Our People Philosophy


At Norselab, we live and breathe disruption. It sounds fancy, but the harsh reality is that our startups are facing formidable competitors in an ocean of opportunities. Startups are also short on money, short on time, and work with extremely small teams.

But we do have one, unfair advantage: we are small, flexible and free to build a company culture designed to outpace anybody. We believe that the way of working together is key to happy people and good business. With enchanted people, we believe anything is possible.

People are the centerpiece of any business. People innovate. People build. People are the beating heart of success.


Disregard people, and you will have nothing.


Here is our People Philosophy.

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#1 Resolute Openness

Tune in with openness. Loosen up and relax. When you embrace openness, magic starts happening. No matter who you are, where you come from or your place in the company - everyone’s voice deserves attention and thoughtful consideration.

When we encourage open mindsets, unbounded knowledge-sharing and divergent thinking, we create a culture for mutual respect and problem solving. If you’ve experienced a company culture where work is a competitive race and politics run wild, it’s time to shed your skin and reset your thinking.

Openness is the opposite of politics. Openness is innovation in practice because it builds psychological safety. In our companies, you are free to share your ideas, try new things - and even fail. We often fail, but we fail thoughtfully. In an environment where people feel safe, we learn from our setbacks and turn them into opportunities for growth.

Think differently and your company will be different. Cultivate openness and chances are you could become a winner.


#2 Embracing Diversity

Where does innovation come from? It certainly does not spring from committees, processes or cool technology. Original ideas spring from people. People that are willing to explore untraveled paths. Those who dare confront the unfamiliar.

When we build teams into our startups, we don’t only look for people with contrasting experiences and skill sets: we also strive to connect diverse personalities with different cultural and ethnic backgrounds. We believe diversity enables new and fresh thinking.

We believe that teams composed by dissimilar people are more successful because they learn to embrace the new perspectives that diversity brings. In an open- minded work environment of mutual respect and trust, these teams learn to cultivate differences and healthy confrontation.

Diversity is not a buzzword. Diversity is a hard-core necessity to build innovative businesses.

#3 Purposeful Focus

Where are you headed? What is your true north? If you don’t know where you’re going, how will you get there?

We all need a sense of meaningfulness in our lives. We need purpose to thrive. This is no different in the workplace. Having a clear vision of what we’re striving to achieve can give us superpowers. purpose will set priorities straight, channel innovation and inspire people to excel. It benefits both their well-being and the business!

Our companies are built on purpose. When all employees see that their daily efforts create output that is clearly aligned to something bigger than themselves, work is rewarding.

Purpose offers the opportunity to build enchantment and high-spirits throughout your company. Take it!


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#4 Attitude: The Bedrock of Performance

We all hire for skills. We all search for the smartest, brightest people out there. But we believe something else really sets certain employees apart. The ability to get things done. Learning from rejection. Knowing when to abandon pride to let the best solution win. These things do not rely on intelligence or skills alone, they depend on attitude.

People’s attitudes make all the difference, across all functions, departments and levels of responsibility. With the right attitude, you can learn anything and recover from any failure. You can work with anyone and find ways to face any new challenge. You don’t care about titles or job descriptions; you care about doing what it takes.

That’s why we like to ask: Do you enjoy getting your hands dirty? How do you handle setbacks? And how do you feel about change?

We believe in the humble and flexible doers. We believe in grit. That’s not mere intelligence, that’s attitude.

#5 Merits, not Politics

Politics at work can be devastating both for business and people. Spending time trying to tie alliances, hunting for bits and pieces of information, positioning at the detriment of colleagues. All the while leaving you way too little time for your actual work. It’s exhausting. All that lost energy! And what is it good for? Nothing.

We can achieve so much more (and have so much more fun!) when we chase politics from the workplace and make time and space for real work. Avoiding politics is important in any company, but vital in a startup. We need to support each other. Help each other deliver the very best ideas and solutions. We cannot afford to waste time on such nonsense as politics, we just need to get shizzle done.

We champion anti-politics. What counts is hard work and a strong team spirit. That is what we reward.