Cases
The engagements that shaped the framework.
None of these were comfortable. All of them were necessary.
Non-profit
Building from zero requires knowing what you are before you build
A full year with no programs, then a rebuild from near zero across multiple cities — mission clarity first, activity second.
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Industrial SaaS
The wind-down that saved 30 MSEK a year
No shared reality, an untested market hypothesis, and a corporate parent asking for patience. Clarity — not comfort — ended it in months instead of years.
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Aviation / MRO
When everyone saw the problem but no one changed the price
A loss-making customer relationship everyone had normalized. Repricing it at 4x funded a full year of reconstruction.
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