KMU Swiss Symposium in Baden: Signals of the Industrial Revolution

At first glance, the topic of the conference does not seem particularly topical. However, it focused on the question of how markets can be revolutionized in a targeted manner and how sustainable competitive advantages can be gained from this - a question that companies have to deal with all the time. «If you're late, you'll have your Nokia moment,» said moderator Hugo Bigi in his introduction to the topic.

Read signals correctly

The first speaker of the afternoon was Michael Böni, digitalization pioneer, founder of Boeni Industries and author of the book «Signals of Change: Decoding Tomorrow». Böni showed the pattern according to which new developments usually take place: From a drop, i.e. an initial signal, a wave emerges, which can build up to a tsunami at the end. This is what happened with generative AI: from the first mentions to the breakthrough with GPT-3, DALL-E etc. to the current penetration of the world of work with AI agents and rapidly increasing user numbers. Being able to recognize the first signals and read them correctly is a prerequisite for sustainable success, summarized Böni. However, he also pointed out that hype should not be confused with a signal. Rather, there is a risk that weak signals will be overlooked because they do not fit the business model. The tips he gave entrepreneurs were to do a quick «signal scan» every day, to bring different perspectives into the teams and to consciously identify a weak signal once a quarter and subject it to closer scrutiny. «Signals buy time to generate innovation,» says Böni. And: «The future belongs to those who see it coming.»

Part of this future lies beyond our earth, i.e. in space. Space is increasingly becoming part of our infrastructure - navigation, observation and communication are important keywords here - and is therefore becoming an economic factor. In her presentation, Aude Pugin, CEO of APCO Technologies in Aigle, highlighted the - underestimated - role that Swiss companies and research are already playing in this area. Her company manufactures parts for the Ariane 6 launcher and is involved in the development of satellites. The company also occupies a leading position in power plant construction - APCO was significantly involved in the construction of 49 of the 56 nuclear power plants in France - and in shipbuilding. Particularly in the context of space travel, the company is an example of how Swiss industry can still be involved in revolutionary projects. Cross-border cooperation is crucial for this.

Humor - and the attractiveness of markets in Southeast Asia

Despite the difficult world situation, humor should not be neglected. This was the topic of Rob Spence. The Australian-Swiss stand-up comedian and humor coach showed that we need humor more than ever. Garnished with routine punchlines, he explained how important laughter is for us humans. We laugh the most as children. However, humor and the ability to be creative are «trained» out of us through school and work. As a small child we laugh several hundred times a day, as an adult we laugh just eight to ten times - and women still laugh more often than men. However, the positive effect of humor on mental health has been scientifically proven. Reason enough to celebrate humor in the workplace too. Even artificial laughter is effective, says Rob Spence.

The subsequent panel discussion with Dr. Steve S.W. Wang, Delegate of Taiwan in Switzerland, and Raymond Albert H. Batac, WTO Representative of the Philippines in Switzerland, returned to the question of how companies can make targeted inroads into new markets. Both gentlemen explained the opportunities for Swiss companies to become economically active in their countries. In this context, both gentlemen pointed out that the Southeast Asian countries could be a worthwhile alternative to China and are not just tourist destinations. Taiwan is particularly attractive for technology-oriented sectors, also as a test market to later become active in mainland China. The Philippines, on the other hand, has cultural advantages, such as the widespread use of the English language. Both countries are open to all sectors. There would only be restrictions for the finance and insurance sector, which is heavily regulated in Taiwan, for example, as Steven Wang explained. Both interlocutors also emphasized the importance of working with local partners. Building trust forms the basis for successful business. A long-term planning horizon is also crucial.

SME Swiss Award as a worthy conclusion

The final event was the presentation of the SME SWISS Award. After a multi-stage judging process, the winner was selected from several nominations with EMCH Aufzüge AG from Berne The award recognizes a company that demonstrates with courage, perseverance and responsibility how sustainable success can be built up and secured over years and generations. In particular, the company's contribution to maintaining Switzerland as a workplace - the elevators are manufactured entirely in Switzerland - and its commitment to social responsibility were recognized. For example, EMCH Aufzüge contributes to the reintegration of the long-term unemployed into the labor market.

The next KMU Swiss Symposium will take place on October 15, 2026 in Brugg. The theme will then be: «Think greater again».

More information: www.kmuswiss.ch