Mats journey did not begin with a perfect business plan, a polished pitch deck, or a comfortable amount of capital. Quite the opposite. After studying economics and financial analysis, he became self-employed in the 1980s. A few years later, he borrowed money to buy a stake in a real estate and construction group.

But just two weeks after Mats had borrowed SEK 1,250,000 to invest in the company, everything took an unexpected turn. The other owners decided to withdraw from the business, leaving Mats with a 2% stake in a company that had become worthless and a bank debt of SEK 1.25 million.

It was a difficult start to his entrepreneurial journey, but also an experience that would shape Mats’ views on running a business, taking responsibility, and the importance of never giving up.

Entrepreneurship is about keeping moving forward

When Mats talks about that period, it is clear that there was little room to sit back and take things easy. It was tough, without a doubt. But the situation also forced him to take action. He describes how he started making deals, buying, selling, launching businesses, and seizing opportunities as they arose. In less than a year, he had paid off the debt.

It is an important reminder for anyone building a startup. The path forward is rarely straightforward. Sometimes, you need to be quick, flexible, and ready to act when an opportunity presents itself. Or, as Mats often says: “The best deals are made on the spur of the moment.” But that does not mean jumping at every opportunity. Rather, it is about understanding what you are doing, why you are doing it, and when it is time to take action.

At Yuncture’s incubator, we meet many entrepreneurs who are at exactly this stage. There is energy, ideas, and ambition, but also uncertainty. What should you prioritize? Which market is the right one? When should you raise capital? And when should you hold back? This is where insights from someone like Mats can make a real difference, not by providing ready-made answers, but by offering a different perspective.

Entrepreneurs in our incubator

Find your position in the market

One of Mats’ most important lessons is about positioning. When he built Stavdal, the company that later grew to a turnover of approximately SEK 830 million, he believes three factors were particularly important to its success: strong leadership, a solid understanding of finance, and the ability to establish a clear position in the market.

That last point is something he often comes back to. Who are you? Who are you here for? What do you do that no one else does, or that others do less well? For a startup, these questions are absolutely crucial. Having a great idea is not enough if no one understands why your company should exist.

Mats’ point is quite simple: you need to find your place! That does not always mean inventing something entirely new. Sometimes, you can do the same thing as someone else, but a little better, smarter, or more effectively. You do not need to reinvent the wheel. But if you can make that wheel turn a little better, you might just be onto something.

Culture, leadership, and bringing people along

Mats also talks a lot about culture. Not as some vague buzzword written on a wall, but as something you can feel the moment you walk into a company. He explains that you can often sense the atmosphere within just a few seconds. If there is positive energy, many other things tend to work well too. But if the atmosphere is filled with bitterness, negativity, and complaints, it becomes difficult to build something strong.

At Stavdal, much of the success came down to bringing people along on the journey. As the company grew to several hundred employees, leadership became crucial. It was about building a strong culture, getting the team to believe in the direction the company was heading, and at the same time keeping a close eye on the numbers. Because, as Mats himself puts it, running a business is also very much about understanding the numbers. Investments, margins, costs, and revenue all need to add up. Otherwise, things can quickly become difficult.

Passion over greed

One of Mats’ strongest guiding principles is that passion should always be the driving force, never greed. He makes it clear that money can certainly be the result of doing things right, but it should not be the primary motivation. In his view, the best entrepreneurs do not build companies simply to make more money. They build because they want to create, develop, make their own decisions, and pursue something they truly believe in.

This is particularly relevant at a time when the startup world often focuses heavily on valuations, funding rounds, and exits. An investment can be fantastic if it helps a company move forward. But raising capital should never be an end in itself. If you have not put in the work, understood the market, and built a sustainable business, an impressive valuation will only get you so far.

Mats puts it simply. Do the work. Build something real. Let the money follow. Listen to others, but do not lose sight of yourself!

Another piece of advice from Mats is to be both persistent and open-minded. You need to believe in what you are doing, but you cannot become so set in your ways that you stop paying attention to the world around you. It is a balancing act that many entrepreneurs will recognize. Too much doubt can prevent you from taking action. Too little willingness to listen can cause you to miss important signals.

He also believes that you should listen to people who have been through similar experiences before, but not necessarily do exactly what they tell you. Experience is valuable, but old truths can sometimes be just that — old. That is why successful business development is about weighing the advice you receive against your own vision and direction.

Sell, sell, and sell some more

Towards the end of our conversation with Mats, he brings up something that not every entrepreneur wants to hear, but that most need to hear. Almost no product is so good that it sells itself. You can build something amazing on your own, but if you or someone else cannot sell it, things are going to be difficult.

For a startup, this is crucial. Having a great idea, a great product, or a strong vision is not enough. You need to understand how to reach your market, how to communicate the value of what you offer, and how to actually get customers to say yes.

“Nothing is so good that you don’t have to make a proper effort to sell it,” says Mats.

That does not mean you have to become a stereotypical salesperson with a headset and a fast-talking sales pitch. It means having the courage to talk about what you are building, establish trust, and show people why it matters.

Why Yuncture’s incubator exists

Yuncture’s incubator was founded out of a desire to help young entrepreneurs and early-stage companies get started. Mats explains that the idea came from Christoffer and Elsa, who noticed that many young talents were drawn to Stockholm and wondered whether it would be possible to create a better environment for entrepreneurs in Gothenburg. Hammarviken decided to invest in the idea, and today, the incubator has been running for almost ten years.

For Mats, Yuncture is about giving back to the next generation of entrepreneurs and creating a place where new ideas, business models, and ways of thinking can thrive. It is also about believing in people and ideas that may not have the right resources or connections from the start. Because while an incubator cannot do the work for you, it can provide the right environment, the right people, and the right questions to help you along the way.

Familjen Rydhede

Want to build a company?

Mats’ talk is essentially a reminder of something quite fundamental. Entrepreneurship is about putting in the work, finding your position in the market, building with passion, understanding your numbers, and surrounding yourself with people who make the journey both smarter and more enjoyable.

Are you running a startup, working on an idea, or looking to take the next step in developing your business? Then Yuncture’s incubator might be the right place for you.

Apply to Yuncture’s incubator and gain access to mentors, networks, structure, and a community where your idea can grow. Or stop by Yuncture House for a coffee. We are always happy to talk about building companies, investments, mistakes, opportunities, and everything in between.

And don’t forget! “Never let greed be your driving force. Let passion lead the way,” as Mats so wisely put it.