Positioning, Penetrating, Promoting
Edited by Karin Berglund, Bengt Johannisson and Birgitta Schwartz
Chapter 3: Tracking the everyday practices of societal entrepreneuring
Christer, the business angel, and I are sitting in his glazed-in veranda at the waterside on a sunny day in May (2010), talking about his first encounter with the social entrepreneur Fredrik Bergman: I am in my car, on my way home, he calls me–this kind of call I get twice a month, sometimes a week, someone who calls and discreetly asks about something, often it is a damned salesman. So I was actually quite brief and said that now you really have to summarize what you want, I haven’t got all the time in the world. As you know Fredrik is a bit of a roundabout so I said that maybe it is better if I tell you how I work and you can line up.–If I am going to invest there are three things that I have a look at: head, heart and wallet. The head says that I have to understand what you are going for and see the logic and the business opportunities. The heart says that I have to sympathize with not just the key concept but also with you and your key affiliates. Because that is what I focus upon, the persons. Third, I am no . . . philanthropist but I want to invest, I want to join in and take responsibility for the decision that I make and that is best done by putting in some own money. Then you become a bit more careful using them. Already there a problem appeared because Fredrik said that is impossible. So you are one of those . . . egoists who do not want a partner in your company? No, Fredrik said, it is a cooperative you know. Cooperative! Cooperative, what the hell is that? Is it a co-op store and similar stuff ! Fredrik said: Have you ever heard of Macken. For sure I have heard of Macken, I said, I love Macken. I have tried to support it, I have bought bikes there.
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