What does “magenta people” means?
Our hosts, Hanne and Svitlana, continue to explore grassroot initiatives at Deutsche Telekom. Today, they talk to Sia Briami and Alexander Luyken, who are both Telekom Ambassadors. Both share with us their passion to be corporate influencers and why they are so proud of their workplace.
What did they discuss about being corporate influencers?
Svitlana Bielushkina
Welcome to the human centric podcast. And in this episode, we continue to explore grassroots initiative. We talk about Deutsche Telekom and how they started to leave on their own and become a movement in sizes. And today we go deeper into international corporates, influenza community of people, we have around 200 international people, and actually 20 external people who are really passionate about the brands. Who are really passionate about magenta and how they share their love for the brand, for the culture. It’s a very special one; listen up, people.
Today, we have a very special topic. And I would say it’s a topic of magenta, magenta people. And before I introduce the guests who are with us right now in the studio and Hanne, I want to share my impressions when I joined the team. So it was 2018, when I joined Deutsche Telekom. And I got a big box of different goodies. And in there, it was a book for my kids. You know, my mommy and daddy work in telecom, describing magenta, describing telecom. And of course, T-shirts and clothes of magenta color. And the more I work with people, the more I started to hear magenta blogs, or magenta in general. It really took me some time to understand that it’s much more than the culture, and it’s much more than a brand. It is something unique and very special. And I’m very honored to share that movement that we have in the company. And we have two fantastic guests, Sia Briami and Alexander Luyken. Welcome!
Sia Briami and Alexander Luyken
Thanks a lot.
Hanne Lindbæk
It’s so utterly lovely to have the both of you here. So, looking forward to getting into this topic that we have on the table today. So, I’m looking from the outside in, and I understand that magenta is a color. But guys guide me through it. What is it that’s actually happened here? What is this phenomenon called the “magenta ambassadors”?
Alexander Luyken
Yeah, it’s difficult to describe, because one often says you have to feel it. And the best way to feel it is to meet people who feel this way. And that was the case how I also came to all this Ambassador stuff, I met a guy. And I thought he’s completely crazy. But I was so much fascinated by the energy he was floating out. Or he was pushing out that it made me stick to it. Now to the magenta spirit.
Hanne Lindbæk
I’m gonna kind of stop you right there. Because still, you guys, you sound like you’re members of a weird set. So I’m going to try to put some facts on the table for us. And as far as I’ve understood, as of today, that company that we’re all kind of under the neath the umbrella of here, the Deutsche Telekom, they are actually counted as one of the most valuable brands on the planet. And within this company with a couple of 100,000 employees, of course, we find this movement called the magenta movement or the magenta ambassadors. Am I correct so far? And now I want to take us to the idea that because this was not launched from like top management, this magenta movement actually didn’t start from like the C suite or the HR department asking for a movement. How did it start?
Alexander Luyken
Yes, you’re right. It was not, let’s say, published by the organization or by the company itself. It was more a bottom up grassroots initiative. Yeah, that it grew up. And that made it all so fascinating, and it’s so much energy came together, which looked like a kind of by accident. Yeah. But in the end, when you think more about the whole story, you think it makes more sense when you realize that also the company and the brand evolved over the last year? is to make it possible that people can identify so much with a brand or a company like this. And they also want to celebrate the brand, let’s say.
Hanne Lindbæk
So it’s like alchemy, it’s like so many other companies on the globe would be like dying to have what you have here, you have a movement with seemingly real passion and initiative coming from the grassroots of the organization. So we are going to dig in, in this podcast, to how that came about. But can we just say a couple of words, like if this one goes to use? Why our employees do you think the best ambassadors for a company for telecom?
