When direction is more important than speed
Reflections after the Dalarna Digital conference in Fjätervålen
It is easy to believe that development is always about speed.
More deliveries. Shorter lead times. More to do.
But the longer I work as a business leader, the clearer another insight becomes:
what really builds a company in the long term is not speed – but direction.
In January, we gathered the entire team at Dalarna Digital in Fjätervålen for a few days together. Not to work more, but to pause. To look at how we work, why we do what we do – and where we are headed.
Not a kick-off – but a calibration
The conference was planned based on a clear agenda and a clear purpose:
to create clarity, security and a common direction.
For me, it was important that this wasn’t a traditional kick-off. No pep talk, no performance requirements. Instead, I wanted everyone to go home feeling:
- I understand what we sell
- I know who we benefit most
- I understand how we work
- I know how I contribute
And perhaps most importantly:
that we are building something together, not individually.
Day 1: Context before performance
The first day was about settling in.
Both physically and mentally.
We talked about Dalarna Digital as a company – our history, what we offer and why we have chosen to work the way we do. Not in terms of vision boards, but in everyday terms.
We also talked about roles. Not as titles, but as responsibilities, strengths and areas for development. What to expect from each other. When to take responsibility – and when to ask for help.
My reflection after day one was clear:
when people understand the context, much of the unnecessary uncertainty disappears.
Day 2: How we actually work
Day two delved deeper into everyday life.
We talked about customers, assignments and business. About the difference between delivering what the customer asks for – and helping the customer with what they actually need.
We went through our working methods and internal processes:
- how projects are set up
- how we communicate internally
- how we use our tools
- how responsibility and information should be clearly distributed
These may not be the most ‘romantic’ parts of a company. But it is often here that quality is determined.
For me as a leader, it became extra clear how much security structure actually creates. Not as control – but as a prerequisite for creativity.
Day 3: Freedom requires direction
The last day was about moving forward.
Freedom is an important part of our culture. Being able to work independently, take responsibility and influence. But freedom without a common direction quickly becomes confusion – both internally and towards customers.
So we talked about:
- what freedom means in practice
- the responsibility that comes with it
- where there is room to influence and develop
We concluded with concrete next steps. Not too many. Not too big. But clear enough to actually happen.
Why we chose to do this
For me, digital development is not just about technology, design or marketing.
It’s about people. Relationships. Trust.
When the team has a shared vision of what we do and why, our customer work also improves. It becomes more thoughtful. More sustainable. More human.
The conference in Fjätervålen was a way to invest in just that.
Not to do more – but to do the right things, together.
We went home with a clearer picture of Dalarna Digital.
And with a feeling that we are building on something that will actually last over time. And a big thank you to our customer Fjätervålen (fjatervalen.se) for letting us hang out with you these days with good food and good company.
This is a great place to build on! Stay tuned, there will be a lot happening in the future!
