Where People Drive Performance: A Look Inside Baseblue

At Baseblue, our work goes far beyond fuel. It’s about people, how we show up, how we collaborate, how we grow. In a global, fast-moving industry like maritime, performance matters, but it’s the human element that makes the real difference. This blog offers a glimpse into what life at Baseblue feels like from the inside: Mirjam Toftlund, Sales Performance Development Manager, shares her insights on how we work, what we value, and the mindset that powers our day-to-day. It’s about strategy, but more importantly, it’s about trust, resilience, and the people who bring it all to life.

My mornings always begin with a quiet ritual, coffee in hand, catching up on the news, and checking my calendar. It helps me get centred and prepared for the day ahead. At Baseblue, no two days are the same. But every morning, I make the same decision: today will be a good day. A day where I can support my team, contribute meaningfully, and help move our business forward.

Working at Baseblue means being part of something dynamic and fast-paced. I work closely with our management team to turn strategy into action, not just through processes or goals but through people. One of my core responsibilities is to support the personal and professional development of our colleagues, especially within the commercial side of the business. Growth here isn’t just about performance metrics. It’s about mindset, resilience, and working together to navigate change.

Our environment is ambitious. We hold ourselves to high standards because we want to be the best at what we do consistently. That doesn’t happen overnight, and it certainly doesn’t happen in isolation. It requires training, feedback, coaching, sparring, and a whole lot of curiosity.

I often find myself “pushing” for sales development, but not in the way you might expect. It’s not about aggressive targets, it’s about deepening our understanding of our customers. Working thoroughly with a customer to truly grasp their business, their challenges, and their goals doesn’t just make us better salespeople. It makes us better partners. And those relationships, the ones built on real understanding, are the ones that last.

Structure and strategy go hand-in-hand. When you have a clear direction, you can start breaking down your goals into tangible actions. Whether it’s tracking performance through KPIs, improving planning, or strengthening communication, everything is connected. We expect a lot from our team: quality, consistency, trustworthiness, innovation, due diligence, compliance, and more. But we also create an environment where people are supported, challenged, and inspired to grow.

At Baseblue, we’re not just B2B. We’re H2H, human to human. That belief is what drives everything from our approach to sales, to how we communicate across regions. Working globally has taught me that while cultures, languages, and perspectives can differ, we’re all more alike than we think. The key is to listen more, assume less, and remain curious.

I’ve learned that most people act with good intentions. When something feels off, it often comes down to misunderstanding, not malice. That’s why we lead with trust and honesty. Good communication isn’t just a skill. It’s a culture. And when you build that kind of culture, you build a team that’s ready to face whatever comes its way.

Resilience. Customer focus. Teamwork. These aren’t just buzzwords at Baseblue, they’re the foundation of everything we do.

And if there’s one lesson I hold close, it’s this: the grass isn’t greener on the other side. It’s greener where you water it.