Success Story: Elin Ankerblad “It’s all about people. You never stop building, you just build differently.”

After more than two decades of building one of Scandinavia’s leading design and innovation consultancies, Elin Ankerblad has shifted focus from growing a company to growing others. Today, as a board professional and chair, she brings the same curiosity, creativity, and people-first mindset that once shaped award-winning products, now shaping purposeful, resilient organizations. Because as she’s learned along the way, great leadership isn’t about control or structure. It’s all about people.

Q: Tell us a little about yourself and your background?

My experience come from 25 years of working in digital product innovation, marketing & branding, and a background of co-founding & building Doberman, the acclaimed design & innovation consultancy for 20+ years. We grew the company to over 100 ppl and international clients, with 2 studios and an investment arm. After selling to EY in 2020, I spent some years as EY partner and leading EY Doberman.

After leaving the company last year, I now enjoy working on boards again, helping others to grow their companies, as well as doing some consulting work and mentoring.

Going forward I want to use my skills in sustainability, specifically in the area of sustainable food systems, regenerative farming and sustainable forestry which are interests I am very passionate about. 

Q: Which board have you joined, and what attracted you to this opportunity?

Dataton
The company is a Swedish innovation with long heritage, they have brilliant products within the space of public experiences on a global market - that is growing. It’s an interesting business connected to creativity which is my hometurf, and a very passionate owner and a team who I enjoy working with. I started out as a board member, I now serve as the chair.

Strawberry Planet
They have a great tech product that enables change and transformation within large companies, a market high in demand. It’s a diamond that can be polished to reach its full potential. I believe in the CEO and co-founder and the value that the products bring to their clients, large international companies in change. I work as the chair of the board.

Bedow
A boutique design studio consisting of exceptional talents in the design industry. Ambition in using design for good, and certified B-corp. They have great potential to reach an even larger market. I know the industry very well, and I am happy to support them as a board member.

In all these I can match what they need on their growth journeys, and the owners and I had a really good match. 

Q: How was the recruitment process?

They all came through recommendations, someone that knew me recommended me to the owners. In the process, I think that it’s important to take the time to really talk through the current situation and ambitions. Understand in depth what they need and how I can contribute. Do I believe in the products and the market? Do I feel we sync in how we approach things? Do I see a gap where I can add value? 

Q: Did you use any insights from deb. in the process? If so, which ones? 

Yes, lots. For example, the importance of discussing the owners directives and to really drill down in economic situation, to prevent surprises. Take references on the company, markets and key people involved. Dig in to if they have any ’skeletons’ in the wardrobe. Meet more people from the company if I can before I make the decision. 

Q: What will be your main contribution to the board? 

I have a lot of drive and positive attitude which gets people going and move forward, which I constantly hear people appreciate. I am straight forward and to the point. I have strengths in creative thinking and people skills which is useful in problem solving. How to package products and brands to reach larger markets, how to be relevant in new times. We constantly need to question and explore what people really are prepared to pay for? What is attractive now? 

I feel in all boards I have developed the ways we work in the board, and how we can be even more value creating. I am a curious person, in constant learning, and I bring this perspective to the boards that I serve.

To me it’s essential with sustainable development, and that companies need to bring more value to the world than only economic. This is a perspective I shine a light on. 

Q: What are your biggest achievements or challenges as a board member so far?   

We’re in a recession that is dragging out and that is a challenge for all companies. It’s tough times. We need to be resilient. How can we focus on what is really in demand now?

At the same time we need to use this time to sharpen our knives and be ready for when markets turn. What opportunities do we see now that others don’t see?  

Being very clear and honest about what I see, I think I’ve managed to create a positive and brave working climate in the boards I’m running. We get the best out of each other which also makes it very effective. We dare to bring up the difficult things.

I’ve managed to ignite new initiatives and strategic directions, and assist in how to best get them anchored and activated in the organization. 

Q: What change or impact do you hope to bring?

In the future I am also looking to work on boards for companies in sustainable food area or companies helping re-generative practices in food production, putting my experience and expertise at work for their good.

I want these companies to make a big impact in our food system. This is a dream I want to help come true going forward!  

Q: What do you wish you had known before joining a board?

As s chair; That its all about people. Of course it is! Before, I for some reason thought it was much more about the legal and administrative side..? Well, that’s the basics. But to be good, its really about leadership of people.  

Q: What is the best part of being on a board?

To get to support companies and CEOs with a vision I agree with and help the founders & owners to realize that dream. To see the big picture long term and lay the strategic puzzle together with other brilliant people. 

Q: What is your favorite professional tip?

Don’t hold back. Say what you think, but do it in a way that others can build on. Boardwork should be a collaborative thing.

Q: What is the most valuable thing you’ve taken from the deb. program?

Power of network. No one knows everything, but you can find nearly all answers and help you need in a good network of people with different experiences. That is something that I’ve really nurtured, and also try to give back when I get asked for advice.