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I sometimes bring boards out of the boardroom and into the world of art

I sometimes bring boards out of the boardroom and into the world of art

Aug 2, 2026 | Blog, Joakim

I sometimes bring boards out of the boardroom and into the world of art. The purpose isn’t to discuss art itself, but to gain fresh perspectives, challenge established thinking, and see familiar business questions through a different lens. During our visit to the Guggenheim Bilbao, we explored how culture transformed an entire city and inspired new ways of thinking about leadership, innovation, and long-term value creation. We each chose a favorite artwork and reflected on what it could teach us about business. This was mine.

Prudencio Irazabal’s paintings are meant to be experienced rather than merely seen. What first appears to be four simple red panels is the result of countless translucent layers of pigment. As light passes through these layers, the color gains remarkable depth and luminosity, subtly changing with the viewer’s movement. The work invites you to slow down, revealing that its true subject is not simply color, but light, space, and perception.

Communication has become one of the most important competitive advantages in business today

Communication has become one of the most important competitive advantages in business today

Aug 1, 2026 | Blog, Joakim

In this case, the board was given a different assignment. They were sent out into the city to look for examples of design and communication that truly make a difference, and then present their findings when they returned. I joined one of the groups, and this is what caught our attention.

I walked the streets looking beyond the obvious attractions, searching instead for graphic design, typography, signage, logos and visual identities. They tell a story about a place just as much as its architecture or food.

In Germany, I am always drawn to the tradition of clean, functional sans serif typography. The influence of Swiss modernism is unmistakable, with clarity, precision and timeless simplicity.

In London, it is the creativity of packaging design and typefaces that catches my eye. Brands are often rich in personality, heritage and storytelling.

Northern Spain feels different again. Here in the Basque Country, the design language seems cleaner and more restrained than in the south. In southern Spain, I often get a more playful impression, with expressive logos, vibrant colours and a freer visual style. Here, logos are more minimalist, and typography is trusted to create identity and emotion. Sometimes, the font itself is all that is needed to make a lasting impression.

Communication has become one of the most important competitive advantages in business today. Exercises like this sharpen the way we observe, think and communicate as leaders.

Let the board meeting conclude and release the room — send the members out into a museum

Let the board meeting conclude and release the room — send the members out into a museum

Nov 30, 2025 | Joakim, Blog

Let the board meeting conclude and release the room — send the members out into a museum, where insight awakens and creativity begins. I take a board into a walking workshop to break routine, expand perspective, and unlock the kind of thinking that transforms organizations. Today, we explore how groundbreaking inventions reshape the business landscape, and what the next defining breakthrough might be.

Without Gutenberg, I am nothing — I would be a voice confined to silence. As a communicator, my entire craft is built on the foundation he created.

Johannes Gutenberg, the visionary behind the movable-type printing press, opened the world to shared knowledge and empowered the modern storyteller. His invention remains one of history’s greatest engines of human progress.

Spartan is a timeless geometric sans-serif known for its clean modern balance and bold clarity — and I’m in love with it.

Red and grey letters displayed on a white background, including the letter U and the word 'Spartan'.
Letters displayed in red and grey on a white background.