I’ve been building things for years now, tight-knit teams, powerful products, ambitious startups. Sometimes they worked. Sometimes they didn’t. But every time, I learned something worth sharing.

I started out as a developer in high school and slowly found myself drawn to the messy middle: where product, design, and engineering meet. That space where decisions aren’t black and white, and tradeoffs actually shape the outcome more than the “big ideas” ever do.

A lot of what I write here comes from that space. From working through constraints, debugging people problems, or rethinking old assumptions in a new context.

Over the years, I’ve always changed my tribe. I guess that's what growth really is. I built two startups from scratch. I’ve also hit the limits of what’s possible without investor backing (especially in the Nordics, where risk appetite can be, let’s say… conservative). These experiences left me with a healthy skepticism for hype, and a deeper appreciation for patience, clarity, and doing the boring things well. I wish to share some of that wisdom as well, to empower other entrepreneurs to be more resilient and thoughtful.

Earlier in my journey, I ran a university startup incubator and coached over 300 students across 90 ventures. I discovered I have a bit of a knack for helping founders not because I have all the answers, but because I know what it feels like to be in their shoes. Whether they’re technical or commercial, I can usually relate to where they’re coming from. Empathy builds trust, and once there’s trust, real learning can happen not through advice, but through applying and reflecting. That’s the part I love.

Lately, my output has focused more on building tools for employees, especially in environments with strong technical complexity and significant commercial impact. One project I’m proud of is the unique take on a mobile-first audio editing experience I designed at Dive.fm. We had to rethink a desktop-native workflow and reimagine it for small screens, touch input, and real-world usage on the go.

This site is where I think out loud. I use it to explore questions I find important — about how we build, who we build for, and what we tend to overlook in our rush to scale. It’s not meant to go viral. It’s meant to start real conversations.

So if anything here resonates, or makes you want to challenge an idea, or share your own story — I’d love to hear from you.