Klas Holmlund

I build user ecosystems around products that are new, participatory or difficult to explain. For thirty years I have worked at the point where a new medium arrives and nobody yet knows what to do with it — the first commercial web, pan-European digital campaigns, participatory storytelling, user-generated worlds, and now agentic AI.

The last decade has been community work: building the structures that bring people close enough to an unfamiliar product to understand it, use it, shape it and argue for it. This site is that career laid out along a single line, so you can see both the shape of it and the work itself.