Ulf has over 30 years of experience as an entrepreneur and business leader in software and consultancy companies. He has a passion for pricing combined with a strategic view and hands-on approach has contributed to delivering business value to a range of large enterprises across several industry sectors, amongst them industrial manufacturing, software, distribution and retail.

Ulf is a holistic general management perspective and strong belief  that successful companies understand that effective sustainable pricing is built on technology, processes and people.