The Techlash

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San Francisco, 2012. I had just moved from Sweden to set up the US office for Toca Boca. Part of the reason for choosing this part of the US was the proximity to Apple. We needed to get to know them, and we needed them to know us.

On one of my first visits to Infinite Loop, I visited the store. As a long-time Mac user, this was an exciting moment. I bought a water bottle with the Apple logo on it.

Since then, much has changed. But I wasn’t ready for my reaction the other day when I was about to take a walk, and reached for a water bottle to bring. The Apple one was there, and I hesitated. I instinctively didn’t want people to see me with merchandise from there.

The Techlash is real. The Economist wrote a good run through in the beginning of the year, and even the promoter-in-chief Techcrunch wrote that their own industry was full of “hubris and hypocrisy”. But while it has been a topic in the media, the aversion to tech is creating a rift that seems overlooked by the industry at large. My sense is that they think it will blow over and/or become the new normal. Facebook releasing Portal in a flurry of hacks and privacy intrusion says just this to me. Either they don’t think consumers care that much, or that there’s never a better time than now anyway (of course, Portal has already had its own issue with data privacy). I think they’re wrong – people do care – but the big wave hasn’t hit yet. If you’re looking, you can see it.

Interestingly, they don’t seem too concerned about their number one priority either – their own self-interest. Where the talent will go and what brand names look good on a resumé. After endless and contrived “we’re changing the world” mantras for companies that are essentially ad servers, it is an increasingly hard story for employees to tell themselves. They’re making a lot of money, they have a comfortable work environment, but they are not changing the world. At least not in the way that they intended.

I have personally experienced so much arrogance from these companies. Heard so many stories too. I can’t help but think of another industry that was arrogant, looked down upon people who were on the outside, and the dealings of which put society at risk. That industry crashed in 2008 (but seemingly learned nothing). It’s not a bold prediction to say that the similarities indicate this coming to a head in tech too.

I didn’t leave the house with the Apple bottle in the end. And while there’s still an iPhone in my pocket, I wonder how many others are hesitant in Silicon Valley right now. People asking themselves if they’re in the right place, working on the right side of the issues, changing the world in the way they wanted to.

When they’re ready to pay the price to abandon ship, change could come quickly. As with the consumers at large.

What I’ve been up to

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It’s now been five months since I started my new practice. So, what have I actually been doing?

Firstly, it’s been amazing to be free to pursue new opportunities and ideas again. I do my best work when I get into this flow. I can filter incoming things and seek out areas where I want to go without hinderances. Secondly, this newly found freedom has allowed me a much more flexible work style which has been really great for the family at large. No looking back, in other words!

Here’s a selection of projects that I’ve worked on since April:

  • I did a mobile audit for a New York-based e-commerce company. Did an assessment of all mobile products, and suggested a realignment of strategy and focus going forward.
  • I worked on a new monetization strategy for a kids product based in the Middle East. Understanding the complexities and specifics of those markets was super interesting.
  • I hosted a strategy workshop for a German cable channel. Together we aligned what strengths to build upon for a new digital offering.
  • I’m continuously working with a large kids company that is looking to enter the digital space in a more long-term and strategic manner than before. This is a transformational journey with a very strong foundation to build upon.
  • I presented market trends and a competitive analysis from the Nordic media market, for a client in Finland.
  • I evaluated and wrote a report on a gaming related investment opportunity for a large strategic player.
  • I’m a regular contributor to the media show “Fönster mot medievärlden” on SVT (Swedish National Television), where I comment on tech and media from a Silicon Valley perspective.

There are a few other things that I can’t get into at the moment, but hopefully more on that soon! If you think I can help you in some way, take a look here and please get in touch.

The 30 podcasts I listen to

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I’m a big podcast listener. It’s a priority of mine. I thought I would share what I regularly listen to. Also – if you haven’t upgraded from Apple’s awful podcast app, this is the time to do so. I like Breaker and will be linking through them.


Desert Island Discs, from BBC: A genius audio format that has been running since 1942 (yes, really). Wonderful interviews and the music tells a parallel story along with it.

Global News Podcast, from BBC: The best global news summary available.

Hidden Brain, from NPR: Fascinating and makes me want to write down notes throughout each episode.

