This week marks the tenth edition of our partner Nordic Hardtech’s Weekly newsletter, and they are using the occasion to zoom in on something every founder talks about but few really master: growth.
In this week’s main feature, Emilia Brandt shares her perspective on what scaling actually requires — and why smart structure matters more than brute force.
“You can’t tweak your way to traction”
Growth is back on the agenda — but it’s not the same old playbook. For Emilia Brandt effective growth isn’t about pushing harder. It’s about building smarter systems from the start.
Recuro works with some of the most ambitious tech companies in the Nordics, helping them turn go-to-market confusion into momentum. And according to Emilia, that starts with a more grounded approach.
– Growth is no longer just about scale or churn reduction. Companies now realize they need to build forward, and that means efficiency, structure and clarity.
She stepped into the CEO role in June but has been part of Recuro’s core team since 2021, working hands-on with Nordic tech startups and scaleups. With a background in marketing and commercial strategy, she’s led both Recuro’s internal growth and client-facing initiatives across tech verticals.
– We’ve all worked on the client side, and that’s a key strength. Founders often get a deck from consultants or a campaign from an agency — we bridge that gap and work side-by-side to actually make things happen.
One of the most common mistakes Emilia sees in early-stage hardtech companies is skipping the market validation work and going straight to build. In her view, you can’t afford to iterate your way out of a mismatch. Before investing in prototyping, teams need real proof — through demand tests, early pilots and input from both engineering and commercial sides.
– You can’t tweak your way to traction. You need real signals early on, and a team that understands both the product and the market, says Emilia.
Recuro’s approach is built on that balance. The team combines commercial strategy with hands-on execution, using clear frameworks to avoid wheel reinvention. AI now plays a growing role in helping clients move faster, from segmentation to message testing.
– We know what the growth engine needs. With the right tools and structure, we help companies move faster and leaner, without cutting corners.
That also means rethinking how teams use data. Instead of over analyzing, Emilia emphasizes focus: choose the right KPIs, build solid tracking, and align the team around them.
Looking ahead, she sees companies restructuring around smaller, sharper core teams, supported by the right external input.
– You still need to own your customer journey. But AI changes what one person can handle. It’s no longer about building large growth teams, but about enabling the right setup with the right support.
For hardtech founders, Emilia adds, clarity like that isn’t a luxury — it’s a survival skill.
