Johan Berndtsson

#27 Design Is Your Best Growth Strategy

"Johan… you know I’m not a designer, but after ten years in communication and product development, I’ve seen how much better things go when skilled designers are involved from the start. Yesterday, a new client dismissed my points, and I struggled to find the right words to

#26 The CX Edge: How Boards Can Support Growth and Profitability

I’ve been talking to a lot of boards and leaders lately. Everybody agrees: customer-centricity is essential for long-term growth and profitability. It sounds straightforward—prioritize the customer, align leadership, and empower teams. But even though everyone agrees, it rarely gets done. The gap isn’t in understanding the importance—

#25 From Boardrooms to Buttons: Where Strategy Meets Reality

Did you know acquiring a new customer is five times more expensive than retaining an existing one? Or that customer-centric companies can grow their revenues 4% to 8% faster than their competitors? Or that companies that focus on enhancing the customer experience see, on average, a 15-20% increase in sales

#24 Best of 2024: What You Liked, and My Own Favorites

Just so that you know. This is not a regular issue of Reflections. This is a reflection on Reflections. It’s a look back at the first seven months and 23 articles since the first newsletter on June 4th. When I started this newsletter, I just knew I wanted to

#23 Seven Predictions for 2025

What will the new year hold for tech, business, and UX? Predicting the future is always risky—there's no quicker way to look foolish—but who can resist the challenge? Here's my take on what 2025 might bring. 1. Incremental Progress 2025 isn't likely

#22 Starting Up Your Business? Find your Partners

What’s the biggest enemy of success? It’s not competition, or even bad luck—I think it could be the belief that you can (or should) do it all on your own. This idea of going solo, of proving yourself by taking on the world alone, is so ingrained

#21 Skip the Research, We Already Know Our Users

Imagine spending months developing a new feature, only to find out it doesn’t resonate with your customers—despite feeling confident that you "knew" what they wanted. Sound familiar? This scenario plays out more often than we think. Decision-makers sometimes ask me: “What’s the point of research

#20 The Designer’s Guide to Saving the World

As designers, many of us entered this field to make people’s lives easier, better, and more fun. But in a world facing crises, is that enough? Democracies are slowly turning into autocracies as polarization and weaponized social media deepen divides. Economic inequalities are worsening as wealth gaps grow. The

#19 Your Ears, Not Your Eyes: Augmented Reality is Already Here

Google Glass, Microsoft HoloLens, Magic Leap 2, Meta Orion… Each of these products has likely cost billions of dollars in development and marketing without commercial success. But what if augmented reality (AR) is already here—just not in the way we think? We bought a pair of Google Glasses when

#18 Tunnel Vision: Remote Research vs Empathy

A few weeks ago, I got to catch up with Steve Portigal, author of Interviewing Users and track leader at Ambition Empower. We talked about what’s changed over the years, including the rise of remote research—often at the expense of traditional field studies. Many years ago, after completing

#17 That’s where you’re wrong, kiddo

You know the old grump who says, “That will never work?” That’s me. I started my first company in 1994. Like many others who have primarily focused on building businesses, I’ve encountered quite a few grumps. You know, the kind who either imply—or outright say—that what

#16 U.S. Elections: Democracy or Entertainment?

On the night of November 8, 2016, I went to bed in our overnight apartment in Stockholm, convinced that Hillary Clinton would win the U.S. presidential election. The last thing I saw on my phone was a prediction graph showing her as the likely victor. I turned off the

#15 I Hate People… But I Love Money

“Hey. Look. I hate people, but I love money. And the only way you’re going to make money is by making sure this works really really well for people.” A few months after we started inUse, Ingrid and I met with a CEO for a potential client. This was

#14 How My Sinclair ZX Spectrum 48k and a Stack of Magazines Taught Me to Love Friction

I still remember the excitement. Sitting down in front of my Sinclair ZX Spectrum 48k. Fingers hovering over those iconic rubber keys. It was an incredibly simple machine by today’s standards, but to me, it was a gateway to an entirely new world of creation, learning, and gaming. I

#13 User Research as Risk Management: Aligning with Decision-Makers

"You know we would like to do tests and research, but there is no time right now.” Jan Andresen recently followed up on my post about trusting the process. He asked how I handle situations where decision-makers want to skip the research and move straight to implementing a solution.

