"Strategy must be understood worldwide."
In this interview, Nikolaus Külps, CEO of Schnellecke Logistics SE, explains why LEAD30 is far more than a traditional strategic initiative—and how a shared understanding is fostered across countries, functions, and hierarchical levels.
Nikolaus Külps in conversation with Wolf Wienecke of Big Pictury about strategic communication, leadership, and the international rollout of LEAD30.
How Strategy Leads to a Shared Understanding
Many companies develop strategies.
However, the real challenge often begins afterward: How can strategic goals be not only embedded within the executive board but also made understandable in day-to-day business operations worldwide?
For Schnellecke Logistics SE, this was precisely a key question during the development of its new LEAD30 strategy. Together with Big Pictury, they created a “Big Picture” that translates the company’s strategic direction into a cohesive visual framework—serving as a shared reference point for management, executives, and operational teams worldwide.
In this interview, CEO Nikolaus Külps explains why strategy today means more than just planning, why leadership communication is crucial—and how individual strategic priorities can give rise to a shared understanding.
"We had to take on a more active, creative role."
Systematic strategic planning at Schnellecke began shortly after the financial crisis. Looking back, Nikolaus Külps describes this period as a major turning point for the company.
“Back then, we were operating in a very reactive manner, responding to crises. But that’s not how you actively shape a company’s development.”
Based on this insight, a long-term strategic development process emerged step by step. The first strategy, which ran through 2020, was later followed by “Smart25”; today, LEAD30 represents the next stage of development.
This is not just about traditional goal-setting or growth planning. Rather, Külps describes a conscious shift in the company’s mindset: away from merely reacting, toward actively shaping its own future.
“When we see that a market is attractive, we consciously enter it—not only when a specific customer calls on us.”
At the same time, new technological developments such as digitalization and AI are transforming existing processes, markets, and expectations at an ever-faster pace. For Schnellecke, therefore, strategy is not a static construct, but an ongoing development process that must be regularly reviewed and refined.
"A good strategy alone isn't enough—it must be understood and implemented worldwide."
Nikolaus Külps
CEO, Schnellecke SE
Making Strategy Understandable Across Continents and Functions
With over 15,000 employees in more than twelve countries, Schnellecke faced a unique challenge: How do you communicate complex strategic content across different cultures, functions, and hierarchical levels?
The strategic priorities of LEAD30 were clearly defined. The key now was to foster a shared understanding of them.
Especially in internationally structured companies, there is a risk that strategic content will be interpreted differently or viewed in isolation. That is precisely why the idea arose to not only present LEAD30 through presentations or documents, but to translate it into a shared visual overview.
"This image integrates our strategy into our day-to-day work."
In collaboration with Big Pictury, Schnellecke developed a Big Picture that links the LEAD30 strategy with operational realities, leadership, digitalization, and future growth areas.
The goal was explicitly not to simplify the strategy, but to make the interconnections clearly visible.
“The beauty of this image is that it embeds our strategy into our daily work and makes it clear to everyone how they can contribute to the strategy.”
At the center of the image is the connection between strategic direction and day-to-day work. Operational processes, leadership, digitalization, and future business areas are not viewed in isolation but are presented as an interconnected development.
This creates a shared strategic framework that works regardless of role or location.
Communicate the strategy clearly all the way down to the shop floor
For Nikolaus Külps, leadership communication plays a central role in this—not only at the executive board level, but especially in day-to-day operations.
“For us, leadership isn’t limited to the executive board and vice president levels. Some of our team leaders manage ten or twelve employees on the shop floor. There, it’s a challenge to convey a complex strategy in a way that’s easy to understand.”
That’s why the Big Picture now serves as a tool for leaders at various levels of the company. It helps make connections visible, answer questions, and consistently convey strategic content.
The link to day-to-day work is particularly important here. Employees should not only be aware of strategic goals but also understand the contribution they themselves make to this development.
“The Big Picture helps break down strategy all the way down to the operational level.”
The Schnellecke Spirit as a Unifying Element
In addition to strategic priorities and future-oriented topics, corporate culture also plays a central role within the big picture.
At the heart of this picture is the so-called “Schnellecke Spirit”—an element that stands for cohesion, loyalty, and collective action.
“This spirit permeates the entire company and serves as an important foundation for shaping the future together.”
Külps sees this as a key factor for success, particularly as a family-owned business. Cohesion within the company forms the foundation for implementing changes together and reaching new stages of development.
Employer branding and employee development also play a deliberately important role in the image. New employees, leadership development, and long-term prospects are highlighted as part of the strategic vision for the future.
"Today, we speak a common language when it comes to LEAD30—across continents and functions."
Nikolaus Külps
CEO, Schnellecke SE
Making LEAD30 Understandable Worldwide
After its final development, the Big Picture was rolled out internationally—including in Europe, Asia, and North and South America.
In rollout events, leadership sessions, and international meetings, the Big Picture now serves as a common frame of reference for LEAD30.
The Big Picture is used not only to communicate the strategy but also to contextualize individual measures, strategic directions, and developments. Depending on the target audience, executives can delve deeper into different levels of the image and explain strategic relationships in a clear and understandable way.
In addition, an interactive Click Picture was created, featuring additional layers of information and multiple international language versions.
Making a strategy visible means providing direction
For Schnellecke, the Big Picture is now far more than a traditional visualization. It serves as a shared strategic framework, linking the vision for the future with operational reality—and providing guidance across countries, functions, and hierarchical levels.
Or as Nikolaus Külps puts it:
“The image makes it clear how the individual elements interact and how everyone can contribute to the strategy.”
About Schnellecke's International LEAD30 Project
Learn more about the development of the Big Picture, its international rollout, and the strategic partnership behind LEAD30.
Get started today—schedule your free initial consultation!
Take advantage of this opportunity to learn how a big picture can simplify and strengthen your communication in a 30-minute conversation. We look forward to hearing about your challenges.
Frequently asked questions about
Big Pictures
What exactly is a "Big Picture"?
For what purposes can I use a Big Picture?
In what formats is the Big Picture delivered?
How long does it take to develop a Big Picture?
How is the Big Picture adapted to our company?
Do you also offer a free initial concept?
Big Pictury
Legal
This website is for general information purposes only. We accept no responsibility for external content.