Reflections from the Knowit Strategy Forum with Björn Ullbro, CEO of Evac Group
When markets evolve faster than plans can keep up, innovation is often seen as the answer. Yet, as Björn Ullbro, CEO of Evac Group, reminded us at the Knowit Strategy Forum in October, innovation is not a department or a process. It is an outcome of doing something else exceptionally well.
This autumn’s forum gathered Nordic business leaders to explore what it truly takes to turn a bold purpose into market-shaping innovation. The discussion explored how strategy can reconnect vision, market and culture to turn ambition into innovation.
Connecting vision with reality
The session opened with insights from Catharina Stackelberg, Senior Vice President at Knowit, who shared reflections on how companies can bridge the gap between vision and execution. Too often, the company vision lives apart from strategy implementation and daily work.
To connect vision with reality, leaders must start from the market. Strategy should be grounded in genuine customer tensions rather than internal ambitions. Catharina introduced the concept of demand spaces, the points where strategy meets real customer needs, as a way to identify where an organisation truly has the right to win.
When innovation falls between the cracks, strategy must take the lead. A bold purpose becomes meaningful only when translated into market centric choices that guide investments, execution and culture.
Innovation as the outcome of doing what matters most
Building on this foundation, Björn Ullbro offered a CEO’s perspective on how purpose, strategy and culture come together to drive true innovation.
In his keynote, From a bold purpose to market-shaping innovations, Björn shared how Evac approaches innovation as the result of clarity, competence and commitment rather than as an isolated function.
He challenged the traditional view of innovation as a flash of creativity within a department or a function, it’s the by-product of doing something else exceptionally well:
- Start with a clear understanding of your strengths, then expand your impact by building on what you do best.
- Create a culture where performance thrives through clear expectations and shared accountability
It was a refreshingly pragmatic take that reminded us that transformation begins with disciplined focus and shared ownership.
A shared commitment to purposeful growth
This autumn’s Strategy Forum highlighted a clear truth: market-shaping innovation does not happen by chance. It grows from organisations that know who they are, what they stand for and how they create value for their customers every single day.
As markets continue to shift, those who can align bold purpose with everyday action will not just adapt to change, they will define it.
A heartfelt thank you to Björn Ullbro for sharing insights and energy with us, and to all participants for another engaging and thought-provoking session.
If you are exploring how to connect bold purpose with tangible market impact, or how to make your strategy the catalyst for real innovation, we welcome the opportunity to continue the conversation.
Update – December 2025
At the time of the Knowit Strategy Forum in October, Evac Group was in a period of strategic consideration and future planning. On December 8th, Evac announced that Altor Equity Partners will become the company’s new owner, marking a significant milestone in Evac’s journey and future growth ambitions.
We would like to warmly congratulate Björn Ullbro and the entire Evac team on this next chapter and wish them continued success as they build on their bold purpose and market-shaping agenda.
