Inspirer of the week Åsa Bengtsson

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...about having the courage to start a business and seize all the opportunities available...

This week's inspirer is Åsa Bengtsson, change coach, entrepreneur and Business Manager at Nyföretagarcentrum Göteborgsregionen. Here she shares insights and advice on entrepreneurship and courage and perhaps also inspiration to dare to start a business.

What advice would you give to those who have just started a business, for example on entrepreneurship and courage?

Dare to take a stand and dare to fail. Courage is not about never feeling fear, but about acting despite fear. Many opportunities are lost because we wait for perfect conditions. I meet too many people who believe that everything has to be ready before you press the start button, that you have to be in control of all parts of the process on Day 1. We need more people testing, learning and trying again - not more people waiting. I always say that the idea is fast but the reality is slow. You need patience and to keep moving forward with small steps. You can't think your way to a solution; you need to act your way to solutions.

Get help. There is a lot of help out there. Operators offering advice, but also people who have made the journey and are happy to share their experiences.

What change in the business climate and social development do you see as the biggest opportunity for new entrepreneurs right now?

One of the biggest opportunities for new entrepreneurs today is the link between digitalization and sustainability focus. For many 'start-ups', access to digital tools and platforms is a huge advantage - making it easier to reach customers, market themselves and develop business models without large initial investments. This is particularly evident for women, young people and other groups that have traditionally found it harder to enter the business world - digital tools and networks level the playing field.

At the same time, we see both consumers and businesses increasingly demanding sustainable, innovative solutions, creating space for entrepreneurs who want to make a difference. For new entrepreneurs, this means building businesses that are not only profitable, but also relevant and valued by customers and society. This combination of digital accessibility, sustainability focus and value creation makes the time particularly favorable for those who want to start their own business now.

For us, it's about enabling their journey by lowering thresholds, opening doors to collaboration and highlighting role models who show that anything is possible.

How could entrepreneurship in your region be strengthened?

To succeed, we need not only new ideas but also the power of experience. Advice is a key element. It must be relevant, fast and easy to access. Start-ups have very different needs from mature companies - they often need help with everything from registration, basic legal and accounting issues to basic market analysis.

I also want to highlight mentoring, where older, experienced entrepreneurs and professionals share their knowledge, mistakes and successes with young entrepreneurs and workers. By connecting generations, we not only create stronger businesses but also a more resilient and learning society. Mentoring is one of the most cost-effective forms of business development for small start-ups. It is not just about getting advice, but about accessing a bank of experience and an important network. A mentor who has navigated a similar journey can provide credible insights and reduce common start-up mistakes. But above all, provide emotional support - starting a business is sometimes tough and it's easy to feel alone.

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