ROG is a Swedish company that helps organisations improve knowledge management and productivity by making internal information easily accessible and aligned with corporate goals through AI-enhanced search and data structuring solutions.
Tell us about the inception of Refocus on Goals (ROG). What inspired the idea behind it?
The original idea came from the surprisingly difficult experience of finding information within large corporate organisations where I was working. Professionals were contributing valuable knowledge, yet it was not easily accessible or shareable. The frustration of users struggling to locate and curate information was widespread, and I found that unacceptable—especially in 2025, or even long before that. This frustration led me to develop solutions, and when those worked, they evolved into the foundation of the company.
Would you say your value proposition is about structuring data?
In a way, yes. But more precisely, our value proposition is to provide relevant information to the relevant people at the right time. That may sound simple, but it carries tremendous value because people waste between 1.5 and 2.5 hours per day searching for information. In organisations of several thousand users, this translates to millions of dollars in lost productivity. We enable operational governance, workflow integration, and qualified data.
Your solutions are designed to work alongside AI, yet AI is already perceived as a tool that helps users access information efficiently. What gaps or limitations in AI does ROG address?
That’s a great question. Corporate contexts are very different from personal or everyday use of AI. Over the last 20 years, we’ve built vast digital ecosystems—cloud suites, collaborative networks, endless numbers of Teams, sites, and documents. For example, Microsoft users alone create two billion new documents every day. AI tools like Copilot are good at basic tasks but can’t effectively search or connect to an organisation’s specific internal data. To have truly personalised corporate-level search and discovery, something more is needed—and that’s where we come in.
The challenge is precisely that legacy systems are preventing AI from scaling properly inside organisations. We offer a way to transition from old structures to new ones seamlessly. Our goal is to make this transition beneficial for users at all levels—from executives to specialists. That’s why we named the company Refocus on Goals: we help users align around shared data and objectives, creating clarity and engagement that, in turn, strengthens AI’s effectiveness.
How does a startup like ROG compete with tech giants such as Microsoft or Google, who are embedding AI into enterprise search? What differentiates you?
We’re highly complementary to these tech giants rather than competitors. We’re a methods-and-tools company, ensuring users know where to find quality data and how to contribute meaningfully within complex environments. Once that structure exists, people align on goals and productivity increases virally. Our focus is on user experience—drastically reducing the frustration and waste that have become normal in today’s workplaces.
The fact that people spend millions on systems but still can’t find information is unacceptable, and we’ve built our company around solving that and telling you how to do it.
Could you share a case study where your platform has delivered a clear ROI for a client?
One of our main clients had grown by acquisition and needed to streamline processes and systems. Initially, they hired a consulting firm to conduct workshops and build PowerPoints and Excel sheets, but after a year, their solution had only 2,000 hits for a user base of 1,500 people in that department.
With our method, within one week they had 5,000 hits; within two weeks, 11,000—and engagement grew virally. This success became a catalyst for onboarding, change management, and collaboration. That approach evolved into our proprietary management consulting framework, the ROG Framework (learn more at www.refocusongoals.com). In this particular case, saving even one hour per employee per month resulted in an estimated €20 million annual ROI for a company of in total, 21,000 people.
How has the market responded so far, and what is your growth strategy going forward?
We’ve refined our methodology to make it highly deployable and are now partnering with management consulting firms to scale. Being based in Stockholm helps—Sweden is among the world’s most innovative countries, with institutions like AI Sweden fostering national collaboration in applied AI. We’re working with large corporations and consulting partners that want to innovate and deliver measurable value to employees and clients. Ultimately, we aim to train professionals—especially younger ones—to become key enablers of AI adoption within major organisations.
Do you plan to expand beyond Microsoft 365 to other platforms and industries?
Yes, absolutely. We began with Microsoft because that’s where we identified the biggest need, but other platforms face the same challenges. We’re developing a semantic middle layer for AI—something that enables AI to understand context, have memory, and derive knowledge within a company’s own data environment. Current agents don’t truly learn or retain contextual information, and large volumes of obsolete or low-quality data increase noise, making it harder for humans and AI to identify accurate and authoritative information. Our semantic layer addresses that gap, improves context awareness, and builds a map of where to find relevant information.
On the topic of security, have you encountered reluctance from organisations worried that improving access to information might compromise data protection?
We work with highly secure clients in the energy and even nuclear sectors, and our system meets their strict standards. For classified documents, all AI-extracted insights and metadata are securely reintegrated into existing information centers, maintaining full alignment with established access permissions. This approach also enhances discoverability and filtering through traditional search mechanisms, without compromising security or compliance. Security is a real concern for executives, and many currently lack safe ways to leverage AI. Our approach allows them to adopt AI confidently, without exposing sensitive data, and we see this as a key differentiator moving forward with some specific solutions we are developing.
Where do you see ROG in the next one to two years?
I see ROG becoming a trusted knowledge and solution provider for operational intelligence. We will help organisations achieve operational excellence while reducing energy use and improving the efficiency of AI systems. Poor-quality AI responses lead to redundant prompts and wasted computing energy—better quality means fewer prompts and lower environmental impact. Our vision is to offer fast, affordable, and secure solutions that enhance the essential human-AI foundation for operational performance, data security, sustainability, and unmatched user experience.
