Starting Up? 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 in how we think about success. And yet, for most of us, it’s simply not sustainable.

When I look back at my journey, the word “co” shows up everywhere. I’ve co-founded companies and conferences, co-written articles and a book, and co-created products and services. For me, success has never been a solo effort—it’s always been shared.

A couple of weeks ago, I spoke with a first-time entrepreneur. She was full of energy, ideas, and ambition—ready to take on the world. As we talked, she mentioned a potential partner for her business, someone whose skills could complement hers perfectly. But then came the hesitation: “It’s my idea. Should I really share it? Shouldn’t I just hire her instead?”

I get it. It’s tempting to want to keep full control, to feel like you’re the sole creator of something important. But I’ve also seen this mindset become a barrier. Time and again, I’ve watched people with great ideas struggle—because they tried to do it all alone.

In our culture, we love the idea of the lone genius—the Steve Jobs or Ingvar Kamprads of the world—who seem to single-handedly build empires. But the truth is, even those stories aren’t as solitary as they seem. Behind the scenes, there are always collaborators, advisors, and teams helping bring the vision to life.

I’ve always known I couldn’t work that way. Maybe it’s because I know my limits. I’m good at what I do—most days. But not all days. Life happens. Burnout, illness, doubt, even simple fatigue. On those days, the people around me have been my safety net. A partner can step in, offer perspective, or simply carry the weight when you can’t. That’s why I’ve never felt the need to go at it alone. It’s not about weakness. It’s about recognizing that none of us are at our best all the time—and that’s ok.

When I think about my greatest successes, they’ve always been shared. Whether it’s co-founding a company or co-writing a book, the best outcomes have come from combining talents, ideas, and perspectives. And when things haven’t worked out, I’ve never had to face failure alone. My collaborators have helped me learn, adapt, and try again.

So. Who’s standing with you? Who could bring insight to your vision, or cover for you when life gets in the way? If you’re hesitating—wondering if it’s better to keep control or bring someone onboard—ask yourself what you might gain instead. Sharing the journey doesn’t diminish what you bring to the table. It amplifies it.

To the entrepreneur I spoke with—and to anyone reading this—my advice is simple: find your “co.” Whether it’s a co-founder, a collaborator, or a trusted partner, don’t let pride or fear hold you back. The journey is longer than you think, and very few make it all the way on their own.

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Me? I am a designer turned entrepreneur, investor, and advisor. I’m the CEO of Ambition , where we help organizations enhance their design, UX, and CX capabilities through consulting, recruitment, and our continuous training program, Ambition Empower. I’m also on the board of Touchtech , a SaaS platform that frees salespeople from tedious tasks, allowing them more time with customers, as well as Vizcon AB , where we enhance customer satisfaction and profitability for construction companies, merchants, and suppliers through the platform Bygghub.

In 2002, I co-authored the book “Anv?ndbarhet i Praktiken” (Usability in Practice) and co-founded inUse, which grew to become one of the most influential Business, Service, and UX design agencies in Scandinavia with 100+ amazing designers and strategists. Later, I co-founded From Business to Buttons, one of Europe’s leading UX and Service Design conferences, attracting over 1000 participants at its peak. To leverage the reach and power of a larger corporation, we sold inUse, including the conference, in 2017.

Let me know if there’s anything I can do for you. Happy to connect if you want.