A travel memoir unlike anything in the bone-dry pages of Fodor's — 21,000 miles, ten Norwegian cities, one reality TV show, and a family finally found. Available now from NDSU Press!
From Jeff's Cover Letter
"Alt for One, One for Alt" is a travel guide unlike anything you might find in the bone-dry pages of Fodor's. It documents the 21,000 miles I traveled in ten weeks to ten Norwegian cities, while being haunted by my ancestral Norwegian family and my North Dakota birth family. Why did I dare go back to the Motherland? I was an earnest contestant on the highly rated, highly expensive, and highly campy reality TV show "Alt for Norge," and there wasn't anything I wouldn't do to attempt to win the big prize — meeting my Norwegian relatives for the first time. The true prize, I would discover, was bigger and more dangerous than expected: the journey itself. The path into my Norwegian heritage, and my slow crawl back, was a costly reward.
From NDSU Press In-House Review
Jeff Johnson is a storyteller, and a good one at that. As a graphic designer at designreplace.com, he's told the story of dozens of brands ranging from Geek Squad to SmashBurger. He's also the sort of person for whom interesting things happen...[his] manuscript reads...more like a memoir that travels [rather than a travel memoir].
From a Blind Peer Reviewer
If "Alt" were simply a chronicle of one person's experience on the Norwegian reality show Alt for Norge, it would be an amusing and briskly told travel narrative. But it is much more than that. Through the author's participation in this competition, he develops his own perception of the Norwegian culture and psyche and relates it to his own life. In finding his Norwegian roots the author begins to develop an understanding...[that] leads to healing within himself, his family, and his marriage, and a new, healthy relationship with his Norwegian roots. "Alt" is a compelling and vividly told story, with moments of genuine humor as well as heartbreak.
Jeff was born in Horace, North Dakota, and operated heavy equipment on the high plains before attending art school in Moorhead, Minnesota. He worked internationally as a designer on some of the world's biggest brands before returning to Minneapolis to found the branding studio, Replace. Jeff's work has been shown in the collections of the Smithsonian Institute's Cooper-Hewitt Collection of 20th Century American Design; the Minnesota Historical Society Permanent Collection; the Walker Art Center; the 3M Design Center; and many others. He lives with his family in Minneapolis.
September 7, 2026 · NDSU Press
Jeff's debut memoir arrives in bookstores and online retailers on Labor Day, 2026.
September 15, 2026 - 7pm · Fargo, ND
Sons of Norway Kringen Lodge #4-025, 722 2nd Ave N, Fargo, ND 58102.
October 1, 2026 - 6pm · Minneapolis, MN
Norway House, 913 E Franklin Ave, Minneapolis, MN 55404.
Wednesday, October 14th, 2026 - 2pm · Fargo, ND
Touchmark, 1200 Harwood Dr. S, Fargo, ND 58104.
November 13–15, 2026 · Amery, WI
Camp Icaghowan, Amery, WI (just 1.5 hours from the Twin Cities).
Visit www.campcurious.net for more info.
TBA · NDSU, Fargo, ND
November 12, 2025
Thrilled to announce that Alt for One: One for Alt has been acquired by NDSU Press and is set for publication in spring 2026. NDSU Press publishes work focused on the history, culture, and people of the northern plains — a perfect home for this book.
Jun 25, 2024
A Minneapolis man who survived the capsizing of his kayak on Lake Superior is back home with even greater respect for the big lake, and plenty of gratitude to the friends and strangers who bailed him out.
Jun 24, 2024
A Minneapolis man on a kayaking trip with his three friends from Sturgeon Bay to Rossport, Ont., is recovering in Thunder Bay after he was rescued by his buddies when his boat capsized, cutting short the eight-day trip on Lake Superior.
April 13, 2024
Broken Eyes is about complications following Lasik eye surgery. The documentary is a collection of stories about patients who have been harmed after receiving the surgery. Filmmakers Dana Conroy and Jeff Johnson joined KARE 11 Saturday to discuss the film.
June 15, 2023
For 20 years, Minneapolis dad Jeff Johnson has been creating painstakingly detailed posters for his sons' birthdays.
March 16, 2023
September 7, 2016
Jeff sat down for a Q&A about his experience competing on Alt for Norge — the Norwegian reality show that sends Norwegian-Americans back to the Motherland to meet their relatives for the first time. The conversation traces how a campy TV competition became the journey of a lifetime.
October 11, 2016 · Grand Forks Herald
The Grand Forks Herald profiled Jeff ahead of his appearance on Alt for Norge, noting the unlikely hook: a designer who doesn't watch reality TV — and hadn't even owned a television until that year — somehow landing a spot on one of Norway's biggest shows. A bit of a head, err…beard-scratcher.
For media inquiries, speaking engagements, or general questions about the book, please reach out.