The Course Correction
€1,100
Before a critical decision. Four hours on foot along Stockholm's waterfront – and clarity on your next three moves.
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Seafari AB · Stockholm
I see problems that shouldn't exist. Then I build the solutions.
I help leaders find opportunities, lead authentically and make courageous decisions. Together we create solutions and concepts that solve real problems.
35+ yearsas an entrepreneur
Since 1995Hobie agent for Sweden
3 appsin development 2026
11th of 70solo across the Atlantic
How I think
Every problem has an ideal solution
I'm the kind of person who can't leave a problem alone. If something is broken, inefficient or unfair, and no one else fixes it, I find a solution. Often from existing parts, or things others don't see value in. I love innovation that creates value from waste.
For three decades I've driven companies, change and new thinking across the restaurant, marine and travel industries – and launched a new niche in Sweden: kayak fishing. I was early with web, mobile and e-commerce. Now I build with AI, to create better solutions for more people.
My method is the same as out at sea: read the situation, set course, correct along the way. They call it entrepreneurship. I call it navigating.
Problem identification
I spot patterns others miss, often because I work across several industries at once.
Concept development
From idea to working pilot. Fast, pragmatic and focused on real value.
Beyond the chart
The sea teaches you that the chart alone isn't reality. Look up and around to see the full picture.
On assignment
A problem that needs an innovator? An innovation looking for a market? I take on business development assignments.
Business coaching
Navigation support for leaders
I don't coach because it's a good business model. I coach because I know how lonely it can feel at the top – and how transformative it is to have someone alongside who dares to ask the questions you're avoiding.
AI Compass
€3,200
Where the company leaks time, what can be automated – and a first automation running within five days.
Read moreInnovation Facilitation
From €6,800
When your team is stuck in "that's how we've always done it" and needs breakthrough thinking. TRIZ and Design Thinking.
Read moreThe Navigator Intensive
From €11,000
Deep transformation for established leaders. We find the patterns holding you back and build a strategy you can stand behind.
Read moreLooking for personal coaching, a keynote or the book? That lives at pialobry.se.
For investors and portfolio companies
An outside navigator when a company hits its first plateau
Many companies grow fast – until they suddenly stall. The founder is stuck in operations, the team does what it has always done, and the next step isn't visible. That's where I come in, from the outside, with the questions nobody inside dares to ask.
- Coaching for founders and CEOs – decision clarity, leadership and strategy
- Innovation Facilitation for the team – TRIZ and Design Thinking on real problems
- AI in practice – where agentic AI actually adds value in the company, and how to get started
Why an entrepreneur as a coach?
I've built and run companies for 35 years – trade, restaurants, the marine industry, travel and now apps built with AI. I know what it feels like in the founder's chair when money, time and energy have to stretch to everything.
And I know a solution has to become the company's own to actually get done.
What clients say
"It is hard to overestimate the importance of having a conversation partner in the decisions and planning you face as an entrepreneur. For me it was a real cleansing experience – with you as a dialogue partner and a clear challenger."
Gurra KrantzOwner and CEO, Gåshaga Marina (now sold). Known from the TV series Över Atlanten.
Read Gurra's full words
"Here's a short summary, but mostly praise! It's about the time we spent together on your business coaching for me as owner and CEO of Gåshaga Marina.
Very often you are fairly reluctant towards this kind of offer, but knowing you from before it was an easy choice to engage you. It wasn't just an easy choice, it was the right choice!
I recognise a good analytical competitive drive in your coaching, at least with us. Simple summaries, good follow-up and a really good ear are a great help for a small, entrepreneur-driven company like ours.
It is hard to overestimate the importance of having a dialogue partner in the decisions and planning you face when you run your own business. Quite often the decisions you make in a smaller company spring from analysing problems, opportunities that appear – and pure whims!
For me it became a real cleansing experience, with you as a dialogue partner and a clear questioner. You made me clarify plans, activities and things already done.
Absolutely brilliant to have you on the other side of the table – thank you! There really is a place for you and your business."
Translated from Swedish.
"Through coaching with Pia, both my inner resources and my perceived obstacles became visible. After the process I definitely feel closer to my dreams."
Anna BjörkFounder, health tech start-up
In development 2026
New answers to real problems
What happens when you combine 35 years of experience with new technology and a persistent urge to fix problems that shouldn't exist.
GodMorgon
A warm, simple companion app for people who live alone – someone to talk to, a private journal and a quiet sign of life to family.
Become a testerChimiq
Decodes every ingredient in skincare and cosmetics – and flags combinations that shouldn't be mixed. Straight from the packaging.
chimiq.comDin Hälsodata
Your own health overview for doctor's visits: medicines, questions and notes in one place, so nothing gets forgotten.
Read more (Swedish)All ventures – PAL, Folkets Budget, Wildwind, Hobie and more
About Pia
The sea taught me what business school can't
I've been a serial entrepreneur since the 1980s – from Pias Cookies KB to Seafari AB and a dozen concepts in between. I've always seen solutions where others see problems, and agentic AI has only accelerated that.
The Mini Transat in 2003 meant nearly 9,000 nautical miles of offshore racing, more than half of it solo. Before that, the expeditions to Greenland and Antarctica taught me how teams handle environments that constantly change the game. That's what I bring into coaching.
Full story
Ready to chart the next course?
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