ATTENTION IS DISTRIBUTION.
I publish while I work, not instead of working.
Social media is not a separate activity for me. It is one of the ways a factory, a product and the work behind it get found.
WHY ATTENTION IS PART OF DISTRIBUTION
A good product can still stay invisible if nobody knows it exists.
That is why I see content as part of distribution.
A factory in Tibro can reach people who will never visit the showroom. A supplier in Asia can understand how I work before we meet. A buyer can get a sense of the company before replying to an email.
That matters.
I try to publish the real work, not a polished version of it.
A sample that had to be changed. A quotation that did not make sense. A product decision. A factory visit. A website that needed another attempt before it worked properly.
Those moments are often more useful than finished campaign material because they show how decisions are actually made.
The point is not to be visible for the sake of being visible.
It is to make the work easier to understand.
When somebody has already seen how I think about a product, a factory or a sourcing problem, the first conversation usually starts with more context.
Different channels do different jobs.
Video is useful when something needs to be shown or explained properly: a factory walk-through, a sample inspection, a product, or the reasoning behind a decision.
LinkedIn is where much of the professional conversation happens.
Instagram and Snapchat are more immediate and show what the day looks like while it is happening.
Chinese platforms such as Weibo can play a different role again, particularly when the audience is on the other side of the trade.
The written side matters just as much.
Useful information should not disappear after a post has been seen once.
Articles, guides and website content give the work a longer life and make it possible to be found through search as well as social media.
Someone looking for a furniture manufacturer in Sweden or a sourcing partner in China may never see a social post.
They may find a useful article first.
I do much of this myself around the day job.
That is part of why the material looks like work rather than advertising.
A factory already produces stories every day: quotations, samples, production, deliveries, problems, improvements and decisions.
The content is already there.
The job is to notice what is worth sharing and explain it clearly.
That is also the thinking I bring to other companies.
If a company makes something good but too few of the right people know about it, the product may not be the main problem.
The problem may simply be that the work is too hard to discover.
That is where content, search and social media become part of distribution.
THE CHANNELS
WHAT I PUBLISH
- Production and people in Tibro, including how orders are actually run
- Sourcing trips, factories, samples and the problems found along the way
- Digital projects, SEO work and what turns attention into orders
- The unglamorous middle: margins, delays, negotiations and follow-up
HOW I RUN IT
Three rules, and I have not changed them since the first post.
PUBLISH FROM THE WORK, NOT AROUND IT
Whatever is on the desk that day is the material. A supplier visit, a costing problem, a new machine, a shipment that has to be re-planned. It takes minutes to record, and it cannot be faked six months later.
SHOW THE UNCOMFORTABLE MIDDLE
Most company content shows the wins. The interesting part is the middle: the sample that failed, the quotation that made no sense, the delay nobody wanted to explain. Those are the posts people reply to, and the reply is the point.
TELL THE SAME STORY EVERYWHERE
One story, in the form each channel handles best. Video for the walk-through, text for search and for people who read before they watch, images for the day itself. Repeating it is how something gets remembered, and how the same material keeps working years later.
WHAT IT ACTUALLY DOES
FIRST CONVERSATIONS START FURTHER ALONG
Buyers arrive already knowing what the company does and how it works, so the first call is about the order instead of the introduction.
A FACTORY BECOMES FINDABLE
Search results, video and profile pages put the company in front of people who were never going to visit Tibro, including buyers on the other side of the world.
CONTENT KEEPS EARNING
A page or a film from two years ago still brings enquiries, unlike a campaign that stops the day the budget does.
PROOF INSTEAD OF CLAIMS
Anyone can write that they control quality. Showing an inspection, a production line and a loaded container is a different kind of argument.
QUESTIONS I GET
Which channels do you actually use?
YouTube, LinkedIn, X, Instagram, Snapchat and Weibo. YouTube carries the long material, LinkedIn the professional side, Weibo the Chinese audience. I would rather run six channels properly than twelve badly.
Is this your own marketing or SA Möbler's?
Both, and they overlap on purpose. The factory in Tibro, the sourcing trips and the digital work are the same story told from different ends. I also publish under my own name, because that is where the advisory and board conversations start.
Do you take on content work for other companies?
Yes, usually as part of a wider commercial job. Content on its own rarely fixes anything. Content plus a clear offer, a site that works and a follow-up routine does, and that is how it is set up on the Work page.
How often do you publish?
Several times a week, in whatever form the day allows. Two written pieces go out every week on the blog, and video goes up whenever there is something worth showing.
Do you write in English or Swedish?
Both. The articles are in English because most of the trade and sourcing audience reads English, and the site itself runs in Swedish and English so the people closest to the factory can read it too.
What does this give a manufacturer that a bigger budget does not?
Speed and credibility. An agency can produce more, but it cannot stand in the factory. Material filmed on location by the person doing the work is cheaper to make and harder to copy, and it is usually what the audience responds to.
WHERE THIS CONNECTS
- Sourcing in China and Vietnam
- Consulting, sourcing and digital work
- CEO of SA Möbler
- Notes from the work
If a good product is not reaching the people who would buy it, that is a distribution problem, and it is the part of the work I enjoy most.