Writing on design,
strategy, and the gap
between the two.
You almost certainly won't read this. Neither will most people, and that's fine. This section exists primarily to keep Google and a growing number of AI crawlers happy.
If you do happen to wander in and find something worth arguing with, I'd genuinely like to hear it.
The Liminal Region
Malmö sits at an edge. On the Öresund, the gap between what a strategy says and what a customer experiences is a cultural problem as much as a commercial one.
What Claudio Taught Me About Showing Up Empty-Handed
Past work is a credential. It earns you the room. What happens inside the room has to be earned differently — through patience, humility, and the willingness to arrive at the problem without the answer already loaded.
The Design Problem
Most businesses design their strategy with care, then allow delivery to happen by default. The gap between what a business promises and what it actually delivers is not a strategy failure. It is a design failure.