Sia Briami
I think, you know, so many companies spend so much money on having influences. And I think that having employees as advocates of the company that they work for, is something really fascinating, because it makes people feel that, like you’re engaged in something. This is something that we’re trying to do in the company, you know, leads to driving performance of the company. And sometimes we forget that it really is all about people. And we’re talking about this. And this way, I love this podcast so much, because it puts people at the center. And what is so amazing with this initiative is that it’s all about it’s creating this platform, where people no matter what their differences are, they understand there’s a purpose, and we stand behind the purpose of the company, we won’t stop it as everybody’s connected. And I love the fact that we are so diverse, I love that we are so different. And I love that, together, we share this energy to elevate ourselves. And it’s such a passionate group, and I’m fascinated and how it’s grown so fast lately, and we have people from all different countries. And that is absolutely amazing. And there cannot be anything more powerful than the people that work in a company to feel that and spend extra hours outside their working days to support their brand, you know, and I think it’s really being a movement of love it because, you know, love for each other. And also love for our brand and communicating this to the outside world is just for me magical.
Hanne Lindbæk
I’m just astounded by this information. And I think we need to get to the facts. So people understand that even more. But I think what you’re pointing to is the togetherness that happens when a phenomenon like this kind of gets on its feet and gets moving. Hmm. Suddenly we are together at work. We’re not feeling separate or competitive or one against the other. It’s a matter of actual believable. Well, that’s what they call teamwork, right?
Sia Briami
Yes, yes. Yeah, I couldn’t, I couldn’t agree more with what you’re saying, Hanne, to be honest. And what’s amazing is that, you know, with this research from the Harvard review, or wherever, brand is culture. And what is stunning. Now, you know, Deutsche Telekom is becoming even bigger and stronger, especially during these turbulent times. It’s been these new realities like this flux, everything change. And yes, it is a company with headquarters in Germany, but it is a company that has locations across all around the world. And the fact that we’re becoming more and more European embracing people’s differences, and not being fearful of the fact that, you know, maybe initially, people might have felt fearful that I’m like, foreign I came from Greece in the German environment. And once people understand that, you don’t need to feel fear of something that is different, then that creates, like, you know, some, I don’t know how we call it in Greek and like some precedent, and then it was so much easier to accept more and more people, because people really enjoy the fact that what connects us as humanity, we might have differences in the way we’re brought up, or our cultures or languages or where we’re located. But together, we are stronger. And this is one of our motors, isn’t it? Alex?
Alexander Luyken
Yeah, I think you’re speaking about a very important aspect if I’m allowed to connect to that. Because I think it’s also a nice example of that a European company, or an internationally operating company, can make people also feel internationally or European, wide, connected and united. And that’s, from my perspective, a good example of how it’s possible to unite people by bringing them together. And that is also brands able or a company to do that. Yes, people? Yes.
Sia Briami
And I think it links so much with the business, you know, we’re trying to become more diverse in the sense of nationality, genders, this and where you’re from. And we are acting as example and putting a personal face to this. And I think that is magical. You know, it’s not just on the headquarters. It’s Deutsche Telekom across the world.
Hanne Lindbæk
I have to stop you guys. You are too high on yourself here. Cold water it so the the, what is extraordinary, and I really mean that word when I say it. What is extraordinary to me right now is that I know that your enthusiasm that you’re displaying here in the studio, this story is actually true. This stuff is happening. And there are people how many ambassadors are there out there right now?
Alexander Luyken
200, because we always say every employee is ambassador of his company when he wants to. So it’s not 100% needed to be part of this community. But being part of this community is a special sign of being extraordinary dedicated, and also willing to connect with others feeling the same in the same way, and to interact with others and endless.
Hanne Lindbæk
So I still haven’t really gotten to that core of like, what is it in the water in the Dota telecom buildings that make you guys behave like this. But this is actually the second episode now, where we are describing for reals, a grassroot movement, where people are actually spending their free time. I don’t know whether I want to come work for you or not. So I’m kind of like Jury’s out on that. But anytime you guys are spending your free time on actually walking around, and communicating and connecting over the idea of your workplace, I just find it so fascinating. So take me to the core of it. If I wanted to become a telecom, like an ambassador, if I wanted to become a Magento person, what would be the initiation? What would I have to do?