How I Built This with Guy Raz, from NPR: Entrepreneurship stories in a very tight and well-produced show.

Invisibilia, from NPR: The highest calibre of storytelling and an elegant production. Unmissable.

Planet Money, from NPR: Magical producers that can make any topic interesting. A podcast about finance, economics, and money for people that think they’re not interested in any of that.

Revisionist History, from Panoply: Malcolm Gladwell does his thing, and he does it so well.

Serial, from WBEZ: Serialized long form journalism. Always fantastic.

S-Town, from WBEZ: A one-off podcast series, but the best one I have ever heard so I couldn’t leave it off the list.

This American Life, from WBEZ: A radio institution that still earns and deserves that position with almost every episode.

Where should we begin? With Esther Perel, from Audible: Relationship and Sex Therapist Esther Perel does anonymous couples counselling.


Dear Sugars, from New York Times & WBUR: A classic advice line. Thoughtful and empathetic.

Death, Sex & Money, from WNYC: As they often say themselves, “a show about the things we think about a lot, and need to talk about more”.

Here’s The Thing, from WNYC: Alex Baldwin is a pretty bad interviewer, but the conversations are entertaining. And he was a great voice.

Marketplace, from APM: A succinct run-through of the daily news from an economics perspective.

Pod Save America, from Crooked Media: A liberal rant about the madness that is our current news cycle.

Radiolab, from WNYC: Great storytellers, but have gotten a little stuck in their signature soundscape.

Recode Decode, from Recode: Amazing guests on this show.

The Daily, from New York Times: One great news story a day.


Fresh Air, from NPR: Terry Gross is a good interviewer, and often gets great guests.

FT Big Read, from Financial Times: I’m a fan of the FT in general, and this is a convenient way of reading/listening on the go.

In Our Time, from BBC: Worth it for Melvyn Bragg alone, but pick a topic that sounds especially interesting and/or weird. Cephalopods, for instance.

Makrorådet, from Dagens Industri: A Swedish podcast about macro economics. Good for a quick refresher of what’s going on in Sweden.

Modern Love, from New York Times and WBUR: The famous column in podcast form. Lovely essays about love and relationships.

More or Less: Behind the Stats, from BBC: Making sense of statistics, and anchoring it in the news.

RSA Events, from RSA: This used to be very thought-provoking, but has gotten stuck in the same topics for very long now unfortunately. I hope they find their way back.

Sommar & Vinter i P1, by Sveriges Radio: A classic Swedish radio show where people get to tell their life story. Very hit and miss, and the majority of people all tell the same story: “sometimes things don’t work out the way you planned them”.

The Axe Files with David Axelrod, from CNN: Great guests, but a slow format.

The Inquiry, from BBC: Takes on a specific question and tries to explain it. Smart format but doesn’t always get to the explanation that you’re looking for.

The Longest Shortest Time, from Stitcher: A parenting podcast that picks up interesting topics from time to time.

Know your platforms

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It can be hard to understand what the big platforms´ incentives and interests are. This is partly why designing platform strategies for your business so hard. Are you aligning with what they are doing right now, or where they are going? Can you afford to be opportunistic in the short term, even if the long term outlook is bleak?

This is such a complicated question that Jan Koum, WhatsApp CEO and Facebook board member, found the direction unclear.

From the Washington Post:

“WhatsApp will remain autonomous and operate independently,” the founders wrote in a blog post announcing the acquisition. “And you can still count on absolutely no ads interrupting your communication.”

Eighteen months later, the promise not to share data evaporated. Facebook pushed WhatsApp to change its terms of service to give the social network access to the phone numbers of WhatsApp users, along with analytics such as what devices and operating systems people were using.

Facebook is a data company that sells advertising. It’s what they do. Even when they’ve said that they won’t.

Know your platforms when building strategies for them. Ignore them at your peril.

The more the merrier, except in luxury

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While we’re on the topic of luxury, I found an interesting quote about that this morning. It illustrates the difficulties of scaling luxury brands, since they – in a sense – grow weaker with more customers. When designing with scarcity as a variable you are treading a very fine line.

The same principle could be applied to information, which was what I was alluding to here. If everyone has it, it loses some of its value. It creates a disincentive to share broadly, which in itself hinders growth. This could be why perceived digital luxury is so rare. No one is telling you.

