Grundfos payoff 3 In other words, Be–Think–Innovate tells the whole Grundfos story. Be responsible, think ahead and innovate, or in its abbreviated form: What is most significant about the Be– Think–Innovate concept is its flexibility and the fact that it is equally applicable internally and externally. In other words, Be–Think–Innovate tells the whole Grundfos story. “Leaders in Pump Technology” was the natural Grundfos slogan for many years. It conveyed our intention to be trendsetters in the pump industry through our continuous development of pumps and pump systems. But this slogan did not tell the whole story – because the important Grundfos values were not explicit. In order to incorporate as many of our Grundfos values as possible, we changed the old company concept into this broader one: BE Being responsible is our foundation. We know that we have a responsibility towards the people who are Grundfos, towards the innovative soul of Grundfos as well as towards the surrounding world. Whatever we do, we make sure that we have a firm and sustainable basis for doing so. THINK Thinking ahead makes innovation possible. We encourage a certain Grundfos way of thinking which is founded upon the belief that everyone must contribute by using his or her judgment and foresight. We are looking for commitment and ideas in everything we do so we can come up with the best solutions. We think – and then we act. Innovation is our key value In our brand communication, there is no doubt that the essence of our positioning is innovation. To successfully communicate this, we must appear as the most innovative and dynamic pump company in the world. We back this up with hard documentation about new revolutionary products and technologies – or new solutions for market needs. Our communication must be dominated by the concept of innovation. INNOVATE Innovation is the essence. It is innovation that makes Grundfos unique. We stand out because of our ability to constantly create new solutions to the ever-changing demands of the pump business. We meet every challenge and we are never afraid of taking the initiative – remaining true to our ideals calls for renewal. Innovation is the soul of Grundfos.
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