I want to share something a bit personal today - I promised to be raw and real on these newsletters. So f it - here we go:

From the summer of 2022 to the end of 2024, I spent two and a half years building a tech company. I joined because I thought being a tech founder was the thing. “I’m going to be a tech billionaire and finally feel like I’m enough.” Before that, I’d already built a marketing agency to €35k/month, an e-com brand to €100k months, and an e-learning academy to €100k in its first four months. But I still didn’t feel like I was enough. I’d forgotten why I started. I was out of alignment. I felt lost.

So the startup became my supposed way out of that feeling. At first it was exciting. Then the next two years became the most unaligned I’ve ever felt. Don’t get me wrong—I learned a lot. I did a lot. I had a great business partner. We built things, partnered with Wolt, GANT and Follestad, raised capital from real investors, and I learned how to design SaaS and much more. But not one single day in those two years did I feel truly aligned or happy. I disappeared from social media, grew a beard for the first time, and if I’m honest… I was kind of miserable.

Fast-forward to autumn 2024. My dad asked me, out of nowhere: “Are you okay? You kind of look a bit depressed.” Depressed was a word I never expected to hear in our house—especially not about me. I’ve never considered myself depressed. I’m usually the high-energy one who can’t sit still, generally happy and optimistic. But it hit me. I needed to do something else.

I left in December 2024 and moved back home. Imagine going from renting an apartment at Tjuvholmen at 21, making €25–30k profit per month, to having no salary, no income—just some savings (invested, which I didn’t want to touch and ruin compound interest). It wasn’t a great feeling. But I was genuinely grateful to have a bed at home. I was relieved—but still lost. I didn’t know what was next.

The next six months were a search for meaning, with a lot of traveling. I went to Dubai and felt that spark again. This time, much wiser, I sat with the feeling instead of reacting immediately. Eventually I started again—this time helping people sell their knowledge. Thanks to my experience, I signed three clients quickly and made some money. That’s when I started these newsletters (you can scroll back and read). A few months later, I realized it still wasn’t quite right.

Summer came. I stayed with friends in Oslo for two months, and I got clear on what I do want to do—the thing I’m doing now. I became social again (honestly, from 2022 to 2025 I wasn’t social at all). I felt happy again. As my business idea took shape, that feeling of alignment came back.

Now I have my own apartment again. Profits are close to €10k/month. And I want to work. I love what I’m doing, who I’m working with, and where I’m headed. And my clients are getting great results from my work. And on top of this, I’m in the best shape of my life! I have so much energy and wake up at 6 because I want to. And my apartment has a little garden and very close to nature, which I love:

I get a bit emotional thinking back to how my life was only a few months ago, and how shitty I felt for the last 2.5 years. But past is past!

All this to say: fight. Fight with yourself. Be kind to yourself. If you keep going and try to figure “life” out, the answers show up. I’m grateful you’re here reading this. I feel less alone on my journey because you’re part of it, and I want you to feel what I’m feeling now.

At the beginning of these newsletters, I told you I would document the journey back to €25k/month profit. It’s not about the number. It’s about getting back to that level I was at—but this time with alignment. And look - I’m almost half way there already. And trust me, I will get there soon.

I’m doing this for me, to feel less alone. But more importantly, I’m doing it for you—so you’re inspired to take action toward your goals and your dreams.

Tomorrow I’m going for a run with one of my clients at 7 in the morning. Life is good!

See you next Monday,
Morten

I want to share something a bit personal today - I promised to be raw and real on these newsletters. So f it - here we go:

From the summer of 2022 to the end of 2024, I spent two and a half years building a tech company. I joined because I thought being a tech founder was the thing. “I’m going to be a tech billionaire and finally feel like I’m enough.” Before that, I’d already built a marketing agency to €35k/month, an e-com brand to €100k months, and an e-learning academy to €100k in its first four months. But I still didn’t feel like I was enough. I’d forgotten why I started. I was out of alignment. I felt lost.

So the startup became my supposed way out of that feeling. At first it was exciting. Then the next two years became the most unaligned I’ve ever felt. Don’t get me wrong—I learned a lot. I did a lot. I had a great business partner. We built things, partnered with Wolt, GANT and Follestad, raised capital from real investors, and I learned how to design SaaS and much more. But not one single day in those two years did I feel truly aligned or happy. I disappeared from social media, grew a beard for the first time, and if I’m honest… I was kind of miserable.

Fast-forward to autumn 2024. My dad asked me, out of nowhere: “Are you okay? You kind of look a bit depressed.” Depressed was a word I never expected to hear in our house—especially not about me. I’ve never considered myself depressed. I’m usually the high-energy one who can’t sit still, generally happy and optimistic. But it hit me. I needed to do something else.

I left in December 2024 and moved back home. Imagine going from renting an apartment at Tjuvholmen at 21, making €25–30k profit per month, to having no salary, no income—just some savings (invested, which I didn’t want to touch and ruin compound interest). It wasn’t a great feeling. But I was genuinely grateful to have a bed at home. I was relieved—but still lost. I didn’t know what was next.

The next six months were a search for meaning, with a lot of traveling. I went to Dubai and felt that spark again. This time, much wiser, I sat with the feeling instead of reacting immediately. Eventually I started again—this time helping people sell their knowledge. Thanks to my experience, I signed three clients quickly and made some money. That’s when I started these newsletters (you can scroll back and read). A few months later, I realized it still wasn’t quite right.

Summer came. I stayed with friends in Oslo for two months, and I got clear on what I do want to do—the thing I’m doing now. I became social again (honestly, from 2022 to 2025 I wasn’t social at all). I felt happy again. As my business idea took shape, that feeling of alignment came back.

Now I have my own apartment again. Profits are close to €10k/month. And I want to work. I love what I’m doing, who I’m working with, and where I’m headed. And my clients are getting great results from my work. And on top of this, I’m in the best shape of my life! I have so much energy and wake up at 6 because I want to. And my apartment has a little garden and very close to nature, which I love:

I get a bit emotional thinking back to how my life was only a few months ago, and how shitty I felt for the last 2.5 years. But past is past!

All this to say: fight. Fight with yourself. Be kind to yourself. If you keep going and try to figure “life” out, the answers show up. I’m grateful you’re here reading this. I feel less alone on my journey because you’re part of it, and I want you to feel what I’m feeling now.

At the beginning of these newsletters, I told you I would document the journey back to €25k/month profit. It’s not about the number. It’s about getting back to that level I was at—but this time with alignment. And look - I’m almost half way there already. And trust me, I will get there soon.

I’m doing this for me, to feel less alone. But more importantly, I’m doing it for you—so you’re inspired to take action toward your goals and your dreams.

Tomorrow I’m going for a run with one of my clients at 7 in the morning. Life is good!

See you next Monday,
Morten