My grandfather taught me more about entrepreneurship than any book ever has. He had no Excel spreadsheets, no business models, and definitely no pitch decks. He had a wallet, a very clear compass for right and wrong – and an unwavering belief that you never lose by being a good person and doing what's right, even if it means your patience is challenged.
Grandpa, the wallet, and trust
My grandfather never went out without his wallet. Not because he was afraid of being without money, but because "if someone were to ask me for money, I must be able to help." That sentence has stuck with me, like a kind of life rule.
He trusted people 100%, until they proved otherwise. He used to say "Respect everyone until they prove to be idiots, then they're not worth it." Once you betrayed him, it was like a door closed forever; you became an idiot. It could feel harsh, almost a bit unforgiving, but in his world, it was about respect – both for himself and for others. You got his trust for free the first time, but you had to manage it.
Despite (or perhaps because of) this, he was never alone. He was surrounded by friends, neighbors, acquaintances – people who were drawn to him because he was genuine. He had sifted out the bad apples and put all his energy into those who were actually there, who were kind, loyal, and present.
From Grandpa's kitchen table to doodop
When I think about why I build doodop the way I do, my thoughts often go back to Grandpa's kitchen table. We didn't talk about "brand values" or "ESG," or profit margins. We talked about what it means to be straightforward, fair, and to take responsibility for more than just oneself.
Yes, I know doodop "just" sells toilet paper, but for me, it's also a way to put his philosophy into practice in everyday life. Choosing locally produced toilet paper from Swedish resources, with production and storage in Sweden, is not just a logistical detail – it's a way to take responsibility for the climate, transparency, and how we use the resources around us. Shorter transports and Swedish production reduce climate impact and make it easier to stand for the entire chain, from tree to bathroom. A challenge I've been trying to achieve since 2021 and haven't succeeded with. I've been ghosted more by potential suppliers than I was on dating apps when I was single (and that was saying something).
Grandpa would have hated frills and greenwashing. He questioned things that many of us don't even think about. Like how it's crazy to buy things from China when we have the resources for it as close as here in Sweden. Or questioning as simply as "what is it," "why," and "does this make sense." Therefore, transparency is a central part of doodop.
Ethics in practice – not in the policy document
For me, an ethical company doesn't start with a policy, but with people. With how you behave when no one is watching, what decisions you make when something becomes more expensive, more complicated, or less profitable in the short term. It's probably both in genes and how you grew up, but to create a product that I personally couldn't be proud of. Which should be good for the entire chain: the people who produce it, create it, or buy it.
Some principles where Grandpa's voice often pops up in the back of my mind:
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Not compromising on quality just because you can get away with it or make things easy for yourself.
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Paying fairly, on time, and working with partners you can stand tall beside.
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Making sustainable choices easy, understandable, and aesthetically pleasing, so that more people actually bother – like with designed, Swedish rolls that make choosing better paper a bit more fun.
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Daring to say no to things that don't feel right, even if it could have been a faster and easier path.
Ethics is not about being perfect, but about repeatedly choosing the slightly more uncomfortable, but honest, path. Today, it can be difficult to trust both companies and people without being "on guard." Trust should be the most basic thing, that what is said or written is actually true. That's how we work. Because a clear conscience and honesty are priceless.
Winning in the long run
Grandpa used to show, rather than tell, that those who are kind, honest, and consistent win in the long run. Not always in money, but in respect, relationships, and in the feeling of being able to look oneself in the mirror without flinching.
With doodop, I try to do the same thing. One toilet roll at a time, one decision at a time. Because in the end, what matters is a stable and honest product, satisfied customers, happy staff, and that all people around the company are doing well.
The stubbornness and morality that Grandpa passed on to me and now also to doodop, has frustrated and made the creation of doodop incredibly tough, expensive, and complicated. But I believe, just as in Grandpa's case, that you win in the end. Because there have been many nights I've said, "damn it, I'll just ignore all principles and solve this, cheaply, quickly, and easily." Now, 20 days before launch, I'm glad I've maintained strong values, because doodop, the climate, and all future customers deserve it.
And somewhere, I hope Grandpa, as stubborn as they come and with his wallet in his jacket pocket, would have nodded approvingly and said:
“You see. You never lose by being a good person.”