Podcast Summary: How Leaders Lead with David Novak

Episode #278: Hanneke Faber, CEO, Logitech – Co-create with your team
Release Date: February 12, 2026

Episode Overview

In this episode, David Novak sits down with Hanneke Faber, CEO of Logitech, to discuss the transformative power of co-creation in leadership. The conversation delves into how Hanneke collaboratively developed a strategic plan with all 7,000 Logitech employees in just 24 hours, leading to eight consecutive quarters of record growth. Drawing from her background as a 10-time Dutch national diving champion, Hanneke shares the lessons sports taught her about feedback, courage, and sequencing big goals. The discussion provides practical leadership insights on involving teams, building iconic brands, leveraging feedback, and staying urgent without burning out.

Key Discussion Points & Insights

1. Opening & Introduction

• Hanneke jokes about her lack of technical skills despite leading a tech company.

  “I'm really not very technical, so I, like, struggle to turn on our television, which I'm ashamed of. And I have to do better, especially as a tech CEO.”
  (01:10, Hanneke Faber)

2. Logitech’s Business & Esports Connection

• Logitech is a leader in gaming, personal workspace, and video conferencing hardware.

• Esports is now recognized by the IOC, and Logitech supports 30+ pro teams.

  “You got to think of our gear, our Logitech gaming gear... as what Adidas and Nike are to running.”
  (02:56, Hanneke Faber)

• The company works directly with elite gamers to co-create products, making them relevant for both professionals and everyday users.

  “We have a lab here at our office where pro gaming teams come... They also come and work on new products with us. That's how we develop products.”
  (03:54, Hanneke Faber)

3. Three Core Business Areas & Surprising Market Leadership

• Gaming, personal workspace (keyboards/mice/webcams), and video conferencing.
• Logitech is the market leader in hardware for video conferencing, working closely with Zoom, Teams, and Google.

  “What many people don't know is we're the global market leader in video conferencing.”
  (05:00, Hanneke Faber)

4. Lessons from Diving: Visualization, Courage, Feedback

• Visualization and mental preparation help with leadership and public challenges.

  “In diving... you visualize... The mental part is important and that's something that's actually important in work as well.”
  (06:40, Hanneke Faber)

• Courage in sport translates to facing business fears.

  “People are like, oh, aren't you scared... I'm like, no, you know What, I'm back two and a half off the 10 meter. That is scary.”
  (07:10, Hanneke Faber)

5. The Co-Creation of Strategy

• Upon joining, Hanneke led a week-long strategy session with leadership for an MVP (Minimum Viable Product) of the company’s strategy.

• Engaged all 7,000 employees worldwide in refining the strategy:

  • Company-wide video session presenting the MVP.
  • Employees given 24 hours to discuss in small groups and share three likes and three “builds.”
  • Teams reconvened; 45 presented concise feedback.

  “We did a one hour session for the whole company... everyone was invited... We asked everyone to go away in small groups... and we gave them 24 hours to come up with... three things they liked... and three things... they missed.”
  (10:58, Hanneke Faber)

• Benefits: Widespread buy-in, richer strategy, and ownership across all teams.

  “Thousands of employees kind of, you know, knew the strategy. I didn't have to deploy it. They... worked on it. So it became theirs as much as mine.”
  (11:51, Hanneke Faber)

6. Taking and Responding to Feedback

• Not all suggestions can be incorporated, but clear themes surfaced:
  • Employees wanted a focus on iconic branding and sustainability.
  • The leadership responded by elevating those themes in the final strategy.

  “Logitech has always been a pioneer in sustainability... that was not clear in our MVP... People caught us right away.”
  (13:43, Hanneke Faber)

7. Building Commitment Through Involvement

• Involvement creates ownership; Hanneke sees local teams using the exact words from the company’s strategy.

  “Nothing makes me happier than when I see in China them using the exact words that are in our strategy.”
  (15:57, Hanneke Faber)

8. Sequencing and Celebrating Progress

• Approach challenges in increments—like advancing from a 1m to 10m diving platform.

  “Sequencing plans and investments over time, but then celebrating the little successes along the way is really, really important.”
  (17:16, Hanneke Faber)

9. Feedback Culture and Resilience

• Diving involved non-stop feedback, making it easy to accept and utilize critique in business.

  “You get that a hundred times a day. And you really, A, learn to act on feedback, and B, you don’t mind feedback... coaching and feedback is part of great leadership.”
  (17:43, Hanneke Faber)

10. Imposter Syndrome and Overcoming Fear

• Hanneke openly shares occasional feelings of self-doubt stepping into Silicon Valley from consumer goods.

