¿Who?
The honest answer is that I'm still working it out.
I'm not a coach. Not a consultant. Not a teacher. Those words come with rooms already furnished, and I keep finding myself in the hallway between them.
What I do is closer to this: I work with people who've reached the edge of how they've been seeing things — in their work, their business, the shape of their days — and need somewhere to stand while they look again. Sometimes that's a conversation. Sometimes it's a tool. Sometimes it's a piece of writing that arrives at the right time.
My name is Jørn Buch Larsen. I live in Denmark. I wait tables, and I build this. Both are real.
If you want the longer version, keep scrolling. If you want to talk, Reach is the door.
The longer version
Most of what we believe about work, business, and what a good life looks like, we inherited. From parents, school, the culture. We didn't choose these frameworks. They arrived before we did, and they shape what we can even see as possible.
That's not a problem until it is. Until the framework runs out of room. Until the answer that worked last year doesn't work this year. Until you notice you're solving the wrong problem with great efficiency.
What interests me is the moment just before clarity. The moment people usually rush past because uncertainty is uncomfortable. Keats called it negative capability: the capacity to stay in doubt without irritably reaching for resolution. Kierkegaard talked about it differently, but he was circling the same thing. So was Rick Rubin, in his own way. So was every good question I've ever been asked.
I think there's something useful in slowing that moment down. In treating uncertainty as a room you can sit in for a while, rather than a hallway to get through. Most of the tools I build, the writing I do, and the conversations I have are some version of that: permission to stay in uncertainty a little bit longer before clarity arrives.
The deeper reason, if you want it plainly: if you're doing good, I'm doing good. We're more tangled up in each other than the culture tends to admit. Shifting how one person sees their work can shift the work itself, which shifts what they put into the world, which shifts the people around them. It's not small.
That's the why. The what and the how live on the rest of this site.