The next wave of strategy - with Johan Brammer

Setting a strategic compass point at a 7,000-strong company

As part of our ongoing series “The next wave of strategy”, ReD partner Martin Gronemann speaks to Johan Brammer, CEO of Tryg, on how to unify a large organisation around a strategic direction. They also delve into culture as a catalyst for performance, common pitfalls of strategy creation, and the advantages of constructive conflicts as a leader.

Watch the video below.

---

THE NEXT WAVE OF STRATEGY

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

---

---

“I think one of the biggest differentiators you can have as a company, especially in insurance, is actually your culture. If you want to find that extra 2% of performance, you need to do something very special. And I think the culture is how we do that.”

“I think constructive conflicts are very valuable. I need to be challenged by people who are smarter than me and my team.” 

“Strategy sometimes becomes a word that you say to sound smart. And you forget what it’s all about. It’s about meeting customer demand and figuring out how to do it. The second you start testing with the real world with your customers, that’s when you figure out what didn't work, what we have to change, what we have to adapt.”

---