Alexander Luyken
So yeah, we have to differentiate a little bit, because we generally, as we said, everybody can be an ambassador of his company by just wearing a magenta hat or something. Everybody can do this by something in the love magenta sharp or something. But there’s another option to become part of the community of the ambassadors. And in this context, we give the people who want to participate in the community, some tasks that allow us to integrate them into the community. So one task is like, present yourself on social media. So others can learn more about you about your personality, about your interests, about your knowledge. So others can also profit from your knowledge, they can ask you, they know in which context, you can help them for example. So it’s very much about making the people accessible for each other, connecting them via chats, or via newsletters, or via weekly calls, etc. So all the tasks are connected, or around this story of connecting the people and asking the people how we can connect them, for example. So asking, which social media profiles do you like to use for ambassadorial activities, so we can share this profiles with others so they can connect you they can follow you, they can interact with your content and help spreading this great content.
Hanne Lindbæk
So if I try to kind of deduct the morale out of that story, part of what you’re saying is, when people are just seen when you see their profile, and they share who they are and what they know something about, this will create connectedness. Exactly. Yes. Would you say that is central to what’s happening here? That’s a leading question.
Alexander Luyken
Yeah, I think it’s one of the central aspects of connecting people. The other aspect is to show them that they are not alone. Because what we need to understand is that in the past, and and also, in many other companies, positive thinking people, or people thinking positive about their company, are not the majority. In most company. They are the minority. Yeah. So in the team, when you say, hey, well, let’s we have a great job. We have a great company, all the other colleagues are looking at you, are you crazy. And that’s what becomes different when you put all these people together in one room that Think positive and have the same positive attitude. This high energy is expanding and multiply.
Hanne Lindbæk
Oh, God, I want to get religious now. Yes, Hallelujah to what you just said. So because all the percentages show I think I heard the other day that apparently across a segment of younger people in Europe, European survey says that 35% of people between the ages of 25 and 35 have no relationship to the word meaning when it comes to their work. 35% That is such a scary number. That’s food for another podcast, for sure. But what you’re saying is that the avalanche that starts when someone stands up and says, Hey, I like it, I actually enjoy what’s going on. I liked my company. And then that creates a dynamic of following. Exactly. Is that what you’re saying? Yes, yes. Okay. Wow. That’s fantastic. See, what are you thinking?
Sia Briami
No, I mean, I agree with what Alex said before. And what’s wonderful here is that it gives a sense of belonging to people, you’re part of a community, you feel united that there are others that share this common purpose of connecting people across the world. And it’s great to have these people on board and talking about things that they feel passionate about. up, because they do say that, you know, people’s personal stories. And this is why I think this is amazing, like, people sharing their personal stories and why they feel passionate about what they’re doing is much more impactful, isn’t it then messages coming from, you know, the corporate accounts. And this personal face to the company of Dutch Shell, the personal face to the brand is something amazing. And I love the fact that we are diverse and different, and that we accept people’s differences. And we’re not scared of people’s differences. And I love the energy.
Hanne Lindbæk
I’m sure that that’s a bold statement right there. And I think there’s a lot of richness in what you just started talking about, you know, after teaching the corporate world in organizations communication for like, 20 years, I just come back and back and back to this really cliche, idea that sharing our stories. It sounds so boring that I’ve never even wanted to go there myself. But I’m like, Yeah, sharing your story and getting personal and getting authentic and honest about who you actually are. It’s actually the only way to real trust.
Sia Briami
I couldn’t agree more with what you’re saying.
Hanne Lindbæk
it’s so cliche, and I so totally didn’t invent that. But it’s like having studied this stuff now and gotten curious about it at so many levels for so many different countries. For so many years. I’m like, Yeah, this solution is so simple. It’s like that, share your story be seen for who you are. So I’m gonna have to tell our listeners right now see ya because they can’t see you. But you are actually wearing a huge big fat magenta college sweater. This is correct. Yeah, crazy. Banana test time. I want to take us to the color because it’s so funny. Because it would be different if it was navy blue. Hmm. Yeah. But so the describing the magenta for those of you don’t know it, of course. It’s a deep, dark, rich, rebellious, juicy pink color, isn’t it? It’s got cheekiness to it, for sure. And how do you see the color actually playing a role?
