True freedom is not found in the conference room, but where the horizon is wide and conversations are open. At the 15th Central Switzerland Business Forum on Mount Pilatus, Vetica Group experienced exactly that: honest exchange, political clarity and entrepreneurial courage at 2,132 metres.
Context: Why the 2025 Central Switzerland Business Forum Matters
Business forums are nothing unusual. But one that only reveals its stage to participants after a three-hour ascent has a different quality altogether. For the 15th Central Switzerland Business Forum, the Central Switzerland Chamber of Commerce and Industry (IHZ) deliberately chose a setting that symbolises what the event itself calls for: the willingness to make an effort in order to achieve something meaningful.
Like many regions across the German-speaking market, Central Switzerland is facing structural challenges. Geopolitical uncertainty, pressure for industrial transformation and an increasingly complex political landscape require leaders not only to provide direction, but also to take a clear position. Formats such as this provide precisely the right forum for that kind of exchange.
The Ascent as a Metaphor: What Freedom Really Means
The day began in Alpnachstad. Those who took on the nearly three-hour ascent to Pilatus Kulm arrived at the summit not only with tired legs, but with a different perspective on what truly matters. Freedom at 2,132 metres is not an abstract idea; it is the direct result of effort and choice.
The same applies to businesses. Those seeking genuine freedom to shape their position in the market must be willing to ask difficult questions and make clear decisions, even when that means challenging established structures.
Federal Councillor Rösti and the Candid Swiss Approach
Federal Councillor Albert Rösti delivered perhaps the most memorable moment of the day. His analogy was as simple as it was apt: “If you want to wash a bear, its fur is simply going to get wet.” In business terms, this means that if you want change, you have to genuinely embrace it rather than simply talk about it.
This mindset is deeply familiar to us at Vetica. In our day-to-day work with businesses, we see that lasting change does not come from statements of intent, but from consistent action. This applies just as much to brand positioning as it does to the strategic transformation of entire business models.
What This Mindset Means for Brand Development
- Brand leadership does not begin with a logo, but with the willingness to take an honest look at your own identity.
- Strategy without a willingness to implement it remains just theory.
- The strongest brands are built when leaders take personal responsibility for the brand.
Exchange as a Resource: What Vetica Takes Away
For Vetica Group, the forum was more than a networking event. The direct conversations with representatives of the Central Swiss business community once again demonstrated the potential of open, hierarchy-free dialogue. On Mount Pilatus, small talk falls away; what matters are genuine questions and honest answers.
This same spirit shapes our consulting approach: we do not work with companies by arriving with ready-made answers, but with a willingness to explore the issues in depth together. We focus not only on the why, but always on the how.
The Vetica Perspective: Consulting That Gets Its Hands Dirty
At Vetica, we call this strategically driven brand and design work. In practical terms, this means that we do not separate analysis from implementation. Whether we are working with an industrial company such as ABB on the future of mobility, repositioning an established brand such as Duscholux, or working with Laufen to redefine the bathroom as an ambassador for design, we always combine strategic clarity with consistent design execution.
The Central Switzerland Business Forum reinforced this belief. Today’s leaders are not looking for consultants to tell them what they already suspect. They are looking for partners who are ready to get involved, not merely to describe change, but to shape it together.
Over many years, we have developed our consulting approach at Vetica into a proven process that brings together analysis, strategy and design within one integrated methodology.
Conclusion: Freedom Comes from Conviction
Those who make the journey up Mount Pilatus return with more than just a beautiful view. The 15th Central Switzerland Business Forum organised by the IHZ demonstrated that entrepreneurial freedom is not something you simply find; it is something you work to achieve. A heartfelt thank you to the team at the Central Switzerland Chamber of Commerce and Industry for a truly memorable day.
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