How I Create

When I’m handed a problem, any kind of problem, I learn as much as I can about the subject. I do this as fast as possible as I wanna keep that fire burning. Then I start thinking about possible solutions, draw things on paper, write and design things on my computer and ad shapes to thoughts and ideas forming inside my head. I tend to come up with tons of solutions without really knowing which ones to go with. Then like seeds, I plant my those ideas somewhere in my brain and cover them with soil.

Then I wait.

Sometimes, for a day, sometimes for a week or two.

I wait.

I love this process. It’s like being lost but relying on your instincts to lead you home, sooner or later. I keep those ideas warm inside my head like a gardener nurtures his or her plants. I nurture, talk to and look after them until suddenly one them breaks through the soil. Then I pick it up and I run. Time is precious, if I want this idea to live I gotta move it to my greenhouse, my paper, computer or whatever I’m using to give the idea a body. There is no time to loose!

Create! Build! Come to life!

You see, ideas are great. They show us the way forward, they’re part of the map that guides us into the future and the unknown. But without making them happen they’re worthless.

Ideas can be stupid or good. Executed ideas however, they’re always great. Executed ideas have the power to change the world.

That’s my way of doing it. What about yours?

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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.

  • Donald F

    Apart from soiling the seeds in my mind, I soil them in pther peoples minds too. Otherwise same same.

  • Johan Ronnestam

    Sweet :)

  • Andreas Wålm

    “Fields” of gold!

  • Johan Ronnestam


  • Per Vikström

    Underbart! Härlig beskrivning av den kreativa processen. :-)

  • Gregor McKelvie

    I work on an idea at night. When I wake up in the morning and think it’s still a good idea I continue with it. Then I talk to people about it. But if I wake up and then it’s no good then I drop it.

  • Johan Ronnestam

    Tack Per!

  • Johan Ronnestam

    Thanks a million for sharing! Sharing is key huh!

  • Anonymous

    I also learn a lot about whatever the subject I’m working on. I than push out a list of the bad ideas and the few good ideas on paper.
    Than I wait.
    Than I throw them out and start over. This is key to let them gestate and than realize that this is just 1.0.

    I always start work in than by going through each physical step for the user. With paper mockups if needed. Just to make sure the idea has consistency, if it doesn’t: I throw it out.

  • Johan Ronnestam

    :) Keep on sharing!