Tradesman and CEO

For our CEO, Jørgen Brade, the title of CEO is not an end in itself.

Yes, he is the CEO of his own company, Brade Group, but first and foremost, he is a craftsman. The title of CEO is “merely” something he added to his background as opportunities in the industry arose.
But that is precisely the point: Jørgen has a few words to say about being a proud craftsman while also holding a title.

Read on

As 2022 draws to a close, perhaps it’s time to truly learn from the past few years. We’ve all been on a roller-coaster ride, where much of what we thought we knew is no longer a truth we can rely on.

We’ve had to find new paths to follow, change our habits, and pause to take a deep look at what really matters to us. I’ve done the same, and perhaps that’s why I’ve felt the need to put the words in this somewhat longer piece down on paper.

Make no mistake: what I’m saying here isn’t new to me. On the contrary, it’s been on my mind all these years as I’ve proudly brought my professional expertise to various workplaces, and now as the CEO of my own company, Brade Group.

Pride is precisely the crux of the matter. Or, unfortunately, the lack thereof. Because I feel that society is recognizing the skilled trades—and the process of training to become a tradesperson—less and less. And it actually pains me to see that young people don’t have pride in their voices when they say they actually want to train to become tradespeople.

And now I might be getting a bit blunt—but I think it starts at home, in their living rooms, with their mom and dad.

High school is not the only path in life

It’s no secret that status matters a lot to us as human beings. It matters that we can show off a strong resume, have a good job, and that the world around us is proud of us.But if I were to say that I largely believe parents steer their children toward a high school education—such as business school or a general high school—simply because “that’s what you do,” I don’t think I’d be far off the mark. At least, that’s what I’ve observed.

I would also venture to say that if a young person or a child in elementary school doesn’t quite fit into the system and perhaps struggles academically, well—that young person is encouraged to pursue a trade. “Because you can always become one” …

I realize that I’m a divisive figure. But I speak from experience, and from what I both see and hear within my network.

Add to that the fact that we don’t exactly celebrate newly qualified electricians, blacksmiths, or carpenters with a fancy graduation cap or a ride in a decorated carriage followed by a dance around Køge Torv, where I live—well, then my claim probably isn’t far from the truth.

It’s a real shame, and I wish more parents—and teachers, too—would look to the technical and construction sectors when advising young people on their career choices.

Because in addition to gaining a solid professional foundation, mastering a trade, and experiencing a wide range of work, these young people also receive an education that can truly help them move forward in life.

Look at me. I trained as a machinist in 1988, and now I’m the CEO of my own company, which has over 30 employees and customers throughout most of the country.

We need to challenge the concept of status

If that’s the kind of status you want as a parent or as a young person, and status means being a CEO—which I am—then there’s no reason not to look toward what my educational background can offer. Because there are endless opportunities in my field and in technical education.

But if it were up to me, the title of director should not be the starting point. The starting point must be that we can once again take pride in being craftsmen.

We help build Denmark, create solutions that support our business community, construct the beautiful homes we are fortunate enough to live in here, and keep the washing machines and dryers running—and make sure the cash registers at Netto work properly.

In many ways, the trades sector is the glue that holds Denmark together in our daily lives. Because let’s be honest, folks—without us… well, you can press the “ON” button all you want, but it won’t do any good: That washing machine won’t start if the plumber hasn’t been by and the electrician hasn’t made sure the power is working in your outlets.

Still, it seems as though the prospects in the construction industry aren’t considered to be as stable or promising as, say, a college degree or a vocational education. And that really puzzles me.

So what is status? Yes, I’m bringing my own title into the discussion. But surely status in life must also mean going to work with pride, coming home with pride, and above all: having the freedom to choose the path you want—regardless of whether your mother or father has a college degree.

Surely the point is also that you can look at your children, who have chosen exactly the path that makes them happy and proud—and not the path where the goal was the recognition of the outside world?

To be honest, in my book, you’ve earned star status if you can look back at your children and see that they’ve found the right path in life.

And no matter how you look at it, a background in the trades and a vocational education do not preclude one from eventually securing a position that is generally considered prestigious. I am living proof of that, and that is what I would like to highlight.

But most importantly, I wish we could raise the bar for when a person is considered successful and has achieved social status. Let’s raise it to a point where everyone who makes an effort, makes a difference, and contributes to our society is worthy of receiving a graduation cap upon completing their education. Anything else is actually discrimination, and we shouldn’t waste any more time on that in 2023 and beyond.

I am proud to be a craftsman

I’ve gone from a technical education to now being a director.

One reason for this is that my education has opened up a wide range of opportunities, and there are plenty of options for pursuing further education if you choose to do so.

Because once you have a solid foundation of knowledge and basic professional skills, the only thing holding you back is your own limitations—if you want to “aim high.”

The point is that being a craftsman should be a high-status profession in and of itself. Everything else is just icing on the cake—though, mind you, it’s the kind of icing that many people mistakenly believe can only be achieved in the academic world.

And yes—it won’t take you long to realize that both of my sons became business owners at a young age. But if you knew them as well as you know me, you’d also know that this was absolutely not my intention. Yet both of them are trained tradespeople who have supplemented their professional experience with further education and now run their own companies.

They, if anyone, are proof of exactly what I just said. And I’m proud of them. For what they can do—not for what they call themselves.

Thank you for reading.