Our perspectives

Writing was once the gold standard for credibility. But in a world flooded with auto-generated text, trust is migrating elsewhere – toward presence, tone, and the human voice. Today, we listen for meaning more than we read for proof. Authority is no longer built in documents, but in dialogue. And as writing becomes frictionless, speaking becomes the real differentiator. In meetings, in leadership, in culture – what you say, how you say it, and when you choose to pause, now matters more than ever.

Novo Nordisk no longer whispers Nordic values into a global storm. It speaks with force, fluency – and intent. What once felt like quiet integrity now looks more like calculated positioning. But when ethics becomes strategy, and restraint becomes rhetoric, something deeper shifts. Novo is changing. And perhaps that’s inevitable. But the question remains: in the race to win globally, can you hold onto the roots that once made you different?

Culture isn’t what you say. It’s what you signal when no one’s watching. The unspoken code behind who speaks up, how mistakes are handled, and whether difference is welcomed or silenced. Done right, culture creates rhythm, resilience and trust. Done wrong, it tips into cult or chaos. Because without psychological safety, diversity backfires. Without clarity, inclusion drifts. Real culture isn’t a slogan or a slide – it’s the habits you practise when pressure hits. The best organisations build cultures with edge – but not edges. There’s a difference.

Public debate isn’t a neutral marketplace of ideas. It’s a shifting window – one that moves not with evidence, but with energy. Today, we watch as once-radical notions become mainstream, while reasoned voices are sidelined by speed and spectacle. From screen-time anxiety to crypto and Trump-backed meme coins, the Overton Window reveals not where the truth lives – but where attention flows. If you want to stay relevant – not just right – you need to track the shift. Because by the time the world catches up, the debate has already moved on.

In an age of geopolitical unpredictability, the strongest response isn't shouting louder. It's listening sharper. Global companies now navigate a landscape where praise in one capital turns into backlash in another. But when the rules shift faster than you can react, survival depends not on noise – but on nuance. The real power lies in presence, precision, and the discipline to wait, read, and respond. Strategic listening isn’t inaction. It’s a deliberate posture: protecting what matters, hearing what others miss, and choosing your moment – because in a world full of noise, the quietest players often make the biggest moves.

AI isn’t lacking in hype – or pilot projects. What’s missing is leadership. Until executives take charge, AI will remain a tool for marginal gains rather than meaningful transformation. In boardrooms across industries, the same mistake repeats: a scattershot of pilots with no real strategy, no clear bets, and no plan for reinvestment. The result? Cosmetic wins, shallow savings – and growing fatigue. But the promise of AI isn’t efficiency. It’s reinvention. Leaders who treat it as a core driver – not a departmental toy – have the chance to unlock something bigger: not smaller teams, but smarter organisations. Not automation for its own sake, but time and energy for what truly matters.

Novo Nordisk’s crisis isn’t just corporate. It signals a turning point for Denmark – a moment of lost innocence that demands a new strategic mindset in a changed world. For decades, we’ve taken pride in values-driven growth and quiet global respect. But when one crisis can halve a company’s market value and turn a national icon into a political target, reality strikes. We are no longer the exception to the global system – we’re exposed to its full force. Novo isn’t just a corporate mirror; it’s a national one. And perhaps the question isn’t how to protect the old story, but how to write a new one – with open eyes, strategic maturity, and the courage to lead in a world that’s no longer playing by our rules.

When a new CEO steps in, the spotlight is immediate – but the smartest leaders don’t rush to perform. They tune in. The first 100 days aren’t about proving yourself. They’re about finding the frequency: listening before speaking, observing before acting, and asking the questions that shape direction. In a time where leadership is read as much as it’s heard, presence becomes strategy. Across institutions and companies alike, we see a shift: from execution to orientation, from urgency to meaning. Leadership no longer starts with answers – it starts with posture, patience, and the courage to hold space for clarity.

Fame used to follow from excellence. Today, it often replaces it. From frontstage performances to algorithmic approval, we now live in a culture where being seen outweighs being skilled. But what does this shift do to our sense of self – and to public discourse? In this reflection, we explore the psychological cost of constant exposure, and the quiet power of choosing less.

