Meet the Founder

Many years ago, when I was facilitating internal innovation workshops at Motorola, executives would ask me to run "The Innovation Workshop" for their teams. I'd tell them there's no single magic bullet – you need to understand what you're trying to achieve first.

That principle has guided my career ever since – through Amazon Web Services, through advising companies like Adobe, Johnson & Johnson, and Volvo Group, and now through Think Big Leaders.

But even innovation advisors have mundane problems.

Mine started with a habit I can't quit: learning. Podcasts on my bike ride in Stockholm's parks. Interviews playing at the gym. Conference talks while waiting for the bus. At Amazon, the leadership principle I connected with most was "Learn and Be Curious" – and I've never stopped living it. I consume content constantly, not because I have to, but because I genuinely love discovering new ideas.

But this came with a recurring frustration. I'd hear something brilliant – a framework, an insight, a story worth retelling – and think "I should share this with my network." And then I wouldn't. By the time I sat down to write, the moment had passed. The insight had faded. Or I didn't feel I had enough time to express the insights in a meaningful way.

When I founded Think Big Leaders, I had another motivation to share more. As a consultant and advisor running my own business, my reputation is my pipeline. I needed to amplify my voice and establish my position as a thought leader in innovation and AI. Great work behind closed doors wasn't enough anymore – I needed to be known for my expertise. Posting consistently became a business necessity, not a nice-to-have.

So I approached it the way I'd approach any product challenge. I'd been Director of Products in two startups. I'd spent years at AWS practicing the Working Backwards methodology – starting with the customer problem and working back to the solution. I asked myself: What's the friction? Where's the bottleneck? What would make this 10x easier for someone like me?

Now I use it every week, several times a week. If you scroll through my LinkedIn, many of those posts started with a video I watched. The ideas aren't mine – I found them, and I extract value from them by combining them with what I already know. By sharing them consistently, I've built a reputation for surfacing valuable insights.

For me – that's what thought leadership really is: not pretending you invented everything, but being the person who finds great ideas and makes them accessible to others.

If you're a consultant, advisor, or expert who needs to build your personal brand, or if you enjoy capturing what you learn and sharing with others, or if you find valuable content every day but just struggle to turn it into posts – Castifai is the tool I wish I'd had years ago. Now you can have it too.