Lagom first. Full throttle when the proof is in.
"Lagom" (pronounced [ˈlɑ̂ːɡɔm] = just the right amount) is the Swedish identity most international expansion programmes ignore — not too much, not too little, enough to prove the market before you commit the budget. The SPV model runs on that logic: a focused commercial vehicle, separate from your brand, built to validate positioning, demand, and channel before you scale. A decade of B2B market-entry work and two major exits later, that sequencing is still the one that holds. From Stockholm and beyond.
