Daniel's Blog

Otto Interview: “If we do nothing, we will die!”

The header sounds drastic but that is how our customer Otto Group described their situation in an interview by Tobias Krüger, Head of Culture Change. He discusses their journey from the first operational loss to realizing that only a cultural change will prepare Otto for today's and tomorrow's challenges. Is it a great case for the importance of culture? Or in their case cultural change? It is a long interview, in German, but the key sentence for me is:

“Now you know and understand all the facts,
but it is actually a cultural matter.”

The whole interview is a testament to an open, transparent and earnest realization that organizations can only address critical change if they reach their people (physically and emotionally) and get them to internalize the required change. Krüger even goes so far as to say that the change needs come from within, has to include everybody and can’t just follow the hierarchical top-down structure.

I find their openness remarkable. We know from personal experience that Otto Group is serious about this approach. They have such a highly engaged team, including their CEO, when it comes to reaching every employee. It is encouraging to see how a 50,000 people organization is addressing the challenges of our time. And of course, a proud moment to call them our customer and partner of our employee app Sitrion ONE. I encourage you to read the whole interview.


Daniel Kraft, CEO & President

Daniel Kraft is the President & CEO of Sitrion. He is passionate about innovation in the workplace, with a particular interest in social collaboration, mobile work style and the integration of work and life. He is public speaker on various topics involving employee engagement and productivity and has been featured on TEDx. Daniel has held executive positions in several leading enterprise software companies and worked in North America, Europe and Asia. He is married and has five children.


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