Hello Fredrik, what are you thinking right now?
Ice cream mmmm. I’m currently having a week off and I’m spending it in Southern Sweden with my family. My days are filled with ice cream and cold but refreshing swims in the ocean.
You are one of the founders of Tailify. In short, tell us how and why you decided to start Tailify?
Back in the days, when I was studying at Cass Business School together with Fredrik and Didrik we used to share a flat. Fun side note, we lived together for 6 (!) years while studying and during the first years of Tailify. I remember the long evening chats we had and most often we would discuss different business ideas. We probably came up with 100 different ideas but the one that we kept coming back to was the idea of Tailify. It wasn’t so much a conversation about “influencer marketing”, it was more a strong belief that the power of having influence, a loyal following of people who look up to you, find inspiration from you and believe in the same values as you, must simply be a better way of telling stories. Stories of who you are as a person, but also the things you like and appreciate such as different brands. 7 years later, I know we made the right decision to start Tailify. The idea we originally had has developed but the vision and belief that influence is the strongest power in the universe, has always remained the same.
What do you believe in today that you didn’t believe in before you started at Tailify?
That Donald Trump could become president of the United States…
Jokes aside, we were exploring the idea of automating influencer marketing as a SaaS platform. What we didn’t fully appreciate back then was that influencers, being people, must be treated as such and you can’t automate a market based on so much creativity. You have to build tools that empower people, such as tools for creators or predicting ROI results for brands, that is something you can add a lot of value to as a company and that is what Tailify are doing today.
What does the word “Influence” mean to you?
I believe that influence is the strongest force in the universe. Having influence is to have the ability to influence a group of people (even as big as a whole nation) and make them believe in the same values as you or to have them go in the same direction. That’s why it is so important that we promote influence for good, making sure that those with great influence use it for the right purpose. Our place in the influence universe is to build tools that empower those with great influence to align themselves with the right partners and impact the world positively.
Who has been the most influential person in your life and why?
When I look at my closest circle of influence, I find my parents, my grandmother, some of my closest friends, and great entrepreneurs such as Elon Musk. These are the people that have influenced and formed my values, beliefs and even my vision of life. I mention Elon Musk because he has always been an entrepreneurial and visionary leader whom I’ve trusted for a very long time. I believe in much of what he believes in because of his vision and ability to influence the future of humanity. It’s inspiring and motivational, that’s why I believe he has such great influence in my life.
What’s the difference between influence and influencer?
More or less anyone can become an influencer but very few people have the power to influence. The difference lies in the ability to stand strong by your values and vision. Those with influence believe so strongly in their vision that they will change the world around them to achieve that vision. An influencer could have great influence, but only as long as they stay close to their values and beliefs.
Describe the ‘Typical Talifyer’
I take a lot of pride in working with the wonderful people at Tailify. It is a true privilege that I get to learn and find passion from the people around me. I think the greatest strength of the team is the fact that we’re made up of different people, from different backgrounds and with different views on things. But what everyone has in common is that we all are passionate about what we do, we’re progressive and we are hungry to learn more. It’s a positive cycle that never ends and it shows in the work we do.
What is your motto in life?
Just Do It.
Famously coined by the sports brand we all know so well, Nike. I think the most important step in life anyone can take is that from 0 to 1. So many people have dreams and aspirations, but the ones that truly make a difference in the world are those that take the leap and start something new. Whether you dream about starting a new job, a company or a new hobby - if you ever wonder what “it” would be like, take that step and Just do it!
Where do you go/what do you do when you need to find new inspiration?
I find inspiration in a lot of places. Talking to new people or going to new places helps to change your view on things and to discover new things. I think it is important to always keep on moving, and sometimes the easiest and most efficient way to do that is to simply change your environment by taking a walk, sitting in a café or engaging in a conversation with someone you haven't talked to before.
What does influencer marketing, data and psychology have in common?
Most traditional marketing mediums such as TV, Radio and Print have worked the same way for many, many years. It is simply broadcasting messages made up by marketing people to an audience. That audience hasn’t necessarily said that they like the message or product but before social media became big, we didn’t have a lot of options so we made decisions based on the marketing noise around us. But people are a lot smarter than that today. What we do at Tailify is that we look at how people behave, how they get influenced and by who. It is based on psychology and data. We take learnings from every single influencer we work with, and now, after 7 years of analysing that data, we can predict results and do influencer marketing campaigns better than anyone else.
Name one thing your colleagues would never know about you?
From the ages of around 5 to 15, I genuinely thought my field of work in life would be to become a chef. I always helped my parents to cook in the kitchen and I still have a great passion for cooking. In fact, the lockdown has been great because I’ve never spent as much time cooking and learning new recipes (yes, I’ve spoiled my girlfriend and myself with “great” food). If it wasn’t for the fact that I discovered the world of technology and entrepreneurship, I probably would have become a chef. And who knows, maybe I will start a passion project and a restaurant at some point in my life :)
Last question, what’s the biggest improvement you’ve seen since starting Tailify?
We have access to so much data today which is only accessible to us because we’ve worked on thousands of campaigns. We can now use that data to understand better how and why people take actions, what inspires them and how to craft messages in a way that positively influences people. We didn’t have access to that only a few years ago and I think that is the greatest recourse available to us.
Want to see more of Fredrik, here's a link to his LinkedIn profile