Not Talent, But Virtue

I didn’t know about “Spotify” before this travel course. But other peers of mine seemed to know the company and use its video streaming service. After some research, I was astounded at its rapid growth and a wide range of customers (over 100 million all over the world).

In the lobby of Spotify

Spotify’s business model is “Premium to premium” The basic features are free with advertisements, while additional features, including improved streaming quality and offline music downloads, are offered via paid subscriptions.


Catarina Berg, as CHRO of Spotify, emphasized four features. “Autonomy” is the priority. “Competence development” is the second. “Belonging” and “Benevolence” is others. I got the impression that the company put a high value not on talent but on virtue of employees. And Catarina Berg mentioned “collaborative” and “innovative” as a right talent of their employee. In this viewpoint, the Spotify is a good example of Market-Based Management.


I am also very impressed at free atmosphere of working. The green color and neat interior let me feel very comfortable and more motivated. Environment makes personality.

In the office of Spotiry

In the office of Spotify

Team #17-8