You have an exciting background, you built up the communications agency Gnistra, worked as head of communications and business development in the mutually owned Länsförsäkringar Östgöta and then became Director of Enterprise in Linköping Municipality. What gives you the courage to take on such diverse assignments?

"Yes, the assignments probably look very different on paper, but what they have in common is that they have involved building up and developing new businesses, which I think is fun. I have therefore not thought about it being about daring, but I have been quite driven by desire. In the two later assignments, it was also stated that they wanted me as a force in the management team, but also that I would build the businesses I was responsible for, so that they contributed in a new and clear way to developing and strengthening business and operations. So even though the sectors have been different, there has been a common thread in the assignments.

You started an agency, did you have any previous experience as an entrepreneur?
No, I didn't really. However, I had previously had an "intrapreneurial" role and developed new business, I also had several years of experience from the agency side. I founded Gnistra at a time when I had moved from Stockholm to Östergötland. I saw it as an opportunity to try out life as an entrepreneur, started networking, and soon met a driven woman in a similar situation. We saw the opportunity for a new type of communications agency, which at the time did not exist in the regional market. The timing was right, our services were in demand and we could grow the agency together with clients and employees. After less than ten years, we decided to sell to an industry colleague.

What has it been like to go between running your own business and being an employee?
Yes, running your own business is incredibly fun and rewarding, but after that my roles as an employee have been of a "build and develop" nature, so it has gone well. After a stint as acting CEO of the East Sweden Chamber of Commerce, I was asked to build a new, company-wide marketing and communications function for Länsförsäkringar Östgöta. The assignment soon came to include business development and sustainability work. Building a marketing and communications function on the customer side was something I had not done before. Of course, the opportunity to be involved in developing such a strong brand as Länsförsäkringar was also attractive.

And then a public sector employee?
Yes, I probably surprised myself there too, but the role was newly established in the municipal management administration in Linköping municipality and involved building up the function in a new way. I had never worked in a public and politically controlled organization before, so to get that opportunity in one of Sweden's largest cities and to do a few years in "the service of society" felt both exciting and meaningful - and provided many important experiences.

What drives and motivates you in your working life?
I am vision-driven in that it is important for me that there is a long-term and pronounced vision that aims high, and that I can buy into, combined with sound and positive values. It gives me a clear direction and target image to work for, which I can also take with me out into the organization and towards the market. I have often initiated work on reviewing and sharpening a vision or goal - and working through values, goals, etc. so that everything fits together. It's often very powerful and for me, the work itself is motivating.

Continuous development, both for me as a person and for the business, is another important driving force. As a person, I need space for my own creativity - to see new opportunities and to translate them into new solutions and ways forward. Although I am driven by long-term visions, I want to see results quite quickly. I also like to have fun, so I try to contribute and create a climate where people show trust and respect for each other - and where there is plenty of room to have fun and laugh together.

Now you have founded Sprkl Management, tell us more?
Yes, it has been fun and intense years since we moved to Östergötland just over 15 years ago. Then we took over my husband's parent's farm with an active farm that he runs since then, but which of course is also part of mine and our daughter's everyday life. I wanted to give myself the opportunity for a slightly freer existence for a while and founded Sprkl Management as my platform. Right now I'm keeping it a bit open, so we'll see where it goes in the future.