WEBVTT d18790cf-c229-4ed5-acd5-cb42c3602c01-0 00:00:01.000 --> 00:00:04.600 So I'm here with Heiko Schaefer and Sylvain Duranton. c47e918c-6059-4e3a-9620-b061c7cf805a-0 00:00:04.600 --> 00:00:07.240 Thank you both in advance for sharing your expertise. 9965b631-bcbe-4e03-a611-8134690eb479-0 00:00:07.520 --> 00:00:09.160 So here we are in Davos. 76c41493-b125-4005-8de1-21c0b5640924-0 00:00:09.240 --> 00:00:13.778 Heiko, you are running a sports, a very famous sports apparel 76c41493-b125-4005-8de1-21c0b5640924-1 00:00:13.778 --> 00:00:16.560 company and Sylvain, you're at BCG X. fa032022-c041-4fa8-94e7-a98c9764ec28-0 00:00:16.600 --> 00:00:18.080 So what brings you together? d23b3415-a89a-423f-83e2-71818577febb-0 00:00:18.400 --> 00:00:23.695 So Heiko is an alum and we are super proud of what he has been d23b3415-a89a-423f-83e2-71818577febb-1 00:00:23.695 --> 00:00:24.200 doing. 46121bd5-171e-49df-99e4-4b63cae939e9-0 00:00:24.360 --> 00:00:26.977 Heiko, you've been turning around some of the most iconic 46121bd5-171e-49df-99e4-4b63cae939e9-1 00:00:26.977 --> 00:00:27.880 brands in the world. f9843c3a-f7ec-4aef-a513-ba4730d1f00e-0 00:00:28.360 --> 00:00:32.235 Now you're turning around Mammut, which is super iconic f9843c3a-f7ec-4aef-a513-ba4730d1f00e-1 00:00:32.235 --> 00:00:32.720 for us. 5a170ec1-a4de-4645-a608-ab8577174601-0 00:00:32.720 --> 00:00:35.160 in X. We love the brand, we wear the swag. 94650209-92e8-4eb4-8bfb-5760090ab56e-0 00:00:35.200 --> 00:00:38.362 We have lots of appetite for the for the coolness of the brand. 94650209-92e8-4eb4-8bfb-5760090ab56e-1 00:00:38.362 --> 00:00:39.400 We're in Switzerland. 54ce6076-aa39-49f9-bff5-028b6d292d09-0 00:00:39.520 --> 00:00:42.917 This is a Swiss company, a very successful Swiss company, which 54ce6076-aa39-49f9-bff5-028b6d292d09-1 00:00:42.917 --> 00:00:45.360 is exporting in a super-challenging business. aba4b149-73ce-4a17-ab61-f2241d55291f-0 00:00:45.680 --> 00:00:49.440 You're strong in innovation, in sustainability, in AI. dd15ea3c-eb84-47fb-8319-f247114afab6-0 00:00:49.720 --> 00:00:53.195 There's a lot to learn from larger companies on the secret dd15ea3c-eb84-47fb-8319-f247114afab6-1 00:00:53.195 --> 00:00:55.080 sauce you're bringing to Mammut. e6b09ead-1a41-49dc-81a0-618ca1bfd0c2-0 00:00:55.400 --> 00:00:58.320 So looking forward to hear a bit from you on those things. 8b6d32aa-35dc-4fda-84db-a4648f7b1e85-0 00:00:59.000 --> 00:01:02.637 Well, secret sauce, So you mentioned three important 8b6d32aa-35dc-4fda-84db-a4648f7b1e85-1 00:01:02.637 --> 00:01:07.030 elements of why we've survived not only for 163 years, but also 8b6d32aa-35dc-4fda-84db-a4648f7b1e85-2 00:01:07.030 --> 00:01:11.080 really sort of, to some extent, maybe shaped the industry. 7bc9f7f6-2d95-4f9c-9379-97c196eb8d1f-0 00:01:11.080 --> 00:01:14.969 And as you said, innovation has always been at the core of what 7bc9f7f6-2d95-4f9c-9379-97c196eb8d1f-1 00:01:14.969 --> 00:01:15.760 we do, right? c6cf76dd-cba7-41b2-b5a2-aebd96002d1f-0 00:01:15.760 --> 00:01:17.600 We're a mountain performance company. 