How do you turn a problematic product into a bestseller, market a climate-friendly heating alternative to homeowners who seem indifferent to climate issues, and differentiate the leading heat pump company Thermondo from ambitious newcomers like 1komma5° and enpal?
Dr Richard Lucht is Head of Brand and Communications at thermondo and therefore responsible for the product that is popularly known as "Habeck's heating hammer". Lucht is therefore faced with a doubly difficult mission: on the one hand, he has to explain to the Germans that the heat pump is not a hammer, but the most sustainable form of heating and that thermondo is the market leader for good reason. At the same time, he also has to convince his 1,000 colleagues who, not so long ago, were still selling oil and gas heating systems and installing them in basements with complete conviction.
In this well-tempered episode, thermondo's brand boss explains why his company had to let go of some employees, how he wants to win over house builders and increase his sales figures tenfold within a few years.