Alexander Luyken
I definitely see a connection to the color. Because it is kind of unique and special. And especially in the telecommunications or IT industry, or technology industry, when it has been invented as the corporate color of Deutsche Telekom. It was for many people like a scandal. And so the IT people thought, What do you want to give us this color? It’s it has nothing to do with us or with technology or something. But in the end, it was the best decision this company could have made for selecting or choosing a color that is so special and unique. And that’s why you can you can see it. And when you see it, it’s it’s something unique that you realize, yeah, and I think that’s a good brand. What is a good brand about being simple and being unique. And that’s what has been created by only using a color.
Hanne Lindbæk
And also the consistency. It’s not as though you would change that magenta color very easily now, is it?
Alexander Luyken
Exactly, yeah. That’s the consistently over the last 30 years. So last week, it’s 30 years ago, that telecom used magenta for the first time in their brands. So magenta became 30 years old, let’s say. And yeah, that’s part of the success story, I think.
Hanne Lindbæk
I cannot imagine what it must have been like to launch that color 30 years ago, that must have been so rebellious. Well, it stands out. And that’s part of this, isn’t it that it’s actually striking, you will remember it, just like, I really hope that our listeners now will remember the idea of this magenta movement. So if we take it to the more kind of commercial and corporate sides of this, we are going to be discussing the idea of branding, also in a different episode on this podcast coming up with a colleague of yours. But of course, we got to go there because this ultimately this becomes branding, looking from the outside in, doesn’t it?
Sia Briami
Yes. And I think, you know, as I mentioned before, I mean, I really do think that culture is brand brand is culture. And for me, you know, I like the playful color of magenta. But for me, it’s so much it’s what magenta for teleco means for the people and coming from the Greek entity which has different colors, and having quite a few Greek combustors. Now, on board, I think we have about 20 and being able to link together the people that have a different color. And for them to also feel part of magenta is something really, really, really magical, I think, because it’s not only a color, it’s what is behind the color, and what is behind the color I think is the people and this inclusivity and, you know acceptance of you being you, you know, you’ve been different and I think that was a great step that we made with cosmos.
Alexander Luyken
exactly. I think this is a perfect example, which shows that a color can unite even when your company doesn’t have this color. And in the end, it might not be only about the color, but it might be about what the color stands for. And the color stands for a positive emotions, positive emotions and a positive attitude. Yes. And in the end, we realize that this is what unites us.
Sia Briami
This is what unites us. I remember we had discussions because of the fact that we were Cosmos, and we were green and blue. And how are we going to do this? But we didn’t let that send the way. I think we also you know, had conversations here
Hanne Lindbæk
so again, acting acting like the tourist here. So looking from the outside in what we are explaining guys is actually that see, I came from a Greek at a different brand with different colors. And you’ve been on boarded into your now flying under the magenta flag. Is this correct?
Sia Briami
Yes. So customer agrees, part of ote group in in Greece has a different brand. But as part of the magenta family of companies that we work with,
Hanne Lindbæk
because it’s such a it would be such a cliche story, and it doesn’t seem to be happening here. But it would be such a cliche, sad story, wouldn’t it that that someone like the competing brand, then would start arguing? No, no, I want to keep my colors. Why should I have to fly under the magenta flag? The you know, that whole story of friction? Yes. Why? Why is that not happening? Can we actually even describe it?
Sia Briami
I mean, I think, you know, we work together with Alex here. We had lots of discussions. And I think the people wanted to be part of this. And I think it was our common purpose. And that brought us together.
