:17.440\ntime on things that\n\n1433\n01:14:17.440 --> 01:14:23.560\ndon't really matter. Oh my God, you know, that that is that that just that\n\n1434\n01:14:23.560 --> 01:14:25.600\ntakes everybody down. So,\n\n1435\n01:14:25.600 --> 01:14:29.120\nyou know, that's all part of your environment. Okay, that you can need to\n\n1436\n01:14:29.120 --> 01:14:30.240\ncreate the culture that\n\n1437\n01:14:30.240 --> 01:14:35.410\nyou need to create as a leader of your team or your your company. And this is\n\n1438\n01:14:35.410 --> 01:14:36.480\nnot something you\n\n1439\n01:14:36.480 --> 01:14:41.720\nneed to start doing when you're a CEO, start doing it right now. Okay, you know\n\n1440\n01:14:41.720 --> 01:14:42.880\n, you can do\n\n1441\n01:14:42.880 --> 01:14:48.250\nwhat's new, what's next, when, so what, now what, you know, you can start\n\n1442\n01:14:48.250 --> 01:14:49.840\nhaving that mindset from\n\n1443\n01:14:49.840 --> 01:14:54.550\nthe beginning. And anytime you see bureaucracy, bring it up, let your boss know\n\n1444\n01:14:54.550 --> 01:14:55.440\n, let us, you know,\n\n1445\n01:14:55.440 --> 01:14:58.760\nlet people know that this is a waste of time. And you know what, you're not\n\n1446\n01:14:58.760 --> 01:14:59.920\ngoing to be seen as a\n\n1447\n01:14:59.920 --> 01:15:03.520\nliner, you're going to be as seen as someone that really wants to do the right\n\n1448\n01:15:03.520 --> 01:15:04.400\nthing. And there's\n\n1449\n01:15:04.400 --> 01:15:08.780\na way to do it. But I think that comes with what do you appreciate about that's\n\n1450\n01:15:08.780 --> 01:15:09.520\nright in your\n\n1451\n01:15:09.520 --> 01:15:13.510\ncompany. And here's how we could be more effective. Get rid of this bureaucracy\n\n1452\n01:15:13.510 --> 01:15:13.760\n.\n\n1453\n01:15:13.760 --> 01:15:17.840\nYeah, exactly. Well, the folks who just listened to this episode with Hanukkah\n\n1454\n01:15:17.840 --> 01:15:18.640\ncertainly have some\n\n1455\n01:15:18.640 --> 01:15:23.110\nreally practical ways to not only declare war on bureaucracy, but create a\n\n1456\n01:15:23.110 --> 01:15:24.160\nhealthy thriving\n\n1457\n01:15:24.160 --> 01:15:28.470\nenvironment that's always moving forward and moving faster. Because like she\n\n1458\n01:15:28.470 --> 01:15:29.280\nsaid, it's never\n\n1459\n01:15:29.280 --> 01:15:32.360\ngoing to get any slower. And that's true. Cool. And you know, what's really\n\n1460\n01:15:32.360 --> 01:15:34.560\ngreat is you can now go\n\n1461\n01:15:34.560 --> 01:15:42.030\nback to working on your eSport applicability. And you know, because golf, I can\n\n1462\n01:15:42.030 --> 01:15:43.200\ntell you my friend\n\n1463\n01:15:43.200 --> 01:15:50.000\nis not in your future. That is such a burn. I probably deserved it. But maybe I\n\n1464\n01:15:50.000 --> 01:15:50.320\nshould take\n\n1465\n01:15:50.320 --> 01:15:55.340\nup e-sports. Well, that's great. You're a good athlete. Thank you so much for\n\n1466\n01:15:55.340 --> 01:15:55.920\ntuning in to another\n\n1467\n01:15:55.920 --> 01:15:59.440\nepisode of How Leaders Lead with David Novak. And we will see you next week.\n\n1468\n01:16:04.560 --> 01:16:14.560\n[BLANK_AUDIO]\n","is_pinned",false,"pinned_at","is_featured","featured_at","mix_url","https://chtbl.com/track/DCB44F/traffic.megaphone.fm/DVL5422634273.mp3","dx_media_id",3403,"video_media_id","thumbnail_image_media_id","published_date","2026-02-12","itunes_episode_id",278,"youtube_id","RVbFG1yCebE","2026-08-19T21:32:54.000000Z","Listen to this leadership podcast with Hanneke Faber, CEO of Logitech, and discover how to co-create strategy with your team.","dx_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/11pdkrkLbKIDYjhXEsAAUSQI6vColzOiL5PhFQq1.mp3","dx_filename","11pdkrkLbKIDYjhXEsAAUSQI6vColzOiL5PhFQq1.mp3","dx_mux_playback_id","MbXa8M02FrxT88ZJTLfRqdnfu201cxEec9GjXiorZBzaw","dx_waveform_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/waveforms/3403.json","video_url","video_mux_playback_id","duration",4568683,"thumbnail_url","https://img.youtube.com/vi/RVbFG1yCebE/maxresdefault.jpg","thumbnail_image_url","dx_media",{"_13":66,"_96":80,"_97":78,"_98":-5,"_31":82,"_33":99,"_100":-5,"_101":84,"_87":88,"_102":-5},"video_media","thumbnail_image_media","filename","url","status","YKgxbVxowGhOOvWHSTcYL3JqD5Tr4jV02ZF01KnvTJyY00","mux_upload_id","waveform_url","preview_media_id","first_name","Hanneke","last_name","Faber","job_title","Logitech, CEO","Hanneke Faber, Logitech, CEO, technology, women, woman, female","external_links","https://www.linkedin.com/in/hanneke-faber,https://fortune.com/2025/11/26/logitech-ceo-hanneke-faber-tech-artificial-intelligence-gaming-leadership-next/,https://www.logitech.com/en-us/about/leadership/hanneke-faber",0,"image_media_id",3374,3375,"2026-07-20T20:36:51.000000Z","send_push_notification_at","image_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/iF6lDiwF9GVbAUgTJiLfCzCmuYvyEUNzmzNo4T5n.jpg","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/iTrUdWvXd4KnnbhP3jSZz4Os9lzMfDaymUNPqJGo.jpg","https://www.howleaderslead.com/leaders/264/hanneke-faber","industry_id",2,"industry",{"_13":123,"_134":135,"_136":138},"industries",[133],"image_media",{"_13":114,"_96":132,"_97":119,"_98":-5,"_31":-5,"_33":-5,"_100":-5,"_101":-5,"_87":-5,"_102":-5},{"_13":115,"_96":131,"_97":120,"_98":-5,"_31":-5,"_33":-5,"_100":-5,"_101":-5,"_87":-5,"_102":-5},"iTrUdWvXd4KnnbhP3jSZz4Os9lzMfDaymUNPqJGo.jpg","iF6lDiwF9GVbAUgTJiLfCzCmuYvyEUNzmzNo4T5n.jpg",{"_13":123,"_134":135,"_136":137},"name","Technology","pivot",{"_35":36,"_122":123},{"_35":36,"_122":123},"user","token","favorites",[],"collections",[],"env",{"_147":148,"_149":150,"_151":152,"_153":154,"_155":156},"GOOGLE_CLIENT_ID","644017954836-qpllhu38r0tsrtfq85ukntcvsb0akbht.apps.googleusercontent.com","APPLE_CLIENT_ID","com.howleaderslead.webapp","APPLE_REDIRECT_URI","https://www.howleaderslead.com/auth/apple-callback","APP_URL","https://howleaderslead.com","GTM_ID",""]