WoW Woman in STEM | Elisabeth Ericson, Founder of Lindfors & Co

By Nayara Moia @NayaraMoia

Based in Stockholm Sweden, Elisabeth Ericson is the founder of Lindfors & Co. She is a communication adviser, speaker and moderator who helps individuals, companies and organisations to improve their communication skills and build their brands.

How did you start teaching business to young entrepreneurs?

The main business idea is to help other companies and organisations to grow and to do better businesses.

My interest for young entrepreneurs started when I worked at the University of Stockholm in the late 80´s and early 90´s and was invited to be a mentor in educational programs in entrepreneurship for students in elementary school and high school. 

At that time I also worked within projects designed to motivate and inspire girls and young women to study science and technology.

A couple of years ago I had a course in business and marketing for students studying 3D printing. I was surprised by the lack of female students and the focus at printing techniques more than creativity and design. 

Now one of my missions is to inspire more women to combine technology with communication, fashion and design.

When did all start and do you have other members in your team? How long did it take you to be where you are now?

I started my own business in the mid 90´s. Today we still are a micro company- with a huge network and a never ending curiosity.

What was your biggest obstacle?

To be honest I never see obstacles - just hard work, possibilities and opportunities.

What are your biggest achievements to date?

I don´t have my achievements in focus. I´m happy when the entrepreneurs we work with do achievements.

Is the #WomenInTech initiative important to you and if yes, why?

Yes, the #WomenInTech movement is important- to me and to the global economy.  There are a lot of great design and technology created by women - but we know that startup companies founded by women tend to grow more slow than those founded by men.  Stockholm is an important tech hub with more tech startup companies per capita than any other city in EU.

In the world, only Silicon Valley is growing faster than the Stockholm region.  But there is a gender gap.  Only 1 of 10 tech companies that raise capital have female entrepreneurs/founders.

What is the most important piece of advice you can give to all female founders and female entrepreneurs out there?

Do not sell your product - sell the benefits of it.

What will be the key trends in the wearable tech and fashion tech industry in the next 5 years and where do you see it heading?

Wearable technology usage is in its early phase. We have seen a lot of watches for fitness and tech for fun. But now I think the customers are ready for more "easy to use” wearables in their daily life - like sensors for body functions and gadgets for personal protection.

And I think there will be a growing market for more fancy and chic, than sporty, wearables. More tech fashion and more custom made devices.

I have been involved in several projects relating digitalization in elderly care. Smart wearables can make the life for older people more healthy and more safe. And as the worlds population is growing older there are a huge market waiting for entrepreneurs in the wearables industries.

Who are your 3 inspirational women in wearable tech?

Just three? Well, I get inspired by all the women working within startup businesses and as entrepreneurs.

That´s why I´m here.

Twitter: @LisaofSweden

Linkedin: Elisabeth Ericson

Instagram: LisaofSweden

This interview was conducted by Nayara Moia, Trend Analyst and Women of Wearables Berlin Ambassador. Follow Nayara on Twitter @nayaramoia or Medium: medium.com/@nayaramoia.