Being number one in your industry is a great thing - it's something we aspire to! But once you've gotten there, a danger exists in losing the edge, hunger and willingness to take risks that made you so great in the first place.

"It's actually very rare that it's the market leader whose most in touch with what people want," Olof Faxander, president and CEO of SSAB told me. "When you get too big and comfortable, you run into risks as an organization."

"If you create an environment were people get penalized every time something goes wrong, you create very risk-adverse employees," he continued. "As long as people take calculated and sound risks you should encourage them to do that. That's how you can innovate and move forward. If we help align our customers with good products, then we can grow with them."

This innovative company is putting themselves on the line in order to build products and partner with their customers. You’d be surprised how profitable they've become in the process!

Watch the video version of my interview with Olof Faxander below: