We still can't quite believe it: The first book about the history of Denttabs has just been published. Bestselling author Martina Haas has explored the success story of Denttabs in her new book With Bite and Endurance . A central theme is the courage and perseverance that Axel Kaiser, founder of Denttabs , has shown for almost 20 years. We sat down with Ms. Haas and asked her what courage means to her and which personalities she sees as inspiring besides Axel Kaiser.
Dear Ms. Haas, what does courage mean to you?
Without courage, you rarely achieve great things in your private and professional life. Courage is therefore a fundamental characteristic of founders , entrepreneurs and people who are breaking new ground . Specifically, I understand courage to mean making decisions despite recognizable risks and in situations with many unknowns and being prepared to overcome fears. Courageous people have confidence in themselves above all else. Decisions that have to be made ad hoc because of a unique opportunity are particularly courageous. In this case, gut instinct often beats common sense.
Would you like to tell us in which situation you last showed courage?
Courage sounds very noble, we think of heroic deeds. But there are many forms of courage - one of them is having an opinion outside the mainstream and expressing it. We need courage every day, not just in the big decisions in life, but also in small ones.
An example of courage from my everyday job: I recently proposed a solution to a customer that he did not want to hear at all, because he was known to be in love with another idea. This put the lucrative contract at risk. But I don't tell people what they want to hear. I managed to convince my customer.
You will be amazed: there is an example of courage related to Denttabs. It was brave of me to write the Denttabs book, and even more so to want to write it at all, because it meant I was leaving the beaten track. My other five books are about my own thoughts, experiences and ideas on networking and career strategies. In the new book, I have for the first time focused on a company and product story and the entrepreneur involved. It was a big challenge in the approach - how do I structure the book? How do I create suspense? How do I tell the technical stuff in a way that is understandable to laypeople and without boring them? How do I keep my own enthusiasm for the product, the pill for your teeth, in check?
In your book you talk about Mr. Kaiser's courage in pursuing an idea for so many years without success. What was it about Mr. Kaiser's success that inspired you to put the story on paper?
When it comes to Mr Kaiser's courage, one must always think about his perseverance and his passion for his dental pill. Many are courageous at times, but only a few can endure long periods of stagnation, disappointment and the constant sword of Damocles of complete failure like he does. Their courage is like a flash in the pan and is worth little.
There are three reasons why I wanted to tell the story. Firstly, I am enthusiastic about the toothpaste tablets. Secondly, it is Axel Kaiser's complex entrepreneurial personality. His career is exciting because, as a car mechanic, he got involved in the project "Development of a waterless dental care product" with an open mind, initially as a supporter and later as a driving force. But the crux of the matter is this: The Denttabs story is inspiring and instructive for all people who are struggling, because it gives them the courage to allow themselves to be brave. Kaiser's idea of revolutionizing dental care only became a sudden success at the beginning of 2019, albeit late and a little bit through the back door - because he had endured the floundering and stuck to it tirelessly.
There was also a moment of happiness: there are now so many people interested in sustainability issues that it was impossible to achieve 10 years ago. With the new awareness of consumers, the time was ripe for the economic success of the dental pill. The consistent focus on sustainability, which culminated in the switch to the industrially compostable bag, and Axel Kaiser's perseverance have paid off. What the Greek philosopher Democritus already knew is proving true: "Courage is the beginning of action, luck at the end."
Do you know other personalities who, in your opinion, act or have acted courageously?
I know a lot of courageous men and women personally, but I'll start with two VIPs. For me, Elon Musk is one of the bravest entrepreneurs ever and is on everyone's lips - curious, creative and exceptionally willing to take risks.
The actor Matthew McConaughey had the courage to take health risks when he lost 22 kg in a short space of time for the role of the completely emaciated AIDS patient Ron Woodruff in "Dallas Buyers Club" in order to portray him credibly. This, along with his acting skills, earned him an Oscar in 2014. Before that, he had risked being forgotten as an actor, suffering enormous financial losses, when he refused to accept any romantic roles with the image of the pretty boy for over two years, despite receiving millions in salaries.
But now to the brave ones in my network:
The Berlin-based role model entrepreneur Heidi Hetzer, who sadly passed away in 2019, is the first choice. She dared to do something: at the age of 77, she set off on a trip around the world in her vintage car Hudo, mostly alone - and with Denttabs toothpaste tablets on board. She won over 150 prizes as a rally driver. She didn't care what people thought. She did her own thing. I was pleased that Heidi Hetzer had become a real Denttabs fan through me. As a multiplier, she has a place of honor in Mit Biss und Dauer .
25 years ago, Ulrike Detmers had the courage to put sociopolitical issues, particularly the participation of women in the workplace, on the agenda with her family business, Mestemacher lifestyle bakery . For many years, she was ridiculed for offering the "Manager of the Year" award. Now the award is recognized and coveted beyond Germany. The Mestemacher Award for "top fathers" was also initially met with ridicule. But Ulrike Detmers continued with her husband and the company and made a strong statement.
The media entrepreneur and former lobbyist Julien Backhaus is a courageous entrepreneur and thinker. He is always trying out new things. He provokes people with his books, posts and podcasts. He doesn't tell people what they want to hear, he represents unpleasant truths with a clear message, without putting them in a nice way. Possible rejection doesn't scare him.
Thank you Ms. Haas for the exciting insights and examples of courageous behavior.
Here go to the book
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