At the age of 10, Lars did not want to be a burden to his benefactor Mr. Smith any longer. After getting his approval, he took up employment with the shopkeeper A.J. Skottsberg. The young boy realized that the business was not doing very well, and promptly set up what might have been Sweden’s very first PR campaign. He went down to a busy sea lane and simply informed every passing merchant of Skottsberg’s high quality goods. It didn’t take long before the turnover had multiplied.