Everything is connected. But when one link breaks, the whole chain collapses. Our digital infrastructure promises simplicity, yet it delivers confusion, stress, and silent exclusion. The problem isn’t the technology – it’s the invisible dependencies no one takes responsibility for.

What if joy wasn’t just a result of education, but its purpose? That’s the provocation behind DEA’s new anthology Uddannelsesglæde. In our conversation with director Stina Vrang Elias, joy becomes more than emotion–it becomes a leadership principle. Not ease or comfort, but meaning, direction, and shared purpose. The challenge? Making joy part of governance without turning it into bureaucracy. If we dare to lead with joy, we might just unlock deeper learning, stronger institutions, and more human leadership. But it begins by asking: What are our schools really meant to ignite?

Modern schooling risks being reduced to metrics. Dashboards, KPIs, and scorecards dominate leadership–but meaning slips through the cracks. What we measure becomes what we chase, even if it misses the point. Schools aren’t factories. They are spaces for judgment, connection, and growth. Data can help–but only if guided by values. The real challenge isn’t rejecting measurement. It’s remembering why we measure in the first place. When we forget that, we forget what schools are really for.

The Danish education sector is scaling up fast. Fewer institutions, more students, tighter systems. But something vital is being lost: meaning. Identity doesn’t scale automatically – and neither does connection. When institutions all look and sound the same, they lose their distinct purpose. Reform is necessary, but direction is essential. As the political pace quickens, the leadership challenge isn’t just to manage change, but to define it. Bigger isn’t better unless it’s built around what matters.

Trumpism is often misread as a singular movement–either an authoritarian drift, a media phenomenon, or the outcry of disillusioned voters. But this narrow framing misses the real danger: Trumpism is not one thing. It’s a set of overlapping forces–each strategically incoherent, yet systemically powerful. Trumpism isn’t just an American spectacle; it reshapes alliances, market rules, and the very assumptions of democratic governance. To understand Trumpism – and prepare for its global consequences – we need to see it for what it is: a multifaceted political technology.

Far too many communication evaluations stop at visibility – but that’s not where the real value lies. In this analysis, we map out the most common mistakes and barriers in evaluation work: from an overemphasis on quantitative data to a lack of connection between measurements and business objectives. Based on research, interviews, and industry insights, we present five recommendations that elevate measurement from a chore to a strategic management tool. Because when communication is meant to shift behavior and strengthen the brand, it requires goals that truly matter.

What does a small country owe the world? In a time of ideological extremes and tribal politics, Denmark offers something quietly radical: case-by-case thinking, civic trust, and a refusal to play the global game of dominance. Inspired by Janan Ganesh’s recent Financial Times column, here’s a reflection on what makes the Danish mindset so distinct – and why it matters now more than ever.

Leadership is not obsolete—it’s evolving. While some have argued for a world without leaders, reality proves otherwise. Organizations still need direction, cohesion, and purpose. The real challenge? Redefining leadership for today’s demands.

The world is shifting in unpredictable ways, unraveling old structures and certainties. Freedom and uncertainty now go hand in hand, forcing us to rethink identity, politics, and belonging. How do we navigate this chaos? By embracing contradiction, adapting to complexity, and finding resilience in uncertainty.

As global uncertainty rises, Danish companies face renewed challenges under Donald Trump's return to the White House. This article explores how businesses like Danfoss, Arla, and Ørsted are embracing agile, layered strategies to navigate geopolitical storms and thrive in a volatile world.

In a world flooded with AI-generated text, genuine human creativity in communication is becoming a rarity. This piece challenges businesses to prioritize clarity and voice over algorithmic efficiency, demonstrating that great writing remains an invaluable branding tool.

Intro: In a world obsessed with numbers, not all metrics are created equal. Over-measurement can lead to confusion and unintended outcomes. By focusing on fewer, carefully chosen goals, leaders can inspire meaningful progress and align actions with genuine priorities.

As short-termism takes hold, marketing budgets dwindle, and immediate sales tactics replace brand-building efforts. This piece explores the marketing paradox: the relentless chase for instant results at the expense of meaningful, lasting connections.

