Slowness

I keep thinking about slowness.

Not because the market is slow. It isn’t.

AI is everywhere. Customers are moving. Competitors are moving. We are moving.

But I’m not sure we always think enough before we accelerate.

Over the past weeks I’ve been travelling between our offices. Aarhus, Helsinki, Aalborg, Copenhagen. Sitting in Business Reviews that run long. Listening to people who are doing the real work with customers every day.

What I hear is not lack of ambition.

It’s noise.

AI initiatives. New policies. New tools. Merged systems. New structures. New expectations.

And on top of that: we are still bringing four companies into one.

From the outside, Context& can look finished.

New name. One logo. One website.

Inside, we are still building.

And that is not a weakness. It’s reality.

Slowness, for me, is not about doing less.

It’s about doing the important things properly.

If we accelerate without clarity, we create confusion.

If we launch before we align, we create noise.

If we promise more than our structure can carry, we risk trust.

That is not who we want to be.

So here is what slowness means for me right now:

We will prioritise fewer things - and finish them properly.

We will build governance that works in real life, not only on slides.

We will use AI where it creates real value - not where it just sounds impressive.

And personally, it means this:

Where I put my attention is what becomes important in Context&.

Right now, a lot of that attention is inside the company.

On how we lead.

On how we make decisions.

On how we work across Denmark and Finland as one Nordic practice.

Because customer value does not start in a sales meeting.

It starts in the clarity of how we operate.

This will take time. Probably longer than we would like.

But I would rather build something that lasts than something that looks finished.

AI will keep accelerating. The world will stay noisy.

Our job is to slow down in the right rooms - and build a structure that can carry our ambition for years, not quarters.

Jakob

CEO, Context&