Jesper Berlin: “Clarity is the foundation of all leadership”

SEMINAR PROGRAM | Many know Jesper Berlin as an instructor on the TV show Elitstyrkans hemligheter. At Automässan, he takes the stage to share his most concrete and practical leadership tools for building a successful workplace.

Jesper Berlin is a former elite soldier who spent 30 years in the Swedish Armed Forces, 14 of them in special forces. For the past seven years, he has worked with group and leadership development, while also coaching elite athletes in mental training.

At Automässan, Jesper will give a 30-minute talk filled with practical tools for better teamwork, reduced stress and clearer leadership. We sat down with him for a quick chat.

How has your time in the Armed Forces shaped your view on leadership?

“You’re given the chance to practise leadership early on. At the same time, your leadership is regularly evaluated, which is healthy. Over my 30 years in the Armed Forces, different leadership styles have come and gone. But what I’ve discovered is that you have to adapt your leadership depending on who you’re facing and what needs to be done,” he says, adding:

“One minute you may need to be very directive, and the next you shift to being highly coaching.”

Many people expect hard, military-style leadership from a former soldier, but your approach is different. Why do you think that surprises people?

“The assumption is that military leadership is all about toughness and direct orders. But many are surprised that what I talk about is almost entirely the opposite: soft values like trust, communication and clarity.

“These are the foundations of getting any group to function — whether it’s a special forces unit or a workshop. People usually appreciate that what I say is simple and clear; I don’t complicate things.”

What challenges do you most often see in workshops and similar workplaces today?

“One recurring issue is the lack of a shared, concrete purpose. Every employee should be able to answer why I am doing what I’m doing today — but that’s not always the case. It’s also common to have rules that aren’t followed, which creates ambiguity and uncertainty about what actually applies.

“Another major challenge is that leaders don’t have time to lead. They sit in meetings and can’t be out in the operation. In a perfect world, managers would spend half their time on the workshop floor to get the same situational picture as their team. That time rarely exists today, but it’s necessary.”

You mention lack of clarity as one of the biggest causes of stress. What do you mean by that?

“Just because I, as a manager, have said something doesn’t mean you, as an employee, have heard the same thing. If we don’t start with the same understanding, stress increases. In workshops, it’s often basic things: what needs to be done, when it must be finished, and what ‘done’ should look like. The clearer we are about these things, the easier everything becomes for everyone.”

What simple, practical methods can a workshop start using right away to improve teamwork and reduce stress?

“First: clarity. Everyone needs to know what is expected of them. Then you need frequent check-ins where you talk about how the work is going and how people are doing. Finally, I like using the After Action Review: What did we think would happen? What happened? Why did it happen? And what can we do better?”

You have a concept where you take a group into the forest for four days. What happens there?

“We do simple things — cook food, move around a lot, sleep together. In the forest you get a bit hungry and tired, and the protective layers fall off. You become more yourself. We also remove all screens, which forces people to spend time together and with themselves. That leads to real conversations and reflections, resulting in both personal and group development.”

You are one of this year’s speakers at Automässan. What will you focus on?

“I’ll talk about how to build a team and improve every day. How do you drive continuous improvement? In a fast-paced world, you need a mindset of developing just a little bit every day,” says Jesper Berlin, concluding:

“I hope those who come and listen leave with a few concrete, simple actions they can start using the following Monday.”

Jesper Berlin at Automässan

Jesper will speak at Automässan on 15 January at 10:00 about leadership and group dynamics. The seminar will be held in Swedish.

About automässan

Automässan is the Nordic region’s largest meeting place for the automotive service and aftermarket sector. 14–17 January 2026 at the Swedish Exhibition & Congress Centre in Gothenburg. Automässan is only open to professionals. Register now for your free entry ticket »