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DEAR AVERAGE COMPANY - STOP WASTING OUR LIVES
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What the f*ck is...
DEAR AVERAGE COMPANY
- STOP WASTING OUR LIVES
This book is here to save you 17 years.
Maybe even your whole career—
from being wasted inside the strange setup most companies still call “normal.”
I’ve been actively writing Dear Average Company – Stop Wasting Our Lives for 22 months.
But really, I’ve been writing it for 17 years—my whole career.
Driven—haunted—by one question:
Why are so many companies still so broken?
And how do we build better ones, where people belong—and perform?
As digitalization accelerates and the world pulls us further apart, human connection becomes the last real edge.
That’s what will separate the winners.
This book is my answer.
And honestly? The opportunity it offers might be bigger than AI.
(Yeah, I know—I’m being modest.)
Look at this:
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85% of employees don’t understand their company’s strategy (Leadership IQ)
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Only 1 in 10 teams are high-performing (TCI, 20 years of data)
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75% of meetings are considered pointless (Atlassian)
Let that sink in.
Those numbers aren’t just bad. They’re tragic.
I’ve seen this theatre play out in hundreds of companies and teams.
But flip it—and the opportunity is massive. Dear Average Company offers a fresh, human formula for better business.
And because no one ever changed anything with a dry business book full of bullet points—
this is a story.
A fictional tale built on hundreds of real events.
Two companies. One average (Massify). One evolving (Creatify). Three years. A sharp contrast.
If you're ready to rethink how companies work, I’d love for you to join the journey.
Sign up for early access, a special launch price, and a behind-the-scenes newsletter with updates, insights, and a few surprises.
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No pressure. Just a chance to be part of something better.
Thanks for your time and support. Let’s raise the bar—together.
Yours Average Truly,
Fredrik
The author?
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For the past 17 years, Fredrik’s been hooked on one big question:
“How can we make companies better?”
Not just better strategies or prettier decks—but better human systems.
The shared attitude, direction, and collaboration that actually drive performance.
Teams that stay positive. Cultures that don’t suck the life out of people.
The first 11 years, he helped build a 250-person international creative agency across five countries—wearing hats like Project Manager, Chief Account Officer, Managing Director, and Chief Strategy Officer.
Today, Fredrik runs a one-man strategy shop out of Helsinki. He lives with his wife, three kids—and still laughs out loud at Tom Segura and old The Office episodes.
COMING SOON
DEAR AVERAGE COMPANY - STOP WASTING OUR LIVES