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Cecilia Weckstrom

Building change that still works after those who built it left.

I build the systems that make reinvention hold. Twenty-five years and seven roles inside the LEGO Group, six functions built from nothing, all still running after I left. I write at The Tenon.

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Latest essay
AI capability
9 min read

Why Your Principles Don't Survive Writing Down

Everyone is writing about the judgement AI takes away. The more useful question is what your judgement was ever made of.

Why Your Principles Don't Survive Writing Down Read the essay →

Contents

The Tenon. Monthly essays on why change fades, and what the rare exceptions did differently.

  1. AI capability Why Your Principles Don't Survive Writing DownEveryone is writing about the judgement AI takes away. The more useful question is what your judgement was ever made of.
  2. Brand Building The Rule That Could Kill a Good IdeaEvery transformation names what changes. Nobody owns what stays the same. Why brands drift, and the one line that stops it.
  3. Leadership The Leaders Who Last Aren't the Ones Who KnowExperience makes you faster. It can also make you stop listening, right when being wrong costs the most.
  4. Leadership The Best Leaders I've Watched Did LessAnd what they built outlasted them by years. Most leaders can't say that.
  5. Strategy Execution AI Freed Up Your Team's Time. Nobody Built What Should Fill it.Every transformation kickoff hits the same silent moment: what do we actually build? Here's mine.
  6. Marketing Transformation AI Will Make Your Marketing Team Faster. And Worse.Three converging forces are opening a gap most CMOs haven't named yet.
  7. Marketing Transformation Why Marketing Transformation Doesn't ScaleFour ways companies try to scale marketing, each more sophisticated than the last. None of them work, and they fail for the same reason.
  8. Transformation Why Your Transformation Won't Outlast Its CreatorsDepreciation isn't a failure of execution. It's a failure of architecture. Why the way most change gets built guarantees it won't last.
  9. Origin Story I Spent 25 Years Watching What LastsSame company. Same leaders. Same budgets. Completely different outcomes. What separated the work that lasted from the work that quietly went.