It is said that the future is already here, even though it is not very evenly distributed. So, what if you could learn from those in the frontlines to accelerate your own business transformation? Well, you can. Everything to build a Better Business, and a Better Future.

Realizing the potential in business as a force for good


We are in the age of the Anthropocene, an era where human activity has started to have significant impact on the planet. Social and planetary tipping points are now being reached, technology development is accelerating, inflection points are imminent in many industries, and many wicked problems urgently need innovative solutions.

These are solutions that the world of business could be particularly well equipped to solve through the ingenuity, creativity, collaboration and resources that it can so often call forth more effectively and efficiently than other human organizations.

Ignorance and inaction simply means loosing the initiative. Strategic thinking and thoughtful action means grasping the opportunity – and not letting it slip away. This presents the moment for us as business leaders not only to explore new business opportunities, but to step up to the challenge of building a better future for the generations to come.

Luckily, some companies are in the very forefront of this development, which provides the rest of us an opportunity to learn and accelerate our own path forward.



Better Business is a milestone


Better Business provides purpose and potential for human growth, and contributes to solving meaningful problems. All while creating, delivering, and capturing value to your stakeholders, and minimizing ecological and social costs. Ultimately to co-create a better future. Still, Better Business is only a first milestone beyond business as usual. Regenerative Business is where we will need to go.


Figure: Better Business offers a way forward towards a better future, but is only to be considered a milestone.
Figure: Beyond business as usual, Better Business is an important milestone towards co-creating a better future, where business will need to be regenerative and give more than it takes. By Elisabet Lagerstedt, Better Business Better Future (2022)



The development from business as usual to Better Business and Rengenerative Business
Figure. The evolution from business as usual, to Better Business, and ultimately to Regenerative Business framed by Elisabet Lagerstedt, Better Business Better Future (2022)


Decode the good practices


Regenerative Business is still in its inception. Better Business is however already well understood and explored by trailblazers like Patagonia, Interface, Ørsted, Unilever, IKEA and Oatly. Learning from these trailblazers will simply help accelerate this important transformation.

What are the Better Business trailblazers doing right? Why have they chosen their specific paths? And, what if you could decode some of their good and evolving strategies and practices in order to accelerate your own company’s transformation?

Elisabet Lagerstedt’s book ‘Better Business Better Future: Decode the Good Practices of Sustainability Trailblazers and Transform Your Corporate Business‘ (January, 2022) will help you do just that.

Find the book in online bookstores >>



It’s your time to Step Up


The research for the book showed that the Better Business trailblazers approach the field of sustainability in strategically similar ways. The StepUp Framework highlights the strategic intents and good practices of well developed Better Business organizations in five steps – spanning across their three strategic playing fields: the organization, the business ecosystem, and the world and society.

The StepUp Framework
Figure: The StepUp Framework shows how sustainability trailblazers approach their three strategic playing fields. By Elisabet Lagerstedt, Better Business Better Future (2022)





The research for the book Better Business Better Future shows that sustainability trailblazers – such as Patagonia, Interface, Ørsted,Unilever, IKEA and Oatly – over time have approached the field of sustainability in similar ways. They simply share a number of strategic choices made, and a number of good and evolving practices. These are choices and practices that can help you to accelerate the Better Business transformation of your company.

Have you already made some, or even significant progress? Or even reached world class? Download and do the self-assessment to find out, and prepare to accelerate your approach.



Sign up to download the Better Business Self-Assessment >>



18 Quotes from the book

Three inspirational stories


Did you know that many of the world’s most well known and respected sustainability leaders started out from business as usual? Get inspiration for your own transformational journey from some of the stories of the world’s Better Business trailblazers.

Click on a logo below to start learning >>






  • The Sustainability Revolution.
  • Business as usual. Better Business. Regenerative Business.
  • The potential in business as a force for good.
  • The power of reimagining the future.
  • Learning from the sustainability trailblazers in the frontlines to accelerate change. 
  • The importance of laying a solid foundation.
  • Exploration and innovation to address wicked problems and identify new business potential.
  • Becoming a purpose-led company, and integrating sustainability into the business strategy.
  • Challenging and supporting the business ecosystem.
  • Collaborating to build a better future.
  • The necessary evolution of our own leadership capacity.




Learn more in Better Business Better Future: Decode the Good Practices of Sustainability Trailblazers and Transform Your Corporate Business, by Elisabet Lagerstedt (published January 1st 2022).

Find the book in online bookstores >>





Now time has come for you to step up to transform your organization into a Better Business, and to co-create a Better Future. Learn more from the trailblazers in the book, download the self-assessment, and sign up to the newsletter to accelerate your journey.

Discover the book

Learn more, and accelerate your own work in building a Better Business and a Better Future, in the book by Elisabet Lagerstedt.

Join the exploration

Sign up to the quarterly newsletter to go beyond business as usual, explore Better Business, and co-create a Better Future.

Do the self-assessment

Download and do the Self-Assessment to understand how your company stacks up to the sustainability trailblazers in the frontlines.

Reimagine the future. Purpose. Purpose-led companies. Strategy. Business strategy. Strategy for sustainability. Sustainable business strategy. Sustainable business. Sustainability innovation. Strategic communication for sustainability companies. Business model innovation and value proposition design for sustainable businesses. Reposition your business. Become a purpose-led sustainability company. Sustainability leadership. Regenerative business. Net zero. Net positive. Regenerative business leadership.