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Pricing structure is simple and transparent. We allow start up mentality (prototype - test - fail / analyze, correct - repeat) We expect brand enhancing business opportunities to include partnerships. We expect consistent and structured benchmarking about sales, product, event and communication. Information (ERP) is integrated across all business levels, so we have same perspective. ERP system provides accurate and realtime information for faster decision making. A structured program for warranty and returns, so that employees can make fast and good decisions. Our sales programs incorporate certain degree of freedom for reps to rcpt to retailer and close the deal. I try to listen to the end, even if Im in a hurry. //* RELATIONS?*// We dont fake emotions, judge and gossip. We delegate, coach and lead employees proactively and expect accountability and responsibility. We trust our business partners to develop and implement best practices for their region with HQ guidance. When you believe you can contribute, do it! Our work environment encourages individuals & teams to take proactive lead in topics they feel they can contribute. We create frameworks for teams to do their jobs with challenging their decisions and we allowing them to make mistakes. We accept our duties, we work proactively as a team to meet our goals. When we delegate, we do it clearly and we ask people to be accountable. We lead by example, we listen and ask questions. We create trustful working environment by providing the best tools to do the job. Treat all customers with same attention. We design innovative products that empower skiers to have great experiences. We provide clear and easy to understand production instructions. We listen to, respect, consider all feedback and suggestions for future assortment planning. We develop production process and tools to minimize human mistakes. Each product failure is simulated in laboratory with a goal to prevent repeating. We enable customers to make the best buying decision by developing clear and consistent messages. We create useful content that helps consumers to have a great skiing experience. We allow and motivate athletes and ambassadors to provide brand relevant content. We are always positive and inclusive. We explore the great outdoors with friends and family and believe the best times are the ones that are shared. Show, dont tell. Focus on different situations, to engage them. We provide brand book, its free to / needs to evolve. Photography is emotionally driven - showing how to have AGT in the mountains. (Inspire) Elan uses photography and video to tell stories and demonstrate our personality. We should include the use of infographics in internal communication. Infographics are a preferred tool to describe complex concepts and business results. We offer our customers on snow experience so they can make good buying decisions. We provide clear features and benefits of our products. Product selection help with online ski selector is intuitive, clear and narrow choice, ends with sales proposition (e-comm/dealer location). Establish platform for consumer feedback that is easy to use and has a fast response. Perform product clinic training where we educate about product, inspire about brand, excite with activity. We provide salespeople with brand services and key product facts relevant to the consumer. Maintain safe&clean work environment. We use open spaces for colabs. to stimulate cooperation. Our workplace has informal good time places. Care about all customers equally. Independently on volume. We dont sell to market troublemakers (retail). We are genuinely curious how business partners perform in order to constantly improve our offer. Honest and simple sales programs. Maintain transparent and simple processes. We are committed to unrestricted information flow. We make our products in the alps. Act sustainably at your daily routines. Trade oriented partners. In cases where we are in a group of 2+ persons and we need to be introduced to other party with more than just our names and titles, we shall always speak about each other rather than ourselves only, e.g. I will tell about the professional background of my colleague and he will explain my role in the company. Doors of my office are always open (CEO). CEO is always available. We call each other by first names and dont use official titles. Long-term relationship is more important that short-term gains. We always respond to invitations. We always call back. Informal attitude - Dont wear a tie. We communicate using everyday language across all levels. Our team spirit is expressed as We before I. We value attitude and not just skills. We care about co-workers by being polite, respectful and honest. We always say please. We cherish team play passion and inspiring attitude. We take time for our coworkers and we encourage face-to-face communication. All products are easy to understand and easy to handle. Products have real benefits. We evaluate every idea from customers point of view. We build healthy products (non-toxic materials). We dont compromise on the quality of the product. We always consider how skiers will use the product (cold environment, with gloves, obstacle view). In R&D we explore potential of all product development ideas and we are not