A personal and humorous story that begins in the “Arab Valley” continues as the chief editor of the magazine Gringo to the director’s chair as a filmmaker. Gringo is a magazine whose goal was to update the Swedish people’s self-image. A way beyond the division between Swedes and “immigrants” to a new Swedishness. Who is Swedish? Who is a immigrant? Can you be both at the same time? What is diversity and how do we know that we have achieved it? And what does organizations earn with a greater diversity!