About me

About me

The Start | PhD | Industry | Educator | Podcaster | Speaker | Advisor | Einride | Foodie

It all started in 1989, and I have been frustrated since then.

I worked extra as a dispatcher at a haulage company. I was 20 years old. It took an entire office full of paper and a full time job to manage the five tanker trucks that we had. At home I had a Commodore 64 computer which was actually around five years old at the time. And I could not fathom why that technology was not used in this office.

My frustration soon led to university studies (MSc in Mechanical engineering) and eventually to PhD studies in logistics. In the mid-1990s the internet exploded and during my time as a PhD student later in the decade we often discussed how the digital revolution will transform the transportation industry within 2-5 years.

It still has not happened. And I am still frustrated.

But things have finally started to move, 35 years later.


Me ca 1989 working in a very analog office
My PhD thesis

Getting a grasp on complexity and how to manage it

My PhD studies took me on a long and winding journey. Starting out in 1996 doing research on the logistics effects of dangerous goods I later refocused my attention on the wider problem of how to understand, visualize and manage complexity in transportation systems.

As a side business I was developing sustainability tracking software for transport companies. And during this work I came across some very powerful methods and paradigms that were standard practice in computer science.

My PhD thesis was focused on applying the object-oriented paradigm in transportation systems, something that since then has become standard practice. The complexity can be better visualized, understood and managed – thereby giving managers a very powerful transformation tool.

My frustration on the low digital maturity in the sector was also growing as I learned more about the vast potential of technology and at the same time saw little or no uptake in industry. In 2003 I left academia to work in industry where I tried to push the agenda further. I successfully defended my thesis in 2007 while I was also working in industry trying to apply the research in the real world.


Working in industry

During 2003-2010 I worked at TRB Sverige, a company owned by 16 regional transporters in Sweden. We worked on sustainability, logistics strategy, traffic safety, digital development, energy procurement, energy supply and many more things. The company was a kind of “insourced R&D facility” in combination with a powerful aggregator for energy supply and procurement among other things.

My digitalization journey was just starting out and I co-founded and chaired a standardization consortium working on enabling handheld computers inside the truck cabins (this was before smartphones!).

I worked with operations, drivers, dispatchers, hardware suppliers and other key resources to educate, develop, create and implement digital technology in an industry that was very much stuck in the 1990s.

In 2011 it was time for me to return to academia, bringing with me invaluable experience and knowledge from the real world outside.


The standardization of communication to/from a truck
Information video for one of the MOOCs I worked on

Professional Educator

I have been working professionally as a teacher since I was a MSc student in 1995. I have also worked in the management of the education system at my university where I was responsible for the delivery of 140+ courses.

As a digital early adopter I was part of the first batch of MOOCs at Chalmers. The introductory logistics course was converted to a digital format and published online for the entire world to enjoy.

I have a knack for explaining complex things and complicating seemingly simple things, something I have honed and perfected during my years in the classrooms, both on and off line.


Podcasting – nine years and counting

In 2014 I started podcasting. There were not any podcasts on logistics that I knew of and I had been blogging for a few years already, so the transition seemed like a good idea. And what a ride!

Logistikpodden (“The Logistics Podcast”) is Sweden’s oldest and largest podcast on the subject. Almost 350 episodes, going on ten years, hundreds of guests and north of 300000 downloads. I have met so many interesting, thought provoking and awesome individuals on this journey, including my co-host Nina Modig. I have learned how to make a great audio production from scratch, how to do captivating interviews, how to build a brand and much more. All while having tons of fun. The podcast is now on its tenth and final year before taking the next step and becoming an AI(!).

I also started two other podcasts. Podgeek was about the art of podcasting together with Lena Göthberg. Logistics Rocks was my first go at an international podcast and who knows – that one may come back some day…


Photo: Sarah Larsson Bernhardt
Keynote at Logistics Summit in Berlin 2021

Keynote speaker

I have been a professional speaker and moderator since 2011. I am often hired to present tech trends in logistics or to talk about disruptive shifts such as AI, electrification, automation etc. I work in both Swedish and English.

As an experienced moderator I can guide and manage events on and off stage. I have also been on several conference organization committees, both for academic and industrial events.

As a presenter I am often described as entertaining and knowledgeable and that I give a lasting impression.


Advisor and Board member

As a researcher and expert I have done a lot of advisory work. Everything from the EU Commission (DTLF), the Swedish government (Nationella Godstransportrådet) to indivudual companies, CEOs, boards and management teams.

Even though each assignment is unique, one recurring theme when working with companies and management teams is to help the clients to understand and navigate a fast-paced technological environment. Exponential development is taking place all around and in a day-to-day operation, things like AI, Electrification and Automation are simply too complex to grasp. Here I can help.

I have also worked as a Board member in a range of organizations such as startups, non-profits and a large foundation. I am certified by the Board Academy in Sweden and my role is often that of the “tech guy” bringing new perspectives and insights into the organization. I have the ability to take a system’s perspective when others often drown in details.


Photo: Cheyenne Olander
Me in front of an Einride Autonomous Electric Truck (AET)

Einride – the scale-up that will change the world

In 2021 I left academia for the second time. This time I joined the global scale-up Einride as Director of Logistics Strategy. Einride had just a few months before started up electric heavy freight as one of the first pioneers. This was actually before electric trucks could be bought on the market (Oct 2020).

At Einride I spent three extremely fast paced years working on the architecture, functionality and overall layout of the future of road freight. When electrifying a transportation system, several disruptive mechanisms are put in play. With electric freight, digitalization is a hard must. The analog office of 1989 is no longer a viable option, which for many companies in the industry comes as a shock. Digital technology has mainly been used to computerize the analog processes, something that becomes increasingly unviable as a strategy.

The transportation system that is emerging as we speak is very, very different from the one we are used to. First we electrify (and by necessity, finally, go digital) and then we automate. Technology is now at a level where large scale industrial automation of transportation on public roads is within reach. Exciting times indeed…

My work continues from 2024 as independent where I aim to do as much good as possible while having the most fun. If you think I could be of use to you or your organization, please reach out!



I love food. I truly enjoy exploring cuisines and culinary traditions and if me and my wife give each other gifts it’s most likely a stellar meal at a restaurant.

I am not a great cook but some things I have tried to do as well as possible. One of those things is pizza. My passion is the original pizza style from Napoli, and if you meet me when travelling it will most likely involve a Neapolitan pizza place or two…

In the video you see my wood fired pizza oven in action. The temperature is around 450 degrees C (840 degrees F) and the pizza cooks in 60-90 seconds.

To combine just a few good quality ingredients (flour, salt, water, yeast, canned tomatoes, cheese, olive oil and basil) into a near perfect Pizza Margherita is as close to magic as I can imagine.


A beautiful SloMo of my pizza oven in action