Jost: Conservative innovation

From the March 2012 issue.

Jost CEO, Lars Brorsen, has achieved the most commercially attractive balance between the proven and the new.

By continually improving a tried and tested product range, the Jost Group has proven that some of the most lucrative innovations are essentially conservative. Jost CEO, Lars Brorsen, is a man who is as adept at looking backward as forward and has the skill and patience to achieve the most commercially attractive balance between the proven and the new.

Appointed as chairman and CEO of the JOST Group at the beginning of 2000, Lars Brorsen is leading one of the most successful suppliers of advanced trailing equipment in the world. Knowing that most new technologies take hold slowly and have to advance through a long series of technical and market barriers, Brorsen does not like rushing headlong into the future. Instead, he found a way to innovate conservatively, combining cutting-edge engineering and crisis-proof management at the same time. In an exclusive interview he reveals that “conservative innovation” is no oxymoron, but an idea that deserves to be a part of every company’s thinking.

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