Magical Leadership for Youth at risk

Magical Leadership for Youth at risk: We create dignity and growth for individuals and society

Skien, NorwaySkien
Project Stage:
$500,000 - $1 million
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

lyk-z & døtre as (hereafter referred to as lyk-z & daughters) mission is to assist youth at risk, who have dropped out of school and work life, to find their inherent qualities and unique abilities and with this quickly return to school and work. We believe in the individuals’ own ability to create their own future to a life of dignity.

About Project

Problem: What problem is this project trying to address?

Today’s society in Europe (and Norway in particular) is experiencing a new group of people who are excluded from the norm; youth and young adults who for some reason are dropping out of school and who are not able to be part of a work life. Because of this these people are experiencing social exclusion. This group is costing society enormous sums in addition to the illness suffered by the individual youth and their families.

Solution: What is the proposed solution? Please be specific!

Our solution is the lyk-z method; FROG Online Identity (FROG). FROG is a methodical training program that builds on theories from neurophysiology and cognitive fundamentals, communication techniques from film studies, principles from leadership and co-active coaching. The course run for 25 days over seven weeks with up to 12 at risk/young adults who are lead by two certified FROG-trainers. The participants are taken through five modules; Vision, Identity, Communication, Impact and The Big Leap. During the training, the participants also work online at, which is a learning-based web platform where the participants answer questions and do tasks related to the various topics. During the program big positive changes happen.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Marion, William and Lill Hege are all former FROG-participants. Together they represent social exclusion, discouragement & various diagnoses. With permission we share their brief renderings: Marion’s experience was that her mind shifted from discouragement, depression & fear to a strong willpower, joy & faith in herself. William discovered that it was a great help to get his long-lost energy back. Lill Hege describes that the best thing about the course was to discover that she actually changed her life. Today, Marion has started her social work studies, William is studying nursing, and Lill Hege has started a new job. “My wish is that everyone gets to know about FROG and that some of it will be mandatory in school” -Lill Hege

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

For many years we have provided FROG directly to youths and young adults. Our strategy for moving forward is to certify and license other companies to deliver FROG in their area. Geographical we are on our way to have the course be present in every county of Norway through contracts with Rehabilitation Companies. Customized versions of FROG can also be presented to different target groups in primary and secondary schools, as aftercare to correctional services, to the long-term unemployed/sick leave, and to recovering patient groups who have struggled with fatigue, anxiety & depression after having been seriously ill. The program has been tested on various groups and the effects are the same: an understanding & mastering of themselves in relation to others & society, with reinforced joy for the future. The full impact is a changed individual & major socioeconomic savings.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

Dropouts and social exclusion are growing social problems in Norway. NAV (the Norwegian Labor & Welfare Administration)'s mission is to have fewer people on benefits and more people in the labor force. NAV offers their own workshops, and have many customers and various stakeholders dealing with work-related measures that also deliver courses on behalf of them. How we differ: We offer short waiting-time, intensive and continuous course of training over a set period of time, participants prepare their own progress plan, we certify and license the method to reach more youth at risk, we have a higher success rate (66% vs 21.9%), the method is transferable to other target groups and social challenges. During the course period members also work at a unique web-platform that deepens the learning and that contains surprising elements. Here, the youth and trainers can communicate 24/7.


Lyk-z & daughters' team: -The CEO/developer & Coach: Develops the method, serves as an academic mentor and is responsible for the company as a whole -Administration Manager -Welfare Gardner -FROG-mentor -FROG-instructors Partner 1, Ferd SE: -Director -Business Developer -Senior Finance Officer Partner 2, Sebastian Heart Foundation: -Chairman -Board members -Sebastian's grandmother Rehabilitation Companies -Managing Director -Head of Department of initiatives for youth and young adults -Supervisors who are certified FROG-trainers To reach full impact a clear dialogue is needed with management of our partners and licensees. As well as an academic dialogue between FROG-Instructor & FROG-trainers to maintain our success rate. We make sure to involve the youths in meetings & events with our partners to ensure a common understanding and motivation for all parts.
About the Lead Co-Creation Partners
FERD Sosiale Entreprenører
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Type of organization (e.g. NGO, association, not-for-profit, foundation, social enterprise)

Social Enterprise

Total Number of Full-Time Employees


Lead Contact First Name


Lead Contact Last Name



Administration Manager



Organization Name

FERD Sosiale Entreprenører

Total Number of Full-Time Employees


Lead Contact First Name


Lead Contact Last Name

Greve Leiner





Basic Info
Project Starting Year


Primary European Country where this Project is creating social impact

, TM, Skien

Additional European countries where this Project is creating social impact

Slovenia, Italy, Finland, Ireland

Select the category that best fits the type of your project:

Job Creation: Entries in this category create new jobs for people away from the labor market.

What awards or honors has the project received?

FERD Social Entrepreneur of the Year 2012

Project Summary
Co-Creation Model: Tell us about your main strategic partners and how the partnership truly create value. For each Partner please include its type (business/social/public), its name, a short description, its key motivation to participate in the co-creation project, and the key contributions it is making in the co-creation project. Please follow the format displayed below:

-Partner 1 FERD Social Entrepreneur (SE)
-Strategic business partner
-FERD is a family-owned Norwegian industrial and financial group that is an active and long-term owner of strong companies with international potential. They are also engaged in Social Entrepreneurship through FERD SE.
-FERD SE’s mission is to create sustainable values in society, give social entrepreneurs the right opportunities, and to leave clear footprints in the world
-FERD contributes with capital, network and expertise in business development and strategy, provides a board member, follow up the portfolio members, and create publicity and debate around social entrepreneurship in different media.

