The story

Why I [[love]] our customers

Written by: Magnus Berglund

I have been working for Squeeze Solution for four years, and one thing that strikes me almost every day is the crazy variation of customers. What a mix: leading ointment makers, Finnish CLT builders, car manufacturers (such as Toyota), mines in Peru, skinfood night creams, steel mills… and on it goes.

But one thing keeps standing out.

The people.

And I absolutely love them.

Quote

Swapping totes or drums for Fluid-Bags is the easy part. [[Being the one who says ”hey, I heard about this new thing” is the leap.]]

Why it matters

Because someone has to [[go first]]

New ideas almost always meet resistance. That’s the whole reason we exist.

Someone inside a company looks at the drums they’ve always used and wonders if there’s a better way.

Then they tell the next person. And when the first question comes, it all really starts.

It could be a ”What?”, a ”Why?”, a ”How?”, or a ”HAVE YOU GONE MAD!?”

Then, I hope people recall their inner Alice Kingsley*: ”Yes, I’m afraid so. Entirely bonkers. But I’ll tell you a secret. All the best people are.”

What a [[pioneer]] looks like

I’m a marketer by heart, so here at Squeeze I watch the people more than the machines.

And what I look for is simple: someone willing to look at an old habit and ask ”what if.”

I truly believe that the ability to just ”play around” with a topic or task is the superpower of future changemakers.

Speaking of pioneers: people who not only question what is, but who actually make the change. Here’s three traits I see.

Pioneers look again

They question a habit, even one that's worked well for decades. They see a concept in one context and apply the idea to another.

Pioneers stay curious

Something new shows up, and they get interested instead of defensive. It's almost as if they have different "modes" to switch between.

Pioneers pass it on

They bring the next person with them, from their team to their own customers. In an organization, this is probably the most valuable action for development.

Not everyone takes [[the leap]]. But every company that changed had [[someone who did]].

Profits of the solution

This is really a [[thank-you]]

When our founders started in 1984, there were no standards for what they were building. So they wrote them. (Literally, but that’s another story.)

I see that same drive in our customers today. People willing to question how things have always been done, from the inside.

Not because they want to impress their manager, but because that’s just how they are. Or should I say: that’s how they have chosen to be.

This column is really a thank-you. To the curious ones. To the people who look twice at a mountain of empty barrels, who glance skeptically at a tote that’s not-so-empty-this-time-either, even after it’s been ”emptied”.

They are allergic to ”we’ve always done it this way,” and they ask my favorite question: why?

But the best part of them all is that they are our customers. Those are the people who combine them all.

And I absolutely love them.

* Alice Kingsley’s line is from Tim Burton’s Alice in Wonderland, her reply when the Mad Hatter asks, ”Have I gone mad?” Remember: all the best people are.

Keep squeezing.

Written by

CCO, Squeeze Solution

Magnus Berglund

As CCO & Commercial Manager, I lead our marketing and sales team.

Our job is to challenge how industrial handling of liquids has always been done. With roots in Finland, we shape what comes next and turn better ideas into solutions that benefit both our customers and the world we live in.

magnus.berglund@squeezesolution.com

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