At Novonesis, the merger of biotech leaders Novozymes and Chr. Hansen, a bold new branding philosophy is emerging. Eschewing superficial appeal, Novonesis embraces trust, transparency, and thought-provoking stances as core to its identity, redefining how brands resonate with audiences in an era of skepticism.

The rise of AI is transforming creative writing, not just in traditional fields like media and theatre, but across business communication as well. Through extensive interviews with creative professionals and communications experts, we’ve identified new best practices for integrating AI tools into writing processes. This analysis reveals how companies can use AI to improve content quality, boost creativity, and streamline workflows, without losing the personal touch that makes communication effective.

As AI reshapes industries in Denmark, companies face significant ethical and regulatory challenges. At SJ&K, we help businesses balance compliance with societal expectations, ensuring their AI systems are both responsible and trustworthy. This perspective outlines how companies can operationalize AI ethics to mitigate risks and drive innovation responsibly.

AI's capacity to manage details and specifics transforms strategy, management, and communication. By embracing the paradox of "Freedom and Formulas," AI enables businesses to navigate complexity, fostering creativity, adaptability, and personalized engagement.

Adaptation is crucial. Avoid wasting resources by focusing on impactful trends, not buzzwords. Learn how to identify and prioritize key changes.

In today's data-driven world, we often find ourselves measuring everything because technology allows it. However, the real challenge lies in understanding what truly matters and measuring that effectively. Through practical solutions and a straightforward model, we focus on setting meaningful goals and achieving efficiency without sacrificing the essence of what matters most.

Nearly forty years ago, philosopher Harry G. Frankfurt's essay "On Bullshit" brought a serious analysis to a pervasive issue. With the rise of the internet and the attention economy, Frankfurt's insights on misinformation, fake news, and societal impact are more relevant today than ever.

Effective communication hinges on clear organization. By defining structures, roles, and processes, we ensure our work integrates seamlessly into company operations, delivering consistent value.

In a world where incivility seems to be on the rise, politeness stands as a radical and transformative act.

Explore the shift from traditional crisis communication strategies towards a more open, trust-based approach in the blog "Rethinking Crisis Communication: Abandon the Pursuit of Control." This piece challenges the century-old premise that corporate communication must control the narrative to avoid losing grip, advocating instead for transparency and honesty to foster genuine engagement and trust.

Thirty years ago, the Internet was heralded as a beacon of global unity and democracy. Today, it's a battleground of monetization and misinformation, with social platforms turning into digital arenas more concerned with profits than community-building. How did our digital utopia drift so far astray?

In a world where businesses face pressure to go beyond profit, Corporate Political Responsibility (CPR) offers a strategic path towards genuine sustainability and political engagement.

In a world addicted to speed, a growing movement seeks balance, challenging the rush with a call for meaningful, deliberate change.

The transformative power of literary reading. Fiction enriches our empathy, understanding, and mental well-being through a deeply personal journey.

Who makes a change? We need to unify and act decisively, leveraging our collective strength for a sustainable future through shared national effort and innovation.

It is smart to design a boat so that it has the least possible resistance through the water. The Vikings gave their ships a smooth, elongated shape, reminiscent of a drop. And then they passed the word on, streamlining.

In a world of buzzwords, a lot of resources are wasted today on looking for the wrong buzzwords. So how do you find the relevant trends?

In today's rapidly evolving marketplace, traditional branding strategies focused solely on emotional connections are no longer sufficient. When we looker deeper into the concepts of 'love' and 'purpose,' inspired by thought leaders like Kevin Roberts and Simon Sinek, we uncover a deeper layer essential for the modern brand: trust. In an era marked by skepticism and information overload, trust emerges as the cornerstone of brand strategy.

No Man's Land carries a unique intensity: it's the transition between what was and what's to come. Picture a train station in the quiet of the morning or an empty office space, devoid of furniture. This transition can be tangible or intangible, involving a single individual surrounded by nothing but new possibilities, or it could concern an entire society navigating political decisions and the standstill brought on by pandemics.