Dangerous Myths We Tell About Tech

We often treat technology like something that happens to us rather than something we create. This passive mindset is rooted in a handful of myths that refuse to die, despite being fundamentally flawed.

In this session, Kristoffer dismantles several of the most pervasive assumptions in the industry, like for example:

Tech is Neutral: The idea that "tools are agnostic and only the way they are used matters" can be debunked in a single sentence.

Tech is Inevitable: The belief that if a technology can be built, it must be built, stripping us of our agency as creators, and without any way to regulate. In reality we regulate technology all the time, and everyone loves it.

The Tragedy of the Commons: Often cited as an immutable law of human nature, yet historically rooted in literal propaganda designed to discourage collective ownership.

Why it Matters:
These aren't just academic disagreements, they are the invisible constraints that limit our imagination. By identifying fallacies like these we can start building the next generation of solutions. It's an intentionally provocative talk, where well researched criticism is delivered in an entertaining and friendly way.

Takeaways:
Attendees will walk away with a shifted perspective on their daily work. You will learn how to spot "tech-determinism" in product roadmaps, and why it's important to advocate for truly empowering design.

This talk works both as a 40 minute or 60 minute session
No technical requirements
Primarily aimed at decision makers, but is of benefit to anyone who works in tech

Here We Go Again: Time for Another Career Reboot

For years, we treated product discovery and software delivery as two entirely separate phases. First came wireframes and a mock-up. Then came the “real” implementation.

That model is over and done with.

Today, small teams can move from idea to working software in days instead of weeks. The line between prototyping and delivery has blurred to the point where the two are becoming indistinguishable. Pair that with the web’s increasing role as the world’s largest runtime environment, where no company’s interests can set up virtual obstacles to version releases, and you have an entirely new reality.

The roles of design, engineering, and product management have changed completely. But so has the agency’s relationship with its clients. The amount of work that can be done in a two-week sprint could easily take a day to demo, and the number of discoveries that need attention will easily overburden product owners.

In this talk, Kristoffer will share what it feel like to have been surpassed by the relentless evolution of technology for the third time in his career. He'll share his view that modern software development looks less like assembling Lego and more like sculpting David from a block of marble. Start large, then chip away everything that isn't necessary until the final product emerges.

Using ideas from Cynefin, Wardley Mapping, and Jobs to Be Done, he’ll share ideas and insights on how teams can work effectively in this new reality.

This is not a talk about replacing engineering discipline with vibes. Reliability, uptime, and maintainability still matter as much as ever, if not more. But they need to be applied at the right moment.

The result is a more honest way to build software: prototype earlier, longer, and faster, and explore more.

aimed at people who have been part of a team building a software solution
40 minutes
no technical knowledge required

The Three Trends that Drive All Digital Communications

Digital marketing and communication is old enough that we can identify some important trends. Kristoffer will explain why automation isn't a sure fire solution, what enshittification is, and what he's learned from 25 years of digital marketing.

no technical knowledge needed, 30 minutes, aimed at marketing departments

The one constant in tech is change - how to deal with it

An inspirational talk on how to deal with the rapid pace of change in technology.

During his 25 years in interactive media Kristoffer Yi Fredriksson has found himself on the incumbent side of disruption numerous times, but he has also been fortunate enough to have been part of teams that stumbled upon the future, years before anyone else. The lessons he learned might surprise you.

In this talk Kristoffer will talk about how we should deal with becoming obsolete.
How people in competitive gaming and Go have responded to AI. And how we can think about technology in a smart way that will help us see through the hype and cut to the core.