Reorganizing my Saga in the 11th year of entrepreneurship

What a peculiar yet rewarding year 2024 has thus far been! In October 2024 I’ve been an entrepreneur for 11 years, which is a milestone I didn’t imagine reaching in 2013. 

The past year has been the most purposeful of all, as it’s been all about re-arranging my Saga. As a result, I’ve settled into a new, more meaningful place. 

In May I transformed my Saga PR business and now focus on sustainability PR. My mission is to impact the profit-focused finance narrative to make it one that respects ecological limits and social foundations.   

In the past six months, I’ve been meeting with many interesting people in the field of sustainability. I have been lucky to start collaborating with lovely new clients, and aside from work, I started my studies at the Hanken Corporate Responsibility study module in August. The studies have been staggering and eye-opening. My already system-critical mind is continuously moving to new, even more critical territories. 

It hasn’t always been easy. The past six months have included a lot of tears and ecological grief, which I still experience every week. At the beginning of the summer, my worldview went upside down. The best way I can describe it is that I’ve shifted to a parallel universe, similar to the upside-down world in the series Stranger Things. I’m in the darkness, and the majority of people are on the other side. 

This accurate picture describes my fast and crushing journey in the past year. 

In the 70s Milton Friedman accurately said: ‘The business of business is business’. Keeping this in mind, I've been wondering, how should businesses be re-arranged? How can they be re-arranged, when aiming for growth is in their DNA? One could argue that ‘sustainable growth’ or ‘green growth’ is an oxymoron.

Hence, I’ve reorganized my work towards a more regenerative way of working. That means that while I work for organizations that pay for my work, I continuously give back by doing pro-bono work for topics and institutions that deserve visibility.  

I’ve figured out that the most meaningful way of working and living is no longer driven by the idea of gaining wealth and money. What motivates and drives me is how much impact I can generate, and how much shared value I can deliver. A sense of purpose comes from something else than money and wealth. For me, it comes from a deep satisfying feeling of doing something that aligns with my values 100%.

I'm excited and hopeful to see what the next decade will hold! Here’s chin-chin to the future 11 years of meaningful and impact-filled entrepreneurship 🙂 

#entrepreneurship #sustainability #communications #PR #mediarelations