WE PEOPLE aren’t really that complicated. We want to live
somewhere pleasant, and we want everything to be nice and
close by. And if it’s a good enough location, more and more
people discover it, and it becomes a natural place to get
together and do business. Where people meet, ideas and
knowledge mix with other ideas and knowledge. And from
that fascinating interaction, powerful new ideas emerge and
develop into reality.

IT'S NO SURPRISE that Norra Småland – the area around
the southern tip of Lake Vättern in southern Sweden –
is so full of ideas and knowledge. It originally became a
meeting-place and trading-point because it was just as easy
to get here whether you were travelling from the north,
south, east or west. And because there were plenty of
ideas, plenty of natural resources in the shape of trees,
and plenty of natural power in the shape of gushing
rivers, budding industries of all kinds soon sprang up and
flourished much like the surrounding pine forests.

STILL TODAY the region is a centre for human creativity.
With a strong history behind it and an excellent natural
environment, we – the people who live here – make sure that
new ideas are constantly emerging. And that something’s
always happening. Really. After all, the location is the same,
and it still brings people together from all points of the
compass. Us people are essentially all the same – we want to
be where it’s good in every way. It really is that simple.