Claim OwnershipThe Growth Pod
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The Growth Pod is brought to you by Genero, a leading growth agency in the Nordics. We interview marketing experts, business leaders, and entrepreneurs to uncover the stories and strategies behind profitable growth.
Learn more: https://generogrowth.com
Learn more: https://generogrowth.com
68 Episodes
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Camillo Eriksson, co-founder and CEO of Twistshake, joins us to talk about building the world's biggest baby brand. We cover topics like expanding to 70 markets, launching a dozen or so innovative products each year, and doing influencer marketing on a massive scale.
Learn more:
https://generogrowth.com/
https://www.instagram.com/twistshakebaby/
https://www.linkedin.com/in/camillo-eriksson-770480b8/
(0:00) Introduction
(0:52) The baby bottle that started it all
(5:14) The early days
(9:33) Meaning, hard work and avoiding burnout
(13:31) The process for consistently launching innovative new products
(20:16) How they succeeded with influencer marketing
(25:16) Twistshake’s 3 pillars for growth
(28:32) The uncomplicated way to expand internationally
(34:00) Focusing on profitability and doubling AOV
(38:23) Company culture and focusing on what matters
Björn Thorngren is the CEO and founder of MEDS. We talk about how they became the fastest-growing company in Sweden, the strategies they used to acquire 800,000 customers and raise 50M€ in funding, what the pharmacy markets in Sweden and North Korea have in common, and much more!
Learn more:
https://generogrowth.com/
https://www.linkedin.com/in/bjornthorngren/
https://www.meds.se/
(0:00) Introduction
(0:50) The insights that led to MEDS
(3:14) The unique online pharmacy market in Sweden
(6:49) How to win in a competitive market
(10:07) Providing the best customer experience
(16:05) The strategies MEDS used to get 800,000 active customers
(21:35) Finding, acquiring, and activating the right customers
(24:32) Growth and failure during the pandemic
(27:44) Geopolitical risks and the pharmacy value chain
(30:35) Does it always make sense to grow?
(33:22) Raising 50 million euro
(37:31) Biggest lessons learned
2Saeid Esmaeilzadeh is a scientist and entrepreneur who has co-founded, managed, and invested in over 30 technology companies.
(0:00) Introduction
(0:57) What got him into the science and chemistry
(2:30) Getting started in business
(4:00) Failure
(6:22) Applying an empirical approach in business
(7:52) Saeid's no-bullshit policy
(14:16) Creating a culture of critical thinking
(18:19) Investment philosophy
(22:47) Incentives, deal structure and autonomy
(26:57) Building vs investing in companies
(30:40) Finding growth opportunities
(33:11) Nordic company cultures
(36:15) Preparing to sell your company
(40:16) Why Saeid's not focusing on trends
Learn more:
https://generogrowth.com/
https://ehab.group/
https://www.linkedin.com/in/saeid-esmaeilzadeh/
What does it take to build a global brand from scratch at a 90,000-person startup? We discussed this and more with Lisa Gilbert, VP of Global Marketing at Kyndryl.
(0:00) Introduction
(0:49) Working 20+ years at IBM
(3:58) Choosing career paths and knowing who you are
(6:25) Joining Kyndryl and lessons learned
(12:20) The power and importance of branding
(15:00) Balancing brand consistency with localization
(17:45) Activating employees to become brand ambassadors
(21:07) Scrappy marketing strategies
(25:33) Proudest moment at Kyndryl
(26:42) Strategy and process for creating content
(30:14) Learning new skills as a marketer
Learn more:
https://generogrowth.com/
https://www.kyndryl.com/
https://www.linkedin.com/in/lisagilbertcmo/
Byron Sharp is one of the global leaders in marketing research and the author of the best-selling book ‘How Brands Grow’. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs.
(0:00) Introduction and 'How Brands Grow'
(2:35) Using science to identify law-like patterns in marketing
(6:06) Is it more profitable to retain customers than to acquire new ones?
(11:00) Do loyalty programs actually work?
(16:20) Segmentation, targeting, and the reality of buying personas
(19:41) Making smart media choices
(21:52) Why price promotions don't work
(24:33) Does every brand need a higher purpose?
(29:24) McDonald's and differentiation vs. distinctiveness
(36:45) How marketing really works
(45:17) Crafting the right message
Learn more:
https://generogrowth.com/
https://www.marketingscience.info/
https://www.linkedin.com/in/professorbyronsharp/
Thomas Floberg is the COO of Microsoft Sweden and a 17-year veteran at the company. We discuss the past and future of work, productivity, leadership, and artificial intelligence.
(0:00) Introduction and why he joined Microsoft
(1:55) Hybrid work at Microsoft
(6:15) Processes and habits for making hybrid work successful
(10:54) Measuring output and the productivity paradox
(15:17) Leadership principles at Microsoft
(17:35) Artificial Intelligence at work
(22:51) How companies can start adopting AI
(28:25) The impact of AI on marketing and sales
(30:15) Future tech and the human element
Learn more:
https://generogrowth.com
https://www.linkedin.com/in/thomasfloberg
How does marketing actually work? What is the key to great advertising and how can we avoid the most common mistakes? We discuss this and much more with Erik Modig, author, speaker, entrepreneur, and professor at Stockholm School of Economics.
