Interview with Lotta Lyrå

 

My most important role in life is being the mother of two amazing girls, Filippa 18 years old and Märtha soon turning 14. I learn so much from them!

 

Professionally, I work as the CEO of Södra, a forest owner association and forest products company and I´m also the Chairwoman of GreenIron. 

 

 

Developing both business and people is my passion and always has been. For me, it is about constantly striving to find the next level of opportunities and performance - maximising business value in a world that changes every day. The opportunity to do this, in a leadership position, together with others is a true privilege. I also appreciate working hands on in a business that so clearly contributes to society in many different ways. Every day our products and innovations make a difference in people’s lives, while also replacing fossil-based alternatives. And integrating all the possibilities that digital and AI capabilities offer into our business is a genuine passion of mine. 

 

 

Growing up, I always dreamt about becoming a doctor, it was the obvious choice as I wanted to make a difference for people. But then my father said – "Lotta, you know you can do that in business too", and my application to SSE was a fact. 

 

 

Be curious! Ask many and challenging questions and always remain humble towards the expertise and experience within the organisation. Another lesson that has stayed with me is that there is rarely a lack of ambition, creativity and ideas. But without profitability it´s impossible to realise them. Regardless of sector, you must always focus on efficiency and financial robustness. Maintaining a holistic perspective on the value chain, from raw material to end consumer, is critical to understand both business implications of changes in the world around us and opportunities to drive growth and profitability.   

Embrace change, lead by example and create the conditions within your organisation to learn and adapt. I think digitalisation and AI are examples of areas that require exactly this!

 

I still remember opening the large and heavy door at Sveavägen 65 for the first time in August 1995, and the sense of anticipation and respect I felt. 

 

Two of my best friends Cecilia and Evalena, whom I walk through life with, I met here - SSE brought us together. I must also say that every single day, something I learnt during my SSE years comes into use, whether big or small; it is the platform I always build upon. Since January, I have the privilege of serving on the board of SSE, which is both inspiring and meaningful.  

 

 

Be curious about the industries, sectors and workplaces that are out there - there are so many exciting opportunities beyond the obvious. Go with what feels inspiring and fun - and not only the role and tasks. But look for cultures where you feel at home and can be yourself. That will give you access to ALL your capabilities. 

 

 

No team, no dream.