  “Sometimes I have to pinch myself because literally, you know, two years ago, I was still selling mayonnaise... That can be a little fearful in the Silicon Valley.”
  (19:15, Hanneke Faber)

Notable Quotes & Memorable Moments

• On Co-creation:
  “I really believe in co creation and the wisdom of the crowd... We did a one hour session for the whole company... and then we asked everyone to go away in small groups.”
  (10:58, Hanneke Faber)

• On Courage and Risk:
  “No, you know What, I'm back two and a half off the 10 meter. That is scary.”
  (07:10, Hanneke Faber)

• On Feedback:
  “You get feedback a hundred times a day... coaching and feedback, I think, is part of great leadership. And I really try to live up to the level of my best dive coaches.”
  (17:43, Hanneke Faber)

• On the Power of Employee Involvement:
  “If you have no involvement, you have no commitment.”
  (66:58, David Novak, debrief)

• On Brand Aspiration:
  “Do they think we're sexy? No, you know, we're a little functional... Are we the brand you want to sit next to at a dinner party... Not quite yet.”
  (30:09, Hanneke Faber)

• On Maintaining Urgency:
  “Today is the slowest day of the rest of our lives because it is only going to get faster.”
  (39:59, Hanneke Faber)

• Advice for Aspiring Leaders:
  “Don't try to do everything perfectly all the time. It is not possible. But if you rotate, you know, you'll make a good life and a good career.”
  (60:59, Hanneke Faber)

Leadership & Team-Building Lessons

The Power of Co-Creation

• Involving employees in strategy builds collective ownership, produces better strategies, and boosts morale.
• Transparent communication about what feedback was incorporated and why is critical.

Feedback and Coaching

• Real, timely feedback improves performance and builds trust.
• Adopt an “appreciation and” model, not “but” (see timestamps 13:43 and 66:58–69:30).

Sequencing and Resilience

• Address challenges incrementally, celebrating wins along the way.
• “Fill the scrapbook” with shared team experiences beyond meetings (see 37:56–39:06).

Urgency Without Burnout

• Cultivate a competitive sense of urgency with clarity of purpose—balance with genuine care:

  “We want to win, but we can't do that by wearing people out.”
  (40:46, Hanneke Faber)

• Institute company-wide initiatives like “LogiThanks” for rest and appreciation.

Leveraging Past Experience

• Hanneke draws on sports, journalism, and consumer goods to inform her leadership—curiosity, communication, customer focus, and adaptability.

Diversity, Inclusion, and Female Leadership

• Role models matter: “You cannot be what you cannot see.”
• Engage in women’s ERGs and cross-functional networking to foster talent and create support systems.
• Leadership advice is universal: seek feedback, be visible, and take part in communities beyond your core role.

Innovation, Brand Building, and AI

• Move from functional respect to emotional connection to build an iconic brand.
• Embrace social-first marketing, influencer partnerships, and experiential events (e.g., Logiplay, partnerships with McLaren).
• AI is integral to both product innovation and internal productivity; over 75% of Logitech employees use AI tools regularly.

Lightning Round Highlights (54:15–56:37)

• Three words to describe Hanneke: “Mom. Dutch. Nice.”
• Biggest pet peeve: Clutter
• Who would play her in a movie: Uma Thurman
• Favorite Dutch treat: Chocolate sprinkles on bread
• Most prized possession: “I think I can almost live without anything else.”
• Not tech-savvy; struggles to turn on TV despite being a tech CEO.

Closing & Final Advice

• Balancing life: "You can only do two of [you, spouse, children, job] well at any one time. But if you rotate, over a career, you will make a good life." (60:59, Hanneke Faber)
• For aspiring leaders: Get involved, stay curious, rotate your focus as life demands—don't expect to do it all at once.

Selected Timestamps for Important Segments

• 01:10 – Hanneke’s humor about being a non-technical tech CEO
• 02:56 – Esports as true sports and Logitech as “Nike for gaming”
• 10:58 – The global co-creation process for company strategy
• 13:43 – Incorporating employee feedback into strategy
• 17:43 – Lessons from diving: feedback and resilience
• 30:09 – Making Logitech into an iconic (and sexy) brand
• 39:59 – "Today is the slowest day of the rest of your lives"
• 40:46 – Balancing ambition and care to avoid burnout
• 54:15 – Lightning round: personal and fun insights
• 60:59 – The importance of rotating life’s priorities for fulfillment

Tone & Style

• Warm, authentic, lightly humorous, and candid.
• Leadership wisdom is accessible, actionable, and grounded in real experiences.
• Both Hanneke and David emphasize humility, empathy, and an inclusive, forward-thinking approach.

Takeaways for Leaders

• Involve your team early and often in critical decisions.
• Feedback, when given with appreciation and urgency, is a transformational tool.
• Don’t fear incremental progress—sequence your big challenges.
• Cultivate urgency while prioritizing wellness and “scrapbook” moments.
• Stay authentic; balance your strengths with self-awareness about your gaps.
• Rotate your life’s focus rather than seeking perfect balance at all times.