-Partner 2 Sebastian's Hjerte (Heart) Foundation
-Private Foundation
-A private foundation established to ensure that other young people would not suffer the same fate as Sebastian, who took his own life while serving a prison sentence.
-They intentionally want to create goodness and change to prevent others from suffer the same faith as Sebastian so that young people can achieve good and lasting change in their lives.
-They directly support young people with the FROG-fee and extraordinary expenses as needed, as well as financial support to educate 3 new FROG-instructors in our company.

See attached model

Impact: What is the impact of the work to date? Also describe the projected future impact. Please specify using qualitative and quantitative data (e.g. # of indirect and direct beneficiaries); help us understand how this solution truly makes a difference.

Between 1998-2011, when lyk-z was a sole proprietorship, over 600 youths was taken through the lyk-z method. Of all of these 80% have experienced lasting change like going back to school or work. In 2013 we ran our first pilot with licensed FROG-trainers. So far, 66% of the youths going through the program have experienced lasting change. Each youth who is excluded from society, costs the society at least €54,900 per year, which is equivalent to €1,342,000 in a lifetime. Each FROG-trainer couple has the potential to save the community thousands of euros each year by running FROG courses. With five FROG-instructors in lyk-z & daughters, we have the potential to educate 20 new FROG-trainer couples each year, which in return has the potential to reach 1,200 youths annually. In addition, comes youths attending FROG-courses in already licensed companies.

Funding: How is your project financial supported? [select all that apply]

Foundations, Customers, Investments.

Sustainability Plan: Has your project already reached financial sustainability? If not, what is this solutio’s plan to ensure financial sustainability? Do the main partners have enough stake to sustain the solution? If this project requires limited budget, how will other resources be secured to maintain or grow this work?

lyk-z was a sole proprietorship until 2011 when lyk-z & daughters as was born. Therefore we have not reached financial sustainability. We plan to be sustainable by the end of 2017. We will gain sustainability by increasing the volumes of licensees through scaling of FROG. Until the end of 2015 we are part of FERD SE’s portfolio and will receive an annual subsidy until the end of that year. We see that Social Entrepreneurship is a new sponsorship/investment area and we are therefore seeking 1-2 new partners on our pathway to economic independence. Our current partners are non-stakeholders. Their vision is to create a generous and welcoming society with a goal to generate positive social outcomes. lyk-z & daughters operates with three bottom lines; Economical profit, number of youths in lasting change, and support of new young & aspiring Social Entrepreneurs. See attached model.

Founding Story: Share a story about the "Aha!" moment that led the Partners to get started and/or to see the potential for this to succeed.

The lyk-z method had its origins in 1998, when Ingeborg Lykseth, founder and CEO of lyk-z & daughters, held workshops for war victims in Croatia, and later held workshops for other youths in Europe called “Raising young voices” with topics such as communication, inclusion and anti-racism. In 2012 lyk-z & daughters received FERD Social Entrepreneur of the Year award in March of that year. On New Year 's Eve 2012 FERD SE called with the news that lyk-z & daughters was accepted into their portfolio of Social Entrepreneurs, which meant three years of support and new possibilities. Both the financial support and expertise that FERD is providing, has made it possible for lyk-z & daughters to create a sustainable business model, a complete online learning platform vital to the method, conduct pilot tests with third party companies to test the market, and hired people with the right skills.

About the Co-Creation
Barriers: What main barriers may you have encountered to co-create during the creation and implementation of the project and how did you try to overcome them?

1.Participants ability to pay. Action: Participants in extraordinary life situations receive financial support from Sebastian's Heart Foundation. 2.Decreased public funding for the licensees. Action: Invited NAV to open informational meetings. We have also encouraged engagement from the Minister of Labor. 3.Barriers to implementing FROG in other companies. The companies conduct 3-4 FROG courses per year; essential because of profits and to maintain qualified and updated FROG-trainers. Some companies insist on a lower course frequency. Action: Have management of the companies see what significant results the course has on their users. 4.Quality assurance of new certified FROG-trainers
Action: Recently we have hired 4 new FROG-instructors to ensure a more consistent & structured guidance. The 4 new employees have led to immediate challenges with our ongoing liquidity.

Governance: What is the type of the relationship between the partners? (e.g. joint venture, contractual relationship, joint project...)

Cooperation with FERD SE, is a strategic alliance that is both a formal and informal collaboration. FERD has not invested in lyk-z & daughters to be a shareholder, but as a driving force that allows lyk-z & daughters to be better able to achieve social performance and eventually become sustainable. The collaboration with the Sebastian's Heart Foundation is an important supporter in terms of both economics and motivation, both for lyk-z & daughters and for the young people attending the course. The joint goal we have with our partners is to create lasting change in the lives of young people.

Interaction model: How is the project a transformative partnership? How is the interaction transforming the partnering organizations and their employees/ leadership in terms of creating a new vision, new management practices, new skills and new organizational structures? Please provide for concrete examples

It is important that our partners personally get to meet the young adults whose lives have been changed because of their support. Our youth is often invited to these meetings. We cannot ignore the numbers & statistics but highlighting personal development, happiness and dignity create a special relationship in the partnership. The interaction is characterized by our mission and our values; generosity, inclusion, dignity and magic. Our culture must permeate everything we do at every stage with both partners, customers, vendors, youth, visitors and guests. Our method can function as a management program. Our partners have experienced a positive change in cooperate culture. Inspired by this one of our licensees intend to start a FROG-department as an additional business opportunity. This proves that when people gain confidence, magic occurs and this is how we know that magic exists! See pdf

How did you find out about this competition?

Natalie Aalstedt Mantel recommended we apply.