– Has this ever been done before?
– Great – Let´s do it!
This is how it all began: in an office in Stockholm, winter 1994. Three journalists – Pelle Anderson, Robert Braunerhielm and Monica Lindstedt – could hardly believe their ears. After countless Swedish banks, money lenders, investors and media companies had declined their proposal, somebody had finally said yes. His name was Jan Stenbeck, Chairman of the Kinnevik Group.