Image: Cityfoto/Simlinger
The best investment in his life was a coffee machine and coffee service for 700 euros, said Philipp Maderthaner during his lecture on stage at the OÖN Forum in the Promenade Galleries – causing frowns and smiles among the audience. “At the beginning of my entrepreneurial career, I welcomed customers to my sublet office for discussions, and it impressed them.”
Maderthaner has been working as an entrepreneur, communications consultant and investor for 20 years. The Lower Austrian is considered the “chancellor maker” behind ex-VP Chancellor Sebastian Kurz; he was primarily responsible for his 2017 election campaign.
Maderthaner did not comment politically in Linz. Instead, he discussed the reasons for the economic success of large companies and brands and gave the listeners advice along the way.
His central message: “The key is in the strangeness.” Entrepreneurs like chocolatier Josef Zotter and bakers like Josef Weghaupt (“Joseph Brot”) demonstrated this. “Josef Zotter didn’t invent chocolate, but he triggers emotions and surprises in customers,” said Maderthaner. Creations such as blood or hemp chocolate seemed strange at first glance, but aroused customers’ curiosity. And at “Joseph Brot,” owner Josef Weghaupt appears convincing and self-confident; he succeeds in arousing conviction and emotions in customers, said Maderthaner.
Maderthaner said he has made three observations in recent years. Firstly, the demands of customers and employees are becoming ever higher, secondly, it is becoming more difficult for companies to differentiate themselves in international competition, and thirdly, the cake that needs to be distributed is becoming smaller and smaller.
Not products, but emotions
Maderthaner said there is a reason why very successful people swim against the tide. Large companies like McDonald’s or Starbucks not only sold products, but brands and emotions. Getting there was difficult because people were initially not interested in products or offers from other companies, but primarily in themselves, said Maderthaner. But you can’t buy enthusiasm; you have to earn it with dedication and uniqueness.
Maderthaner told the predominantly young people in the audience not to take the world of social media too seriously. This is not the reality, because often only embellished content is shown there. “Spending 30 minutes on Instagram in the morning is the best way to depression.”
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