Business Finds a Way
On founding North Impact and thinking long-term
When we founded North Impact back in 2022, the idea was more of a seed than a fully formed business. It began with a belief: that photography—done with care, purpose, and artistic intent—can support wildlife conservation. Not by preaching, but by making people care. By showing them what’s worth protecting.
“Photography can be a powerful tool in raising awareness about wildlife conservation. We can help educate and inspire people to care about the wild world by capturing stunning images of animals and their habitats.”
That’s what I wrote in our early vision statement. And I still believe every word of it.
But business—like life—rarely unfolds in a straight line. Or to quote a favorite movie of mine, Jurassic Park: “Life finds a way.” In our case: Business finds a way.
Overestimating a Year. Underestimating a Decade.
2022 was a pivotal year. Our main company—the one my wife and I had built over two decades—went public on Nasdaq. It was intense. A blur of documentation, legal work, and big decisions. In the midst of all that, North Impact existed mostly as an idea. Something we wanted to build when life gave us a little more room to breathe.
2023 was the year we began turning that idea into something real. Slowly. There was no clear roadmap, just a pull toward something meaningful. We knew we wanted to build a creative company rooted in nature, visual storytelling, and purpose—but the form was still undefined.
By late 2023, the picture sharpened. I realized that filmmaking would be central to what we do. So I dove in.
I started learning DaVinci Resolve, color grading, editing, and how to think in sequences, not just single frames. Photography has always been about capturing the moment. Filmmaking is about assembling movement, emotion, and structure. I still consider myself new to it. One of the challenges is that I’m aiming high—I look up to the best wildlife filmmakers in the world. That’s the standard I want to reach.
And that can be frustrating.
There are times I get back from a shoot, load the footage into DaVinci—and feel let down. The exposure wasn’t really good. The movement was off. My color grade doesn’t quite land the feeling I had in the field. But I go back out, shoot again, and improve. The standards are high—and they should be. But the learning curve is steep.
As a photographer, my benchmark is one great frame per day in the field. With film, that’s not even close. You need the wide, the medium, the tight, the motion, the cutaway—the story. It’s not about a single image. It’s about rhythm and intent. A sequence that holds.
The Path Forward (Even If It’s Still Blurry)
North Impact is still in startup mode. The destination isn’t fixed yet—but the vision and direction are becoming clearer with every step.
2025 has been the year of real momentum. And if things go to plan, 2026 will be the year we truly take off—ideally, the year we break even for the first time. The work we’re putting in now is laying the foundation for what North Impact will become by 2030.
My long-term vision includes producing a natural history documentary at a level where a streaming service or broadcaster might consider licensing it. That’s a stretch goal—but I believe in aiming high. A more realistic (and still exciting) step is producing high-quality sequences, licensing them to production companies already creating full-length wildlife films. That alone would be a meaningful achievement.
Photo books used to be a solid revenue stream for photographers. These days, not so much—the market has become tougher. So while it’s not a main focus for North Impact right now, I’m not ruling it out down the line.
Fine-art prints, however, are a core part of the business. I actually have a much larger idea brewing in that space—complete with a name, a domain, and a bold concept. The only thing holding it back is time and energy. It’s the kind of project that would require full commitment and the right person to help scale it properly. If I find that person, we might just build it. But for now, it’s parked. I’ll share more when the time is right.
Another branch I see growing is producing commercial brand films grounded in nature—helping companies tell their story through atmosphere, authenticity, and the natural world. That could become a strong business leg by 2030.
Back in 2022, we saw photo tours as a possible future step. Then in 2025, the opportunity came to invest in an already established tour company—and we took it.
With a clear goal: to build the best Scandinavian tour company for serious photographers—those willing to go the extra mile for truly exceptional images.
Starting from scratch has its place. But at this point, I’d rather partner with experience, contribute with financing, branding and marketing strategy, and help evolve something with a proven foundation. I’m not looking to spend my days handling bookings and logistics. I want to spend them making work that matters.
What North Impact Is Really About
This isn’t a departure from entrepreneurship. I’ve been building companies all my life. That won’t change. But now, I’m building something new with a real meaning—a filmmaker, a wildlife photographer, and someone who believes that powerful images and stories can move people.
One of my strengths has always been that I don’t get stuck on the obstacles. I start moving. I think big. I believe things will work out. And honestly, if I had known how many setbacks would show up along the way, I might never have started.
But that’s the point. You’ll overestimate what you can do in a year. And you’ll always underestimate what you can build in ten.