6c72a225-4afa-4a58-aa78-badb0af740b3-0 00:01:18.000 --> 00:01:21.090 We keep people warm, safe, and dry under the harshest 6c72a225-4afa-4a58-aa78-badb0af740b3-1 00:01:21.090 --> 00:01:21.720 conditions. fab71dcd-cad0-49db-a231-64dadef998ed-0 00:01:22.240 --> 00:01:25.619 And over the last 160 years, we've really tried to pioneer in fab71dcd-cad0-49db-a231-64dadef998ed-1 00:01:25.619 --> 00:01:26.600 many areas, right? c78de5e4-1c3e-4f06-a208-b0fab70725d3-0 00:01:26.600 --> 00:01:29.418 If you go back to the very beginning, launching the first c78de5e4-1c3e-4f06-a208-b0fab70725d3-1 00:01:29.418 --> 00:01:32.576 dynamic climbing rope, but today it's still, there's still a lot c78de5e4-1c3e-4f06-a208-b0fab70725d3-2 00:01:32.576 --> 00:01:33.840 around product innovation. ce9b5797-5219-42c6-8e97-dd1cf33d58a8-0 00:01:33.840 --> 00:01:37.502 For instance, you know, launching safety products, ce9b5797-5219-42c6-8e97-dd1cf33d58a8-1 00:01:37.502 --> 00:01:42.170 right, avalanche beacons that's evolved with every generation to ce9b5797-5219-42c6-8e97-dd1cf33d58a8-2 00:01:42.170 --> 00:01:46.120 keep people safe in, in an avalanche situation, right? a18db2ba-0bcf-44a5-91fb-235be537b65d-0 00:01:46.120 --> 00:01:49.641 And we just launched another product here, we are launching a18db2ba-0bcf-44a5-91fb-235be537b65d-1 00:01:49.641 --> 00:01:53.162 our Pinnacle collection, which is for hardcore mountaineers a18db2ba-0bcf-44a5-91fb-235be537b65d-2 00:01:53.162 --> 00:01:56.449 that go up to you know, seven, eight thousand meters of a18db2ba-0bcf-44a5-91fb-235be537b65d-3 00:01:56.449 --> 00:02:00.264 altitude, reworked that for four years of the development cycle, a18db2ba-0bcf-44a5-91fb-235be537b65d-4 00:02:00.264 --> 00:02:04.138 decarbonized the collection, but also made it lighter and keeping a18db2ba-0bcf-44a5-91fb-235be537b65d-5 00:02:04.138 --> 00:02:04.960 people warmer. fc9277ac-ce5b-4345-b3fe-fb185510c5fe-0 00:02:04.960 --> 00:02:07.400 So a lot of the innovation that we do is in product. c1ea4e71-cea8-4462-9b8d-ba04741398bd-0 00:02:07.400 --> 00:02:11.114 Of course that's where the core of the company is, but there is c1ea4e71-cea8-4462-9b8d-ba04741398bd-1 00:02:11.114 --> 00:02:13.320 a lot also around process innovation. e69fbbc1-6fd6-4774-b9aa-6de5c143d402-0 00:02:13.320 --> 00:02:14.400 And you mentioned AI. df27286c-2ca6-4a05-9ca7-c3b01a44a60d-0 00:02:14.720 --> 00:02:18.643 For us, AI is an enabler to become better in the way we work df27286c-2ca6-4a05-9ca7-c3b01a44a60d-1 00:02:18.643 --> 00:02:22.503 everyday, not only to become more efficient, that is always df27286c-2ca6-4a05-9ca7-c3b01a44a60d-2 00:02:22.503 --> 00:02:25.720 part of it, but also to be more effective, right? 52b8bc40-8c8d-43a5-b589-185e765fb1c1-0 00:02:25.720 --> 00:02:29.636 So we use AI, for instance, in the early stages of our creation 52b8bc40-8c8d-43a5-b589-185e765fb1c1-1 00:02:29.636 --> 00:02:33.369 and research process to just, you know, ideate and then come 52b8bc40-8c8d-43a5-b589-185e765fb1c1-2 00:02:33.369 --> 00:02:36.918 up with new ideas, color detection, color-trend detection 52b8bc40-8c8d-43a5-b589-185e765fb1c1-3 00:02:36.918 --> 00:02:40.468 and so on, and to have more targeted messages towards the 52b8bc40-8c8d-43a5-b589-185e765fb1c1-4 00:02:40.468 --> 00:02:41.080 consumers. c10c48fa-f4ce-4dd5-9cb7-f8da43d9c599-0 00:02:41.480 --> 00:02:44.503 So as you found, when you are working with a business leader c10c48fa-f4ce-4dd5-9cb7-f8da43d9c599-1 00:02:44.503 --> 00:02:46.040 such as Heiko, what do you say? f9e9c543-eca7-4968-b269-b40342f45ccd-0 00:02:46.040 --> 00:02:49.400 OK, these are the best practices and I wish I saw more of them. f6658a87-31be-4d59-b470-cc3607c90f86-0 00:02:50.280 --> 00:02:53.525 I think on super-important best practice that we hear a lot f6658a87-31be-4d59-b470-cc3607c90f86-1 00:02:53.525 --> 00:02:55.960 about here in Davos is this notion of trust. 