Hermès – type community is, in essence, a top-down group that is centrally controlled by the brand and directly linked to the company’s product. Every time one customer buys a product the community grows by one. The problem with those types of communities is that they get weaker as they grow.

(Quote from WWD, found in LeanLuxe)

An 11 year old future of luxury

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I wrote the post below 11 years ago – in 2007 – for a publication called David Report. I recently found it by accident and was struck by how some of these themes have continued with me since then. The thinking about specific, yet somewhat mundane, knowledge as a currency. As something valuable to trade, store, and use – and not to waste. Information wants to be free but getting there isn’t always a straight line. The incentives for sharing can blur this force. I tried to describe this below.

What do you think? Does this thesis (still) hold water today?

When knowledge is the real luxury

In a connected world, information is the currency. Luxury, therefore, is not about the excess of anything but rather the complete opposite. Knowledge that is concise, and on point. It’s knowing how to find it which is the admirable factor.

Times are good. Money is flaunted everywhere. 28 inch rims, chain pieces, designer outfits – the whole thing. But these consequent overstatements of wealth have turned them into commodities. When the pièces de résistance can be acquired by the masses, real or fake, it devaluates its worth. The bling is officially dead.

Luxury is about desiring the best, and most exclusive, of anything. And while mainstream luxury up until now has focused on material things, the new luxury is to be found within the realms of experiences.

Imagine looking for the best cappuccino when visiting a new city. Money can not buy this information, as there is no one to pay in order to get hold of it. You either know how to find out, or you don’t. Probably, the coffee is to be found in a back alley with a barista that makes her own perfect blends. And a cup of it is probably not more expensive then a tall latte at Starbucks. Luxury is no longer a monetary matter.

The shift in wealth – from money to information – distorts the way our society is built. The current class system falls apart when the participants of it no longer recognise what is valued high and low. The new rulers are the ones with the most knowledge, or the ability to obtain the necessary information. The ones that are most connected.

Back to the cappuccino example. Imagine if everyone knew that this was the best coffee in town. The place would be packed. The coffee would taste just as good, but the complete experience wouldn’t be. Partly because it’s crowded and you have to wait in line to get your coffee, but also because it’s nothing special any more. The exclusivity is gone.

Because of the factor above, the incentives to share this new wealth outside your network, are very few. This type of networked knowledge is the complete opposite to the old saying “the more the merrier”. The fewer people in the loop the better. Assuming that it’s the right people, obviously.

Sharing this knowledge wouldn’t necessarily be appreciated anyway, as the experienced luxury will vary from each network. There is no longer an it bag, or one furniture designer. It’s all about story and context. There is luxury for everyone to be found, within the chosen framework of taste or feeling.
So if you want to experience luxury within the next few years, you better make sure that you’re connected. With the right people. For you.

New: Digital Strategy & Consumer Culture

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It has been six months since I left Toca Boca, and it is time for my next chapter.

Today, I am starting my own practice focused on digital strategy and consumer culture. I am interested in the near future and how to develop products and services that fit within it. I think this is best done by thoroughly understanding mobile and web, and adding to that a broader understanding of culture and its impact on consumer expectations. Simply knowing one of the two is not enough any more.

I bring a unique perspective in that I have both run extensive research and strategy projects, and developed entire companies of my own. I can look at macro trends without losing touch with the realities of running a business. I’ve done, and enjoyed, both.

I want to work in an independent and flexible manner. That is when I perform best. I’m happy to form alliances – temporary or otherwise – if that makes sense.

Below are some examples of areas where I can be helpful:

  • Advise executives that want to change or expand their digital business. They may want help in doing so, or a second opinion on what is about to be done.
  • Research, write, and present reports on changes in mobile and consumer culture for executive teams.
  • Develop strategies and plan for how to best perform on mobile ecosystems such as Apple App Store and Google Play.
  • Advise funds or family offices on the fit and viability of potential investments in the consumer and mobile space.
  • Develop strategies for products and services designed for kids and families.

I’m staying in San Francisco for now, but not anchoring this business to my surroundings. I hope to find interesting work from people and companies all over the world.

If you have worked with me before, I hope you will keep me in mind for future projects.

If you haven’t worked with me before, you may want some more formal information about me and what I have done prior to this. You can find that here.

