Podcast Summary:

The Digital Executive – Ep 1110: "Driving Strategy Execution: Ulf Arnetz on Scaling SaaS and Empowering CEOs"
Date: September 11, 2025
Host: Brian (Coruzant Technologies)
Guest: Ulf Arnetz (Founder & Chairman, Howwe Technologies; Leader, Reeforce New Ventures)
Episode Length: ~8 min

Episode Overview

This episode features Ulf Arnetz, a serial entrepreneur and SaaS innovator, discussing the art and science of scaling technology companies, bridging the gap between strategy and execution, and the evolving role of the CEO in digital enterprises. In just under ten minutes, Ulf unpacks lessons from his successful company exits, shares why execution—not just strategy—determines winners, and issues a call for CEOs to become "more digital" and deeply engaged with their organizations.

Key Discussion Points & Insights

1. Scaling Companies Internationally: Sweden as a Launchpad, U.S. for Growth

• Sweden as a Market Testbed:
  Ulf describes Sweden as "a great test country" for launching new software ventures (01:51), emphasizing its suitability for innovation before international scaling.

• The U.S. Advantage:
  He underscores the U.S. as "the perfect base for growing internationally," highlighting that it's "more commercial, much bigger deals, much more fun" once products and models are proven (01:51).

• Growth Mindset:
  Ulf credits his passion for growth and market expansion as central to his entrepreneurial journey.

  “I'm totally passionate about growth, growing companies… Sweden is a great test country, but the US is a perfect base for growing internationally.”
  (Ulf Arnetz, 01:51)

2. From Author and Mentor to Advocate for Strategic Execution

• Commitment to Mentorship & Thought Leadership:
  Having authored three books and 20+ articles, Ulf sees writing and mentoring as extensions of his mission to drive impact beyond his own ventures (03:00).

• Strategy vs. Execution:
  He observes a recurring issue in organizations:
  Companies may develop sound strategies, but "after that, it very much dies." The core challenge today is "not just to do the strategy, but to execute it effectively" amid disruption (03:00).

• Execution as the Modern Battleground:
  His latest book addresses how CEOs can better connect, involve, and motivate employees to deliver on strategic goals and accelerate revenue/profit.

  “In a disruptive world… it's actually the execution that is the challenge and that's what the book is about.”
  (Ulf Arnetz, 03:35)

  "If you could reach those financial goals faster and more measurable… and the employees feel that the company becomes better and it's better for me as a person, then you become a much more successful CEO."
  (Ulf Arnetz, 04:26)

3. The Modern CEO’s Challenge: Digital Connection & Organizational Alignment

• The CEO’s Unique Disconnection:
  Ulf points out that, ironically, CEOs are "the only executive in the company that don't have a digital application" directly connecting them to employees (05:17). Unlike CFOs or sales leaders with specialized tools, CEOs often rely on filtered or outdated data.

• Accelerating Communication & Decision-Making:
  He stresses the importance of speeding up how executive decisions reach staff, making goals "understandable and measurable" at every level (06:05).

  “You need to make this understandable and measurable… How could you shorten the timeline from the CEO's decision until it's reached the employees and they understand what's in it for me?”
  (Ulf Arnetz, 06:05)

• Three Priorities for Effective Execution: (07:10)

  1. Translate strategy into tasks that are clear and measurable for employees.
  2. Enable teams to become proactive and foster role-based change.
  3. Shorten the time to achieve planned revenue and profit increases.

• Takeaway for the Modern Enterprise:
  CEOs must become "more digital," using real-time tools to foster transparency, alignment, and speed—essential for scaling profitably in a dynamic environment.

Memorable Moments & Notable Quotes

• On Scaling from Europe to the U.S.:

  "When you get to the US it's more commercial, much bigger deals, much more fun."
  (Ulf Arnetz, 01:51)

• On the Execution Gap:

  “The CEO… can be most disconnected. So how does the CEO handle the challenge to get everybody involved?”
  (Brian, 04:37)

  “If you are the CEO today, you're the only executive in the company that don't have a digital application. You're not connected with the employees.”
  (Ulf Arnetz, 05:17)

• On Real Digital Leadership:

  "The CEO must become more digital. And especially now when we have so much disruption."
  (Ulf Arnetz, 06:00)

Timestamps for Key Segments

• 00:00 – 01:11: Introduction & guest bio
• 01:11 – 02:28: Ulf’s journey scaling companies from Sweden to US
• 02:28 – 04:37: On writing, mentoring, and the importance of execution
• 04:37 – 07:39: CEO’s digital disconnect and strategies to improve execution
• 07:39 – 08:29: Host wraps up and closes the conversation

Tone & Style

• Ulf’s Style:
  Candid, passionate, and pragmatic with a deep belief in growth, execution, and empowering leadership.

• Brian’s Tone:
  Warm, respectful, and reflective; he distils guest insights into actionable takeaways.

Final Takeaway

This episode serves as a rapid masterclass in modern SaaS leadership. Ulf Arnetz makes a compelling argument that while strong strategies are necessary, only deliberate, digital-enabled execution connects ambition to meaningful results. CEOs and founders must get out of the ivory tower, bridge the digital gap, and make execution a shared, measurable journey—driving both profit and engagement throughout their companies.