Transformation
Like every traditional newspaper, Sydsvenskan faces the same brutal questions: How do you stay relevant in an era of declining trust and rapid change? And—more urgently—how do you make space for long-term transformation while fighting daily deadlines?
Lena Philipson, News Editor at Sydsvenskan's Lund newsroom, chose an unconventional and bold approach.
Lena faced a double bind.
First, the editorial team needed to find ways to grow revenue and subscribers fast in an industry designed for slow, cautious growth. No proven playbook. No safe bets. If there were, everyone would be using it. Just a need to explore, test, and find unexpected breakthroughs.
Second, the relentless pace of a daily newsroom left no room to pause and focus solely on transformation. Deadlines and daily demands all competed for attention. Lena needed to find a way to lead change without stepping away from the core mission: delivering news every single day.
With Friktion’s support, Lena embraced a non-linear, emergent and experimental approach to change. Instead of seeking one “right” solution, she started navigating uncertainty by continuously learning through action.
In weekly coaching sessions, we co-designed small, targeted experiments: new ways to prioritize, to communicate, to shape culture, and to challenge invisible norms. Some changes were loud and obvious. Others quietly rewired the system beneath the surface.
Instead of separating innovation work from operational responsibilities, Lena designed and tested changes directly in the context of her and her team's daily work. The result? Solutions that were shaped and adapted to what actually works in messy, human reality.
—Lena Philipson, News Editor
By treating leadership as a series of experiments, Lena found a way to move forward despite uncertainty and constraints. But non-linear change isn’t just about solving today’s problem, it’s about becoming the kind of organization that can adapt to whatever comes next.
Lena and her editorial team grew their change muscles by using them. The more they experiment and change this way—continuously and with strategic direction—the better they will get at it. And that (adapt)ability is the real competitive edge.
At Friktion, we know that progress can—and often must—start in the messiness of the everyday. We're here to help brave leaders navigate uncertainty, experiment in the real world, and build organizations that grow stronger with every change.
Lena didn’t just keep the newsroom running. She turned it into a living lab for resilience and growth.