What is the hardest part of starting a company — especially when you are going head‑to‑head with global, well‑established players?

In a recent interview, Kabal founders Jan Inge Pedersen and Fredrik Larsen look back on the early days of building the company and the challenges that came with entering a competitive global market. They speak candidly about what it took to get started, and how a combination of naivety, big ambition, genuine passion, and relentless consistency became critical to creating momentum beyond Norway.


Kabal’s journey was never about quick wins. It was about believing in a different way of working, making bold decisions early on, and staying focused even when the odds were stacked against a small team with a big idea.

As Kabal celebrates 15 years in 2026, these reflections feel more relevant than ever. They serve as a reminder that lasting companies are built over time — through persistence, long‑term thinking, and the courage to challenge established norms.

Watch full founders interview here