How did you end up switching from employee to entrepreneur?
For as long as I can remember, I have dreamed of running my own company, but life took so many exciting side roads that that dream had to be put on hold. But I still chose to build my experience and skills in companies that were entrepreneurial like Kinnevik and Metro. The nearly 10 years there gave me many lessons that I still benefit from today. However, the biggest obstacle for me was figuring out what I wanted to do (and what I was actually good at). When the longing became too great a couple of years ago, the process of finding my own way started, that it became artificial plants was a bit of a coincidence. I looked for companies that were for sale and scrolled through wholesalers, industries, restaurants and then the strangest company of them all came up, a company that dealt with artificial plants. With my philosophy of "exploring" opportunities, I put myself into the industry and soon realized that there were neither big nor really strong players so then I chose to take a chance and bet. But instead of buying an existing company, I wanted to build one from scratch, and in January 2018 I started By Faux.

Many people have the same dream as you but few dare, why?
I meet many people with the same dream of running their own business and I think the common theme why few follow the dream is fear. Fear of failing, fear of daring to trust their own competence and fear of what those around them will say. But fear is just an obstacle on the way like so many other things. My advice is always to "explore" the possibilities before saying no to yourself. It's important to surround yourself with the right people in those situations, those who can share their experiences, those who don't just say yes, but those who ask the right and relevant questions (without being negative). There is so much inspiration to be found from, for example, Almi, which has helped me a lot along the way, Yes Box (Gothenburg) and many other actors who work for entrepreneurs. Then I think many people think that you have to think so big, ie, become a new Uber, Airbnb, etc. You have to dare to be honest with yourself and review your driving force, why do I want to become an entrepreneur and what do I want to achieve?

Can the current crisis be an opportunity for some?
Absolutely, now there is finally time to actually reflect on their future, their choices and dreams. My tip is to dig where you stand, i.e. with yourself. In what situations do you feel and perform at your best, and when do you not come into your own? Based on those answers, you can move on and explore, but be a little self-critical and don't just follow your passion. Dare to lift your gaze and think about business, customers, turnover, market, etc. If you are too passion-driven, the risk is that the business becomes secondary. Then it may be an idea to talk to an outsider once you have come a long way, someone who can help you formulate a business plan, set a budget and coach you towards your new goals.