I build the B2B companies I wish existed, and help other founders
build theirs.
I run Up Strategy Lab, a B2B design and strategy studio in Gothenburg, and MuchSkills, a Red Dot-winning skills intelligence platform that came out of it. I also write The Visibility Edge, a newsletter sent when I have something tested and worth sharing.
Three things,
one thesis.
Up Strategy Lab
We decode the business before we design anything. B2B design, brand, and product work for funded founders with complex technical products. We have built our own products, so we know what it costs.
MuchSkills
A skills intelligence platform used by 100,000+ professionals. Red Dot Design Award winner. Recognised as a Major Contender in the Everest Group PEAK Matrix® 2025. Built inside Up Strategy Lab.
The Visibility Edge
A newsletter for founders and operators on what I have learned building real B2B companies. Sent when there is something tested and worth sharing. No hot takes. No fixed schedule.
"Most B2B growth problems are visibility problems. Buyers cannot buy what they cannot see. Teams cannot grow what they cannot see. Founders cannot scale what they cannot see."
The Visibility Problem
Why most B2B companies get stuck, and why the fix is almost never what founders think it is.
Building Partner Programmes That Scale
The actual playbook from closing 100 operators in 40 countries with a team of 1.5 people.
Why Your Positioning Sounds Like Everyone Else's
What happens when a serious buyer lands on your homepage and still cannot tell what you do.
What I Learned Shipping MuchSkills
From a Google Sheet to a Red Dot-winning platform used by 100,000+ professionals. Honestly.
The Visibility Edge
Want to work together?
