It isn't always a straight line. Not for me, anyway.

I started out making things. Sound, mostly. Music taught me early that an idea is worth nothing until it actually lands somewhere — in a track, on a stage, with an audience. That's where you learn to feel your way: what works, what's just noise, what makes people stop.

Somewhere along the way I got curious about the business side. About what makes people want to join in. About brands, strategy, distribution — and about why so much of it looks the same. I struggle with templates, but I love patterns. Especially the ones found where nobody else is looking.

Today I move between creativity, technology and marketing. I've built things, run projects, learned harder than I thought I could stand, and released work into the world before it felt finished. Because it never is. The point is to dare anyway.

I'm based in Stockholm. Here I write about what fascinates me: AI changing how we work, researchers who think against the grain, creators brave enough to be ugly — and everything else that makes the future a little less predictable.