For founders and executives

Decide what to build before you spend six figures building it.

I am Björn Nyström. I map how your business actually works, then tell you what to build, what it will take, and whether you should build it at all. You get a decision you can defend and a specification any competent team could execute, including one that isn't mine.

See The Build Decision Who I am

A fixed-fee diagnostic. €25,000, three to four weeks, terms stated on the page.

Björn working at a desk with a laptop, headset, drawing tablet, and warm studio light

01 Why listen

I have run the businesses I now advise.

I work where business problems and software decisions meet.

I started as a developer and I still write code. Most of the largest systems I have worked on were bespoke builds well into six figures: finance systems, payment platforms, infrastructure a business runs on.

Five years running a tattoo studio Artists, clients, bookings, cash, and being the person accountable when something went wrong.

Years in vehicle spare-parts procurement and sales Suppliers, stock decisions, margin on every line. This is where I learned where a business's record actually lives.

Raised in family businesses The automobile trade, including a lender financing vehicle purchases. Business was the context, not the subject.

Most people selling strategy have only ever consulted. The reason I start with the workflow instead of the technology is that I have been on the other side of it. And I have been making build decisions with clients since 2015: deciding what to build, then building it, through the practice that became Demon Dog in 2021. Demon Dog is the delivery company I run.

Björn at a whiteboard sketching page layouts and the move from Excel to SharePoint

02 The engagement

Diagnosis before delivery.

The Build Decision is a three to four week diagnostic. It ends in a recommendation you can defend and a specification any competent team could execute.

The Build Decision

03 What I write and speak about

Three simple themes, one practical goal.

Build decisions

When to build, when to buy, and when to wait. How to make the call properly before the money is committed.

Business-critical systems

Payments, finance, and the platforms a business runs on. What it takes for them to hold up in daily use.

Operations

How work actually moves: handoffs, owners, records, and where AI and automation genuinely help.

04 Latest thinking

Plain notes from the workbench.

Calm editorial-style planning scene with a practical AI and automation advisor reviewing event session goals with an organizer in a believable modern business setting.

Speaking · May 2026