If you have an idea for a project or just want to say hello – please do!

You get the ecosystems you design for

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A few months ago, James Bridle wrote a widely spread Medium post about all of the awful things on YouTube Kids. It started an avalanche that is still rolling. Just the other day, Business Insider wrote that the app was recommending conspiracy videos to kids.

This is of course terrible. But it is hardly a surprise. Anyone that has used the app for more than five minutes knows that it is full of material that spans from the shady to the outright inappropriate. It’s everywhere. (And it isn’t just in their kids app either).

It’s also not surprising why this keeps happening. You get the ecosystems you design for. That’s why it is disingenuous when Susan Wojcicki, CEO of YouTube, makes comments like “I’ve seen how some bad actors are exploiting our openness to mislead, manipulate, harass or even harm”. You knew it was happening long before this came up. You designed an ecosystem that encouraged it.

When you design an ecosystem that encourages viewing time as part of the ranking algorithm, you get 8 hour long videos of lullabies. When you make no distinction between Disney’s Frozen videos and the creators just using their brand for SEO purposes, you get shitty videos like this one with Elsa, Spiderman, and the Hulk playing at the beach. When you don’t mark out videos with commercial intent, you get badly hidden advertising for kids masquerading as “toy reviews”.

Creators make what the ecosystem – and the ranking algorithm – encourages them to make. If you want to change that outcome, start by redesigning the variables that determine success in your ecosystem. Everything other than that is just PR.

Edit: I just learned of the incident currently taking place at YouTube HQ. I hope everyone is okay.

2017 in review

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Years in review

2017 was the year when I left my job and decided to take a break. I’m still enjoying it actually. I needed some space to clear out the old and start priming my mind for thinking new things. I started feeling stupid and uninteresting which is something that I really, really disliked. This is gradually getting better.

I’m happy that I made the decision to take this time and think I will look back at this as the right call. But the persistent feeling of 2017 is still that it was challenging. Work is such a big part of my life that when it doesn’t flow, it has consequences all across the board. For me and for the people around me. I’m glad to say that I feel like I’m on my way to something else now. Something new.

It was also the year where I started using my phone more, and my computer less. Thus I consumed more and produced less (other than photography). I always feel like I should be writing more. I started getting into art in a more serious way. Thought less about it and felt more instead. Became a member at SFMOMA and went often. I baked a lot of bread, and found something meditative in that process. I listened to a lot of podcasts and it became the conversations that I didn’t have enough of in person.

We got our second daughter, Alexia.

Some of you have read my annual summaries before, and I have now collected them all on this new and unfinished site. Here’s 2010 (link TBD), 2011, 2012, 2013, 2014, 2015 and 2016. This little tradition of mine is now too long to be broken. So with that, here is my 2017.


Joe on a roof in New Orleans.


  • Started the year with a few days off. Took Miranda to some museums and took a selfie with a stuffed bear.
  • Flew to New Orleans with the whole Toca Boca crew for the annual company trip. These trips are where you really see what kind of people you have around you. An amazing group of people and an absolute delight to hang out with. It was useful, intense, fun, humid, exhilarating and much more. I’ll never forget it.
  • Trump started making executive orders that were so outrageous I felt compelled to speak out on behalf of the whole company. We wouldn’t let this happen without stating where we stood.
  • Became a monthly donor to the ACLU, which was to become the beginning of an increasingly politically coloured year.
  • Listened to Questlove on Here’s The Thing and was so impressed that I bought and read his book too.
  • Our video service Toca TV didn’t have the holiday figures that we were hoping for, and we started asking some big and difficult questions about what the real problem was. This unfortunately became the beginning of the end.
  • Got hooked on Seth Meyers´ A Closer Look series.
  • 2017 was a Migos year that started with T-Shirt.
  • Made liters of slime with Miranda throughout the whole year.
  • Bought Ottessa Moshfegh’s Homesick For Another World, but couldn’t get into the style for some reason.
  • Realized that Young Thug released an album called Jeffery which is the most rap thing that has ever happened to me. This was the best song on it.


Miranda drinking sparkling water at Andytown.


