TALK TO US

ABB had world-class expertise across automation, power, robotics and digital technology. But Food & Beverage customers largely saw individual products rather than a partner capable of helping solve their biggest challenges.

The breakthrough came from changing the starting point. Instead of asking what ABB wanted to sell, we focused on what plant managers were already trying to solve: productivity, digitalisation, sustainability, food safety and the future of their operations. That gave different ABB businesses one customer-led story they could all build from.

Talk to us repositioned ABB from hardware vendor to problem-solving partner, contributing to 17% growth and an $8bn greenfield pipeline in its first year – and establishing a strategic and creative platform used across the business for the decade that followed.