David Ekelund the co-CEO and founder of Icebug came on the podcast (LI) and we spoke about what it is to run a company that does not consider itself sustainable but that is acting for increasing thriving and contributing positively to the world. We speak of Icebugs journey to where they are today, how they work with people and supplychains. Their approach to value distribution as well as how they think about cost. This is an inspiring conversation drawing from 25 years of experience in running a company with a regenerative posture. Enjoy!