#58 Kristian Rönn - Normative: Changing the World Before It’s Ready; the Origin Story of Carbon Accounting

In this episode of Products With Purpose, Eli spoke with Kristian Rönn Co-Founder and CEO of Normative

Kristian, a philosophy geek, and certified impact hustler believe that business leaders must show the courage to tackle the climate emergency by acting now to measure and then reduce their companies’ carbon footprint.

He has also worked at the Future of Humanity Institute at Oxford University, where he worked on global catastrophic risk reduction, including climate change.

Normative’s purpose to the world is to help businesses calculate their entire climate footprint, reduce their greenhouse gas emission and reach net zero. They’re accomplishing it by setting up a new standard for scientific accuracy in emissions accountancy, powered by its market-leading emissions database.

Some of the highlights from this episode:

• Sometimes the world isn’t ready for your idea. And SOMETIMES you need to keep going until it becomes ready!
• How studying philosophers like Peter Singer & Nick Bostrom led Kristian to start out very young with a commitment to care for “Billions in the Future”
• The massive risk caused by the accuracy gap in carbon accounting and how Normative is working to reduce that risk
• How large corporations can hope to influence those in their value chain to move faster toward NetZero
• A Product Development Tip from Kristian: for B2B “think about a demo that wows”

Make sure you listen to the end to hear what Kristian is most optimistic about when he looks ahead to the future as well as for his book recommendations!

-Relevant Links-

• Kristian's LinkedIn
• Normative.io
• 80 Thousand Hours

-Episode’s Recommended Read-

• Doing Good Better by William MacAskill

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