Alexander Luyken
Yeah. And it’s for me, it’s also difficult to describe what’s the reason for it, that it works like this, that it works. But what I can only say is, it works and it unites, and that’s important aspects of people might be also the people that have decided to be part of this community. They are so open minded to say, it’s not a problem for me that Deutsche Telekom is magenta and my ote is maybe blue or green. Because it’s this positivity that attracts me, and that wants me being part of this community. And if you celebrate magenta, I will celebrate magenta with you. And when the ote guys celebrate their ote brand in blue, the telecom people also try to celebrate it. I give you an example here, we had some Greek people who sent us some ote stickers, and we put the stickers on our laptops as well, because it’s also part of the Deutsche Telekom family. Now, let’s say
Hanne Lindbæk
There you go. So that I think is anchoring us into some really important stuff, which I think lie at the core of why this does seem to be working, there seems to be some principles, or some philosophies underlying this, that actually makes it work. And I think one of them is accepting diversity. Accept, so you would never go get that sticker off my computer, you know, you are actually you would go yes. And we will include it, we will take it on board, it’s going to be okay. And you’re saying the same. It’s a bold statement, the idea of diversity. And I want to treat that word with reverence and respect, because it’s an important word these days. And I think we can come back to maybe the idea of diversity and Deutsche Telekom in a deeper way, but on this level, I think the ambassadors are certainly paving the way for some diversity to take place in the company and highlighting and showing the rainbow and the possibilities that are out there. Right. What else lies at the heart? To me, I’m hearing freedom. And again, that lovely, lovely idea. I mean, any company is going to be so jealous of you guys. For this actually this movement, not starting from the top management. I can sense the energy in that, what should we call that?
Alexander Luyken
What I wanted to say in this context is, even when the initiative itself is not started or initiated by the management of the company, we need to appreciate that the company has done many good things that have led us to this situation that a grassroot initiative like this could arise, and also other grassroots initiatives like learning from experts, and many more Deutsche Telekom could find place to grow. This is a precondition that we have to be really thankful for. And, and people did something good or something right, that something like this could happen. So that’s what’s always very important for me in this context.
Sia Briami
And if I would, just to add here, but one thing, I mean, I’ve been really thinking about lately about how leadership is evolving. And you know, what is the most impactful leadership for me? So what I’ve been thinking is, you know, we’ve gone from command to control to trying to work towards coaching leadership. And I think that the fact that we have been empowered by the leaders of this company to flourish like this, and that Tim headcase has many occasions acknowledge I think the ambassadors in quite a few things and put pictures of the different faces of the ambassadors is this acknowledgement and recognition that also provides and gives us the freedom? Because this could have been controlled, for example?
Alexander Luyken
Yes. And I think that’s why I liked that Hanne brought up this word of freedom or the mentioned freedom, because that’s exactly the point. What is the reason that these initiatives could grow? Because we had the freedom to do so. We had an internal social network, where we could ask others are you feeling the same, come to us? And I was on a conference and this case was discussed. And somebody from the audience was asking the person who was presenting this, he’s head of corporate communications at Deutsche Telekom. And he asked him, okay, there was this public Dillinger in your social network, and he asked others to become ambassadors of the company. Did you ever have the thought of trying to prevent that or to forbid that because in my company, all the people I know, they will try to take that down and say, like, it’s not allowed, you are not allowed to ask for ambassadors, because it’s only a company, you can name people as ambassadors. Yeah, that was the interesting thing that you see, liberty or freedom is the precondition that things like this can happen.
Hanne Lindbæk
God, someone’s taking control of their podcast episode here, because you’re actually mentioning, of course, the founding father of this movement, the magenta movement, his name was Pavel Desinger. Am I, right? Yeah. So and the story goes, he just started and he, like we’ve already established, he wasn’t a very executive guy.
Alexander Luyken
Exactly. He was a guy from one of the really normal employees working in the customer service in the field service. And he decided, because for 20 years, he’s celebrating the brand, alone. And everybody thinks, who’s this crazy guy, but everybody likes him, because he’s doing this in a very, in a very nice way now, and it’s very entertaining to see him. And the thing that has changed is that by the time more and more people thought, like, Hey, he’s doing something, right. And I want to do it the same. And that’s how this community grew. Yeah, Pablo was the first one who asked in the internal social network about who wants to be to celebrate the brand together with me, who wants to be an ambassador, I will send you a magenta sticker. And you can put that on your car or on your phone or on your laptop, doesn’t matter where we want to put it. And let’s celebrate just a little bread. That’s that’s how it all began.
