What does it really take to build a workplace culture people are genuinely proud of? Not proud of in the sense they say the right things in surveys, but proud of in the way they tell their families about it on a Sunday evening. In this episode of The Secret Life of Great Leaders, Michael Bunting speaks with Soren Brogaard, CEO of TrackUnit, about one of the most intentional culture-building journeys in global tech. What began as a simple desire to enjoy going to work evolved into a sophisticated, lived philosophy of leadership and growth.
What You’ll Learn:
- The universal ingredients that put people into a genuine state of flow at work.
- Why engagement without results is just as dangerous as results without engagement.
- What “following the flag rather than the leader” means, and why it is the secret to sustaining culture through rapid growth.
- How Soren built a culture at TrackUnit that continues to attract and retain exceptional people at scale.
- The moment Soren realised that joy at work was not a nice-to-have but the foundation of everything else.
- What leaders can do this week to begin building a culture people genuinely never want to leave.
Soren Brogaard is CEO of TrackUnit, a global technology company specialising in construction equipment connectivity. Under his leadership, TrackUnit has grown into one of the most admired cultures in the tech sector, built on a deliberate philosophy that joy, meaning, and growth are not separate from performance but the very engine of it.
Episode Highlights:
- [00:00] Introduction
- [03:21] Where the desire for a great culture began
- [09:45] The universal ingredients for flow at work
- [16:00] Engagement without results: the hidden danger
- [22:30] Following the flag, not the leader
- [28:15] Sustaining culture through rapid growth
- [34:00] What joy in leadership actually looks like day to day
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