The Swedish CEO Who Runs His Company Like a CrossFit Gym
Harvard Business Review
MARCH 12, 2018
This hasn’t gone unnoticed by some leaders, and a new generation of CEOs taking a cue from this last bastion of the Protestant work ethic. He’s the CEO and self-titled “Head Coach ” of Björn Borg, the Swedish sports fashion company named after the tennis star. Everybody had to do the sports hour.
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