  • Discovered how great Andytown Coffee in the Outer Sunset was. Dedicated myself to become a local and went several times a week for the rest of the year.
  • Flew to New York to try to figure out how to fix Toca TV.
  • Had a huge and delayed housewarming party in our new-ish house. It was busy, primarily because everyone has kids these days.
  • Watched The Mask You Live In as a part of our ongoing diversity efforts at Toca Boca.
  • Bought a guitar because I realized that I missed having one accessible on a daily basis. Started playing a little again.
  • Started getting good at baking vegan after a few false starts.
  • Somewhere here Caroline sat me down and told me, nicely, to get my shit together at work. She was right. Things hadn’t been working well enough for a while. This is how you know you have a good colleague. However, turning it around proved to be more difficult that I first imagined.


Tobias in a Japanese gazebo on Mayne Island, Canada.


  • Flew to Vancouver to meet up with Tobias. Together we borrowed a cabin on Mayne Island and spent the weekend there. Just talking. It was fantastic. Well needed.
  • Miriam released her first radio show for SR P1. She is so far ahead in her understanding of technology compared to 99% of all Swedish journalists. It was cool to hear this come out in a different medium.
  • Spent a weekend outside Petaluma with Peter, Matthew, Madeleine, Emil, Miriam + the kids. Had intense discussions about whether the world was going to hell or not. I was in the “no” camp, but the rest of the year made me doubt my position somewhat.
  • Decided what to do with Toca TV and made the difficult decision to let some great people go. Flew to New York for a day to tell them that, and how to go forward from this point. Worst part of the job.
  • Kept listening to Desert Island Discs on BBC and rarely missed a single episode. Arundhati Roy stood out.
  • Found Leon Bridges´River in the outro credits of a Girls episode.
  • Got invited to guest lecture at UC Berkeley Haas about mobile ecosystems and Toca Boca in particular. An honor.
  • Outed my Starbucks name as “Jeff”.
  • Fell in love with the Twitter account Limericking who is a genius. I mean, look at this.
  • Finished listening to S-town which was the most elegant, touching, suggestive, and well-crafted piece of storytelling and journalism I came across all year. Can’t recommend it enough.


Miranda and Zingo the cat in Resteröd, Sweden.


  • Went to EdFoo in Mountain View. Saw a guy control another woman’s hand simply by touch and electrodes. Blew my mind in a way that nothing had for a long time. I think this started some sort of ball rolling. I needed new things to think about.
  • Flew to Sweden with Miriam and Miranda. Didn’t repeat the same mistake as last time and divided work and play. Got to hang out with my parents and sister for a week together with Miranda. Their interactions are so lovely to see.
  • Went to Copenhagen for a break together with Tomas and Martin. Always a delight. It also started a Messenger thread conversation that is still going to this day.
  • Toca Life Hospital came out with some real life inspiration, which was covered in HuffPo.
  • Silicon Valley S04 started on HBO. Hit close to home.
  • Read In Defense of Food by Michael Pollan. It was to become a start of a more conscious approach to food, without making radical changes. Started buying pasture raised eggs which can’t even be compared to the regular ones.
  • Jacques Lu Cont could still bash out a remix.
  • Turned 36 on a plane, because that seems to be what I do.
  • Read and was impressed by something as rare as a well-informed and nuanced critique of the new statue on Wall Street. This was pretty much the opposite of everything else during the year that became polarized and reduced to talking points.
  • Listened to a lot of radio in the car, and Shazam found me Nef The Pharaoh and his tribute to Big Tymers.


Three girls in Cambria.


  • Flew to New York to let the rest of the team from Toca TV go. This was a horrible experience, and one that I did not agree with at all. This isn’t how these things are done, and this isn’t how you treat people. But this call was out of my hands. It became the final nail in the coffin for me. It was time to leave.
  • The Rei Kawakubo/Comme des Garçons exhibit at the Met had lines around multiple blocks in the rain, so I missed it. Did get to go to the Met Breuer for the first time instead.
  • Flew to Stockholm and went straight to Moderna Museet to see the Marina Abramovic exhibit. It was good, but it is challenging proposition to convey performances after they’ve passed.
  • Watched all of Master of None S02 and still thought it was really special.
  • Found Frank Ocean’s Lens and listened to it a lot.
  • Laughed at Ivanka Trump’s book that got an amazing review. Samantha Bee absolutely destroyed her on the same theme.
  • Flew back to SF and took Miranda to Maker Faire in San Mateo. She liked the robots best.
  • Caroline was named one of the Future Female Leaders in Sweden. Was very happy for her.
  • Took a few days off and went to Cambria with Miriam and Miranda. This was our last trip together before the new family addition that was coming in August. We didn’t go to Sweden for the summer for this reason.
  • Listened to Nicki Minaj kill Remy Ma in an entertaining beef.
  • Watched all of Billions S02. Absolutely loved it in every possible way. S02E11 was unbelievably good TV.
  • Dreamt myself away with Adieu by Tchami.


