Finding your voice after keeping quiet. #Blogg100 here we go.


Fredrik Wass, Swedish blogger, freelancing journalist, thinker and speaker set out on a mission last year. He set out on a mission to write 100 blog posts in 100 days. He called the project #Blogg100. Already then he urged people to join in.

Now a year later he called out again and asked people to join him. Amazingly enough tons of Swedes decided to have a go and to be honest it’s not that strange. I guess there’s more people than me out there that partly see themselves as bloggers…but with a blog that has gone quiet. There has been many times lately when I’ve been opening my blog to write a post or two but out of some reason I haven’t pressed that publish button many times lately. It probably has something to do with time but that’s not all. Having written as many posts as I’ve done over the years creates a pressure of constantly writing something new and unique and once you put to much pressure on yourself the words doesn’t come easy. I think a fresh start can solve this and this is why I’m taking on the challenge.

From today (I’m actually one day late) (actually I’m not…I was to fast. I’m on time ;)  I’ll blog 100 posts the next 100 days. I’ll probably write most of them in English but then a couple in Swedish. In order to give myself a slow start I’ll consider this post nr 1 of 100. Some will be long posts and some will be short reflections. I hope they all will be worth reading!

See you tomorrow!

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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 and Co-Founded 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.

  • Nikke Lindqvist

    Exactly my view of #Blogg100 Johan. I’m still blogging, but each and every blog post takes longer and longer to write, since it has to be even more comprehensive than the last one I wrote on the subject, adding more value and more detail. And that’s why I just love this. Suddenly, I can blog, and actually have a reason not to publish the whole story of SEO in each and every post. Or not even blog about SEO at all.
    Still, it’s not without effort. I’m really struggeling with my fourth post, but after asking on Facebook, I have a ton of requests. I’ll just start filling those.

  • Johan Ronnestam

    I’m really looking forward to see what thoughts you pop out the next 97 days :) On my side I’ve also done quite many fun projects but it’s always hard to write quick about them. I still want to explain the details etc. This #Blogg100 hopefully gives me the time to do it!