Written by: Eric Peterson
At long last we can say it: Ericsson is out of the storm—and this was no ordinary storm! It hit with maddening fury and held on long and steady with the patience of a grandmother shelling peas. Who in this industry has not felt the effects of this storm? Some did not survive it. Those who did were deeply shaken. Ericsson, for instance, lost half its workforce and was compelled to pursue aggressive, cost-cutting measures throughout every part of the organization.
Still, as the saying goes, there is a silver lining in every cloud. While bunkered down, Ericsson’s strategy was not merely “wait it out.” Instead, it looked ahead, setting its heart and mind on making the most of the situation. And thus, when the winds subsided, a new, changed Ericsson emerged—a slimmer, trimmer, more agile and much more focused Ericsson.
Allow me, if you will, to share what I think sets Swedes apart from other cultures (remember, Ericsson is Swedish). In the first place, Swedes are fiercely competitive. This in itself is not a unique trait. Many cultures are competitive. Some even more so than Sweden. What really sets the Swedes apart is their collective spirit—Swedes are the champions of teamwork. Sure, some go it alone, but more often than not when Swedes compete they do so as a group.
In its new incarnation then, Ericsson has drawn on its cultural strengths, and is bringing them to play in its business relationships—that is, instead of being a simple purveyor of products and technical services or solutions, the new Ericsson is sincere in its desire to listen to, understand, and move in concert with its customers. In fact, Ericsson doesn’t even view its customers as customers in the traditional sense. Ericsson sees them as partners; members of the same team.
One other attribute that characterizes Swedes is their willingness to learn from experience and adapt. The new Ericsson is no slumbering monolith. It is focused and anticipating, ready to lead change.
As you read this issue of Ericsson Review, I invite you to look for evidence of this new Ericsson. I think you will like what you see.
