The team
We've sat on both sides of a P&L — inside global organisations and in businesses of our own. That's where the experience in this firm comes from, not from a framework borrowed from someone else's playbook.
The partners
The people you'll work with directly
Co-Founder & Managing Partner
Anton Lundberg
Strategy · Commercial models · Organizational focus
Anton connects patterns and opportunities, transforming insights into clear, actionable strategies. He thrives on collaboration and structured decision-making, ensuring that initiatives are embraced and not just planned. His strength is helping businesses navigate change and unlock new possibilities through an adaptive, hands-on approach.
Before founding Unleashed 2019, Anton spent 12 years at Electrolux Group in senior roles including Global Vice President Market Driven Innovation, Director Consumer Insight North America, and Director Insight & Business Intelligence EMEA — working both at group level, driving insight and innovation through to generation plans, and at sector level, taking concepts to commercial launch including marketing and communications. Prior to Electrolux, he worked as a consultant in innovation and consumer insight. Anton is co-creator of Single-Minded: Business Design Built Around the Customer.
Turns customer and market insight into strategic focus
Structures decisions that stick across the organization
Builds commercial models grounded in what the market values
Co-Founder & Managing Partner
Joachim Rask
Execution · Innovation · Customer-centric transformation
Joachim turns strategy into action with a people-first mindset and a sharp execution focus. He leads cross-functional collaboration and innovation, ensuring customer and market-centric evolution. He combines business-led digital change with deep innovation expertise, making complex challenges manageable and impactful.
Before founding Unleashed 2019, Joachim spent nearly three years at Telia as Head of the company's innovation hub, leading new growth initiatives and serving on the management team of Division X, an emerging business unit built to scale the most promising ventures. He spent nearly four years at Electrolux Group as Global Vice President Innovation Operations, accelerating the innovation pipeline and improving commercial launch execution across Marketing, R&D, Design and Product Lines. Prior to Electrolux, he spent over a decade as a management consultant in innovation, customer strategy and transformation. Joachim is co-creator of Single-Minded: Business Design Built Around the Customer.
Moves strategy from paper to working solutions
Designs cross-functional collaboration that delivers
Our way of working
Small by design. Deep by choice.
You work with us — not for us
You work directly with a founding partner on every engagement — from the first conversation to the last output. When specialised expertise is genuinely needed, we pull in practitioners we already trust — not generalists from a bench. The thinking is never handed off to someone you haven't met.
We take on fewer clients
That's deliberate. Being boutique means we can go deeper, move faster, and stay completely focused on your challenge. We don't manage a portfolio of 30 accounts. We commit fully to the clients we work with.
We build your capability
LinkedIn — Experience Unleashed