afraid to fail. We test and verify an idea before we present it. We are aware that no idea is wrong idea (also the worst idea could be a starting point of the best idea). We minimize the amount of packaging materials with a goal to reduce waste. Packaging must communicate what is inside, the purpose, consider customer. Materials which we use are pleasant to touch and visibly attractive. We always think how to reduce waste in the new product development. Content is believable, real, inviting, approachable, entertaining and informable. We portray confidence and believe in the products by being active users. Be the brand - Live the brand. All photography must be inspirational, and the viewer must be able to see a bit of themselves enjoying the visual experience we are showing in the photo/video. Elan is designed, 100% handcrafted and tested in the alps with more than 75 years of experience. Simple, direct, and unadorned statements give more strength to our message. We always show skis in a pair and whenever possible in 3D perspective. We strive to show the texture, materials and 3D shape. Lifestyle photos portray inclusivity and are diversity of different users. People should represent different nationalities, ethnicities and demographic groups. We use very good skiers for action photos. Skiing style should be fitting to category the photo represents. We always portray skiing as a group experience. We avoid photos with one skier only. Provide photos that represent handcrafted in the alps. Consistently use green colour. We prioritize showing genuine moments on snow. We prioritize showing genuine moments and micro-moments on snow. Photography and video should tell stories and demonstrate our personality. Photos must be real, not built. Manufacturing photos represent handcrafted in the alps. We show the production processes focused on manual handling products with care and attention to detail. We show actual employees manually handling products with care and attention to detail. We always show key technology with renders. Renders should reflect real facts in order to be honest to our customers. We use icons to visually interpret technology to emphasis technical detail. Should be consistently used all touch-points and channels. Product groups can have a designated logo. Which is symbolically linked to the groups specific. Pos materials should be made in Alps (In-House). Sales reps assist stores on the floor to promote sales. We answer to each consumer request / question. Pop made of real ski materials. Our innovations are real-tech: visual, easy to explain and with a clear benefit for consumer. We respond to customer requests and consider their feedback. We use special tools such as director chairs, cow skin, etc. at our product clinics. Pop materials are aligned with Elan handcrafted in the Alps claim. Spaces need to incorporate a personal touch incl. memorabilia, team pics, evidence of experiences. We manage the change not for the sake of change but because there is a reason behind. Each decision is connected to a bigger intention. We change the decision if solution clearly did not work. We prioritize by long-term brand objectives. We do not focus on short-term goals. Each meeting has clear goals and agenda in advance. We deliver key facts about company to employees on regular basis (Q). Being master of specific dealer and consumer insights - make sure they are shared. We drive decisions with data, experience and insights. We do our job together in cross-functional teams. We are sell-out consultants to our dealers. We respect other peoples time by being precise and clear with reporting. We praise extra effort (it must be noticed). We select partners who challenge us. Make sure that periodic meetings take place with or without ME (or/on). Set clear goals for your team and follow up. We take decisions in timely manner (08/100). We solve problems doing by walking first. Give and be willing to take feedback instantly. Challenge daily work with respect, not criticism. We coordinate the task until departments are aligned. We are not stuck with failures and mistakes, we focus on future improvements. Make informed decisions by gathering all needed information. We dedicate time to create long term relationships. Expect team diversity and manage it proactively. We expect that meetings have pre-something inputs. We always test our products in real environment before and after the launch. Give accurate input information. We improve the products until accepted by key markets. We prototype till we make it. We make as much tests as you can to minimize the risk. Set clear product objectives and measure the achievement. We allow ourselves to make product changes if we all agree the change is needed. Each product should be verified in production to confirm reproducibility and to ensure consistent production. Dont use your personal emotional standpoint for development / designing. We do an external (trends) and internal (sales) analysis to determine new colors. We deliver consistent quality over longer periods of time. Do not use your emotion for personal preference over brand objectives. We are disciplined in consistent, relevant and attractive messaging. Make your decisions based on data, not emotion. Manage the marketing changes based on purpose and goals. We are confident and believe in the products