Why Productization Is a Long Journey

Jan Hendrik Goldbeck CEO of GOLDBECK grew his family construction business from €750M to €7B by treating buildings like LEGO.

In this episode of Bricks & Bytes, we sit down with Hendrik Goldbeck, CEO of Goldbeck Group, who reveals how 60 years of stubborn innovation and perfect timing transformed a small German metalworking shop into Europe's construction powerhouse.

FULL DOCUMENTARY COMING FRIDAY 26TH SEPTEMBER, SUBSCRIBE TO  @BBBeyond  TO STAY UPDATED: https://www.youtube.com/watch?v=SQPQc0blM3k

Key topics discussed:

- The 1969 origin story: Why his father rejected "we've always done it this way" thinking

- German reunification luck: How overnight demand boom accelerated their product approach

- The "war of all against all": Why traditional construction's sequential trade-by-trade model fails

- From steel elements to turnkey buildings: 60 years of step-by-step evolution

- Decentralization strategy: Getting close to architects and engineers in early design stages

- Why construction tech "Tesla" startups keep failing (spoiler: it's still physical construction)

- The asset-heavy advantage: Why Katerra failed and patient money wins

- Cultural integration challenges: Germans want execution, French want endless discussion

- AI's future impact: Prompt-driven design cutting pre-construction from months to weeks

- "Nature positive buildings" moonshot: Carbon neutral concrete without green premiums

- US expansion plans and the importance of local JV partnerships

- Leadership philosophy: Open hierarchies vs flat hierarchies

"You cannot come from outside and say 'I'm going to be the Tesla of construction.' It's still construction with all the physical restraints. Each project is still individual even with a product approach." - Hendrik

From surviving the 2008 financial crisis by going anti-cyclical to planning voice-activated building configurators, discover how this stubborn German family business is industrializing construction one LEGO brick at a time.

Check out our interview with Goldbeck's tech team here: https://youtu.be/vDNUsgVmZHg

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Chapters

0:00 - Introduction & Company Growth Story

1:04 - Goldbeck Origins & Industrialization Vision

6:02 - German Reunification & Market Transformation

9:20 - Strategic Growth & International Expansion

14:37 - The Goldbeck System & Product Approach

19:05 - Industry Resistance & Competitive Landscape

22:09 - Growth Philosophy & Strategic Priorities

27:35 - Future of Construction & Technology

34:06 - Sustainability & Nature Positive Buildings

38:02 - Leadership & Company Culture

42:01 - Customer Value & Business Model

44:13 - Startup Ecosystem & Innovation

45:43 - Global Expansion Strategy