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. Join us every Sunday for a new episode. 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) Follow Jørgen Jørgensen LinkedIn: https://www.linkedin.com/in/jorgen7 Instagram: https://www.instagram.com/jorgenjorgensen Follow Norrøna LinkedIn: https://www.linkedin.com/company/norrona Instagram: https://www.instagram.com/norrona/ YouTube: https://www.youtube.com/c/norrona Follow Dan Trapp LinkedIn: https://www.linkedin.com/in/dantrapp Follow Sports + Outdoor Mentors Instagram: https://bit.ly/SOMentors_Instagram LinkedIn: https://bit.ly/SOMentors_Linkedin Watch Sports + Outdoor Mentors 🖥️ Youtube: https://youtu.be/Nrl8m2N8r4Y #sportsandoutdoormentors 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