and the experiences we provide. Tone of voice has to be colloquial empathic, focused on emotions. Communicate experience and benefits first, features second. Always. Present products as safe partners in their experience. Stay consistent and use defined brand rules. Consistent usage of green color. Consistent use of icons for each series. Try new things but dont sacrifice the brand rules. We take care that all our handouts are aligned with brand visual identity. Photos should always tell stories, stories consistent with every specific segment. Capture images of preparation, skiing and conviviality. The brand logo should have the Always good times tagline if the tagline was not already used separately on the same document/website. The logo should be positioned in the bottom right corner of the page, and the green line should continue into the bleed. Elan logo should whenever possible sit on a black or white background. The helmet and any safety gear needed must always be used. Logotype is fixed and is not allowed to be modified. It can appear with/without AGT and this is the only variation allowed. We avoid red color. We stay in touch with our customers on a regular, but not annoying basis. We encourage knowledge and experience (good & bad) sharing. Sales force is responsible for sell-in but also for best possible pos experience based on brand, product and relationship. At events, we want consumers to feel the brand, not only see the products. We measure KPIs and always look for improvement. Elan B2C Pop-up and fair stands must be AGT places not product showrooms. Our work environment support cross-functional teamwork. Inspire all levels of organization with future direction. Live for tomorrow. We proudly communicate success stories to all stakeholders in natural way. We are launching new business concepts with exploring different sales cycles, alternative product launches and limited availabilities. We praise good work by celebrating small victories. When I try to convince others I make sure that I am (already) convinced. If I am convinced I can convince others. We are leading by example. We always do what we say. We turn failures into solutions by creating opportunities. We are receptive to colleagues ideas, work in order to learn and improve. We like to share stories to people (as coffee, lunch) during work and get close to people. Make our new and existing partners proud to work for Elan by showing them why and how we do and work (enabling better experience). We are transparent and share information to inspire employees and prevent negativity. We walk around with a smile on our faces. We take time to entertain and excite teams by encouraging out of office gatherings and activities. We ask challenging questions. We inspire the financial stakeholders with authentic and motivational brand stories. Dealers prefer to work with us, over 300 companies. Because its easy to work with us. We have courage to find new innovative solutions which will inspire our future and existing customers. Product technologies are visible, easy to explain and communicates clear consumer benefit. We assure that all interactions with the product are intuitive and will inspire people to experience their best day on snow. We deliberately go out of the box to inspire new product or service innovation. During product development we are focused on the feelings users will experience while using our products. We praise brave, never seen before ideas, we test it and bring it to life and get inspired more for future projects. We inspire skiers to spend time on snow with their family and friends by telling comfortable stories in our marketing. Tell personal or business stories that highlights a topic in question. Tech specifications are communicated by storytelling. We believe skiing should be experienced by everyone. We enhance skiing experience through importing content. Good times is what Elan is all about. We portray precious and special moments in skiing. Ex. Cosy and warm hut, while it is snowing outside. People talking on a ski lift. We remind people about precious and special moments in skiing. Photography shows multiple skiers enjoying ski and skiing related experiences. Photos should convey group experiences, never individual achievement. Photos must convey a sense of fun, freedom and adventure, courage, spirit of friendship. Creating brand attractiveness with development of tribal belonging (patches, stickers, invite only events, special offers) Ski selector design is fun, dynamic, surprise element (gift, special attention). At pos we inspire consumers about Elan technology by fun & simple demo tools. Invite customers and consumers to visit factory and experience the heritage, landscape and people. On snow demos we show genuine happiness and pure joy, while people use our products. During events we use inspiring people fun activities and feel great. We have dedicated brainstorm spaces / corners, where people can work together. We turn daily grind into dynamic workspace (comfortable office, bright, open). We use special tools such as director chairs, cow skin, etc. at our product clinics. B2B & B2C spaces have genuine mountain feel. Office visuals convey our brand message. During dealer meeting we use gifts, games, etc. to create excitement.

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