Surprise Systems™
an innovation studio for the product-led economy.
We help organizations discover new opportunities, turn them into testable products, and decide what to build - before scale makes mistakes expensive. In a product-led economy, direction is proven through behavioral change with real-world impact.
We help find direction early.
The hidden cost of playing it safe.
For a long time, playing it safe worked.
Predictable markets rewarded optimization, efficiency, and control.
Today, that same logic often slows progress. Organizations optimize what can be measured, while behavior stays the same.
Assumptions harden early. Learning comes late. Relevance fades quietly.
The risk is rarely moving too fast.
It's locking into the wrong direction too early.
Behavioral change as a method.
Real change doesn't come from strategy decks. It comes from behavioral change. We design products, services, and formats that drive real behavioral change, and we measure what happens. Creativity is not decoration.
It is the mechanism that makes new behavior possible.
No behavioral change.
No real impact.
David Borg
A strategist and entrepreneur with the ability to connect business, culture, and technology in ways that create new opportunities.
His work has shaped some of Sweden's most successful communication concepts, defined by clarity and cultural relevance.
As the founder of Borg Owilli, he built one of the country's leading content agencies and developed it into a widely respected creative organization.
Johan Pihl
A creative entrepreneur and innovation specialist working at the intersection of communication, design, and technology to solve complex challenges. Over more than two decades, he has built a career that connects marketing, innovation, and fintech.
His projects span from global sustainability initiatives to financial technology platforms, earning him recognition as one of Sweden's most prominent creative leaders.
From uncertainty to momentum
We work where complexity is high and clarity is missing - where better decisions matter most.
Our work moves through three tempos, each designed to turn uncertainty into action.
→Sprint
Test direction before committing.
→Leap
Turn validated direction into something worth investing in.
→Blitz
Scale what works. Create measurable market impact.
Each tempo turns uncertainty into something you can actually act on.
Historically, we've had the privilege of working on projects that have been awarded and internationally recognized for their creative excellence and real-world impact.
Historically, we've had the privilege of working on projects that have been awarded and internationally recognized for their creative excellence and real-world impact.
The ROI of better decisions
We don't promise vague innovation outcomes.
We promise better decisions, earlier.
→Reach strategic clarity faster
→Test bold directions before committing at scale
→Align around evidence instead of opinion
→Reduce the cost of being wrong
The biggest hidden cost isn't failure.
It's being wrong too late.
Innovation is not about taking bigger risks. It's about reducing the cost of being wrong - and knowing where to move before others do.
→Start with a conversationPartners & advisors
We're proud to have the leading Nordic creative network NORD as our founding partner, and to be backed by visionary leader Robert Falck, founder of the Swedish unicorn Einride, who also serves as our advisor.
© Surprise SYSTEMS. All content, software, and outputs are provided "as is" for informational purposes only; no warranties are given, all intellectual property remains with Surprise SYSTEMS, and we accept no liability for any direct or indirect use of the services.