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DANIR 2024 | Entrepreneurship and long-term strategies

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“For seven of those seventeen years in the military,
I was involved in various leadership and technical
training programmes. I had a good experience in the
military, with valuable training that I’ve carried over
in one way or another into the business world and
entrepreneurship,” Lars-Johan says of his military
background.

Jeanette has been active in her current industry
for over 15 years and joined the Danir Group in
2016 when she was recruited as the CEO of Sigma

“ There are a lot of people with
ideas, but not many have the
ability to execute them…”

– Lars-Johan Ahlqvist, Sigma Industry South

Society, which became A Society when Danir acqui-
red Assistera. Before that, she worked in customer
and employee surveys, and it was there that she got
her first taste of entrepreneurship.

“I was the third employee in that company and did
everything an entrepreneur does – everything! You
are responsible for the revenue as well as the cost
side. I held every role at once,” Jeanette says of her
first contact with entrepreneurship.

Erik has had various jobs in different industries
before moving into engineering, where he studied

various specialisations and complemented them with
economics.

“I started working as a calculation engineer in ’99,
so it’s been 25 years since I started working. I took
the long route and didn’t initially plan to become a
leader. I just kept to what I enjoyed on the calcula-
tion side,” Erik says of his start in the tech industry.

Throughout the conversation, their diverse back-
grounds and perspectives become clear. But how do
they view entrepreneurship? Do they have different
perspectives to share on that?

Jeanette begins by saying that she sees passion as