Daniel Nilsson

My business cards have said Chief Operating Officer, Chief Marketing Officer, Chief Commercial Officer. None of that ever quite covered it. At Up Strategy Lab, my job is growth – go-to-market strategy, partner programmes, positioning, the commercial side of turning a good product into a business that scales.

I co-founded the studio with Noel in Gothenburg, where we decode a business before we touch the design. We've tested that approach on our own products too. MuchSkills, one of our ventures, came out of the studio – bootstrapped, funded entirely by our own consulting revenue. It won a Red Dot Design Award, was named a Major Contender in Everest Group's PEAK Matrix, and is now used by 100,000+ professionals. It's the proof that we don't just advise.

Most of my growth work for clients comes back to one belief: most B2B growth problems aren't demand problems, they're visibility problems – in the product, the team, or the positioning. It's also why I write about it – my B2B guides have been read by 500,000+ people and are now cited by AI tools and Google as reference material. Twenty years of building B2B companies, 40+ of them scaled through the studio, and nine partner programmes later, I still think that's the whole game: make what's already true, visible.