News & Trends

«Questioning the wheel, not reinventing it»

16.12.2024 4 min

Serial entrepreneur Konrad Bergström

A tale of highs and lows, of grand visions and minute details — Konrad Bergström talks about his road to success and has top advice for the next generation.

Swedish serial entrepreneur Konrad Bergström is regarded as a superstar in his home country. With Marshall and Urbanears, he turned headphones into a stylish accessory. With X Shore, he is now bringing electric mobility to the water. A passionate surfer and snowboarder, he finds inspiration and energy for his ideas in nature. We spoke to him shortly before he left for a break in Bali.

Konrad Bergström, what inspired you to become an entrepreneur?

I grew up in a family in which anything was possible. My mother was creative and worked in theatre, while my father taught mathematics and ran various businesses on the side. We weren’t wealthy, and my father did everything he could to give us a good life. I went fishing when I was a child and sold my first catch at the campsite. What about school? That wasn’t my thing — I’ve been doing business my entire life.

Everything you touch seems to turn to gold. What’s the secret behind your success?

Secret? Hard work and the drive to always do better. The more I train, the more luck I have. Success comes through continuous learning and practising.

Is there a guiding principle that defines your work?

It’s often enough to take a critical look at existing things and systematically improve them to achieve big things: I’m questioning the wheel, not reinventing it. I’ve taken this approach to a number of projects and it has enabled me to develop meaningful products.

A brand has to
touch people – that’s
the only way it will
be remembered.

You’ve built up globally successful brands with Marshall and Urbanears. What’s particularly important to you when developing your brands?

When I develop a brand, I always think about the five senses: What does the product look like, sound like, how does it taste, how does it smell, and how does it feel? Our senses are the key to our feelings and what bring a brand to life.

As co-founder of Zound Industries, now the Marshall Group, I designed the iconic Marshall speakers and headphones. In the case of Urbanears too, we fused technology and fashion. I’m very demanding when it comes to design — everything needs to appear as it should in a billion-dollar business.

Right now with X Shore, you’re helping electric boats to achieve a breakthrough. What prompted you to focus on e-mobility on the water?

The idea came to me back in the 1990s. I was doing a lot of wakeboarding and diving at the time and experienced the effects of noisy, polluting boats first-hand. Clearly something had to change — for nature and also for people’s experience on the water. X Shore is my way of contributing to this transition. As well as being more energy-efficient, electric boats enable us to enjoy nature without emitting noise and exhaust fumes. Electric mobility on the water is an important step towards sustainability, and I’m convinced it will shape the future of seafaring.

7 x NY

The number of return flights between New York and Central Europe corresponds to the CO2 emissions of petrol boats during 50 hours of operation.

1360 €

That’s how much an X Shore 1 boat saves per year
compared to petrol boats.

1,5 Std.

That’s all the time it takes to recharge from 20 to 80 percent.

Your home country of Sweden is one of Europe’s innovation leaders. How does Swedish start-up culture differ from that of other countries?

Sweden is a great place for start-ups. We’ve got a good work ethic, and we also have a strong industrial and engineering tradition. At the same time, we’re a small country and need to think internationally. Another interesting fact is that we don’t just invest via banks — we have a culture of angel investors. Lots of successful entrepreneurs invest directly in other entrepreneurs. This trust in individuals and their ideas encourages us to retain an innovative approach and break new ground.

What are the greatest challenges for entrepreneurship?

Many people think entrepreneurship means freedom. But it’s also hard work. Every day brings new challenges that make day-to-day life more intense compared with that of an employee. However, I see challenges as opportunities — that’s what drives me.

Is there an experience that has particularly shaped your career?

One of the most difficult periods was when one of my companies went bankrupt; I had to sleep in my car and owed half a million euros. At the time, I didn’t know what do to next. A friend said to me: “Konrad, your knowledge is something no one can take away from you.” Those words gave me fresh energy. I wrote the business plan for Zound Industries and implemented it within only a few months. I learned how important it is to never allow yourself to get discouraged.

What motivates you to constantly dare to do new things?

We have a responsibility as a society to use our talents to build a better future — it was Patti Smith who said that. And I agree with her. For me it’s not just about financial success. My motivation is to change the world for the better.

What tips do you have for the next generation of entrepreneurs?

My best bit of advice? Find your own equilibrium. In Sweden, we call it “lagom” — not too little, not too much, but just right. That applies to listening, too. Young entrepreneurs are inundated with advice from all quarters and need to weigh up what really matches their vision. At the end of the day, only they know their business, and they should therefore focus on what matters most.