At BlueJam, we came together because we are all people looking for ways to help employees, teams, leaders, board members, and investors bring strategy to life. Our collective experience has revealed a persistent, critical gap in how organizations approach strategy. For over two decades, we've been on the front lines of strategy, either inhouse or as advisors, working with around 300 organizations and completing over 600 projects globally. This involved tirelessly helping clients develop and implement strategy, often with leadership teams who had a clear direction but struggled with the "how." A significant part of this work was also dedicated to clarifying what the strategy actually meant at every level. As part of this, we traveled and lived across the world - from Europe, North America, South America, Africa, Asia and Australia - aligning diverse teams for major corporate clients like BMW and Cisco - and even for humanitarian workers in the Red Cross - consistently becoming the go-to experts for strategy, engagement and execution. Throughout this journey, a common challenge emerged: clients would invariably ask, "We can't keep doing this in PowerPoint, Excel, and Word. Can you help us find a software?" We used to help companies evaluate different software solutions for their strategy processes, but the results were always disappointing. We often ended up with rigid reporting tools that reduced strategy implementation to a set of KPIs or OKRs. And they killed the enthusiasm! While KPIs and key results are vital, they are just one out of many components of strategy. Strategy is so much more than just measuring results, and that's where the idea for BlueJam originated.

Why now? The world of work is changing rapidly, demanding a new approach to strategy. New generations at work have new expectations: they care deeply about purpose, are digital natives, and need consistent feedback and recognition. Simultaneously, remote working has become common, necessitating new ways to engage a distributed workforce, collaborate digitally, and find new solutions for strategy. We recognized that technology is changing the world, radically transforming every aspect of our lives and every industry. What used to be dreams are now a reality, and today's dreams will be reality before we know it. We are passionate about how technology can be used for good in our society, believing it's key to building smart products, great teams, and effective organizations that lead positive revolutions. Our core beliefs include that the best ideas are simple, problems come before solutions, and clarity of goals combined with ownership leads to great outcomes. For us, strategy is about engaging the entire organization - not just leadership, the strategy department, or the reporting team. If that is the starting point, the resulting tool looks very different from traditional solutions. BlueJam is built around people, purpose, and passion. Our strength lies in combining strategic depth with practical execution, bridging the gaps between strategy and people to drive transformation and create sustainable outcomes. So, why are we called BlueJam, you might wonder? The color blue is closely associated with strategy. While many think of "Blue Ocean Strategy," for us, it's about "blue horizons"; looking toward the horizon to see where you're heading, but also staying close to your current path in the nearest horizon. "Jam" represents people. Rather than creating a tool that feels like a top-down directive, we wanted it to foster collaboration. It's about people coming together, being more playful, and making strategy a shared experience. Just like in a jazz jam. BlueJam is now the world's most engaging strategy platform for all employee. Built to bring strategy to life. That is why we built BlueJam.

BlueJam’s mission is to build purpose-driven organisations. In purpose-driven organisations, employees derive meaning from their work and it is clear for them why they do what they do; Employees have meaningful goals, fulfilling tasks, and common beliefs. Purpose-driven organisations make a difference to, and have a positive impact on, people, customers and society. For society, this means having more sustainable, profitable enterprises and more productive organisations with happy and engaged people. We build purpose-driven organisations through the BlueJam platform and services;

• By visualising, communicating and reminding people of their common purpose at work
• By connecting and committing teams and people’s activities to meaningful strategic goals
• By releasing and igniting people’s passion through low threshold positive reinforcement mechanisms

Bjarne Rugelsjøen and Pål Høye founded BlueJam to close the gap between strategy and execution - combining deep expertise in strategic leadership and technology.

Bjarne Rugelsjøen CEO / Co-Founder Bjarne is a global strategy execution expert with 25+ years of experience helping organizations turn strategy into action. He has led 600+ projects across 200 organizations worldwide, including BMW, Cisco, Nokia, and the Red Cross. Before co-founding BlueJam, he led the Nordic strategy execution practice at PwC and held senior roles at Palladium and PA Consulting. Bjarne works closely with executive teams across Europe, the U.S., and the Middle East to align leadership, culture, and teams around strategic priorities. At BlueJam, he brings this expertise to life, building a platform that makes strategy clear, actionable, and engaging for everyone. Bjarne is from Røros and lives in Oslo with his family. He loves the mountains around Røros, especially trout fishing in remote mountain lakes.

Pål Høye CTO / Co-Founder Pål is a seasoned technology leader with over 25 years of experience building enterprise software, scaling global teams, and driving innovation. Before co-founding BlueJam, he served as CTO at CB Insights, where he led a 4x expansion of the engineering team and transformed delivery across global teams. He has also held leadership roles at Goldman Sachs, Tapad, and ThoughtWorks. Pål has built platforms for finance, ad-tech, and SaaS, combining deep technical expertise with a passion for agile execution and organizational development. A coder at heart, he believes in lean, empowered teams and fast feedback loops. Originally from Røros, Norway, Pål lives in NYC with his family and still finds time to ski the mountains of his hometown.

At BlueJam, we believe three key ingredients are required to bring strategy to life: people, purpose and passion. We believe PEOPLE should be at the front - with trust and respect. We believe people should have a clear PURPOSE at work - meaningful goals and fulfilling tasks. We believe positive reinforcements will encourage, motivate and inspire people to release their PASSION at work.

• Our tool enables people to collaborate.
• Our tool engages teams around a common purpose.
• Our tool ignites people’s passion.

To motivate an interdisciplinary, multigenerational workforce, organizations need to understand and use everyone’s skills and goals (purpose). Although the BlueJam Platform aims at engaging all employees around strategy, needs will differ amongst various groups. Our solution? A highly tailored tool covering the entire value creation process from investors, boards, senior executives all the way through to front line and blue-collar workers.

The BlueJam Ecosystem is built around business models that create value for a network of employees, customers, vendors, partners, shareholders and society. This means that we focus on the long term, positive impact of our ecosystem.

A born global B2B SaaS company leveraging best practices in strategy HQ in New York, US, offices in Norway & Brazil, Design & Dev team in Philippines and Poland.

New York, US BlueJam Inc. 526 47th Road, Long Island City NY, 11101, USA

Oslo, Norway TeamUp2 AS, Kongens gate 6, 0259 Oslo, Norway

Rio de Janeiro, Brazil BlueJam Inc. Estrada da Cancela Preta 601 Macaé / Rio de Janeiro 27937050

Røros A place close to our hearts. ❤️