(0:00) Introduction
(0:48) Customers don’t care care
(4:02) Marketing metrics
(6:44) Explain the benefit in 3-5 words
(9:52) Impressions are not created equal
(15:25) Small vs big brands
(16:38) Effective messaging
(18:57) How to create great ad campaigns
(22:29) Frequency and consistency
(23:40) Understanding how customers think and buy
(28:57) Why more data doesn’t solve your problems
(33:20) Efficiency vs effectiveness
(35:33) Finding the right channels
(38:23) Ad budgets and other lessons for Nordic brands
Learn more:
https://generogrowth.com/
https://www.linkedin.com/in/emodig/
https://www.marketinglevels.com/
What is it like to go from a startup to a household brand in just a few years? Or hire 1,200 people in a single month? We discuss this and more with foodora's CEO Hans Skruvfors.
(0:00) Introduction
(0:49) How foodora got started
(2:59) Experiencing massive growth during the pandemic
(9:15) The importance of quick decisions
(12:42) Positivity and hiring the right people
(16:53) Empowering your team to make decisions and mistakes
(20:35) Having fun at work
(23:34) Creating a culture of entrepreneurship and innovation
(33:24) Trying new things and learning from failures
(37:48) What’s next at foodora
(42:00) The #1 lesson learned
Learn more:
https://generogrowth.com/
https://www.linkedin.com/in/hans-skruvfors-15a88b16/
Tricia Weener has an extraordinary range and depth of marketing expertise. We talk about what it’s like to lead marketing at global companies, lessons learned from managing her own agency, advice on becoming a highly effective marketer, and more.
(0:00) Introduction
(0:47) How she got started in marketing
(7:29) Starting her own business
(12:04) How to become a highly effective marketer
(19:26) Transitioning to Kone
(23:17) Managing marketing at a global company
(29:30) Justifying marketing investments and measuring performance
(35:29) Thoughts on the future
Learn more:
https://generogrowth.com/
https://www.linkedin.com/in/tricia-weener-8369735/
Tuva Palm is a tech investor, board member, and former CPO/CTO at Nordnet. We talk about building great products and driving growth through technology.
(0:00) introduction
(0:50) how she got into technology
(6:45) product management
(10:00) product strategy and investing
(18:18) product-led growth and building a great user experience
(24:45) recruiting a CTO and navigating tech trends
(31:23) how marketing has changed
(38:15) thoughts on the future
More information:
https://generogrowth.com/
Konrad Bergström co-founded Sweden's fastest-growing company and has now raised over $100 million to build electric boats. We talk about success, failures, and lessons learned.
Learn more:
https://generogrowth.com/
https://konradbergstrom.com/
Picnic is one of the most well-known restaurant chains in Finland. We sat down with CEO Janina Hallberg to discuss how they were able to get through the lockdowns and breathe new life into a decades-old brand.
Learn more:
https://picnic.fi
https://generogrowth.com
Wolt is one of the most successful startups in Europe, with 25 countries and a 7 billion euro exit. We discuss their growth formula and strategy with VP of Marketing Fredrik Lucander.
Learn more:
https://generogrowth.com/
Perlego is a fast-growing education tech company. We discuss their growth story and strategy with CEO and co-founder Gauthier Van Malderen.
Learn more:
https://www.perlego.com/
https://generogrowth.com/
How did Härkis become a household name in Finland in less than a year? What is it like to manage an iconic brand like Elovena? We discuss this and more with Annika Boström-Kumlin, CMO at Raisio.
Learn more:
https://www.raisio.com/
https://generogrowth.com/
Chris Walker is the founder and CEO of Refine Labs. He's the mastermind behind the demand strategies of some of the fastest-growing B2B SaaS companies on the planet. We talk about how marketing is changing and what companies can do to adapt.
Learn more:
https://www.linkedin.com/in/chriswalker171/
https://www.refinelabs.com/
https://generogrowth.com/
Ruokaboksi is one of the fastest-growing Finnish startups, growing revenue from 1 to over 20m€ in just three years. We talk about their story, the highs and lows, with CEO and co-founder Juhana Rintala.
Learn more:
https://ruokaboksi.fi/
https://generogrowth.com/
Founded in 2010, Framery has grown quickly to become the global market leader in soundproof booths and podcasts. We discussed their growth and marketing strategy with CMO Daniela Tjeder.
Learn more:
https://generogrowth.com/
https://www.frameryacoustics.com/
Per Holknekt has done it all. From being a pro skateboarder to founding the iconic fashion brand Odd Molly, he's also started 43 other businesses. And at 63 years old, he’s not slowing down!
We talk about the importance of taking risks and making mistakes, finding success, and losing it all.
Check out Per’s course here: https://www.docens.se/open-course-topics/12
How should business leaders and marketers think about their data strategies for 2023 and beyond? We discuss this and more with Evan Kaeding, Lead Solutions Engineer at Supermetrics.
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