English
Format: 2 days, residential Location: Mantorp Park, Östergötland Target audience: Sales, marketing, product owners – 30–40 years, mid-career
Personas that fit
The sales manager in mid-career Fredrik, 36. Key Account Manager at a B2B tech company. Has worked his way up from SDR to strategic accounts. Knows how to win deals. But notices the pace has increased – more meetings, more proposals, more admin. Sometimes wonders: "Am I really going to do this for another 25 years?"
His situation: Experienced enough to know what works. Young enough to have a long career ahead. Sees juniors with AI tools producing proposals faster than he can. Feels the pressure but doesn't know how to respond.
What he needs: Concrete tools that free up time. And perspective on what his experience is actually worth in the new world.
The marketer in transition Emma, 34. Content Manager at an e-commerce company. Has built the content team from scratch. Now everyone talks about AI-generated content. Her manager asks: "Do we really need three copywriters?"
Her situation: Feels squeezed. If AI writes content – what's her role? Hasn't programmed since high school but hears that "everyone needs to code now".
What she needs: To understand that her value lies in judgment and strategy, not production. And practical tools she can start with right away.
The product owner who wants more Marcus, 38. Senior Product Owner at a SaaS company. Good at prioritising backlog and communicating with stakeholders. But feels stuck. Next step is product lead – but what does that actually require?
What he needs: To see how AI can give him leverage to think bigger. And the courage to take more strategic responsibility.
The environment
Mantorp in November. Mist over the track in the morning, lifting when the sun breaks through. The smell of autumn leaves mixed with the racing paddock's permanent scent of tyres and oil.
The hotel is five minutes from the track. Simple but comfortable. No distractions. Dinners are served in a room with a view of the finish line.
What we did
Day 1: Reality & Go-Karts
Morning – The uncomfortable truth
We started with facts, not tools.
The three-layer model on the whiteboard: - Layer 1 (Production): Writing copy, building presentations, updating CRM. Cost: heading towards zero. - Layer 2 (Judgment): Deciding what's good, making decisions, taking responsibility. Value: increasing. - Layer 3 (Physical): Customer meetings, relationships, face-to-face negotiations. Protected.
The question: "Where do you spend your time?"
The answers were honest. Fredrik counted: 50% on proposals and CRM admin. Emma: 60% on producing content. Marcus: 40% on documentation and status reports.
All Layer 1.
The facilitator said: "Your competence is solid. The issue is how you're using it."
Afternoon – The track (Go-Kart)
Everyone out on the track. Go-karts. Three heats.
The first time you sit in a go-kart as an adult it's a mix of nostalgia and nerves. The seat is tight. The steering wheel is small. The engine sounds angry.
Then: green light.
The acceleration is immediate. No lag. Your foot presses – the kart responds. You feel every bump in the asphalt through your spine. The corners demand precision. Brake too late, you lose speed. Accelerate too early, you spin the wheels.
Fredrik won the first heat. "I've always liked driving fast."
But after three heats the truth started to sink in. Arms aching. Shoulders tense. Heart rate at 140 the whole time.
The instructor gathered the group: "How does it feel?"
The answers were unanimous: Fun. Intense. Exhausting.
"Exactly," said the instructor. "The go-kart is honest. It gives you exactly what you put in. No help. No leverage. You drive as fast as your arms can manage, no faster."
Emma: "I drove as hard as I could. And I was still the slowest."
The instructor nodded: "There's nothing wrong with you. There's something wrong with the tool. Wait until tomorrow."
The go-kart is Layer 1 work. Direct. Honest. Limiting. You do the work yourself, with your own effort. It works until someone arrives with a faster machine.
Evening – First tools session
After dinner: hands-on with Claude and Cursor.
Emma was asked to build a content calendar system. In 45 minutes she had a working prototype that categorised, planned and suggested headlines.
"I thought it would take weeks," she said. "And that I'd need a developer."
Fredrik built a proposal generator that took the customer's industry and challenges as input and produced a first draft in 30 seconds.
The reaction was consistent: "Why has no one shown me this before?"
Day 2: Leverage & the GT3 car
Morning – Process power
We introduced the concept: Stop being the one who does the work. Become the one who builds the systems that do the work.
Practical exercise: Each participant identified their most time-consuming routine task. Then we sketched agents that could handle it.
Marcus took his weekly status reporting. In two hours he had a prototype that pulled data from Jira, summarised it in the right format, and suggested highlights.
"Three hours every Friday," he said. "Gone."
Afternoon – The track (GT3)
Upgrade. GT3 car. 500 horsepower. ABS, traction control, downforce.
The first impression when you sit in a GT3 is how different everything feels. The seat wraps around you. The harness tightens. The instrument panel lights up with data you don't understand yet. The engine behind you isn't angry like the go-kart's – it's deep, vibrating, waiting.
The instructor: "This car is faster than you can be on your own. Your job is to steer – not to fight the technology."
First lap was scary. Your brain screamed "too fast!" while your feet obeyed the instructor's voice in the headset. The brakes bit harder than you thought possible. The car turned into the corner with a precision that felt unreal.
Second lap something started to happen. You stopped fighting the car. You started trusting it.
Third lap: euphoria.
You're flying at 200 km/h on the straight. The wind is roaring. The landscape blurs in the periphery. But inside the car everything is calm. Controlled. The system keeps you on the track. ABS prevents the wheels from locking. Traction control catches your mistakes. Downforce pushes the car down harder the faster you go.
You're doing things you shouldn't be able to do.
The GT3 car is Layer 2 work with AI infrastructure. Your experience is still decisive. You choose the line, read the situation, make the decisions. The system executes with precision and speed you could never achieve alone. Together you reach speeds that are impossible solo. It's not cheating. It's the future.
Closing – Action plans
Each participant wrote down: 1. An agent to build within 14 days 2. One Layer 1 task to eliminate 3. One Layer 2 capability to develop
We shared in the group. Everyone promised to follow up.
Participant reflections
> "I came here afraid of being replaced. I'm going home with a plan for how to become irreplaceable." >, Emma, Content Manager
> "The go-kart made me see where I am. The GT3 made me feel where I can be." >, Fredrik, Key Account Manager
> "The best part was that everyone shared the same worry. No one was alone. That made it easier to dare." >, Marcus, Product Owner
Why it works
Right age, right phase 30–40 is a special time. Experienced enough to have something to lose. Young enough to have 25+ years left. The stakes feel real.
Shared uncertainty Everyone in the room is struggling with the same questions. It creates safety to be honest. No one has to pretend to have the answers.
Physical metaphor Racing isn't decoration. It's accelerated learning. Feeling the difference between go-kart and GT3 in your body makes the difference between Layer 1 and Layer 2 concrete.
Direct application No theory without practice. Every concept landed in a tool they could take home.
The workshop is suitable for
- Sales teams that need to free time from admin
- Marketing departments in content transition
- Product organisations that want to increase strategic capacity
- Managers who want to give their mid-career employees tools and perspective
Next steps
Do you have a team that needs this workshop? We adapt the setup to your industry and specific challenges.
The track is waiting.