Envision what you think a big-time CEO looks, sounds, and acts like in your head, and you’ll likely conjure someone slick wearing a power suit yelling into a cellphone. They’re players, folks who’d step over their mother to get ahead and will trample your unalienable rights for a dollar. That’s not Stefan Ytterborn, CEO of Swedish electric motorcycle company CAKE, though.
Instead, Ytterborn reflects someone you’d likely find at REI or your local co-op, composting his compostables or detailing how he’s just converted his house to solar. That’s not a knock, mind you, it's just his energy. He comes off as genuine and down to Earth—a man who’s both driven to see the electric revolution for motorcycles and last-mile transit, and someone you’d crack open a lager with after a long day of riding.