A quick stop to Paris.


  • Watched the whole One Love Manchester concert with Ariana Grande + friends. Fantastic.
  • Flew to Paris for all of 36 hours to join a panel at OECD Forum about gender equality. It was such an unexpected request that I felt I had to go. The panel was introduced by the Danish Crown Princess Mary. That was a first.
  • Discovered the Swedish start Jireel and this track became my most listened song in 2017.
  • Karin and Björn visited and it was a good reminder of how much I miss good, old fashioned, conversations with smart people. Can’t have too much of that.
  • Toca Boca’s work with diversity was highlighted in USA Today which was nice recognition for the team.
  • Bought a lot of furniture and got the house in order. It was probably nesting, in some way.
  • Flew to LA for the day to do a TV interview. I need to smile more on camera. Perhaps more in general?
  • Miriam and I went to Saison as a delayed birthday present. The best meal of the year.
  • My colleagues threw me a carb-heavy baby shower which was a total surprise, and a very lovely thing of them to do.
  • Experienced Flower Piano for the first time.
  • Sara visited for midsummer and we sat in a park, ate herring, and hung out with friends. Almost like the real thing.
  • I started running and working out in a regular manner. I would keep this up all year, somewhat surprisingly. Decided to teach myself to like it, since it was inevitably going to have to be a part of my life in some capacity.
  • Calvin Harris released the perfect summer song.
  • I told my closest team and boss that I was leaving Toca Boca. It would take several months before I could actually leave and announce this to the rest of the company though. It had reached a point where I wasn’t happy and it was affecting both my family, my performance, and my overall well-being. I had tried to turn this around in the months prior to this but not been successful. It was a very, very difficult decision since I cared so deeply about both the company and my colleagues. But it had to be done, and in retrospect it was the right call. Perhaps a little late, if anything.


Roadtrip with Magnus.


  • Toca Boca finally launched our consumer products at Target. Quite a place to start. This had been in the works for several years. It was both a relief and a true sense of pride seeing it on the shelves. It was also a good reminder that progressive values are easy to list on your website, but more difficult to actually live by when push comes to shove. Partnerships are hard. I’m proud of our part.
  • Took a road trip north with Magnus for a week. Drove up through California, Oregon, and Washington State. Discovered a different side of him through music. Had a generally amazing time with both a lot of laughs and thoughtful conversations.
  • Came home and took Miranda to the zoo. She liked the frogs and the mice best.
  • Found this acoustic gem with Jesse Malin.
  • Vacation time, while waiting for the baby. Did family stuff, like taking a paddle boat(!). Always wondered who did that sort of thing. People like me, apparently.
  • Listened to Revisionist History, season 2. Not as good as the first season, but still very well produced and thought provoking.
  • If it hadn’t been time to say farewell to R Kelly earlier, it definitely was time now.
  • Visited Minnesota Street Project for the first time. Loved it and came back many times.
  • Watched The Defiant Ones and was both impressed and inspired to do better.
  • Bought an ice cream maker and a new digital scale. Good pairing.
  • Lorde almost made me cry.
  • Went to Berkeley to see Bobbi Jene, a documentary about an ex-Batsheva dancer. It really moved me. So raw, sad, beautiful, devoted; all at the same time. Drove home and listened to The Blaze in the dark.
  • Listened to a lot of How I Built This. Especially liked the one with Raegan Moya-Jones from  Aden + Anais.
  • Met two new friends through a parenting group, Yuri and Amy. It’s lovely when new great people get introduced to your life.


Alexia Grace Elisabeth Jeffery.


