From the age of three, I attended a British International School in Budapest. My parents are Swedish, not Hungarian, but the language we spoke 24/7 was English. After eight years, we moved back to Sweden, and I unknowingly stepped into both my best and worst experience. The best? Finally throwing away my school uniform (à la Hogwarts in the 90s). The worst? Losing my personality overnight when I couldn’t express myself in this new, yet slightly familiar, language.

I was 12 when I realised how much language shapes who we are. By listening to my classmates, reading Swedish subtitles on every film, and studying grammar while others were just learning how to say “hello” in English, I slowly started piecing myself together again. Today, I’m equally Swedish and English (with a bowl of goulash on the side, of course), and that early obsession with language and communication turned into my career.

This is part of my story.

I’ve always been drawn to building things—stories, brands, ideas that stick. Over the years, that’s meant running my own business, shaping brand portfolios, and launching products in global markets. Somewhere along the way, I racked up my 10,000 hours of writing—though I did stop counting when it started feeling like second nature.