Mads cofounded Innovation Lab with Nordic computer pioneer Preben Mejer in 2001 and is the mind behind the organism today, working mostly in strategy, concept development and organisational redesign. Mads has worked for governments and Fortune 500s on making sense of the new digital conditions, making massive change a friend rather than a foe. Mads puts culture over structure, merits over titles, passions over functions and believes that a strong personality can outperform an MBA any day. He has a background from University of Cambridge in Comparative Literature and is total quality nerd in food, art and work in general. An international keynote speaker on digital transformation, Mads is featured in world media from BBC and Business Week to Engadget and TechCrunch.