If Not Me, Then Who?
A founder’s journey across cultures, disciplines, and startups — building what should not exist yet, but must.
I was born in Sweden. My father is Iranian, my mother is Chilean. I grew up between worlds — different languages, different cultures, different expectations. It taught me early that life doesn’t fit neatly into categories. You don’t wait to be handed your place. You carve it.
That mindset has carried me through everything: travel, family, karate in the Okinawan Goju Ryu tradition, and four startups. Each one a lesson in discipline, failure, resilience, and finding the signal in the noise.
Because that’s what I do: I hunt for signal.
When I see a problem that nobody is solving well — or not solving at all — I can’t look away. I can’t stand still. I step into the chaos and try to build clarity.
That’s what I’m doing now. Something new. Something that shouldn’t exist yet, but must. It’s born from the same obsession that has guided me all along: the belief that technology should amplify humans, not replace them. That the future isn’t passive. The future acts. And we get to decide how.
I won’t give away the name yet. That will come later. For now, think of this as a story in motion. A journey I want to share with you as it unfolds — the raw highs, the brutal lows, and the everyday grit in between.
Here’s what you’ll find here:
Lessons from building again, this time with everything on the line
Thoughts on AI, work, and what it means to build tech that puts humans in control
Stories from my life — travel, karate, family — the forces that shape how I build
The signal I see, and why I’m following it
This isn’t a highlight reel.
It isn’t glossy. It’s the real thing. And I believe sharing the fight matters — because too often the fight gets hidden.
So here it is, out in the open.
If not me, then who?
