visionarysome people wait for the right moment. joakim has never once managed to. it's the whole reason spaff exists.
01 · biography
joakim .h founded spaff in a single, unplanned burst of inspiration in the spring of 2026. colleagues describe the moment as "sudden", "intense" and "over almost before it started". by the time anyone had asked what he was doing, he'd already done it.
before spaff, joakim spent a decade quietly building up to something. he won't say what. friends say he was always the first to finish, whether it was a group project, a pint or a conversation he didn't want to be in. teachers wrote that he showed "a lot of premature promise".
he believes the best founders don't overthink, don't hold back and don't apologise afterwards. he has been known to release three products before lunch, and on one occasion during it.
joakim is a firm believer in hands-on leadership. he handles most things himself and is unusually open about it. outside work he enjoys long walks, short meetings and the sense of calm that settles over him at about 9.15am every day.
he lives in london with a large collection of roll-necks, wire-rimmed glasses and absolutely no regrets.
02 · selected moments
joakim's approach to rival platforms. he didn't even need the second round. the photographers were there for the other guy.
the q2 planning offsite. the board suggested pushing the release back a quarter. joakim respectfully disagreed.
“i've never been one for build-up. when it's ready, it's ready. sometimes it's ready before i am.”
joakim .h · on product strategy, and most other things
03 · milestones
unplanned, slightly early and extremely loud. his mother still talks about it.
a school report describes him as "unable to hold anything in". he takes it as a mission statement.
joakim spends a long period building up pressure in a series of jobs he describes only as "restrictive".
after years of holding back, he lets it all out. the founding took less than three minutes. the clean-up took most of the afternoon.
joakim says he is "already building up to something big". investors have been advised to stand well back.