Sales
How to build a second brain for your company's AI
Writing down what you know is the first half of the job. Making your company's knowledge findable, so AI pulls the right piece when a task needs it, is the half most companies skip.
Commercial
Work with me.
Most of my commercial work happens through Up Strategy Lab, the studio I co-founded with Noel Braganza. A smaller amount is direct advising, speaking, and partnerships.
I do my best work with founders and senior operators who have already built something real and now need it to be seen, sold, or built properly. I am the right person for a founder who can feel that their company has a visibility problem.
Up Strategy Lab
What we do
Digital product design
Complex B2B products designed to feel obvious: UX, UI and design systems, strategy first.
Brand and design systems
Brand identity, design tokens and component libraries for B2B products that must earn the trust of enterprise buyers.
AI transformation
We find where AI creates real leverage in your business, then build and deploy the tools that capture it.
Partner programmes
Partner strategy, programme blueprints, enablement materials and launch support.
Sales and marketing
Commercial strategy, positioning and go-to-market execution, to grow faster without adding headcount.
A project with Up Strategy Lab
You hire the studio, not me personally, and you get a small senior team led by me and Noel. Brand and digital product design for funded B2B founders with complex products. Go-to-market and commercial infrastructure for scale-ups. AI transformation for established mid-market businesses.
Advising
For a small number of founders I act as an outside advisor on an ongoing basis. Usually one or two calls a month and open messaging in between. Best for positioning, commercial architecture, partner programmes, or product strategy.
Advising arrangements start at a few thousand euros per month. Current prices are on the Up Strategy Lab pricing page.
Email: daniel@upstrategylab.com →
Speaking
I speak at B2B founder and operator events on positioning, the visibility problem, building partner programmes that actually scale, and what I have learned shipping my own product.
Featured on Learnit (international) and Marknadsbiblioteket podcasts. Press coverage in Chef.se, Newswire, and Guardian Nigeria.
Email: daniel@upstrategylab.com →
Partnerships and introductions
I am always happy to hear from studios, platforms, and operators whose work is adjacent to what I do. Up Strategy Lab has a small partner programme for complementary studios, and MuchSkills runs a channel programme for consultancies.
If you think there is a fit, say so in your first message.
Up Strategy Lab clients
What clients say
Bruce Adams, Commercial Director, Spirit Health
“The time and energy from Daniel and his team in designing and stress-testing the program over a number of months has helped us to grow internationally at pace, and our results in our first year are testament to the fantastic job they did.”
Kuba Kamecki, Partnerships & Alliances, TG0
“Up Strategy Lab is a trusted partner that helps us handle a lot of the strategy behind sales and marketing and how to translate that into tangible deliverables like website, improved sales process, pitch decks and communication. We continue working with USL across various facets of our commercial strategy.”
Jake Slatnick, CEO, FreePower
“We have worked with Up Strategy Lab for several years now. From handling our rebrand from AiraPower to FreePower to taking care of all our web design and development work as well as our app design, their support and advice have been key to helping us stay consistent as the company has grown.”
MuchSkills
If you want to see and grow the skills inside your company, that is what MuchSkills does. See MuchSkills.
Frequently asked questions
What does Up Strategy Lab do?
Up Strategy Lab is the B2B design and strategy studio Daniel Nilsson co-founded with Noel Braganza in Gothenburg. It works with companies that have complex products, on digital product design, brands and design systems, AI transformation, partner programmes, and sales and marketing.
How does a project with Up Strategy Lab start?
Most clients start small, with a two-week audit or a workshop. Many then continue with an embedded designer or strategist, or with a full engagement on a defined outcome, such as a product redesign, a brand system or a launch. The first step is a 60-minute call to see whether there is a fit.
What does it cost to work with Up Strategy Lab?
It depends on the scope. Up Strategy Lab publishes current prices for its audits, embedded roles and full engagements on its pricing page, upstrategylab.com/pricing, so you can see them before the first call.
Does Daniel Nilsson work with companies outside Sweden?
Yes. Daniel Nilsson and Up Strategy Lab are based in Gothenburg, Sweden, and work with B2B companies in other countries too. International growth is familiar ground: at Cryptzone the United States became the largest market, and at Appland the partner programme reached mobile operators in 40 countries.
Can I hire Daniel Nilsson as an advisor or a speaker?
Yes. He advises a small number of founders directly, usually with one or two calls a month, on positioning, commercial architecture, partner programmes or product strategy. He also speaks at B2B founder and operator events about positioning, the visibility problem and partner programmes. Email daniel@upstrategylab.com.
How to start
Book a 60-minute call. The first call is for both of us to see whether there is a fit. I will tell you honestly whether we are the right studio, the right advisor, or the wrong one.
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