So, after more then 20 years with creative engineering I have decided to start a blog. I do this because I have so much to share with other engineers, managers and top executives. Together with a great team we created the AVR microprocessor and created almost a $1B business for Atmel. We created some very innovative processors and tools that unleashed the potential of engineers around the world. We created the AVR Freaks that engage some of the best, embedded engineers in the world and gave us the inspiration to move on. The journey from being a young engineer out of university to be a top-level executive in a large American company has been interesting. This journey has taught me a lot about successful innovative cultures, how politics can influence motivation and creative thinking and not at least how to stimulate teamwork and curiosity. I recently moved to Energy Micro. I moved back to a company that had all the values and drive our original AVR team had. I joined a group of passionate curious engineers because I wanted to move faster and innovate more. This blog will be about inspiration, innovation and curiosity. It will be about new technologies, fundamental technologies and wild ideas for revolutionary technologies. It will also be about management styles and how important the company culture is for success. I will share with you how I believe the right culture develops, how they need to be maintained and how they can fall apart. I have a lot to share with you and I will do so over time. I am too busy to blog every day, but I hope you still will follow this blog and give me feedback on things you would like to understand further. I might even add some posts about my passion for photography, cycling, skiing, sailing and more. I believe success in business has to do with a complete human being, where family and personal hobbies plays a significant role.