Today’s guest is Måns Hosk, Co-CEO of Eidra, the Swedish consultancy collective that’s grown from five founding businesses into a 1,500-person organisation spanning Europe and the US.

Måns shares how Eidra was built around a simple idea: modern client challenges rarely fit neatly into a single discipline. He explains how strategy, creativity, technology, data and AI have been brought together to solve broader business problems, while maintaining the specialist expertise clients still value.

The conversation explores what integration looks like in practice, why overwhelming clients with capability is rarely effective, and how Eidra’s ‘bring a friend’ approach has helped build deeper, more valuable relationships.

Måns also reflects on AI, organisational change, and why Scandinavian values such as collaboration, pragmatism and humility have become important advantages.

HIGHLIGHTS:

[02:38] What is Eidra?

[08:06] All about solidarity

[11:05] The challenges of integration

[12:54] Applying pragmatism

[16:06] Starting with transformation

[21:11] Bring a friend approach

[30:36] New superstars vs obsolescence

[31:46] The Scandinavian advantage

[35:07] Eidra’s next chapter

MORE ABOUT MÅNS HOSK:

LinkedIn: linkedin.com/in/m%C3%A5ns-jacobsson-hosk-9123044/

Website: eidra.com

HOST SOCIALS:

LinkedIn: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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