From hype to hyper-realism: where headlines end and real operators begin.

Maja Hurtigh, Founder at Advisory on demand

When I attended the opening of Breakit’s latest event at Jacy’z in Gothenburg, in collaboration with Grant Thornton, one thing became unmistakably clear:

Advisory on demand was built at exactly the right moment.

In a landscape where IPO-driven exits are no longer the Nordics’ favourite buzzword – and quietly replaced by strategic M&A – the shift is undeniable. Investors are tired of castles in the air. They want tangible results, operational clarity, and leaders who know what they’re doing.

Breakit’s co-founder, Stefan Lundell, opened the event with a list of “billionaires, super angels, advisors – the heaviest tech profiles.”

It all sounds impressive. But it raises an important question:

What does “heavyweight” actually mean?

And what does it mean to whom?

When Stefan presented the list, he framed the challenge perfectly:

“It’s hard to identify the right profiles in Gothenburg – networks are clustered.” “Gothenburg lacks VC firms – for better and worse.”

And that is the uncomfortable truth.

Gothenburg is industrial, technical, globally connected – a gateway to Europe with world-class infrastructure for innovation. But finding the right person in the noise, when most choose to humbly stay in the shadows? That’s a different story.

Here, many of the most capable profiles choose to operate quietly. Not on stages. Not in headlines. Not chasing visibility. They value deep competence, proven execution and domain experience over anyone shouting the loudest.

And trust in Stockholm? Let’s just say… It’s selective.

But this culture creates real friction:

• Fragmented networks

• Low visibility into true senior competence

• Difficulty accessing the people who can solve the hard problems

• A culture where humility becomes a bottleneck

This is exactly the gap Advisory on demand was built to close.

A curated network of senior operators, ex-CXOs, investors and board leaders – matched with precision, discreet by design, and available exactly when the stakes are highest.

Some advisors are public.

Others stay confidential.

We respect both – our job is simply to deliver the right operator, fast.

Beyond lists and headlines, we connect you with people who actually deliver outcomes.

And in a market shifting from hype to hard results, that difference matters more than ever.

A note on engagement formats – designed for investors.

Our session-based model keeps access frictionless: clear pricing, no overhead, no junior layers. It is built for leaders who need rapid clarity and senior execution insight, right when timing is critical.

Many begin with a single high-impact session.

Others require deeper continuity – a defined scope, advisory board support, or an embedded operator during strategic or operational turning points.

When that is the case, we design a bespoke mandate.

Different format.

Different price point.

Same seniority.

If you prefer a deeper engagement, feel free to reach out.

DM or email: maja(a)hurtigh.se

Just note: tailored, long-term engagements come at a significantly higher cost — reflecting the calibre of operators involved.