about
In a world that scrolls, you have 2 seconds to connect.
Get the moment right and start connecting.
Everything I do comes down to one thing: understanding people well enough to help them decide
It all started in sales, in the broadest sense. Business to consumer, business to business, sales management. Not by being the loudest closer, but by connecting with someone and genuinely wanting to know what they are after. Do that well, and the decision tends to follow on its own.
Since then I have built websites, developed brands, trained teams, examined students, researched buyers and optimized more listings than I can count. From the outside those look like different jobs. To me it was always the same question.
Why do people do what they do, and what can we learn from it?
What experience taught me
Sales principles that always work
Online or offline, the tools and channels may change. The fundamentals of attention, trust and how people make decisions do not.
01
People recognize a moment, not a word
Ask people what matters and you get words like sturdy, easy, reliable. Keep asking and you get the moment behind the word. Show that moment and the buyer thinks: this one gets me.
02
Learn the most from the people that don’t buy
Instead of asking what buyers like, I hunt the purchase barrier, the doubt that makes people leave. Solve that doubt on the page and conversion climbs.
03
Sales is guiding someone to a choice they’ll be glad they made
It was never about convincing anyone. The best pitch does not feel like a pitch. It feels like the answer to a problem they were already losing sleep over.
How I got here
It was there from the start
Long before I knew what I wanted to do, the instinct to connect with people was already finding its way out.
—
The taxi years
A passenger noticed how naturally I connected with people and offered me my first sales job.
2003
Learning sales from every angle
Years in consumer sales, B2B and sales management taught me to understand the person behind the decision.
2008
NORM4U
I started NORM4U to translate my experience in sales and buying behaviour into digital customer journeys, guided by one standard: communication that serves the business and respects the person making the choice.
2014
Amazon Sales
Responsibility for the sales and marketplace operations of Amazon brands taught me how traffic, CTR, listing optimization and CVR work together across the complete customer journey.
2022
Intellivy
As Head of Sales and Partnerships and Intellivy Scientist, I helped bring Intellivy’s Rapid Micro Testing platform to Amazon sellers, enabling them to validate ideas through consumer polls and use real consumer insights to optimize their listings.
Today
NORM4U
Bringing sales, e-commerce, research, communication, training and team development together around one principle: understand people first. From 2027 also as a guest teacher at MBO and HBO business schools.
Speaking
Five international stages in 2024, on consumer insight, attention and how shoppers actually decide
7 Figure Seller Summit
Innovate
amaNordic
Seller Fest Online
Amazing Days Sofia
What I believe
A norm I can stand behind
The name NORM4U has two layers. On the surface, it means Norm for You. A standard shaped around the person who has a choice to make.
But the U does not point at just one person. For me it points in three directions, and each one is a responsibility. To God, so the work is something I can stand behind. To my client, so it genuinely serves the business. And to the people my client wants to reach, so the person making the final choice is respected.
I am not there to tell people how they should do things. It comes down to being honest, understanding how people really choose, and working without pressure or tricks.
Tools, channels and technology will change. The norm will not.
Get started
Ready to stop sounding like everyone else?
Tell me what you are working on. If it touches how your buyer decides, there is usually something to gain.