8708bfee-aa36-4579-93a0-dd169307891b-0 00:02:56.320 --> 00:02:58.981 And especially working on AI, we know that trust is super 8708bfee-aa36-4579-93a0-dd169307891b-1 00:02:58.981 --> 00:02:59.440 important. 0a71658b-510d-4140-9890-3ff8d33e77f8-0 00:02:59.760 --> 00:03:03.134 Of course, there is regulation, which is super important to 0a71658b-510d-4140-9890-3ff8d33e77f8-1 00:03:03.134 --> 00:03:06.790 build trust, but most companies, they would go beyond regulation 0a71658b-510d-4140-9890-3ff8d33e77f8-2 00:03:06.790 --> 00:03:10.221 because regulation sometimes is following the agenda and the 0a71658b-510d-4140-9890-3ff8d33e77f8-3 00:03:10.221 --> 00:03:10.840 innovation. 63514cfa-0f3d-4462-9a9e-32790fe1dbc1-0 00:03:11.080 --> 00:03:13.000 So I'd like to to insist on this one. f3b4b984-f6ea-4ec9-9dba-6d8b96a20988-0 00:03:13.000 --> 00:03:15.982 And maybe Heiko, you can share with us this trust and f3b4b984-f6ea-4ec9-9dba-6d8b96a20988-1 00:03:15.982 --> 00:03:19.461 responsibility culture that is so strong in Mammut, because as f3b4b984-f6ea-4ec9-9dba-6d8b96a20988-2 00:03:19.461 --> 00:03:22.720 you say, this is about the safety of, of the mountaineers. 3e2506ec-c6d6-41b1-8984-727fbd410002-0 00:03:23.400 --> 00:03:24.640 How do you build that culture? f0940fbb-a66a-4428-add6-90d3f05f8935-0 00:03:24.640 --> 00:03:25.840 How do you keep it alive? a3cf4a2d-4c8f-406e-a8ef-ac201891ad43-0 00:03:26.440 --> 00:03:29.188 Well, there's a lot about, I would say, Swiss engineering a3cf4a2d-4c8f-406e-a8ef-ac201891ad43-1 00:03:29.188 --> 00:03:31.889 culture in a way that goes back to the early days of the a3cf4a2d-4c8f-406e-a8ef-ac201891ad43-2 00:03:31.889 --> 00:03:32.600 company, right? 3e5b9e1f-7661-455f-9ebd-6b519ba0200c-0 00:03:32.600 --> 00:03:36.136 We're obsessed with quality and longevity of the product and we 3e5b9e1f-7661-455f-9ebd-6b519ba0200c-1 00:03:36.136 --> 00:03:39.285 craft products that just must not fail because lives are 3e5b9e1f-7661-455f-9ebd-6b519ba0200c-2 00:03:39.285 --> 00:03:40.280 dependent on that. af5eb79d-c1fb-46d9-a350-9f51a156ff15-0 00:03:40.880 --> 00:03:45.028 I'd say in the context of AI, we spent a lot of efforts over the af5eb79d-c1fb-46d9-a350-9f51a156ff15-1 00:03:45.028 --> 00:03:49.114 last maybe 18 months on, on the one side, setting guardrails to af5eb79d-c1fb-46d9-a350-9f51a156ff15-2 00:03:49.114 --> 00:03:49.880 some extent. d4f8fc10-dac6-4cd6-a99c-873eba2a9edf-0 00:03:49.880 --> 00:03:53.022 You need to have a certain governance in place on what you d4f8fc10-dac6-4cd6-a99c-873eba2a9edf-1 00:03:53.022 --> 00:03:56.165 can use and how you work with publicly available tools, or d4f8fc10-dac6-4cd6-a99c-873eba2a9edf-2 00:03:56.165 --> 00:03:59.094 which tools you need to basically build internally and d4f8fc10-dac6-4cd6-a99c-873eba2a9edf-3 00:03:59.094 --> 00:04:00.160 which data are used. 65b12fba-367e-46f5-b0bd-ab23e465e734-0 00:04:00.160 --> 00:04:03.660 But at the same point in time, we really actively build 65b12fba-367e-46f5-b0bd-ab23e465e734-1 00:04:03.660 --> 00:04:06.847 capabilities within the organization and encourage 65b12fba-367e-46f5-b0bd-ab23e465e734-2 00:04:06.847 --> 00:04:08.160 people to experiment.