Creating Momentum Without Losing Your Mind

By Steen Rasmussen: A talk with Jesper Åström

In a world obsessed with speed, the ability to act fast is often treated as a superpower. But what if the real edge lies in knowing when to pause? In this conversation, Steen Rasmussen, co-founder of IIH Nordic and advocate for clarity in decision-making, sits down with Jesper Åström, startup coach and leadership advisor, to explore the rhythm of momentum, the danger of defaulting to action, and why sometimes the smartest move… is no move at all.

Who is Jesper Åström?

Jesper Åström is a seasoned digital strategist and growth expert with over 45,000 hours of hands-on experience launching tactical campaigns across global markets. As the founder of ELSA Growth Company, he specializes in bridging the gap between technology and business, combining system and design thinking to drive transformation and innovation. Jesper is also a respected educator, developing programs in collaboration with institutions like Hyper Island in Sweden and Singapore. His expertise encompasses viral marketing mechanics, user behavior analytics, and growth engineering, making him a sought-after advisor for companies aiming to scale effectively.

The Podcast:

Urgency Hijacked by Hustle Culture

Steen: Jesper, lately I’ve been noticing this almost religious obsession with speed—especially in startup culture. It’s like if you're not moving at 150 miles an hour, you're failing. But you’ve talked about urgency in a very different way. What’s your take?

Jesper Åström: Urgency has gotten hijacked by hustle culture. We confuse panic with purpose. Real urgency isn’t about constant motion—it’s about clarity. If you don’t know what matters, speed becomes dangerous. It’s like driving fast in the wrong direction.

Momentum vs. Movement

Steen: You’ve said before, “momentum is not the same as movement.” I love that line. Can you unpack it?

Jesper Åström: Absolutely. Teams can be insanely busy—stand-ups, feature launches, constant execution—but when you zoom out, you realize they’re running in circles. Momentum comes from alignment. It requires space to think. That’s why I tell founders: waste time wisely.

Steen: That phrase stuck with me. “Waste time wisely.” What does that look like in practice?

Jesper Åström: The most productive things often look inefficient on the surface. Long conversations, stepping back, zooming out. But those are the moments where friction clears and shared understanding happens. Once that’s in place, things move faster with less resistance.

Rhythm Over Speed

Steen: So you’re saying the slowdown is what enables the speed later.

Jesper Åström: Exactly. It’s all rhythm. You can’t only inhale. If you never exhale, you’re not breathing. Teams that sustain momentum long-term understand when to pause. They know speed isn’t the goal—it’s the byproduct of clarity and rhythm.

The Pressure Myth

Steen: What do you say to leaders who feel like they can’t slow down? Too much pressure, too much at stake?

Jesper Åström: I ask, “Where is that pressure coming from?” Often, it’s not real. It’s a story they’ve internalized. Most urgency is self-generated—chasing unspoken expectations. Step one is getting awareness around that. What if you paused? What would actually happen?

Steen: Do you think that pressure sometimes hides uncertainty?

Jesper Åström: All the time. When leaders lack clarity, they default to action. Doing something feels safer than sitting in the unknown. But the truth is, clarity comes quicker when you face uncertainty head-on, not when you outrun it.

Creating Urgency Without Chaos

Steen: Practically speaking, how do you create urgency without chaos inside a team?

Jesper Åström: You ask better questions. Don’t ask, “How fast can we ship?” Ask, “What problem are we solving?” Don’t ask, “What’s our deadline?” Ask, “What’s the impact we’re aiming for?” The energy in the room shifts. You go from panic to purpose.

Measuring Energy, Not Hours

Steen: What about tired teams? How do you re-energize a group that’s running on fumes?

Jesper Åström: Shift the metric. Stop tracking hours or tickets. Start measuring energy. I literally log when I feel most creative or focused, then work in those windows. I encourage founders to do the same for their teams. It’s not about squeezing more—it’s about showing up better.

Steen: That reminds me of something I read: “Energy is the real currency of work.” Not time. Not money.

Jesper Åström: Exactly. If a team is exhausted, pressure won’t help. But clarity will. Safety will. When people feel safe and seen, they accelerate naturally. You don’t need to push.

Stillness Leads to Speed

Steen: Before we wrap—what’s one habit you’d recommend to leaders stuck in chaos mode?

Jesper Åström: Schedule time to think. Literally block it out. No meetings. No Slack. Just thinking. It sounds indulgent but it’s essential. The best decisions come from stillness. Once you have clarity—act. Don’t wait for perfect. Most decisions are two-way doors. You can always adjust.

Steen: That’s a brilliant place to end. Thank you, Jesper. This has been one of the calmest conversations I’ve had about urgency.

Jesper Åström: Thank you, Steen. Always a pleasure to slow down and talk about moving forward.