The next wave of strategy - with Lars Rasmussen

Building strategy by asking the right questions

As part of our ongoing series “The next wave of strategy”, ReD partner Charlotte Vangsgaard speaks to Lars Rasmussen, current CEO of Coloplast, and board member and advisor to numerous healthcare organisations. Here, he shares his thoughts on how strategy is evolving, differentiation within the life sciences industry, and why being relevant to customers never goes out of fashion.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

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

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 “It’s very important that companies are clear on the purpose and so on. When you work in the life sciences industry, you know every day why you get out of bed in the morning.”

“ One of the questions I get a lot is: so, what do you do with strategy now? There’s one thing that doesn’t go away, and that is: who are you here to serve?”

“It’s much, much easier to have a good answer than to have a good question.”

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