This is a response I wrote for a question on Quora. I'm a UX freelancer in Sweden and have done work for smaller startups as well as some of Sweden's largest organizations and global corporations. It's probably not fair to compare the business culture and climate to London but I

Principles and simple guidelines that make me and my clients more successful. 1. Think digital. Act analog. Yes, my solutions may be digital, but they are always used in an analog environment, by ordinary people. I will always see the people. 2. Challenge the problem. I will not pursue a