Where is the best place to start-up your (Sustainable) business: Copenhagen, Denmark vs. Colorado, USA

Let’s Talk Starting up in different countries, shall we?
Lizelle Van Vurren interviews me (Sandja Brügmann):


(L) Would you say it’s easier being an entrepreneur in Copenhagen vs Colorado?

(S) I would say that it is much easier being an entrepreneur in Colorado, and I would think in the US in general over Copenhagen and Denmark.

(L) It surprises me to hear that! What are the key differences?

(S) This is due to many factors such as on the overall cultural differences and mindset of the two countries, to governmental structures, and all the way down to people’s culturally behavioral values, and the actual LOHAS industry I am focused on [LOHAS stands for: lifestyles of health and sustainability]. I have found my business community in Boulder, CO and nation-wide in the US in general to be extremely supportive, generous and helpful.

(L) Can you say a bit more about the differences in mindset, cultural differences and governmental structures of the two countries – and how these influence the entrepreneurial start-up environment?


(S) 1. Governmental interference, taxation and paperwork structures:

The politicians in Denmark say they want to focus on making Danish business culture and environment more fertile for entrepreneurial creators, but I do not quite see them understanding the high barriers standing in the way to make this a reality. High taxation, bothersome paperwork structures from VAT to taxation laws (substantially more complicated than the US tax laws), and costly price of services – all high interference roadblocks. As a start-upper you just do not have the kind of time and resources required to maintain this kind of minimum structure.

The US on the other hand has minimum governmental interference, which also means simpler reporting and paperwork as well as simpler taxation structures, and cost of services is relatively low – low barriers of entry as an entrepreneur.


2. Abundance versus scarcity as cultural mindsets and social culture:

The US is founded on the ‘American Dream’ – and if you have an idea and work hard, anything is possible (it’s an entirely other topic if this American dream is indeed still flourishing), as such people depend on other people to succeed, and we are all in the same boat. In my experience of my 16 years in the US, there is a mindset of camaraderie and abundance, where people are extremely open and supportive. I have been connected to collaborative partners and clients without even having to ask. I see this as an abundance mindset.

People in Denmark are not known to be a friendly, open and helpful people – and in my experience that stereotype has proven correct. Danes tend to keep their networks closed and off limits. It is only a rare Dane, who will welcome you with an open mind, and think about your needs without their own benefit. That said, those people do exist, and I have met incredible people on my path – like attract like – and after my now 2 years in Copenhagen, I can honestly say that I have an incredible and supportive network of likeminded doers and visionaries. However, I believe it’s a rarety.

Furthermore, when I moved back to Copenhagen two years ago after having lived in Boulder, CO for 16 years – and with 10 years behind me as a successful entrepreneur and business owner, I was not met with an ‘awesome, so what’s your plan with your business now you are home’ – I was met with a scarcity mindset –more like ‘can you survive as a small-business owner’ mindset.

In the US I almost only meet people, who show genuine passion and interest when I share my passion and business vision. Just very different mindsets and cultures. Expanding beliefs and thoughts create exactly that – expansion. And the opposite is also true.


3. What’s the driving force, when there is no burning platform:

It’s quite comfortable in Denmark, and there is no need, so to speak, to work hard and create something from scratch. Being an entrepreneur requires a fearless and courageous attitude and a burning desire to do something better, new and to create. Danes are just too comfortable and contented – the driving force for change is almost non-existent.

What I will highlight as extremely positive about Denmark is the balance between work and family life, and the way children are integrated into life everywhere. People in Denmark strike me as being very good at living and ‘being.

In the US there is a high level of burning platform – there is no social and financial structure and safety net to catch and support you. Each person create their own safety and security parameters through hard work.

So I would say, if you have the choice between being an entrepreneur in CO versus Copenhagen, I’d chose the US for all the reasons I’ve stated– however, that said, I am truly thriving in my new life and home base of Copenhagen. And I feel extremely fortunate to do business in both the US and Denmark, and the larger European markets. I feel I have created an exciting work- and personal life. I would not want it any other way.



Lizelle Van Vurren, founder of Emspot and Start-Up Denver in the US, and I (founder of Refresh Agency) have many commonalities - among them, entrepreneurial small business owners with a global mindset, Colorado lovers and mindful business & lifestyle advocates. This Q&A topic was inspired by a Tweet from Lizelle asking me which place is better to start a business - Copenhagen or Denver. A question deserving more than 140 charachters in a Tweet, we decided.

