What is Better Business?

What do companies like Patagonia, Interface, IKEA, Unilever, Ørsted, and Oatly have in common? In short, they have all moved beyond 'business as usual' and over time transformed into Better Business.

"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."
-Elisabet Lagerstedt

Decoding the good practices

The Better Business Trailblazers


What if you could decode some of the good practices of those in the frontlines of the sustainability revolution in order to accelerate your own company’s transformation? You can. My coming book ‘Better Business Better Future: Decode the Good Practices of Sustainability Trailblazers and Transform Your Corporate Business‘ will help you on the way.

The research for the book shows that Better Business leaders…

… have a long-term view and see business as usual as riskier than exploring new ways forward.

… show an interest in understanding the world around them and see the potential in contributing to the solutions of truly wicked problems.

… take proactive measures to co-create the future.

… proactively play on three systemic levels (their own organization, their business eco-system, and the world and society).

… have been through journeys of evolutionary change sparked by strategic insight, crisis, or even epiphanies – still, they continue to renew themselves over time.

… are guided by a higher purpose, which they have fully integrated into who they are and how they operate. Something that makes them highly attractive to talents.

… set high goals – or even Moonshots – and may even aspire to accomplish what others believe to be impossible.

… systematically work to improve their already solid foundations to further reduce their negative footprint.

… explore regenerative practices and meaningful innovation.

… apply transparent reporting practices and get rewarded by high ESG scores, which in turn attracts investor interest.

… work to challenge and support their industries and business eco-systems to elevate their practices.

… collaborate with others to change the world and society to the better.


More to come in Better Business Better Future at the very end of 2021.