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What is Jantelagen and is it important to you or your business?

Updated: Oct 29, 2022

The Law of Jante was originally created in fiction by a Danish-Norwegian author, Aksel Sandemose. It has its detractors, but the essence is based on honorable foundations.

There are essentially ten rules of Jantelagen, but for the benefit of this writing they mean the same thing; do not think, nor put yourself above anyone else and do not think you are better than anyone else. Humility comes to mind here!

An interesting notion in a world where individuality and selling oneself and your skills is paramount to standing out in the crowd. Or, in the case of corporations; creating powerful marketing campaigns to draw attention to their products and services.

The truth boils down to collective, collaborative, community, and team. Our strength is in the power of our collective! To truly achieve this, we must each put aside our own ego’s and embrace the notion that everyone is bringing goodness to the table.

This notion is not new but the foundation of Jantelagen provides an instrument for executing it – humility!

When we look at team training, collaborative selling, collective ideation and joint partnerships and ventures, we begin to see a change in how the world is moving towards Jantelagen. When we, as individuals’ or corporations, see ourselves as part of the collective achievement and focus on our concerted contributions rather than individual brilliance, we begin to move towards this humble, yet noble mind set.

Perhaps then Jantelagen is about listening to others and giving them grace and honor before talking about yourself and your achievements; Jantelagen is valuing team and community and celebrating the achievements of all not one.

Jantelagen is important to business because it allows us to put our teammates, co-workers, leaders, customers, vendors, providers not ahead ourselves but ‘with’ ourselves. When we remain humble, we retain dignity; when we remain caring, we retain strength under fire.

If you really want to be known as the company to do business with, consider how to become a bit more Jantelagen!


Dina Wiltshire is 4xi's Strategic Partnerships & Growth lead - she works with clients who are seeking opportunities to improve, grow, and thrive. In addition to growth, Dina has a wealth of experience in a number of areas of business from leading call centers and call center design, to operations, and project management.

Dina and the entire team at 4xi are here to help you drive positive change and impact. To learn more about Dina download her BIO, or you can contact her directly at


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