From a truck cab to an Oracle meeting

In 2004 I drove 24-metre Scania rigs. In 2024 I sat in a meeting with Oracle.

In between: twenty years that followed no plan.

I grew up in Eskilstuna. Factory town. Becoming an engineer was the highest aspiration available. I bought that narrative wholesale, applied to Luleå University of Technology, and dropped out after a year.

Two years of maths before anything interesting even starts. It was not a failure. It was a calculation. The cost of staying exceeded the gain.

Instead I drove trucks. Transportledet AB, long-haul, 2004 to 2007. Early mornings, Eskilstuna to Malmö, sometimes further. It taught me how logistics actually works. Not in a model. In a cab.

Then Stockholm. Sociology at Stockholm University, not because I was passionate about it but because it required fewer hours. That gave me room to study in parallel. 250 percent study pace. Exchange in Australia. Two master’s degrees (KTH logistics and Stockholm University sociology, 2013).

In 2013 I started LUP Technologies. A digital platform for safety and communication in industrial logistics. Customers like Scania, SCA, SSAB, Stora Enso. Customers reported 50 to 63 percent lower accident risk.

We won Open Stockholm Award 2014 for the app LUP City. I gave a speech for the King and Queen through a Nordic entrepreneur network.

If someone had asked me then why I started the company, I would have said I wanted to improve everyday life for truck drivers. That was true. But how much of the motivation it actually accounted for, I do not know.

Money was a strong driver. Freedom another. A DCF analysis at the Stockholm School of Economics showed the company could be worth 300 million SEK in five years. That number did something to me.

LUP was ten years ahead of the market. Five years without a real salary. Either kick-start sales or get a job that makes it possible to start a family. It was the latter. The decision was financial, not emotional.

Since then: digitalization consultant for the Swedish Parliament (security class 2) and City of Stockholm. Business developer at Volvo Group, in a venture built with Oracle. ISO 27001 lead. Enterprise negotiations.

Three worlds (startup, public sector, large corporation) and three entirely different ways to watch digitalization fail.

Now I am an independent consultant. Not because I think I have all the answers. But because twenty years working with technology, business and people have given me a perspective most consultants do not have. I have driven the truck. I have built the system. I have sat in the meeting with Oracle.

This is not an inspirational story. It is a series of rational decisions, made by a person who knows what he wants: control, competence and financial security. That it ended up in transport and logistics is partly because that is where it started.