Operators, not observers.
Frode Hundseth
10+ years of experience building and scaling founder-led companies. As COO and later CEO of a Norwegian wellness company, I was part of an organic growth journey from NOK 10 million to NOK 120 million in revenue, expanded into 12 new European markets and the US, and led a full business model shift from B2B to direct-to-consumer. Alongside my business career, I have served more than 15 years in the Norwegian Armed Forces in various leadership roles. Combining military leadership with an entrepreneurial mindset taught me something most strategy decks miss: what holds an organisation together when it counts, and what quietly pulls it apart.
I know what it's like to sit in the chair, because I've been there: the pressure, the stress, and the days when giving up feels easier than going on. My experience comes from both success and failure, and I value both equally.
At ORA, I lead the work on structure, systems and execution. I help founders and leaders turn their intent into something a team can actually do on a Monday morning: clear priorities, honest accountability, and a rhythm that holds when the week gets busy. Strategy is easy to talk about. Getting it done on the ground has always been my job, and it's exactly what I bring here.
Gary Stevens
I'm a performance coach whose work sits at the meeting point of human behaviour and how organisations actually perform. I spent 15 years in the UK civil service, working in information management — making sure the right information reached the right people at the right time. It taught me how quickly large organisations lose clarity between the people who decide something and the people who have to act on it, and how much damage that gap can create.
From there I moved into performance coaching in the education sector, then trained as a speech and language therapist in the National Health Service — a job that is behaviour change under real constraints, with no room for theory that doesn't hold up in practice. I went on to found Express Speech and Language, building software that helps parents and schools assess and support children's speech faster, and then moved to Oslo to return to performance coaching in the private sector.
Whether it's in Government, healthcare, a start-up, or private business: the same challenge surfaced across all of them. Knowing what to do so rarely translates into doing it. The answer is almost never a lack of knowledge. It's behaviour — the habits, beliefs and quiet resistance that get in the way. And behaviour doesn't change through insight alone; it changes when there's a system holding it in place. That's what my first book, Built, Not Born, sets out, and it's the principle underneath everything I build now. A second, on leadership, is on the way.