What makes a great Leader? || Anna Lämber

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Anna Lämber’s transformation from someone who feared failure to a leader who actively embraces it reveals one of the most critical shifts in executive thinking. In this deeply personal segment, she traces how her Swedish upbringing, rooted in empathy, genuine listening, and treating people with respect, shaped her approach to leading high-performing teams at AVEVA. Anna challenges the polished LinkedIn persona culture by openly discussing how every successful business leader she knows has refined their skills through failure, not despite it. She makes a compelling case that unless you're failing, you're not truly optimizing yourself or discovering opportunities that only come through setbacks. Moving beyond the professional facade, Anna explains why understanding people as whole individuals—not just their work personas—is essential to effective leadership.

Anna Lämber is the Vice President of EMEA Marketing at leading industrial software company AVEVA. Anna started her career in Marketing at Hewlett Packard where she spent 8 years, before moving too TrendMicro where she also spent 8 years. In 2015, Anna joined ServiceNow in 2015 where she led the EMEA North Marketing function until 2024 during ServiceNow’s meteoric growth.

Connect with Anna Lämber on Linkedin:   / caktus  

Lev Cribb is the Founder and Managing Director of Made To See, a UK-based Video and Livestreaming Agency, specialising in the strategic and tactical use of video across B2B organisations. Lev is also the host of the Virtually Anything Goes podcast.

Connect with Lev Cribb on Linkedin:   / levcribb  

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