01: What time do you like to be at your desk?
I don’t have a fixed office, I am travelling so much. I usually begin the day checking my emails in bed at about 06.30.

02: Where’s the best place to prepare for leadership – an MBA or on the job?
It would have to be on the job.

03: Describe your management style.
Involving employees is key, which means tearing down the classic top-down management structure.

04: Are tough decisions best taken by one person?
I am an old soldier, so it is important to me to stand on the battlefield and take the bullets. So, yes, the ugly decisions you take by yourself.

05: Do you want to be liked or respected?
If respected means feared, then liked. Fear is old school.

06: What does your support team look like?
I don’t have a PA – that job is divided 10 per cent with one person, 10 per cent with another and so on. But now we are working more as Thornico the conglomerate, I am thinking about hiring someone. I get 150 mails a day, and I am not on Facebook or Twitter, simply because of the time they take.

07: What technology do you carry on a trip?
My iPhone. We have a strict IT policy at Hummel – you really have to need something to have it, so I don’t have an iPad yet.

08: Do you read management books?
I write them! One I do like is Yvon Chouinard’s Let My People Go Surfing.

09: Run in the morning? Wine with lunch? Socialise with your team after work?
I run if I’m preparing for climbing. No wine with lunch – it’s not a very Danish thing. But I do socialise.

10: What would your key management advice be?
Be the embodiment of the company. Be the change you want to see.

Monocle 24

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