Hanne Lindbæk
It is just a story extraordinaire, and the idea of this guy geeking around for 20 years on his own. And then just having the staying power does not stop that I find that so fascinating. And then take me to the other extreme, if we do move up in the organization’s tell me John ledger, how does he come into this?
Alexander Luyken
Yeah, I think John ledger is one example of what can happen when such a magenta lover like Pavel becomes a CEO. Because poverty and John Legere don’t have much in common, but what they have in common, they celebrate both the brand magenta, okay, John Legere is not a CEO of T-Mobile us anymore, but he was for several years. And what he managed to create one of the biggest turnaround stories and modern economic history, with T-Mobile, US T-Mobile US was a company several years ago, which had a lot of issues. And it was in a very bad market situation. And by bringing back the spirit of magenta into this company, and putting also the focus on the customer, he managed to have this enormous turnaround stories. And when you see pictures of him, you can Google it, you will realize he’s not one of the classic CEOs walking around with a suit or something. He’s walking around with a leather jacket, like a rock star or something. So he’s a special person. And I like his style, because that’s what was needed in this situation and the years.
Hanne Lindbæk
So oh my god, I feel we’re at the very core behind the whole idea of starting the human centric podcast. Because for me here, commercially meets psychology and humanism, right? And we see yet again that commercialism and growing and creating, even just creating, as long as there are human beings involved, you’re going to have to take on board the fact that they are human beings. And what’s happened here is that you’ve actually more than just realizing that people are human And we’ve taken onboard the fact that some deeply, deeply deep-rooted very basic needs of human beings actually help us do better at work, like staying connected or feeling safe with each other or staying playful, which is another aspect of the magenta, isn’t it. And then the John Leger story that just makes me go, wow.
Svitlana Bielushkina
And I think one story, which makes me fascinated about ambassadors, is also reading the stories connected to the customer, and how we serve the customers outside of our working environments. In this, as you mentioned, how waters in the office that we have right now we say, this waters at home, as we have our home office, but actually having that passion and a human face and dedication to serve the customers better. Because very often we are, you know, in parties, or we meet people, and you know, for some, maybe something doesn’t work, or they have an issue, or they really want to solve it. And it’s going above and beyond to serve the needs of a customer. That’s where the passion comes, not just for DT inside the T, but it actually goes all the way into the customer obsession, and customer love. And that’s what I really enjoyed about the ambassadors and to hear all the stories that you share, among each other, how to connect to the cause and purpose behind it.
Hanne Lindbæk
So I’m just imagining now a lot of competing companies out there in the world going, darn it, I need someone like Pavel, where can I find myself? Yeah, Pavel is the new business idea.
Alexander Luyken
In fact, we get really lots of requests from other companies who ask us, How did you do that? And, yeah, we always come to the same conclusion that it’s very difficult to imitate that. Because it’s kind of a unique story.
Hanne Lindbæk
I’m an old musician as well. I’ve been in the music industry for years. And you guys remind me right now of being like the Sex Pistols in 1977. And when you disrupt something, and it comes from an unexpected place, and it comes with an unexpected energy, nothing is more fun. And then the first thing that happens is that everyone tries to copy it, of course, people are going to try to copy it, we will just wish them good luck with that, shall we? Because this is something that more companies should have. And part of why I’m saying that is I think for me personally, because if it would mean that more people are happy about going to work. I don’t really care if it’s a color we unite under or what it is. But God, That sounds nice to me.
Sia Briami
No, I just say that. I love what you said, Hanne. So I really spoke to my heart. So sorry for jumping in there. And I really do believe that we need more people to wake up in the morning and feel inspired. And I think that’s just, you know, so optimistic.
Alexander Luyken
I think that’s exactly the point that motivates me also engaging in all this, I know, I can do something good to people, because bringing the positive in their life makes them feel prouder about their work, what they do for who they work. And this also affects their private lives. Because let’s not forget that we are not two persons, we are one person, and we know private life and business life is always interacting with each other. And when you are more satisfied in your business life, then it has a positive effect on your overall life. Yeah.
