Pivot Points podcast
Leading when failure is not an option with CEO of Dynavox Group, Fredrik Ruben
Episode 36
Unless we are commercially successful, we will never be able to grow this company and hence, I won’t be able to fulfil the mission.
Fredrik Ruben CEO, Dynavox Group
What’s at stake if you fail in business?
For some, it’s a reputational risk. For others, it’s a financial risk. But if Fredrik Ruben’s company fails, millions of disadvantaged families will no longer be able to communicate with their loved ones.
Failure is not an option for Fredrik and Dynavox Group. Commerciality is key, and such an ultimatum might make some leaders try to be heroes. Fredrik is quite the opposite.
Join us as we discover why being the “tour guide” removes a single point of failure, why a CEO’s self-care isn’t selfish, and how Fredrik has solved how to be in two places at once.
If we go bankrupt tomorrow, that will be absolutely detrimental for millions of families and people out there who rely on our technology to make their lives work.
Fredrik Ruben CEO, Dynavox Group
You will learn:
- How mission-driven leadership works when stakes are high.
- Why “tour guide” leadership beats the hero CEO model.
- How to build a team that doesn’t depend on you for every decision.
- How to balance commercial discipline with deep purpose in a publicly listed company.
- Why self-care, health, and life outside work are non-negotiable foundations for sustainable leadership.
Watch on YouTube
I see myself more as a tour leader – I make sure everybody’s on the bus. I’m more of a facilitator type of leader than the person who necessarily knows best and has answers to all the questions.
Fredrik Ruben CEO, Dynavox Group
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