Jenny Sagström — CEO, Sköna
Published:
In the B2B world, if you are an accountant working in a large organization and you’re responsible for implementing a new accounting system, if you pick the wrong system…that’s basically career suicide…the risks are so much higher in B2B, which is then why brand, IE design, becomes so much more important. And I think that’s to me where the idea of nobody ever got fired for buying IBM came from. You tend to in those situations you herd towards what’s safe and secure.
What does Jenny Sagström say on The Agile Brand with Greg Kihlström?
Jenny Sagström, CEO, Sköna, says: This episode/interview with Jenny Sagström, CEO of Sköna, examines the hidden costs of brand inconsistency in high-growth B2B companies. Sagström explains how fragmented messaging and visuals create a chain reaction—from diluted market position to internal confusion and lost deals—arguing that consistent brand design functions as a risk-reduction tool that enables premium pricing and faster sales. The conversation also covers practical diagnostics for brand drift, such as stalled approval processes, and reframes brand stewardship as a strategic, operational priority for enterprise leaders.
From: The Agile Brand with Greg Kihlström
Cite as: Jenny Sagström. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jenny-sagstrm-in-the-b2b-world-if-you-are-an-accountant-working-in-a-larg