A short story about love


First, I’m going to find out what she’s like. I’m gonna spend time with her, or around her since I actually don’t know her. What food does she like, white or red wine, does she like fashion, music – what kind of music? Is she into sports and if so, which sport. If not, why? When she walks like that, with her face slightly smiling, eyes browsing the world – what is she thinking about? What’s the thing with that little tin box she carries around in her purse? Why doesn’t she get of on the right station on her way to work? Does she like to walk or is it only about exercise? She speaks with a quiet voice – why? Why, why, why. I want all the answers.

Once I know this I’m going to change. I’m going to cut my hair. Dress differently. I’ll stop drinking and only eat carrots. My car has to go. Can I buy a bike instead? Switch career. Mountain biking has never been my thing, but I bought one today. Birds and an aquarium. I’ll talk differently and learn french too. I’ll start going to museums. Buy art. I’ll start a foundation that save whales. I’ll do everything that needs to be done – for her.

She won’t see me at first since I’m afraid of scaring her away. I’m in it for the long run. But sooner or later she’ll wonder who that guy is who always eats the ecological pasta in her favorite restaurant. Once she’s spotted me I’m going to say hi. Speak to her. We’ll talk about food, fashion, music, sport, cars and especially tin boxes.

She’s falling in love. I can feel it. That man on her favorite restaurant is her perfect match. She’ll make sure to be there on the same time every week. And I am there every week too. We talk more.
Would you like to go to the movies one night?
Yes. She says.

We go. We walk together. She’s smiling like always. I’m smiling too. We talk. We see a movie we both like.

I love you she says.
I love you.

Years go by. I find myself forgetting what she looks like. She doesn’t walk and smile anymore. I can’t remember what she likes to eat. Her voice is everything but quiet. My hair has grown out again.

We divorce.

Later I find out that she is in a new relation with a new man. He does everything that I don’t do for her. And I also learn that she’s not like before.

She changed.
I didn’t

We drifted apart just like brands drift apart from their target group, their behavior, what they enjoy, what kind of references in life they have. How and where they consume communication.

Brands, like people, seem to think change is hard. Its not. Just do something today that you haven’t done before. If you fail, try tomorrow again.

Don’t drift apart. Change.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

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