”Mature companies fail becaus they
forget why they were born.”
-Simon Sinek
The person behind the strategies
My name is Anette Therén. I have gathered roughly 15 years of experience of business and brand strategy, corporate communication and marketing communication. I hold a bachelor’s degree in media communication, and a master’s degree in media and culture production from Linköping University.
Throughout the years, I’ve worked in management teams in Swedish scaleups and in global B2B contexts in a variety of industries engaging with both internal and external teams. I’ve handled all steps of strategy updates – from positioning to repositioning of brand and products – to corporate change management and communication engaging cross-functional teams on all corporate levels.
Since strategy is nothing without action, I’m no stranger to operation when needed, and I’m happy to go into creation mode. I’m a photographer, a trusted copywriter, ghostwriter and editor.
This rarely makes me the best creator in the room, but it does make me understand how to communicate efficiently with my team, and how to clarify needs to external teams. My main strength however, is in market and competion research. I love to pinpoint key values and close gaps. When certain end-user values are not fully understood, I often like to adress this by creating hands on demo solutions to explain the value from a customer perspective.
Originally I come from a background of online communities and open-source platforms. Sharing knowledge and engaging people to work together is in my DNA. I love the digital world, the endless possibilities it presents, but also the nature that surrounds us, and the people that come together to build strong communities off and on screen.
My native tongue is Swedish, but my best friends growing up were American, and my English grew side by side with our friendships. When I write for work or my social media channels, I usually write in English to simplify for as many as possible to make use of the content.
To sum things up. I never get tired of learning new things, I live and breathe business strategy, and I like to explain complex things without complicating the messages. The creative side of me sometimes finds unconventional methods to engage colleagues. I also love questions, so if you’re just dying to ask me something, don’t hesitate. I’m just one click away.