Q&A interview by Lizelle Van Vurren was initially published on @emspot

This Q&A was also published on LOHAS blog - leading trade media in the industry of Lifestyles of Health and Sustainability in the US.

Are Marketers Underestimating Consumer Interest in Good Cause Business?

 New research released last week by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that "purpose" will be increasingly important to building brands in the future.

Putting Purpose Into Marketing also reveals that consumers and marketers are sometimes divided when it comes to their perceptions of "purpose" and how it acts as a driver of purchase decisions. While both tend to agree that "purpose" is defined as "protecting and improving the environment," "positively impacting local communities" and "having ethical business practices," marketers underplayed emerging consumer concerns and failed to identify the markets where consumers are most driven by brand purpose.

Presented as part of the Global Marketer Conference in Brussels last week, the study identifies the extent to which marketers believe that consumer decision-making is prompted by brand purpose, as well as gaps and business opportunities. The aim was to reveal the flip side of the coin explored by Edelman's goodpurpose survey, which explores consumer attitudes around social purpose, their commitment to specific societal issues and their expectations of brands.

Marketers strongly acknowledge the growing importance of purpose: 88% agreed or strongly agreed it would be "increasingly important to building brands," 83% that it is "important for a brand to have a sense of purpose" and 81% that it was "a business opportunity." However, when comparing their responses with Edelman's consumer data, marketers seem to underestimate the extent to which consumers said they supported good causes (46% of marketers said consumers support good causes vs. 60% consumers) and the proportion of global consumers who thought it was OK for brands to support good causes and make money at the same time (56% vs. 76%).

Significantly, the biggest gap between the two sets of responses was marketers' perceptions of which region's consumers are most motivated by purpose. When asked for the continent with the greatest proportion of consumers who say they make purchase decisions based on good causes, 58% of marketers chose Europe, 36% North America, 5% Asia and 1% South America.

Conversely, Edelman's research identifies consumers in China, India, Indonesia, Malaysia, UAE and Brazil as being the most purpose-driven. These results show that consumers' passion and action on behalf of purpose in these emerging markets is much stronger than in developed markets. Consumers in these countries also say they are more willing to pay more and more often for purpose-infused brands.

Marketers agreed that purpose needs to be top down with 80% saying that the Chief Executive — and 74% the Chief Marketing Officer — should be involved in designing and shaping purpose. Only 53% of marketers thought all employees should be involved; but as many as 88% agreed or strongly agreed that "purpose needs to pervade the entire organisation and have buy-in from all business functions."

When asked if the brands they worked for generally had a sense of purpose, 49% marketers agreed or strongly agreed but only 38% felt they had been successful in effectively communicating the "purpose" of their own companies. Nevertheless, some 93% agreed that it is possible to measure the impact of purpose on positive PR and reputation, 91% on consumer engagement, 90% on employee satisfaction, 86% on brand equity and 71% on customer satisfaction. 54% agreed it was possible to measure the impact of purpose on sales but 74% disagreed or stronglydisagreed that it is easy to measure the the impact of purpose on the brand.

When asked to pick a purpose leader out of the Ad Age top 20 global marketers, 23% of respondents chose Unilever, Coca-Cola and P&G were tied second with 16% each of the votes, and McDonald's came in fourth with 11%. 

Putting Purpose Into Marketing is based on responses from 149 senior marketers representing 58 companies in more than 40 countries for companies representing over $US70 billion in advertising.

Full Article by @jenelks for Sustainable Brands

How to Create Magic in Your Life

A little encouraging support and empowered faith from me on Friday afternoon in Copenhagen. If you stay within your comfort zone and do what you always do, then you get what you always got. If you desire a new outcome, it requires a new behavior. It's not easy, because most of us are 'preprogrammed' through the personality we have developed. I know, I am on that journey myself. It can at times be so truly scary, and at other times, as you get through some of the layers of your own fear - freeing.  Seeing little glimpses of possibilities as large as authentic love, freedom, creation, & co-creation on deep levels. That's what inspires me forward every day.

If you desire magic, a few words from me -- go for it! Meaning, you need to create it. It won't come through luck, or God, or a magic wand. It's hard work, where the rubber hits the road inside your own personality.

I believe you can do it. Where there is a will, there is a way. Face your fears, get out of your comfort zone, and create magic.

Happy Friday!

Sandja

What is Your Work Sweet Spot?

My sweet spot is visionary, creative and international PR & Social Media communication for brands and people who do business with a heart through social- and planetary betterment = Conscious Capitalism. What is your work sweet spot?