Slow down: Unicorns take a lot of time (and capital) to breed

The Nordics, just like the rest of the World, have gone ‘unicorn’ crazy recently with companies falling over themselves to declare themselves the Nordics next Unicorn, and Stockholm even starting to call itself the ‘Unicorn factory’. This is all well and good, and displays a level of ambition that has perhaps lacked in the Nordics previously. However, the problem is, it appears that a lot of the media and startups declaring themselves as the next unicorn simply don’t understand what one is.