I wrote a message to Noah on LinkedIn in July. I followed Mountain Memories on Instagram and really enjoyed following his business journey on LinkedIn too. On a whim, I sent him a message saying I appreciated his genuine and personal way of showing up professionally. We had never talked, but I didn't think much about it. I sent it, and that was that. A few days later I saw a post on Instagram announcing a collaboration between Mountain Memories and Grab Collective, asking for

In a week I am going to Japan. I don't want to say I am moving because it is not long term, but it is also not a holiday as I will be there for several months. I've been moving places so many times in my adult life I don't even know how to name changing countries anymore. But either way, this means I have been adding Japanese to my quite jammed language plate, where I already juggle Swedish as my native language, Norwegian as my comfort language, English as my professional la

If you follow along here, I'm pretty sure we agree that the same message can mean different things to different people. And that this isn't necessarily due to poor communication, but rather that the communication exists in the wrong context. Right communication, wrong culture. Midsummer evening in my favourite nature reserve, Glaskogen. Coming from Sweden, where most of the strong brands create meaning through low context communication, letting space and silence represent tru

My first time in Almedalen is over and I leave with complete inspiration overload as expected. Things have been discussed, reflected on and wondered about, especially regarding sustainability communication, circularity and resilient business models, and with the Swedish textile industry emerging as a frontrunner. Hästgatan, Visby on Friday midday. It's good to conclude that the marketing and communication professionals seem to be fairly aligned on the fact that sustainabilit

The last few days my algorithm has been showing me content with a simple message: no one is watching. People showing themselves starting new hobbies, failing, trying again, putting themselves in situations they find awkward or embarrassing. All with the same point: no one is watching, so go live your life. By the Adriatic Sea, somewhere between a bike ride and a run. And I find this deeply liberating and it's finding me at exactly the right time. I'm also almost a bit annoyed

Being a person who spends a lot of time in the world of sports and outdoors, both professionally, with digital content and ecommerce, and personally, as a consistent participant in community bike rides and run clubs across Innsbruck, I've been thinking about retail spaces for a while. There is a shift happening in how brands build relationships with their customers, and I don't think it's a trend. I think it's a response. A response to digital exhaustion, to shallow online co

Before we get into this properly — no, this is not going to be a post about Austrian culture or whether I personally enjoy living here. Those of you who know me well already know there is plenty to unpack there.

Somewhere over the past two years, I gradually stopped paying attention to my own positioning, growth, and profile in the job market. To give myself some grace, it’s been a busy and transformative few years, and I'm the first to admit my career is not always my top priority. But heading into yet another summer of change, I’ve started thinking more intentionally on what comes next, because frankly, I'm not sure. I’m considering myself to be a resourceful person, someone who te