#12 Convenience or Manipulation: Play Next and Autoplay

It's 11 p.m. I really ought to go to sleep. Play next? 5, 4, 3, 2, 1… Ok… Just one more. Have you ever binge-watched shows too late because of the "Play Next" feature? I know I have. Convenient? Definitely. Manipulative? Without a doubt. Problematic?

#11 Health and Taxes: Should Companies Pay for Sick Leave?

– Hello! I’m calling from the National Federation of Small Businesses (Småföretagarnas Riksförbund). Do you have a minute? Usually, I end sales calls quickly, but this one piqued my curiosity. – Sure, go for it. – We advocate for reducing payroll taxes and eliminating the employer’s responsibility to pay for sick

#10 Want to Impress? Trust the Process

I’ve spent years meeting with CEOs, VPs, and upper management—both as a board member and advisor. These rooms can feel intimidating, filled with decision-makers who expect results. My role is often to help make the product or service perform better. Still, despite decades of experience, I sometimes find

#9 Saying Yes: How One Small Decision Sparked 30 Years of Entrepreneurship

Yes. Such a small word—yet it has the power to change the trajectory of your life completely. This week, I celebrate 30 years as an entrepreneur. One yes led to another and, eventually, to a career I could never have predicted. It all began during a summer job at

#8 The Key to Closing Performance Gaps: Quantitative Indicators and Qualitative Insights

When optimizing business performance, numbers often steal the show. And here’s the thing. They should. But to really understand what’s happening, you have to dig deeper. The most important insights aren’t captured in spreadsheets. Last week, my Ambition colleagues and I organized after-work events in Gothenburg and

#7 When I’m with you, I want to be WITH you

I spend most of my days in meetings. Often physical ones. The majority of these meetings are incredibly meaningful and interesting. In these meetings, especially if they’re one-on-one, I want to be 100% present. I do not want to worry about what time it is or about finishing in

#6 From Classroom to Career: How to Land Your First UX Job

Students often ask me how to land their first UX job. My answer? Start as early as possible—ideally, the very moment you begin considering a career in this field. If you’re just beginning your journey in Interaction Design, Service Design, UX Design, or a related field—congratulations! You’

#5 Sliding Doors and Student Career Counselors

Next week, 406,000 hopeful applicants will find out if they’ve been accepted to any of the Swedish universities or university colleges. Among them is my youngest son, Simon. We’re hoping he’ll get into the international business program he’s aiming for, but if he doesn’t,

#4 Google and the Innovator’s Dilemma: From PageRank to Perplexity

Remember when Google revolutionized web search with its PageRank algorithm? Developed by Larry Page and Sergey Brin in the late 1990s, PageRank determined a webpage’s importance based on the number and quality of links to it, much like academic citations measure research impact. This innovation quickly made Google the

#3 Profits, AI-Driven Growth, and the Silver Lining: Thoughts on the Current Job Market in Design

Last week, I visited my friend Martin Thörnkvist at Media Evolution in Malmö. Martin, a creative role model, has been a constant source of inspiration through his work with Media Evolution and The Conference. While we enjoyed our coffee in the Futures Library, Martin pointed to a photo shoot happening

#2 Performance Anxiety: The Difficult Second Issue

500?! From zero to 500 subscribers in less than a week? And many of you are people I genuinely look up to. After posting last week’s issue and seeing my subscriber count skyrocket, I suddenly realized what I had done. A newsletter? Really? Writing something new and at least

#1 Without purpose, I suck

At the beginning of high school, essay-writing felt anxiety-inducing and laborious. I remember sitting there, reading the assignment, and doing my best to craft a text that would meet the teacher’s expectations. A week later, I received my grade: D. Then something changed. Instead of just trying to complete

I’m starting a newsletter

I’m starting a newsletter. It’s not for you. It’s for me. I know. The world does not need another newsletter. You don’t need another newsletter. But I love writing. And I’ve promised myself to spend more time writing going forward. So, I’m doing this