In this second of two SEViX interviews, SEViX founder Rainer E. Ulrich and the Senior Executive Partner Dr. Thomas Forster about what is needed to bring about effective, sustainable changes in companies to overcome crises and what entrepreneurial profiles are required to achieve this.

Leading companies out of the current crisis by means of traditional instruments, such as classic turnaround management, which focuses on restructuring the liabilities side and the assets side, i.e. improving the performance management, the balance sheet, is no longer effective in the current emerging company and industry crises. A strategic business transformation and the immediate separation from the previous CEO are indispensable in this context. The chairman of the supervisory board of listed companies, the CEO of financial investors and the shareholder of medium-sized companies must act immediately. Continuing to employ the CEO, who has turned out to be an "empty suit", would be a "lame duck" and would be very damaging for the company.

The new requirements of a strategic business transformation are met by a Chief Executive Office ad interim (CEO ad interim). This person will be appointed to the company's governing body, will have an entrepreneurial effect and will carry out the "radical change" for a transitional period.

SEViX: I would like to welcome Dr. Thomas Forster and Rainer E. Ulrich to this interview. Today we will talk about strategic business transformations and about the role or the task of the "CEO ad interim", which is relatively unknown in Germany.

Mr. Ulrich, can you name a well-known CEO ad interim who has successfully implemented a "radical change"?

Ulrich: Yes, that was Steve Jobs. When Steve Jobs was appointed "CEO ad interim" in the late 1990s, after being fired a few years earlier, Apple was on the verge of bankruptcy. Steve Jobs worked very hard and supervised every product team in the company. Each team had to convince him that their product was essential to the company's strategy.  If the product was not profitable, it was usually removed from the product line. "After two years as interim CEO, Steve Jobs completely turned Apple around. He restored the company's public image, implemented a successful and focused new strategy, attracted software developers, and launched highly innovative and impressive products."

company under permanent change constantly adapt.

SEViX:  What personal experiences have you had as "CEO ad interim" and what do you essentially implement in companies that are under constant change?

Dr. ForsterIn principle, it was important for my mandates that I was always appointed to the governing body and entrusted with the necessary functional authority. I had to bring in my personal authority myself. All my projects or mandates were determined by the rapid implementation of immediate measures. It was also necessary to conduct a comprehensive analysis of strengths and weaknesses, from which decisive projects for corporate development were derived, along with other measures. An essential core project for me was always the development of a strategy with the goal of defining and implementing a competitive business model and a suitable organization.

A company will thus develop into a driver of change and a pioneer. Schumpeter considered the "pioneers" to be those companies that accelerate change through "creative destruction". Such companies develop new products in their research departments and in the process drive old products out of the market.

For successful implementation, however, it was always essential for me to identify multipliers and promoters in the companies. Convincing them to play a key role in the change process and empowering them personally and professionally - in short, getting people to act differently. I have always taken my personal role as entrepreneur, communicator and coach very seriously and identified with it with great passion.

SEViX: Dr. Forster, what is SEViX's entrepreneurial approach to helping its customers out of the crisis?

Dr. Forster: SEViX works with its clients to ensure that our "CEO ad interim" measurably transforms the strategy, performance and capabilities of organizations. We only work where the agreed goal is radical, sustainable performance improvement.

Our approach to transformational change is holistic and focused on execution. We address all factors that create value for an organization, including top-line, bottom-line, human resources, financial and balance sheet issues. However, we focus on the key issues of strategy and the development of a competitive business model and organization required to achieve it.

SEViX: Mr. Ulrich, who are your target customers?

Ulrich:  Our clients include decision-makers who act as chairmen of supervisory boards, CEOs of financial investors, or major shareholders of medium-sized companies. These B2B companies generate annual sales ranging from one hundred million EUR to four billion EUR.

SEViX: What is their approach and what assets does SEViX bring to the table?

Ulrich: In all cases, we form a close partnership with aligned goals and a shared commitment to implement necessary actions to achieve results.

Dr. Forster: Our Senior Executive Partners, who act as "CEO ad interim", are transformation specialists who have "been there, done that". All of them come from industry and the world of private equity portfolio companies. They are all experienced and hungry for success in driving change and shaping it with lasting impact.

Ulrich: We bring the best of the company to every engagement:

• Comprehensive and broad industry and technical knowledge
• Strategic competence ,own, field-tested methodological tools
• Experienced leaders with implementation strength
• Internationality

The results we achieve are exceptional across industries and countries. Our clients regularly experience dramatic increases in the value of their business and improvements in other key success metrics.

SEViX: I'm afraid that's all we have time for today. Many thanks to Dr. Forster and Mr. Ulrich for taking the time to talk to us about "Shaping the future through the CEO ad interim".