In the spring of 2012, I moved to San Francisco to start the US office for Toca Boca. My wife, Miriam, followed shortly thereafter and we sent ten boxes of stuff with UPS. We didn’t know how long we would stay and took one year at a time.

A few weeks ago, I moved back to Sweden. To Malmö, next to Copenhagen, more specifically. A little more than eight years after I left. This time with a freight container full of stuff, and two American daughters. Quite the difference.

I’m going to continue my work as an advisor and independent board member in the same way as before. In fact, due to who I work with regularly, the time zone will be a considerable improvement.

When I had worked in my advisory practice for a year, I summarized what I had actually been doing. It’s been a little over two years in total now, and I think it is time for a brief update.

Here’s a selection of the things I’ve been working with:

• I advised an educational WeChat app in China with positioning and marketing.
• I presented about Voice tech for a corporate VC and their portfolio companies in Sweden.
• I developed an App Store marketing strategy for a London-based EdTech company.
• I did a long row of expert network consulting gigs with VCs, family offices, and PE companies from across the world.
• I started working with a family messaging service from Canada.
• I advised a UK law firm on a specific case.
• I did product strategy work for an EdTech app based in Taiwan.
• I wrote a report for a Swedish company about the driving forces behind why people pay for online services, and what happens to their expectations once they start doing it.
• I helped an Indian EdTech company with overall quality assurance in product development processes.
• I joined the board of Rovio.
• I started working with a new kids product from the Middle East.
• I wrote a few long blog posts, with the most popular one being the strategic overview of the Kids App Market.
• I made a few minor investments, and started formally advising a few others.

In my new hometown of Malmö I look forward to contributing with my experiences and getting to know the local community. I look forward to freeing up more time for reading and writing. I look forward to having meetings in more convenient parts of the day. I think it is going to be great.

If you have a project in mind or want some help with something – wherever in the world you may be – please feel free to reach out.

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