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SSE’s FREE model is reshaping business education with culture at its core

Through the introduction of the FREE model, the Stockholm School of Economics has redefined modern business education by integrating culture, empathy and critical thinking into fact-based education. President Lars Strannegård was recently named Sweden’s top communicator 2024 by magazine Resumé for his ability to articulate the importance of culture in leadership.

At the Stockholm School of Economics (SSE), an innovative transformation is taking place. At its base is the introduction of the FREE model – a framework that aims to prepare future leaders for a complex and interconnected world. FREE stands for Fact-based, Reflective, Empathetic, and Entrepreneurial – values essential to fostering sound judgment and adaptability in leadership.

“To be a good leader in today’s unpredictable world, you need factual knowledge – that’s undebatable. Especially in a time where “alternative facts” have become an accepted part of the vernacular. But you also need the ability to understand and connect with others. Culture, empathy, and critical thinking are not extras; they are essentials. We need the full FREE spectrum,” says Lars Strannegård, president of the Stockholm School of Economics.

“Self-evident, healing and vital”

At its core SSE is, and has been since its inception, a scientific institution, and facts are the basis for all critical and analytical thinking. A foundation in facts helsp thinkers to differentiate types of knowledge, an ability that becomes particularly important in today's society. Rather than removing or replacing that foundation, the concept of FREE, by integrating culture into all aspects of education, enhances curiosity and encourages the search for truth.

Strannegård’s ability to articulate the importance of culture in leadership earned him the title of Sweden’s top communicator of 2024 by Resumé, Sweden’s leading marketing and communications publication. The jury commended his efforts to place culture at the heart of an institution historically associated with business and economics, describing it as “self-evident, healing, and vital.”

Since the inception of FREE, SSE has woven art and culture into its educational environment to help students develop a broader perspective on the world. Classrooms have been transformed into art installations by renowned artists, like Marie-Louise Ekman and Yinka Shonibare CBE, while spaces for reflection, such as the school’s iconic “lighthouse room,” create opportunities for creative thinking.

Fostering lifelong growth

SSE’s goal is not only to educate but also to inspire a lifelong process of personal growth. The FREE model is central to this mission, particularly in an era of artificial intelligence and disinformation. Lars Strannegård believes that cultural literacy, combined with critical thinking, can serve as a kind of “vaccine” against the challenges posed by misinformation and rapid technological change. 

“Technology as well as the geopolitical landscape can change from one day to another. But with a critical and reflective mindset and empathy for others, students are better prepared for an uncertain future,” says Lars Strannegård. 

SSE remains committed to addressing real-world challenges and maintain its relevance in a world in constant flux. Looking ahead, SSE plans to expand its public policy initiatives, launch a master’s program, and prepare students for leadership roles in global institutions like the UN, EU, and NATO.

SSE