Starting a business is no walk in the park. It’s a rollercoaster of highs and lows, sleepless nights, and figuring out what truly drives value. In the latest episode of The Switch – to a Green Economy, Kristina Hagström Ilievska and Alexander Helling take you behind the scenes of building and scaling a startup, focusing on sustainability and the green economy.   Top takeaways? Be resilient: Learn from your mistakes. Stay open: Don’t be afraid to fail. Trust the process: It’s not a straight line.  And the hard truth: 90% of startups fail. So, what sets the 10% apart? What are the key do's and don'ts that help them succeed?