The Pen | Jean-François Koeune General Manager Benelux at ASSA ABLOY

'I have a natural ambition to grow'

Digitalization, demand creation and service. These are the spearheads on which ASSA ABLOY will focus in the coming period. So that we not only become number one in our customers' minds, but also in their hearts and hands. As a new General Director Benelux I am happy to contribute to this.

I have more than 22 years of experience in business, always working on people's basic needs. In recent years I have followed Maslow's Pyramid, so to speak. Where with my positions at Electrolux Major Appliances, BSH Home Appliances Group and Grohe Belux was active on the first rung of this pyramid (physical needs), I - with my position at ASSA ABLOY - took a step up to safety and security.

Common thread in my work history are positions in sales and marketing of technical products. As Managing Director, General Manager and Business Marketing Director, I have invariably worked for market leaders in their fields, which requires a specific approach. Whereas as a "challenger" you have the challenge of copying a benchmark, surpassing it or taking a different course, as a market leader you must always pave your own way. In doing so, the challenge is to stay three steps ahead of the competition. That is what I have always done and that is what I am good at. I have a natural ambition to grow. Healthy and profitable, by changing the rules.

In the coming period, we will redesign our business at ASSA ABLOY. In addition to digitizing our products and services, we will focus even more on the essence of our business: demand creation.

In the coming months, we will train our people in their hard and soft skills so that our products and innovations reach our customers even faster and more clearly. And so that we can offer even more added value to the market. We will involve all links in the chain in this: from investors, engineering firms and consultants to contractors, carpenters, installers and wholesalers. The challenge here is to appeal to and connect the right people.

'Connecting the dots,' as it is so nicely called. So that our products are not only even more in demand by the market, but are also recommended as a matter of course.