Regeringsgatan 109, 13:08, Thursday
Another office lunch has come and gone. As always, a welcome break in the day. Suddenly the conversation shifts, suddenly people are listening to each other’s vivid stories about the kids’ sporting achievements, concerts they’ve been to, dinners enjoyed. A glimpse into the life happening outside, a chance to learn something more about each other. And now the table is empty again. Two people remain. Rikard with his coffee cup, Niclas with the memory of a really good salad.
“AI can optimize everything – but it can never write the silence between the lines. The in-between is where emotion lives. It’s where experiences become memorable.”
“Exactly. And it’s also where we deliver true value for our clients. We don’t just create events, campaigns, or content – we design experiences with purpose. Every idea, every detail, every activity is tied to a bigger goal: engaging people, strengthening culture, and building brands that truly make a difference.”
“I think of a recent event. People didn’t talk about the speech – they talked about the second before the lights went out. The collective anticipation. The pulse in the room. Those are the moments that create momentum.”
“Precisely. And that’s why we always start with why. When the purpose is clear, we can create experiences that influence both behavior and brand – in the short and the long term. AI can plan flows, but it can never understand the purpose, the culture, or the people behind every idea.”
“Or the workshop we held last month. After long discussions, we asked everyone to stay silent for three minutes. At first it felt awkward. Then one participant stood up and said something that changed the entire direction. The pause became the catalyst for an idea that might never otherwise have emerged.”
“That shows something important: the in-between is never passive. It’s an active method. And in a time when AI takes over the mechanics, our focus on the human and purpose-driven becomes our real competitive advantage.”
“We don’t just work with processes and deliverables. We work with people, culture, and ideas. The in-betweens are where innovation arises, where people engage, and where ideas build momentum.”
“And this is exactly where LIWLIG differs from other agencies. We see the whole – how people, organizations, and audiences interact – and we create experiences that don’t just resonate in the moment but live on. Methodology, purpose, and the human perspective are always at the center.”
“AI can optimize a campaign, but it can never create the human moments where something shifts. Where relationships are built. Where culture is shaped.”
“That’s why we always begin with the question: Why are we doing this? Not with how or what. When the purpose is clear, the in-between can be filled with something truly meaningful.”
“The in-between isn’t empty. It’s charged. It’s where the magic happens.”
“And it’s where the winners of the future will be found. Those who dare to give ideas space. Those who understand that creativity, culture, and purpose together create momentum – and results no AI can reproduce.”
The in-between isn’t empty. It’s charged. For the audience: where the experience becomes memorable. For the team: where innovation is born. For the brand: where purpose gains strength.
And sometimes in something as ordinary as at the lunch table. Like today – two people, a coffee cup, and the memory of a good salad. The conversation took an unexpected turn, opened space for reflection, and became the foundation of this very text. AI can write reports and optimize flows, but it can never replace that moment between us. Because the in-between is human. And that’s where value is created.
Richard Farman, Creative Director, LIWLIG Sweden Niclas Rahm, CMO/COO, LIWLIG Sweden
