Björn was interviewed about being awarded the Honorary Doctorate at Linnaeus University and the presentation at Linnaeus University Akademisk högtid 2015.

He said his most important advice regarding entrepreneurship within the cultural sector is that one should be absolutely certain that one’s idea is solid, and not try to fool yourself that it’s solid when it really isn’t. You must test it on yourself and others until you’re absolutely certain that it’s solid.

He was hesitant at accepting the award since he felt that “Doctor Ulvaeus” may be an uncomfortable or embarrassing title (ie. hard to live up to). But then he felt it was a nice concept, and also it was in Småland (the county he grew up in), so he said yes.

Looking back on his career, he doesn’t feel that there was a certain piece of advice he wished he would have been given when he started out. Unlike many others in showbusiness, he was handled by honest people from the start: Stig and Gudrun.

He talked about Västervik, which he felt is his hometown and he is so happy that he will finally get the chance to build a tourist attraction there (ie. the Slottsholmen project). He felt this would be enjoyed by many people and he is proud of it.

Thanks to Carl Magnus Palm.
YouTube link c/o ᗅᗺᗷᗅ Fan