Sweden is one of the most innovative countries in the world, yet has a business culture that discourages bragging about its success.
So is this humility a help or a hindrance when it comes to start-ups?
From household names such as Spotify and Skype, to gaming leaders King and Mojang and cashless payment companies iZettle and Klarna, Sweden is a hotspot for industry-changing new technologies.
Despite just 10 million inhabitants occupying a land mass largely defined by forest wilderness, the Nordic nation has in recent years created more billion dollar companies per capita than anywhere else outside Silicon Valley.
Last month, Sweden was top in Europe in Bloomberg's global innovation ranking.