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.