Finding Zlatan

Nordic founders can take underselling to unnecessary extremes

Our region spawns an outsized number of unicorns. What’s even more impressive is that we do it despite, to put it politely, a limited ability to pitch. There are a handful of natural showmen amongst us, but most Nordic founders have to work hard to learn to communicate effectively. When we do, we excel.

We don’t do “Show-and-Tell” at school

For many Nordic founders, pitching is our first taste of public speaking. Schools in the English-speaking world seem to start teaching presentation in kindergarten. Tiny tots bring favorite toys to present at “Show and Tell”. “This is my teddy bear. I like him very much. Etc.” This is unknown in the Nordics.

Nordic Founders can drive you nuts

We seldom brag, even when we have plenty about which to brag. Take the pair of game developers I met two years ago in Malmö. They planned to launch their game on Steam, the dominant platform for indy games. When I asked how they would stand out amongst the dozens of games launched every day on Steam, they were disconcertingly vague.

Who did you say they were?

Imagine my surprise when, moments after our meeting, I was told they had been on the team that built Mindcraft. And that one of them had 400,000+ followers on Twitter. “Hey, you! Come ‘ere!” I yelled, channeling my very un-Nordic inner New Yorker. I was polite, but made myself very clear.

More Zlatan, less…

I’m glad to report that they now introduce themselves as part of the original Mindcraft team. Their pitch has more Zlatan Ibrahimovic “how do you like me now?” swagger and less Swedish modesty. Saying that you built Mindcraft and now you have a new game is also relevant information your audience needs to know.

Sometimes it’s the setting

I met a raw bar startup at a pitch workshop I held in Malmö back when raw bars were strictly for vegans and crossfit enthusiasts. The half dozen other firms in the workshop were all early stage and many were pre-sales. My workshops are hands on, so they were all creating or rewriting their actual pitches. As we went along, the raw bar people struggled to explain their traction.

The challenge of consideration for others

The Nordics are famous for our consensus and it relies in great part on not making other people feel ill at ease. It took me most of the day to figure out that they didn’t want to make the other workshop participants feel bad. They had plenty of traction. They had sold hundreds of thousands of bars and just landed a contract with 7-Eleven. Today they’re huge.

Modesty can almost be dishonesty

You don’t want a Boy Scout trying to save your life, just because the trauma surgeon next to him is too modest to intervene. It may sound harsh, but pitching is serious business. Being modest or overly considerate can be very counterproductive.

Nordic founders can be modest to a fault. Our lack of public speaking experience can confuse or even misinform. Once Nordic founders understand how much pitching matters and we have the tools to learn how to do it well, we tend to do great things.