# 4 1/2 years at Square, whats next?

Published: 2017-03-09
Canonical: https://000fff.org/4-1-2-years-at-square-whats-next

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5 years ago my (now) wife Sandra Septimius and I made a strategic decision to disrupt our little family and replace our comfortable and happy life in Copenhagen with a less certain life abroad.

It was not an easy decisions and it presented itself with a lot of challenges along the way as we had to say goodbye to a lot of people in our everyday lives that meant a lot to us. Today however, I couldn't be happier for what we have accomplished.

In 2012 I sold my share in Hello, a company I co-founded back in 2005 with some amazing people like Jakob Langemark, Morten Lund and Soren Kenner, a company still doing amazingly well.

Instead I said yes to join 80/20 in New York, probably the best product design agency that ever existed and lead by the very capable forces of Jerry Knight, Andrew Lin and Andrew Borovsky to help build a suite of IP around their agency. Not long after though we were acquired by Square who wanted to establish a mature product design division in New York.

It wasn't something I planned back then but, having helped take a company from startup + unicorn through a successful IPO with all that it entails, good and bad, has been one of the most interesting and educational experiences I have ever had. I am truly grateful for the opportunity given to me.

One of my basic beliefs is to think strategically about the family which means ever so often you have to change things up quite drastically to force yourself out of your comfort zone and into a new one with a better future trajectory or as Jack Welch once said; "Change, before you have to".

After 4 1/2 years at Square it's now time to make one of those fundamental changes again.

I am happy to announce that I am founding First Principle, a new product consultancy. We will be working with som exciting clients all over the world and will be focusing on using some of the same ways of approaching products which took us to the IPO in 2015.

My partner in crime is going to be Travis Schmeisser who I have worked with, both at 80/20 and at Square. Besides being incredible talented and smart he is also an incredibly funny and all around nice guy.

I can't wait to share some more with you down the line.

P.S we are hiring.