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.
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 the past three decades I've driven companies, change and new thinking across the restaurant, marine and travel industries. And launched a new niche: kayak fishing.
I was early with web, mobile solutions and e-commerce. Now my engagement grows in areas where we can collaborate with AI to create better solutions for more people. In art, civic democracy and young adults' opportunities. Sometimes for myself.
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.
"Change your perception, and the world around you will change."
Problem identification
I spot patterns others miss, often because I operate across multiple 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. You have to look up and around in other dimensions to get the full picture and find solutions.
On assignment for others
Do you have a problem that needs an innovator? Or an innovation looking for a market? I take on assignments in business development and concept work.
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.
My experience as a skipper and serial entrepreneur means I understand leadership from the inside. Not just theoretically, but lived. Authentic leadership is so much more powerful and effective.
See all programmes"Det är svårt att överskatta vikten av att ha en samtalspartner i de beslut och den planering man som företagare ställs inför. För mig var det ett riktigt reningsbad med dig som dialogpartner och tydlig ifrågasättare."
Gurra Krantz CEO Gåshaga Marina (now sold). Known from the TV series Across the Atlantic"Through coaching with Pia, both my inner resources and my perceived obstacles became visible. After the process with Pia I definitely feel closer to my dreams."
Anna Björk Founder, Health Tech StartupThree new answers to three real problems
This is what happens when you combine 30 years of experience with new technology and a persistently burning interest in solving problems that shouldn't exist.
Established ventures
Seafari AB is the parent company behind these ventures, each with its own history and market.
The sea taught me what business school can't
I've been a serial entrepreneur since 1987, not by accident but by necessity. 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 if anything accelerated that further.
The Mini Transat project in 2003 represented nearly 9,000 nautical miles of offshore racing, more than half of it solo. It taught me more about decision-making under pressure than anything else. And even before that — the crewed expeditions to Greenland and Antarctica — gave deep insights into how teams handle extreme situations and environments that constantly change the game. Experiences you won't find in any textbook. That's what I bring into coaching.
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