186. Being a Startup CEO in Constant Crisis Mode, Why Founders Make the Best Salespeople, Balancing Values & Profit, Why Companies Should Take a Political Stance w/ Anna-Liisa Palatu (Woola)

Anna-Liisa Palatu is the co-founder and CEO of Woola, an Estonian startup transforming waste wool into sustainable packaging to replace plastic. Under her leadership, Woola has gained recognition across Europe, securing high-profile clients like LVMH and raising €2.5 million to scale operations.

On this episode we talk about:

• Why plastic is harmful, from fossil fuel origins to its lack of recyclability.
• The challenges of pricing sustainable packaging in a plastic-dominated market.
• How end-user demand is driving companies to adopt eco-friendly solutions.
• Why founders are the best salespeople and how Woola built its customer base from day one.
• Staying true to company values while navigating crises and rejecting unethical opportunities.

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