Why Testing Best Guesses Drives Results

The Playbook With David Meltzer

In today’s episode, I’m joined by Jacob and Victor Eriksson, the innovative brothers behind Boxbollen, a wildly popular app and physical product that has captured the attention of millions, including some of the world’s biggest celebrities. We discuss how their sibling dynamic drives their success, the challenges of scaling a bootstrapped startup, and their strategies for securing high-profile endorsements. They share the journey from launching in Sweden to becoming a global phenomenon, the importance of persistence in overcoming rejection, and their approach to ad spend with their mantra: "test best guesses." This episode is packed with insights on entrepreneurship, resilience, and creating something truly universal.