In today’s society, information is produced in many ways, often for free and on a continual basis. In her work, Malin Gustavsson utilises existing information, produced both by others and herself, that is always available free of charge and available in various forms.

“In spite of the fact that there is so much information available, even for free, it is clear that people need training. For example, there is a need for lectures that inspire and generate ideas, solutions that are tailored for specific situations, and workshops that put ideas into practice.”

In her work, Malin Gustavsson supports various organisations, groups, as well as people in key positions, in initiating and implementing change. She sees her own expertise as a bridge between academic knowledge and the everyday knowledge of her clients.

Her passion to bring and apply theory to practice has led Gustavsson to develop various methods and practical activities in which participants analyse or explain everyday situations theoretically or in which theory can be applied to resolve daily encounters. She enjoys using narrative techniques in her work, which makes difficult, even chaotic, issues more structured and easier to approach.

During her career, Gustavsson has also noticed that when practice challenges the theory that is being used, it is important to apply, develop and augment the theory together with the participants. This means creating new information and developing the understanding of all participants.

One of Malin’s guiding principles is ‘learning by doing’. It is connected to the idea of creating knowledge and increasing understanding together with a team or the board of directors of a company. This makes it possible to genuinely promote organisational change. It also makes it easier to adapt information to meet the needs of the group in a learning situation.

Marketing one’s expertise and know-how on a full-time basis to different kinds of clients is both exciting and challenging. It requires a lot of listening before you can respond to clients’ needs. It also requires practising what you preach. You must face others openly, take their needs into account, and be constantly critically aware of your privileges. In short, you have create space for new things to grow.