From Music to Mission: Annu Nieminen on reimagining impact measurement

The European Startup Show

[2:15] From Classical Music to Tech Startup

• Annu discusses her transition from a classical musician to founding a technology company, highlighting the unexpected path from arts to entrepreneurship.

[12:25] Understanding the Upright Project's Impact Model

• A deeper dive into how the Upright Project measures the net impact of companies, using tangible examples to illustrate their methodology.

[23:05] Brand Building in the Sustainability Space

• Annu shares her thoughts on the intricacies of brand building within the sustainability industry and how it differs from other sectors.

[29:52] The Decision to Operate as a For-Profit Initiative

• Annu explains the rationale behind choosing a for-profit model for the Upright Project, emphasizing the need for practical impact over academic pursuits..

[35:49] Personal Insights: Books, Cities, and Productivity Tips

• Rapid-fire round with Annu, uncovering personal preferences and sources of inspiration.

Links

The Upright Project

Book recommendation: The Non-violent communication