The 50th entry in the Best Advice Q&A series comes from Martin Gren, co-founder and chairman of the board at Axis Communications. Gren, a 2014 SSI Industry Hall of Fame inductee and 2025 recipient of the George R. Lippert Memorial Award, offers the best advice he’s ever heard, how he helps to elevate young security industry pros and the person to whom others in the industry should always listen.
Security Sales & Integration: What was the best piece of advice that you ever received?
Martin Gren: The best advice I ever received came from my two co-founders, Keith Bloodworth and Mikael Karlsson. Early on, Keith suggested that we build Axis on a strong foundation of “always being the partner’s best friend by never selling direct.” I still remember that meeting—and the napkin on which we jotted it down.
That simple yet powerful principle was essential to everything we’ve done since. Mikael’s advice was equally important: to focus on corporate culture and core values as the place where we could cement our principles. Without them, we could never have scaled the business the way we have.
Reflecting on Keith’s and Mikael’s advice reminded me of a personal lesson from childhood. I grew up in a soccer-crazy town, but—believe it or not—I wasn’t interested in soccer. Pretending otherwise would have been easy, but being honest about it worked best; people appreciated that honesty.
That early lesson, combined with Keith’s and Mikael’s wisdom, shaped another guiding principle: the importance of openness and staying close to the customer. I’ve carried this philosophy with me ever since, because openness builds trust—especially when things don’t go as planned. Being open and collaborative with our partners and customers strengthens relationships and builds lasting trust.
SSI: What advice would you give to those looking to achieve success in the security industry?
Gren: The security industry is, at its core, a relationship business. Trust matters here more than almost anywhere else. Most customers won’t adopt new technology based on promises alone; they want to see proof first.
My advice to anyone aiming for success in this industry is simple: build your network. Go to trade shows, attend industry events and join associations. Meet distributors, integrators and influencers and listen to what matters to them. Learn where you can add value.
When we built Axis, I spent a lot of time meeting customers and system integrators and partnering with distributors—always focusing on being open, curious and reliable. Even today, maintaining those relationships remains vital to growth and relevance. Solid connections open the door to collaboration, and collaboration fuels innovation; this is the recipe for success.
SSI: If you could point to one person in the security industry and tell up-and-comers, “Make sure to listen to what they have to say,” whom would you pick and why?
Gren: If I were to point to one person in the security industry that up-and-comers should listen to, it would be Fredrik Nilsson, Axis’ leader for the Americas. Fredrik knows virtually everyone in the industry, but what truly sets him apart is his combination of humility, deep technical understanding and sharp business acumen.
He has a visionary perspective—always keeping the long-term view in mind—while staying grounded by a strong moral compass. Fredrik consistently focuses on meaningful, sustainable progress rather than short-term gains or trends. Beyond his professional talents, he is a close friend and trusted confidant—someone whose point of view, guidance, and integrity are invaluable. Anyone in this industry would benefit greatly from listening to him.
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