Fra begyndelsen af artiklen: Ebba is a “customer experience designer” though she sometimes calls herself a “strategy consultant”. She works with social innovation, hybrid creation and social software. “The meaning of my job is to explain how we can build our identity together,” she says. Her company designs services, environments and interactions. She is a young Swedish woman who started her career in San Francisco and London. Now she is working in Stockholm in her own company. Talking to her is like talking to one of my ethnography colleagues; her vocabulary is filled with culture analysis buzz words. We seem to use the same concepts, but to very different ends. Here we may follow how concepts from academia are translated into market practices.