  • Miranda turned three. She is such a joy. I made a vegan cake.
  • Read The Sense of an Ending by Julian Barnes. I usually have a hard time with fiction, but I finished this one in a day.
  • Watched Ozark with Miriam and it was eerie.
  • One of my favorite columnists in the FT, David Tang, passed away. I bought his book.
  • Loved the Kaytranada remix of Rihanna’s Kiss It Better.
  • Toca Boca crushed the kids charts, as usual. Had the whole top 10 list. An incredible accomplishment, often overlooked.
  • Started reading Sapiens but kept getting stuck. Could be that I was trying to read it on Kindle. Vainly got a little annoyed that everyone else was reading it too.
  • Made glass for the first time, with the Toca Boca team. Fun!
  • At the end of the month, our second daughter Alexia was born. Such a thing does not lend itself well to brief summaries in bullet points, so I’m not going to attempt it. It included Miriam being amazingly strong and balanced, and me running out in the street shouting at some garbage trucks blocking the road to the hospital: “MOVE YOUR TRUCK! I HAVE A PREGNANT WOMAN IN THE CAR!“. A film moment that won’t be coming back.


There’s always time for a carousel.


  • Walter Becker from Steely Dan passed away. Steely Dan is still among my most listened artists, year after year
  • I announced to the team and to the world that I was leaving Toca Boca. People were surprised and a little sad. I got some really beautiful words from colleagues that I’ll carry with me for a long time. A day of very mixed emotions. Relief that I could move on, pride of what had been accomplished, and sadness that I had ended up here.
  • Toca Boca started selling a capsule collection at Colette in Paris, a store that I’ve been following since the late nineties. Huge.
  • Started watching Friday Night Lights with Miriam. We were very late to this series, but it lived up to the hype.
  • Throughout the year, I got increasingly fascinated by the opioid crisis in America. Watched loads of documentaries and read loads of articles. Nothing touched me more that this run-through of one week in Cincinnati. An unbelievable tragedy happening in front of our eyes.
  • Listened to a lot of Death, Sex & Money and the episode called “Why I Steal” stood out.
  • Watched Narcos S03. Fascinating and well made.
  • Magnus went to the FT Weekend Festival in London and got me a Tyler Brûlé-signed The Forecast. True to form, he didn’t write his name.
  • Discovered Sigrid and her incredible voice.


Sister, daughter, father, on Ocean Beach.


  • After a few weeks of wrapping things up, I officially left work. I flew to Sweden to say goodbye to everyone. Had a lovely dinner with the SF team when I came back too. It was all very heartfelt. Thank you.
  • Started my official break. Supposedly did nothing, at least not in terms of office work.
  • Passed through Copenhagen on the way home, and went to Noma Under the Bridge. It was a great experience, but I wouldn’t have thought it was Noma food if I hadn’t known.
  • My parents and my sister came to visit which was great. Our house lends itself well to visitors which makes a huge difference.
  • Read Black Edge about how hedge fund managers do insider trading.
  • Tomas visited and we went to the japanese Onsen.
  • Read loads and loads of articles on politics. Got angry and turned my Twitter feed from tech to politics. Should probably turn it elsewhere.
  • Fast Company profiled my then former colleague Mathilda which was great and well-deserved.
  • Goop, the pinnacle of pseudo-science and silliness, completely lost it. Ranted about them.
  • Got weirdly audio targeted with advertising for a Chinese conglomerate in a way that I really cannot explain. Super strange and a little bit creepy.
  • Silicon Valley continued being euphemistic about banal ideas. Own less to live more? You rent out furniture. Come on.
  • Discovered Rae Morris with a track that really grew on me.
  • Bought my first Apple Watch with cell connectivity. I thought this would be a game changer. It wasn’t, since I still never leave the house without my phone.
  • Went to Oakland with the family and saw the Friendswithyou piece. Loved it. Bought a print and hung it on the wall.
  • Listened to all of Dirty John which was disturbing and fascinating, but not very elegantly produced.
  • Bought some Japanese cookbooks but cooked less than I had hoped.
  • Had a generally angry and confused month as I was trying to cleanse my brain from everything that had been. Seven years of context was gone. Replacing it was painful, but necessary.


Alexia expressing herself.


