The world’s first End-Up

22/02/18 in Tele2

Together with Agency Åkestam&Holst we have created  THE WORLD’S FIRST ‘END-UP’ – a company without a business idea” for Tele 2.


Scandinavians have proved to do things the other way around successfully. The progressive business climate that made the Swedish start-ups so successful has now evolved into an experiment called ”End-Up” – a company without a business idea.

The creative export from Scandinavia, and Sweden in particular, have over the past years been huge. Spotify, Tictail and Skype is just a some proof of that. A Swedish telecom company – Tele2 – are now launching their latest, kinda weird, take on starting a business: an “End up”. It is sort of like a start-up, but from the other way around. The only thing missing is a business idea, but is set up with everything else: a state-of-the-art office space, the latest tech solutions, recommended staff, synchronized breaks throughout the day – even inside jokes. Everything you might need as an entrepreneur. And it’s all based on the latest research in successful business, put together by experts.

The result? The world’s first End-Up – a company without a business idea. 

And guess what, the whole company is up for grabs. One lucky swede whom pitches the best idea will get the whole thing including the office space, design furniture, equality guidelines, sustainability policy – you name it. Over night, what was just a business idea is turned into a full-fledged company.