Situational Background

Mette Lykke, CEO of Too Good To Go and co-founder of Endomondo, leads with mission, partnership, and pragmatic optimism. She connects everyday actions to big environmental goals and turns goodwill into repeatable habits. Lykke communicates warmly and clearly, celebrates small wins, and builds coalitions across consumers, retailers, and cities. Distinctive for cheerful tenacity, she shows how purpose and practicality can move markets.

Practical Leadership Principles

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1) Mission that mobilises.

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Link daily tasks to meaningful impact.

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Behaviours to model:

• Start meetings with the “why this matters.”
• Share one customer or community story weekly.
• Tie bonuses to mission outcomes, not just revenue.

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2) Partnership mindset.

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Win with allies, not on your own.

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Behaviours to model:

• Host regular partner roundtables.
• Co-create targets and share data.
• Recognise partners publicly.

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3) Optimism with follow-through.

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Positive energy plus reliable delivery.

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Behaviours to model:

• Commit to small, dated promises.
• Track and celebrate on-time hits.
• Address misses promptly and kindly.

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Call to action

Identify one partner to energise, one mission metric to improve, and one small promise you’ll deliver this week—then tell the story of the impact.

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