People don’t buy WHAT you do, they buy WHY you do it


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Simon Sinek, a motivational speaker, said “people don’t buy WHAT you do, they buy WHY you do it.” when talking about how great companies describe why they exist, instead of what they do. As an engineer, you might be preoccupied with the daily work of product development and what you do, but to be successful you should think of the whole customer journey. Because aftermarket is not the end but rather the beginning of the customer relationship. I think taking the front end perspective of your business is a great opportunity to reflect on why you do what you do. Husqvarna Group has constantly changed what they do, but not why they do it. That remains the same − to create great customer experiences.

I am now 3/4 into my global trainee program at Husqvarna Group and I am recently home from a five-month rotation in Charlotte, NC, USA. I had the privilege to spend time with the Brand & Marketing function there working on how we continue to serve robotic lawnmowers to the North American market. I worked on everything from GTM-strategy to prepping material for product launches. A truly unique experience that I can thank the global trainee program for (now called Global Pioneer Program).

Charlotte, NC – Where Husqvarna’s North America division is represented.
GIE+EXPO in Kentucky: The biggest lawn and garden show in North America.
On a weekend trip to NYC.

Next up for me is with product management, robotics back in Sweden. Hopefully, I can apply some learnings from the NA market and the great people I’ve gotten to know. With a renewed sense of why I do what I do.

Until next time!

Best regards, Erik Jilnö

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What can I do as a Global Trainee at Husqvarna Group? A lot!


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When I write this I have been part of Husqvarna Group’s Global Trainee program for a little over seven months. Before I joined the Group I studied MSc in Industrial Engineering and Management and BSc in Design and Product Development at Linköping University, Sweden.

What made me apply? When growing up I have always been exposed to Husqvarna branded products. My dad owns an Automower (robotic lawnmower) since many years back and he praises it much more than he ever did when I cut the lawn as a kid. I think this speaks to how Husqvarna make customers love their products and services, and this was something I felt I wanted to be a part of.

Once I joined I started to realize that the great products and services we offer are actually the result of a more important resource, the people. All the colleagues I get to meet are supportive and as a trainee, you really get a unique insight into the whole of Husqvarna Group’s business.

A key behavior here is to take ownership and ask yourself: What can I do? For me so far, I have had the opportunity to do the following:

  • Run a handheld battery development project as a project manager.
  • Contribute to our process development by interviewing and looking at how to work with resource management.
  • Spend time in R&D labs taking apart (and trying to put together) every product.
  • Training modules in Stockholm (Sweden) and Ulm (Germany) with all Trainees.
  • Work at Husqvarna’s Automower production site in Aycliffe (UK), where I am at the moment.
  • And so much more!

With that, I leave you this time with a picture of the latest and greatest Husqvarna Automower 435X with an all-wheel-drive!

Thanks, dad, for not praising my lawn cutting abilities. Until next time!

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