With nursing shortages all around the world and fresh off the back of a pandemic that brought everything to a halt, Lars Forsberg is working to take some of the strain off of our healthcare workers and systems with his business IWI Technology. 

Lars’ advice for entrepreneurs? Don’t listen to entrepreneurs' advice. Strange but true, Lars highlights the importance of listening to yourself and your intuition above all else. You know you and your business best, trust your ability to lead yourself to success. 

There’s plenty more unconventionally brilliant advice and inspiring information about Lars’ business below so read on with us, but remember to take everything with a pinch of salt!

What are three things every entrepreneur should know?

Lars is not overly fond of giving people advice on what to know and, thus, what to do. Therefore his first piece of advice for aspiring entrepreneurs is not to listen to people like him: experienced entrepreneurs, famous business owners, and those who have already reached “success” in some capacity.

Lars went on to tell us about an entrepreneur in Denmark whose advice Lars listened to. He failed to fulfill any of it by a long shot! Lars contextualized this point by giving one piece of advice that he had heard: “You can never doubt your idea.” For Lars, this simply isn’t true. While he believes it’s important to believe in your idea, he needs to - and does- doubt his idea constantly.

That’s what allows him to tweak and improve it. Lars went on to say that, in light of this, his first piece of advice for entrepreneurs (tied to taking other entrepreneurs' advice and lessons with a pinch of salt) was: When in doubt, doubt. If you have an inkling of wonder or a shadow of doubt about your business, explore it. There may be room for growth.

The next piece of advice Lars shared was a strange but brilliant one regarding a post-mortem for your business. By conducting a post-mortem of your business, even before it fails, you are able to analyze the potential reasons for failure and identify weak spots. Now you can take proactive steps to avoid failure by addressing these weak spots before they naturally make themselves known to you.

Lastly, Lars emphasized the importance of creating and sharing messaging that is for your audience not for you. By shifting your focus from what you’re doing in your business for yourself to what your business can do for others it becomes infinitely easier to connect with potential customers.

The same goes for partners; the need to communicate how your product or service can benefit them and help them achieve their goals is of the utmost importance. By adopting this approach, you can build stronger relationships and create value for your customers and partners, ultimately leading to business success.

What problem does your business solve and who are its customers?

Lars' business, IWI Technology (with IWI standing for intelligent washroom infrastructure), addresses a pressing issue: cross-infections caused by bacteria, viruses, and fungi, primarily in washroom facilities - hence the name. The objective is to elevate hygiene and curb infections in the bathrooms of diverse settings such as hospitals, educational institutions, commercial spaces, and even private residences.

The clientele of Lars' business spans hospitals and healthcare facilities, recognizing the dire consequences of poor hygiene in such environments. Educational institutions, including schools and kindergartens, also benefit from enhanced hygiene practices. Moreover, commercial buildings and shared workspaces are vital customers, acknowledging the need to maintain a clean and safe atmosphere. Lastly, private homes are included, emphasizing the importance of hygiene within family settings.

Lars aims to refine systems that diminish cross-infections and uplift hygiene standards, significantly impacting people's well-being and safety. This effort is particularly crucial amid strained healthcare systems due to a shortage of healthcare workers and growing patient numbers. The ultimate goal is to promote universal hygiene awareness and practices, contributing to infection prevention across a broad spectrum of environments.

What inspired you to become an Entrepreneur?

Lars’ inspiration to become an entrepreneur can be traced back to his upbringing and his father's influence. His father, an inventor himself, encouraged Lars to think differently and not conform to traditional academic paths - something we can see in the nature of his advice for others. Lars’ father instilled in him the idea of innovating and creating something unique, emphasizing thinking beyond conventional subjects like math or history.

At the age of 40, faced with a demanding job and impending fatherhood, Lars realized the need for a change. He sought a more balanced and fulfilling life that allowed him to be present for his family. This pivotal moment, coupled with his father's earlier advice, propelled Lars to venture into entrepreneurship.

Lars' diverse interests and skills, from engineering to music, gardening, and more, have significantly contributed to his entrepreneurial journey. He combines a broad understanding of various domains, enabling him to identify needs and invent solutions. This holistic approach has shaped Lars into an entrepreneur who continuously seeks opportunities and remains curious about new technologies and advancements, aligning with his father's belief in thinking outside the box and creating something original.

Ultimately, what led him to lean towards hygiene and addressing the healthcare crisis was his knowledge of engineering, his curiosity about everything that affects hygiene in interior environments, and his knowledge of the strain most health care systems are under.

Knowing what you know now, how would you have spent a million dollars when you first started your business?

Knowing what he knows now, Lars would approach spending a million-dollar investment for his business more on the cautious side of life, expressing that he has a definite history of spending too much. Specifically, spending too much on a gut feeling that takes some time to show in the books. 

For this reason, Lars would focus on strategic spending, prioritizing where the investment could have the most significant impact. 

Lars emphasized the importance of avoiding being overly self-reliant and trying to do everything by yourself - something he used to do. Acknowledging the need for assistance and expertise in various domains, Lars would have spent some of the investment to seek help from professionals. 

Lars would specifically have sought help with communication and marketing, to effectively convey his message and create a more compelling narrative.

What is your proudest accomplishment as an Entrepreneur?

Lars' proudest accomplishment as an entrepreneur is his invention called "air flush," a system that effectively removes viruses like Corona and flu from small compartments like toilets or rooms in just 25 seconds, surpassing regular regulatory standards in efficiency.

More on a business level, he takes pride in the successful implementation of approximately 50 high-hygiene toilets across 10 schools in the last five years. Despite the modest number, these installations have received exceptional feedback and scores, showcasing the impact of his work in providing high-quality, reliable facilities to over 2.5 million children without any operational disruptions.

What big goals are you looking to achieve?

Looking forward, Lars is excited about an upcoming project in collaboration with a German company that involves working with air quality and focusing on environmental sustainability. He's driven to make a positive contribution to the environment and improve overall air quality, aligning with the global shift towards sustainable practices.

What positive contribution are you making with your business? We’d love to chat more in-depth about it with you. Contact Amplomedia today to share our own entrepreneurial journey as well as the struggles, triumphs, and lessons learned along the way.