The Pursuit of Scrappiness

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)

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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.

==

Find all episodes on >  https://www.pursuitofscrappiness.co/

Watch select full-length episodes on our YouTube channel > https://www.youtube.com/channel/UCP6ueaLnjS-CQfrMCm2EoTA

Connect with us on Linkedin > https://www.linkedin.com/company/pursuit-of-scrappiness/

===============


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The Pursuit of ScrappinessBy Uldis Teraudkalns & Janis Zeps
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