In this latest episode of Shifting The Narrative, we caught up with Stefan Ytterborn, a prominent Swedish design entrepreneur with a history of remarkable achievements in business development. 

In 2004, Stefan established POC, a winter sports gear company with a strong focus on protecting lives and reducing the consequences of accidents for skiers and gravity sports athletes. 

In 2016, Stefan ventured into the electric motorcycle industry and founded CAKE. Guided by the motto "explore with respect," CAKE aspires to revolutionise the motorcycle industry and contribute to a greener world by inspiring a shift towards a "zero-emission society."

Listen to the latest recording, discover how love and passion lead Stefan’s decisions, and help him generate new ideas. Find out why he longer dreams of skiing and what occupies his mind now. 

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