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Josefina Sallén
Expert cirkulära affärsmodeller
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Episode 7: Keys to successful sustainable business transition: vision, think big and rebuild tech
We meet Jonas Kjellberg, Founder of Nornorm, who takes us on an inspiring journey with a pioneering company in the circular economy, as we explore their innovative approach to transforming the furniture industry. In this episode, we delve into the vision and strategies that have positioned Nornorm as a true game changer in the business world.
Jonas Kjellberg shares his insights on the key components for a successful transition: Vision, Think Big, and Rebuild Tech. He explains how Nornorm provides everything you need for an office, except coffee machines, electronics, and carpets, as a service.
We tackle thought-provoking questions such as:
- Can the dinosaurs survive?
- Will it be sustainability that drives business or business that drives sustainability?
Kjellberg emphasizes that to disrupt the industry, companies need both new business models and rebuilt technology. He discusses the Innovator's Dilemma and the need for industry leaders to embrace vision over traditional leadership. According to Kjellberg, it's crucial for leaders to dare to temporarily shift from making money to not making money, focusing on vision rather than mundane tasks.
Think Big: Kjellberg believes that change must start from the top with a clear vision. While there are many passionate individuals within organizations driving sustainability and circularity, it is the overarching vision that will truly make a difference.
Tune in to discover how Nornorm is redefining the furniture industry and setting a new standard for sustainable business practices.
About our guest
Jonas Kjellberg, Founder and Chairman of the Board, NORNORM
Jonas Kjellberg is a serial entrepreneur, disruptor, investor, and game changer. He is the Founder and Chairman of the board at NORNORM - a Nordic scale-up company with a fully circular business model that provides office furniture as a service. “The Uber of Office Furniture”
“How do you change the game? How do you innovate in exponential business models? Driving exponential growth is not good enough anymore. From now on – circular growth is my purpose and passion.”
“To grow and adapt to the future, all companies need to rethink and fully adopt circular models, and move away from the linear business model. This is just the beginning of the movement. All industries will be affected, and to survive and thrive business leaders have to be prepared to change. The circular movement will have a bigger impact on industries than the internet revolution.”
Jonas joined Skype very early on and worked in Skype's founding office. He was the VP Head of Sales at Telecoms. Jonas is also an experienced venture investor: he was assigned to build Kinnevik's internet investment arm, with successful investments such as Zalando, Rocket Internet, Hello Fresh, Avito, Yell, Dafiti, and Lamoda. Jonas was the Chairman of iCloud, which was later sold to Apple, and the Founder of Player:IO. Former Head of BCG Digital Ventures Nordic, and today he is a co-founder and Chairman Of The Board at NORNORM.
Jonas was a lecturer at Stanford University and the Stockholm School of Economics, where he taught entrepreneurship and how to create a winning sales culture. He is also one of the authors of the bestselling book "Gear up," written with professors from Harvard and Stanford.
Jonas Kjellberg has an MBA from Uppsala University and an engineering degree from the Royal Institute of Technology in Stockholm.