  • Read The Four by Scott Galloway. Surprisingly good. Loved his tone and candor.
  • Flew to to LA for Summit17, the first conference I’ve gone to for myself in many years. Went with Sorosh which was great in itself, but there was a lot of good talks and experiences scheduled too. Seeing Esther Perel create an intimate environment with 900 people was very memorable, as was going to a dance meditation class at 1.30 in the morning.
  • Saw RY X perform live at Summit. Really strong performance. Played his album a lot after I came home. Same thing with Allen Stone and this song that I even learned how to play on the guitar.
  • Went on preschool tours with Miranda because it was getting close.
  • Read Onward by Howard Schultz but liked it more for the details about a such a familiar company as Starbucks, than for the rather flat management advice that was given.
  • Had the first early calls about what could be next for me in life, work wise.
  • Obsessed a little over Rihanna’s rap on Lemon.
  • Took Yuri to a course to learn how to make Danish rye bread. Made a few loaves during the rest of the year.
  • Got annoyed with self-serving, badly formatted, click-baitey bullshit on Linkedin. But liked the label “broetry” for it.
  • Had a very wet and fun evening with Jonas in Noe Valley.
  • Called it quits on the awful Apple Podcast app and switched to Breaker instead. Never looked back.
  • Ariana Grande again, I know, but this tribute to Whitney Houston was something else.
  • #MeToo was everywhere, and rightfully so. Encouraging to feel the beginning of a change, but so disappointing to hear about former heroes behaving inexcusably.
  • Finished Miranda July’s No One Belongs Here More Than You after seeing her speak at Summit. I love her work, both writing and art.
  • Pod Save America became mandatory listening after having dipped in and out for a while.
  • Grew increasingly frustrated over the persistent damage and societal sabotage that was taking place under the current president.
  • Miranda went skating for the first time.
  • Spent many walks listening to Esther Perel’s Where Do We Begin. Can’t think of anyone that wouldn’t benefit from hearing that series.


New glasses.


  • The documentary “App: The Human Story” came out and the hours of interviews that I had done were reduced to a cameo that lasted about two seconds. Should have been more interesting.
  • Bought new glasses which is always a long process for me. Went for a completely different look this time. I kind of mark phases of my life based on what glasses I was wearing at the time, so this signifies something new.
  • Saw Jim & Andy: The Great Beyond. I had always loved Man on the Moon, but this documentary really added a layer to it. Saw Jim Carrey very differently.
  • Got invited to a gathering of British people in SF. Realized that this was the first time I have ever been identified as a Brit like this.
  • Had a great dinner with Caroline, whom I hadn’t seen for possibly the longest time since we started to work together. It could have gone on all night.
  • Read The Underground Railroad by Colson Whitehead. Well written, but difficult to read due to the subject matter.
  • Went to Napa with Miriam and Alexia to eat at Morimoto. It was good, but I had much higher expectations.
  • Got two fantastic Linkedin recommendations which meant a lot to me, as they summarized two working relationships that I really valued.
  • Nancy left a hole in our family when she went home.
  • Bought a lot of Christmas presents for Miranda and did my Santa debut.
  • Booked our first trip to Hawaii for the beginning of 2018.
  • Started reading Principles by Ray Dalio. Felt more like a reference book than something to read front to back.
  • Went for xiao long bao with Yuri and Amy.
  • Martin and Emma visited us and wrapped the year in the best possible way.


That was 2017 for me. Thanks for reading.

The time has come

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After a lot of consideration, I have decided to step down as CEO of Toca Boca. I told the team this morning. It has been seven years since I co-founded the company together with Emil Ovemar. And to be perfectly honest, I need a bit of a break to recharge and figure out what I should be doing next. My own family has also recently expanded so I look forward to spending more time with them.

I feel very grateful for the opportunity that this has been. It is — by far — the most successful venture I have ever been part of creating. Together we have created a kids brand that stands for inclusion, play, and the quality that kids deserve. We’ve reached kids all over the world with over 150 million downloads. We have extended the brand to incorporate consumer products with an apparel and accessories line at Target. We’ve won basically every industry award imaginable. The list of accomplishments is too long to list.

What’s next for me? I’m going to take a few months off to think about what my next step will be. I’m going to try to keep an open mind and see what catches my attention. If you have any suggestions, then feel free to reach out and let me know.