So Øystein, how would you describe the state of the world as you head into summer break?

Honestly, I don’t think I’m alone in feeling that everything is a bit of a mess. Everything’s heating up—politics, the economy, technology, society, and of course, the planet. During COVID, we used to talk about finding “the new normal,” like we’d eventually settle into a stable rhythm. But now, it feels like unpredictability has become the new normal.

We live in and observe the world from a privileged position, and with that comes responsibility. At ÆRA, our job is to make sense of these overlapping dynamics —to navigate complexity and keep shaping the future we believe in. Now more than ever, it’s about staying resilient, daring to listen to different perspectives, being stubbornly optimistic, and crafting strong, adaptable strategies.

What have been the big highlights for you and ÆRA this past half-year?
We’re incredibly lucky to be able to work with brilliant people every week—leaders, experts, and innovators from across a range of industries. This gives us constant opportunities to learn, gain new insights, and discover fresh perspectives. Meeting these bright minds and bold leaders is always a highlight for me.

Being part of a team that captures and translates data and learnings into valuable insights, impact, and results for customers and partners is another constant source of pride. I'm very proud of what ÆRA has grown to become.

Alongside dozens of projects and exciting management-for-hire engagements this spring, we also launched a new edition of Floke—our own systemic innovation program - aimed at tackling societal challenges. Given the state of the world, we chose to focus on something closer to home: safety in our cities.

This edition—Floke #12: A Safer City—wasn’t commissioned by anyone. It was something we chose to do and invest in ourselves. It’s our way of taking social responsibility, showing leadership, and giving back to the society and business community we’re part of. The outcome is freely available to the public through our website, along with a recording of the launch event. At ÆRA, we’ve always viewed innovation as a form of social science. Through Floke, we’ve brought that belief to life, collaborating with over 100 businesses and organizations over the years. That’s something we’re truly proud of.

What are the big themes you see moving in ÆRA these days?
We’re seeing a growing demand for clear, aligned strategies for value creation, growth and innovation. Many companies are seeking to understand their current market role in a world that seems different today than yesterday, innovate to better meet market and customer needs, and involve people across their organizations—as well as key stakeholders—in strategy and concept development.

Defining a clear direction in a complex landscape of shifting expectations, multiple stakeholders, risks, and opportunities is not an easy task. Nor is securing the commitment of the people who will drive that development and change. ÆRA’s processes offer a powerful way to establish strategic clarity and build an inclusive roadmap for operationalizing meaningful, future-oriented value creation.

When clients work with us, they often experience real “aha” moments. Many are surprised at just how effective a structured, collaborative, and design-driven approach to strategy and innovation can be, at many levels. That’s why we’re privileged to enjoy long-term relationships with clients who return to us again and again to tackle new challenges.

What’s the biggest lesson you’ve learned from clients and the market so far this year?
Business is cyclical. Many companies were hit with a post-COVID cost shock and spent 2023–24 adjusting—hoping for interest rate cuts and cheaper capital. But we’re now seeing the limits of cost-cutting: you can’t reduce your way to long-term growth. As a result, there’s a noticeable shift underway—from survival mode to a renewed focus on sustainable growth, value creation, and innovation.

Another key observation is that the future feels increasingly unpredictable. Crises are magnifying glasses, X-ray machines, and catalysts. They amplify, illuminate, and accelerate the tendencies of the times, as a dear lost friend of ÆRA, Thomas Hylland Eriksen, once said. That rings especially true today.

More than ever, we need the empowerment that comes from those willing to face these tendencies with courage and openness—leaders who can inspire others with a clear vision of a future worth working toward. As the saying goes, “The dark makes the stars visible.” It’s in transitional times like these that companies and leaders often appear in a different—and more revealing—light than during easier days.

What’s coming up for ÆRA in the second half of 2025?
A couple of years ago, we made some bold moves. Wanting to scale, we literally doubled our space—we rented the floor above our office, drilled a hole in the ceiling, and built a staircase. At the same time, we were involved in several new ventures and spin-offs. Our ambitions may have been a bit too big, so after a 2023 and early 2024 filled with ups and downs, we’ve now found a sweet spot and a better balance.

Today, we are sub-letting parts of our office space to some fantastic companies and extended colleagues, and we’ve settled into a great size. With a team of 15, we’ve matured further, regained clarity, and sharpened our focus. A couple of rough months have made us more honest, transparent, and focused. The result? A strong and fun business year in 2025 that has brought renewed energy and joy in doing what we do best— for more and more customers.

We’re heading into autumn with several exciting initiatives, particularly in banking and finance, export industries, and food production. Many of these have an international scope, so a bit of travel is on the horizon. And—fingers crossed—we’re also planning a proper celebration for our partners and friends. It’s time to celebrate a little, too.

And finally—why does the world need ÆRA right now?
Because strategic innovation isn’t just about shiny tech or cool concepts—it’s ultimately about society and people’s lives. We believe business can—and should—be a powerful force for good. After all, what is business for, if not to contribute meaningfully to the positive development for society?

There are big problems out there waiting to be solved. Let’s roll up our sleeves and turn today’s challenges into tomorrow’s innovation and value creation. The world will keep spinning—but in the current turmoil, we, the people and all our businesses, have never needed strategic innovators more than we do right now.