The one on boxes
A late-night conversation
Friends,
I hope that all is well with you and yours, and that this e-mail finds you on a boat with shoddy connection, in the tropics, three months after I sent it.
Now accepting speeches and assignments for 2026
THE 2026 KEYNOTE DECKS
When the ground moves. How to survive and thrive in a world of dynamic uncertainty. (Based on a new book by the same name.)
What to do when you don’t know what to do. How to create a competitive advantage from change. (Based on a new book by the same name.)
The great AI divide. How artificial intelligence creates a K-shaped capability landscape. (On the practical possibilities and pitfalls of artificial intelligence in strategic decision-making.)
The volcano that birthed Frankenstein. How contexts enable innovation — and how to make the most of it. (A narrative-based talk on how world-altering creations can come from the most unlikely events.)
THE 2026 SERVICE OFFERING
Domains:
Adaptive strategic management. Formulation, audits, support, ABCDE framework.
Uncertainty management. Dynamic uncertainty, executive decision-making.
AI transformation. Capability creation, strategic utilization, process redesign.
Board effectiveness. Stewardship, oversight, leadership.
Marketing management. Strategy (global and local), go-to-market, innovation.
Formats: advisory retainers, fractional leadership (CSO/CMO), workshops, offsites, onsite training, online seminars, university lectures.
For any and all project inquiries, including presentations, merely send me an email by clicking this text.
The TL;DR
Dominant companies are often compared to apex predators, but the analogy hides a problem: dominance only exists inside a defined frame. The same is true in strategy. Markets, competitors, categories, and positions are not objective boxes; they are provisional ways of deciding what counts. The danger is not using such boxes — that is unavoidable — but mistaking them for reality.
Personal updates before we go-go
So. Hot. In. Europe. Right. Now.
I know that some people adore the high summer temperatures, but I was born to endure cold weather. The modern climate penchant for heatwaves does nothing for me; I am just reduced to Margaret Hamilton.
For those unaware, Swedish houses rarely have air conditioning. We are not used to the heat and instead build our homes with high insulation so as to keep the winter out. When it is 30+ degrees outside, it becomes a million degrees inside. Makes everything a right to-do.
Have not watched much of the World Cup, to be honest. Although I do not mind soccer, or football to use its proper name, it is not my first choice of sports to watch; I might look at a good game or two, but I will never prioritize it in the way that I do F1.
Speaking of: Silverstone this weekend. Verrrry interesting race given recent events.
Food and beverage note of the week: made the year’s batch of elderflower lemonade. Sweet baby Jesus on roller skates carrying a jet engine is that ever good. If anyone wants the recipe, just hit me up.
Moving on to markets.