Hanne Lindbæk
And you don’t need to have a doctor’s thesis to understand this stuff. You know, it’s about a color. And it’s about just hanging out. And it’s about sharing who you are as a person. And we will know what you just said to be true, Alexandre, I find those have profound words. There’s nothing saying you can be one person that work and then just separate your private life and be totally different. It doesn’t work like that. And we spend so much of our life at work. And very many of us want to be someone good when we are at work. And one of the points that you’re actually making Alexandre is yeah, of course, too, is that part of the magenta movement, too, seems to me that it’s about giving back. It’s about generosity, there’s some generosity in here. And of course, there’s a lot of happiness research, pointing to the fact that giving back is one of the major keys in order to actually experience happiness in your life. So it kind of makes sense from a scientific point of view from a commercial point of view from a humanistic point of view. So I think if we are coming towards the end of this podcast, I give up. I can’t find the crack in your story. I believe it I’m a believer
Alexander Luyken
They when they follow up the right task, right yeah, they see we will take you as external ambassadors
Hanne Lindbæk
So for those of you actually listening in if you’ve never actually visited the main office in Deutsche Telekom in Bonn, which I’ve had the pleasure of doing, I’m not lying to you, there’s actually a shop. Right. As you enter, there is a shop selling you all kinds of equipment in the magenta color. Yeah. So it’s actually happening, guys, it’s for real. So we’re there, aren’t we? Is this? Are we feeling complete? Is there something we have forgotten to mention?
Alexander Luyken
I don’t know if it’s relevant, but as Svitlana asked, or was talking about the connection between being an ambassador and also doing good for the customer. And I can share a one example with you. What was very eye-opening for me, in the past, often, friends had relatives contacted me, but let’s say in family meetings, or on Christmas, or on Easter, we’re sitting on the table eating and then somebody was starting complaining about his telephone line or his telecom contract SOMETHING ABOUT IT problems, I don’t know. And it was always the topics in every family meeting. In the beginning, I said, like, Okay, I cannot help you just try to call the hotline now. But then, by the time of integrating the ambassador spirit within me, it changed also how I reacted on questions and problems from friends and relatives like this, because I did not close my eyes and try to walk away or to run away from these problems. I tried to face the problems. And I tried to say, Okay, you have a problem. Let’s solve that together. When all the employees of Deutsche Telekom or of every company are trying to be so engaged in this way, they can create a real impact for the customer, because that’s personal, taking care of the customer. And these people appreciate that even when you cannot help them in your personal role, because you are not a technical expert, even when you try to help them and to try to connect them to the people that who can help them in the end. Yeah, that’s what they appreciate. And this is another story I experienced. On the street. I was entering a supermarket near my home, and I was wearing some magenta sneakers. And the lady who was working there who said, Oh, you have magenta sneakers? Are you working for Deutsche Telekom? And I said, Yes, I’m working for Deutsche Telekom. And she said, Oh, we have a problem with Deutsche Telekom. They wanted to change the contract. And they had a problem about this. And I said, Okay, let me take care of this, I will do it for you. And she was so thankful, after all this, because I could help her and I did it. And it was not a big deal for me, that every time when I come into the shop, she smiles and says, Alexander, you are here again? How can I help you? Can I cook something for you. And feeling and receiving this kind of thankfulness is such a great present. And I feel very thankful that I changed my attitude to this, being more proactive in the situations and receiving in so much.
Hanne Lindbæk
Fantastic. Breathtaking. So again, for anyone listening in guys, the people were talking to the people I’m talking to you today, they are actually representatives of a brand which is like top 25 on the planet. So something is obviously working here. And what you’re also mentioning is, of course, the recognizability of a code like a bright color, and then the connectedness to the idea of the inside. Somehow having this Ambassador movement that makes people take care of each other and then that being translated to the outside world where the customer meets it too. So that’s truly amazing. And thank you very much guys for taking the time to come over here. I guess you have to go out and find some new recruits now, huh? We have new ones, you guys.