An Interview with Anders Liu-Lindberg

Anders Liu-Lindberg

Anders Liu-Lindberg - Partner at Business Partnering Institute

Key Topics:Finance, accounting, learning, career development

Location:Denmark

Bio:

Anders Liu-Lindberg is the co-founder and a partner at the Business Partnering Institute and owner of the largest group dedicated to Finance Business Partnering on LinkedIn with more than 10,000 members. He has ten years of experience as a business partner at the global transport and logistics company Maersk. Anders is the co-author of the book “Create Value as a Finance Business Partner” and a long-time Finance Blogger on LinkedIn with 65.000 followers and 140.000+ subscribers to my blog. Recently, he became an advisory board member at Born Capital to help identify and grow the next big thing in CFOTech.

How did you get to become an expert in your key topics?

I’ve worked in the finance function at global transport and logistics company Maersk for 13 years in various roles. In 2012 I started speaking up and sharing relevant content for finance and accounting professionals primarily on LinkedIn.

My experience was that no one in our profession was sharing their stories about successes and learnings from working in finance and accounting. I wanted to change that by sharing my experiences and hopefully helping others develop and be successful in their careers.

Since then I have expanded my presence significantly on LinkedIn which is my main platform and blog twice per week and expect to have 8+ million impressions on my content in 2021.

What sub-topics are you most passionate about?

I’m most passionate about the topic of “business partnering”. This is an activity that functions like Finance, HR, IT, Procurement, etc. do to bring their insights into company performance to help business leaders make the best possible decisions. Coincidentally, this is also about developing influence within a company.

In popular terms, we say that professionals in these functions should become “influencers”. Especially for finance and accounting professionals, this is a challenging journey as often it doesn’t suit their natural personality traits. This is where most of my content creation and creativity stems from and what drives me.

Who influences you within these topics?

That’s mostly my community and my colleagues. We are the best at what we do in the world but keep the ambition of becoming even better… always!

What challenges are brands facing in this space?

The brands that I interact with are mostly software companies trying to enable the teams that we work with daily with the latest technology. Their biggest challenge at large is Excel. Finance and accounting professionals love to use Excel and use it for almost anything. So when you’re pitching a new software you always have to showcase why it’s better than their current Excel solution.

In addition to the Excel challenge, it is also just a competitive market hence the brands that I do influencer marketing for wanting a trusted voice like me to speak about the challenges their target clients face and what the solutions could be. Unlike classic influencer marketing, I very rarely promote specific products.

What do you think the future holds in this space?

“Tech + Human > Tech” if I should sum it up in very simple terms. Many people talk about tech and automation replacing humans however I don’t see it like that. Rather I believe tech will enable humans to take on more interesting and value-adding work. For humans to do that though they will need new skills and that’s what I work daily to help them develop.

What brands are leading the way in this space?

Too many software companies to mention and since I don’t go into product-specific recommendations I’d probably have to leave this one blank.

If a brand wanted to work with you, which activities would you be most interested in collaborating on?

My main collab products evolve around LinkedIn articles and posts as well as webinars, podcasts, whitepapers, and speaking opportunities. I’m open to most if it’s the right brand.

What are your passions outside of work?

Bowling and football (soccer).

What would be the best way for a brand to contact you?

By Email or on LinkedIn.

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