A creative innovation studio for the product-led economy.
We help organizations discover new opportunities, turn them into testable products, and decide what to build — before scale makes mistakes expensive.
In a product-led economy, direction is proven through use. We help teams find that direction early.
Changing behavior through real usage
Real change doesn't come from strategy decks. It comes from behavior.
We design products, services, and formats that people actually use — and we measure what happens.
Creativity is not decoration. It is the mechanism that makes new behavior possible.
No usage change. No real impact.
The hidden cost of playing it safe
For a long time, playing it safe worked. Predictable markets rewarded optimization, efficiency, and control. Today, that same logic often slows progress.
Organizations optimize what can be measured, while behavior stays the same. Assumptions harden early. Learning comes late. Relevance fades quietly.
The risk is rarely moving too fast. It's locking into the wrong direction too early.
David Borg
A strategist and entrepreneur with the ability to connect business, culture, and technology in ways that create new opportunities.
His work has shaped some of Sweden's most successful communication concepts, defined by clarity and cultural relevance. As the founder of Borg Owilli, he built one of the country's leading content agencies and developed it into a widely respected creative organization.
Johan Pihl
A creative entrepreneur and innovation specialist working at the intersection of communication, design, and technology to solve complex challenges. Over more than two decades, he has built a career that connects marketing, innovation, and fintech.
His projects span from global sustainability initiatives to financial technology platforms, earning him recognition as one of Sweden's most prominent creative leaders.
From uncertainty to momentum
We work where complexity is high and clarity is missing — where better decisions matter most.
Our work moves through three tempos, each designed to turn uncertainty into action.
Sprint
Test direction before committing.
Leap
Turn validated direction into something worth investing in.
Blitz
Scale what works. Create measurable market impact.
Each tempo turns uncertainty into something you can actually act on.
The ROI of better decisions
We don't promise vague innovation outcomes. We promise better decisions, earlier.
- • Reach strategic clarity faster
- • Test bold directions before committing at scale
- • Align around evidence instead of opinion
- • Reduce the cost of being wrong
The biggest hidden cost isn't failure. It's being wrong too late.
Innovation is not about taking bigger risks. It's about reducing the cost of being wrong — and knowing where to move before others do.