Owning the family business and becoming a Premium brand: the journey of Norrøna CEO Jørgen Jørgensen

Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders.

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Norrøna CEO Jørgen Jørgensen talks about running the 4th-generation family business, his ability to learn from mistakes, being interested in everything, the importance of putting the consumer first, having the right team, and much more.

Jørgen Jørgensen's Book Recommendations:

📌 Good to Great by Jim Collins - https://amzn.to/3vmnE1Z (Amazon affiliate link)

📌 Elon Musk by Walter Isaacson - https://amzn.to/4aKnge9 (Amazon affiliate link)

📌 Steve Jobs by Walter Isaacson: The Exclusive Biography - https://amzn.to/3NXLHuu (Amazon affiliate link)

📌 Becoming Steve Jobs: The Evolution of a Reckless Upstart into a Visionary Leader - https://amzn.to/3vD2H2T (Amazon affiliate link)

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LinkedIn: https://www.linkedin.com/company/norrona

Instagram: https://www.instagram.com/norrona/

YouTube: https://www.youtube.com/c/norrona

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LinkedIn: https://www.linkedin.com/in/dantrapp

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00:00 Intro

01:30 Long-term goals

04:10 Not disappointing the consumer

04:50 Dealing with stress after a loss

10:01 Building a strong business

12:03 “Nature is a peaceful place to be”

14:06 Early days

18:22 Tough time and strategy change

18:45 What I would do differently

21:18 Not being the best

24:12 Short and long-term decisions

29:52 A new fan and using consumer feedback

32:22 Mentors

35:02 The most important task of a leader

36:30 The difficulty of stepping back

38:47 Learning through recruitment

41:06 Biggest challenge

42:25 Transformation

50:53 Becoming a premium brand

56:45 The need for collaboration

1:01:23 Favorite piece of outdoor gear

1:02:32 Book recommendations

1:05:50 Most valuable pieces of advice