It is said that it is never too late to start all over. So this is what I did when I started BeneSit together with my co-founder back in 2019. The product is now on the market and my co-founder is CEO of the company.

In 2017, I developed and launched a new concept for boat owners, where they could share tips for boat repair. The intention was to develop the concept and test if it would be possible to make it into an online service competing with printed media for boat owners. The concept was developed and I spent the winter of 2017 doing events in sailing clubs to get input and promote the service.It was a learning experience to work with the project and though the website still is live, the conclusion of testing the concept is that it is hard to sell information, which can be found on Youtube and Facebook.

I work full time divided between a high-tech company and Testlab, working with commercial development tasks in new business context. In these jobs, I will utilize my experience with marketing, investment, new business startup, open innovation and international business administration.

Responsibility: Commercial work in early development of a new medical device within bronchoscopy. Delivery: Business plan and management presentation. • Desk research with analysis of market and internal situation. • Field research with interviews of physicians and nurses and observation of operations in ICUs and bronchoscopy-suites in 4 countries.• Concept development activities with ideation workshops on solution spaces. • Development of business plan and presentation material to management.

• Continuous meetings with coaching and specific advise to founders, e.g. feedback on strategy and presentation material for investor meetings. • Lecturer and presenter on User Innovation, e.g. for Design Denmark.

Responsibility: Management of projects within open innovation. Achieved average yearly net result of +1MDKK.• Wrote the book "The User Innovation Revolution" ultimo 2011 with Sandra Walder. Stock of 3.000 hard copies is almost sold out. • Project management, where diabetes patients and "analogue market solvers" solved a big problem for diabetics. Facilitated innovation workshops with co-creation between patients, experts and app-developers.• Used the Lead User method to solve a big problem with easy removal of concrete floors. Collaboration with persons who had solutions in other industries where the same basic problem already was solved. • Found unique, superior user solutions for a problem within shaving for Gillette (P&G) - e.g. chefs who developed their own recipes for shaving cream.• Developed and produced an online course about Open Innovation.

Responsibility: Development of new medical device products from idea to concept. Getting user insights (Director of Innovation). Specialist in user co-creation.• Developed and tested methods to involve patients, physicians and nurses in new product development and uncover unmet needs. For example usage of the methods "A Day in you Life", "Be a User" and "Camping Out". • Wrote the book "How to involve users in Front End of Innovation". Stock of 4.000 hard copies is almost sold out. • Conducted training of +1.000 employees in Coloplast headquarter in how to visit patients by using ethnographic research methods. • Used an expert panel (Coloplast Ostomy Forum), where R&D every 6th month co-created with nurses on R&D projects in many countries. • Established a user-driven, online user innovation community for stoma patients, Stoma Innovation By You. Conducted crowdsourcing contests and co-creation activities with the community. Result was 1.600 uploads of user-generated solutions in first year after launch, including many prototypes. Another result is the product Ostomy Arch, which is developed by stoma patients and produced by Coloplast.• Developed processes for making customer requirements, e.g. TTP, Target Product Profiles, and the method Outcome Driven Innovation that prioritises user needs and converts them into specifications.• Project management of development projects outside core business, including development of business plans. For example development of a new product within percutaneous endoscopic gastroscopy. Concept was developed super fast with a small, agile team in facilities outside headquarters. • Used the Lead User method to solve a big problem within ostomy care in close collaboration with patients who had done trial & error testing. • Responsible for a biomimicry project with finding solutions in nature related to adhesives. In collaboration with San Diego Zoo, alternative "adhesive solu-tions" were found in e.g. gecko and starfish.

Responsibility: Management of campaigns related to innovation courses.• Development and open and company-focussed courses in innovation pro-cesses, team management and user interaction with the world famous Robert Cooper, inventor of the Stage-Gate innovation process.

Responsibility: Establishment of Danish subsidiary of Swedish staffing company. • Found facilities and established company, hired and leader of management team. Company had +100 employees and positive financials when I left.• Company management incl. reporting/board meetings with holding company.• Responsible for marketing campaigns and staff events.• Nominated for a direct mail price for customised direct mail campaign, where contact data and text variations were adjusted to types and user needs. • Made successful marketing events, where customers and leads were invited to pre-premiere movies, and where I as CEO introduced the company.

Responsibility: Development and management of a new conference centre and new companies with pc-rental and pc-courses. Leader for entire staff.

Responsibility: Export sales responsibility for Gerimax, Livol and Futura health care products. Established new distributors in Israel, Greece and Africa.

Responsibility: Establishment and management of the company from product idea to positive financials. The product is still sold today by Colgate. Developed the product together with 300 dentists. Made exhibition stands and campaigns.

Responsibility: Development of 2 new products, Kompass Kontaktpersoner and Kompass Finans, from idea to launch in Denmark, Sweden and Norway.

Development and management of marketing campaigns within "Ekstern Red-ning". Development of a new product based on a user innovation.