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Tele2 started the world’s first End-Up – a complete company with no idea: Tele2 End-Up – was a  ompetition where anyone with a strong business idea had the opportunity to work a complete ompany worth SEK 2 million. Based on the fact that nine out

of ten start-ups were not superior in the long term, Tele2 wanted to change the companies and started End-Up – a company that is active in the new research on what it takes to make the companies successful. What End-Up didn´t had was a business idea.