Hanneke Faber, CEO of Logitech, has had an unusual journey. Originally from the Netherlands, where she started as a gymnast, she switched to diving at the age of 11 because, at 175 cm tall, she was no longer ideally suited to gymnastics. At 16, she competed in the World Championships and, thanks to an American coach, ended up at the University of Houston, where she earned a degree and seven titles. Today, she says that diving from a 10-meter platform taught her a combination of courage and discipline, which helps her in business—a presentation to the board is nothing compared to a backward double somersault.
According to Faber, Logitech has a clear goal: to extend human potential in both work and play. The company started with the computer mouse, which "built the house," and today it is the world's largest manufacturer of computer mice. A third of its business is in gaming, with another part in video conferencing, where Logitech is the global leader. Its products are designed with an emphasis on design, with 300 designers on the team, and are packed with software and artificial intelligence (AI). Faber emphasizes that hardware is "sexy" again in the AI era because AI needs eyes, ears, and hands—cameras, headsets, mice, and keyboards that collect data to help it work better.
Designing Products at Logitech
Logitech's designers focus on users. In gaming, they work with more than 300 professional players and 40 teams. They recently launched the Super Strike mouse, developed with professionals, which uses haptics—vibrations for a better feel—and inductive analog switches instead of traditional ones. Players say it is almost like cheating because it enables faster shooting. Another example comes from the COVID era: they found that men often got the home office while women worked at the kitchen table, leading to shoulder pain. That is why they created the Casa Pop-Up Desk—an ergonomic keyboard and mouse that fold up like a book and look attractive while protecting users' health.
Faber talks about technology fatigue—many people, including herself, are tired of an endless stream of new technology. That is why Logitech makes products where technology does not get in the way. One example is the Solar Keyboard, a wireless keyboard that charges using light and lasts four months in darkness. You do not have to charge it; you just need to put it in a room. According to Faber, that is the ideal: technology you do not notice but that helps you.
AI at Logitech
AI is strategic for Logitech. Faber explains that AI extends the human brain, but it needs inputs—data from Logitech products. The new Site camera for video conferencing acts like director Steven Spielberg: you place it on the table, and thanks to AI, it zooms in on whoever is speaking, shows two people side by side, and ignores keyboard tapping or the opening of a bag of chips.
Since January, the company has created more than 1,000 AI agents internally. Most are ordinary, but they help with customer service, marketing, and programming. About 200 are useless, 800 deliver small productivity improvements, and a few are game-changers. This enables growth without increasing the number of employees. Faber says AI makes products smarter, such as headsets with two-way noise cancellation.
Gaming as Big Business
Gaming is enormous—two-thirds of Americans play games, with nearly 50% women and 50% men. People spend more time gaming than watching movies and TV combined. China is the largest market. Logitech targets simulation, particularly racing, with products such as steering wheels for Formula 1 or NASCAR. It works with McLaren, which is winning in Formula 1. The target audience is "kidults"—parents who want to spend time playing with their children, like a new version of a board game.
Faber came from consumer products—Procter & Gamble (P&G) and Unilever, where she sold ice cream and mayonnaise. From P&G, she learned that the consumer is the boss, and she applies that at Logitech. She moved into tech two years ago and appreciates that Logitech is headquartered in both Silicon Valley and Switzerland—a combination of innovation and precision.
Company Growth
Logitech is growing across three pillars: video conferencing (a third of the business), personal workspace (mice, keyboards, webcams), and gaming. There was a decline after COVID, but the company is now growing again. Faber changed the strategy—instead of multiple brands, the company is focusing on Logitech, which is known globally, from Shanghai to Kazakhstan. One new product is the Spot sensor for offices, which measures temperature, CO2, and occupancy—it won Time's Invention of the Year award.
Values are key: equality and the environment have come first for 44 years. This attracts employees, especially over the past year. Faber wants to double the size of the company, taking risks and pursuing big ideas, but always with people in mind. She insists on diversity—a global company operating in 150 countries needs diverse teams in terms of nationality, ethnicity, and gender.
Faber talks about a "forever mouse"—not literally eternal, but durable and repairable. Logitech works with iFixit on replacement parts, which is appreciated by young consumers such as Gen Z. After 10 years, you can repair the mouse and give it a new life.
In an interview with Diane Brady and Kristin Stoller from the Leadership Next podcast, Faber emphasizes that hardware is at its best when you do not notice it. In this way, Logitech helps people be more productive, connect more easily, and play better, without unnecessary hassle.
