"Why should you own furniture when it often doesn't drive any kind of value to the company? 98% of companies rent their office, why should you buy the furniture? 50% of the company listed on the New York Stock Exchange 15 years ago aren't there anymore, yet we still buy furniture that we believe is going to live forever. It doesn't drive any value so we're creating more of an AWS, kind of Spotify, perspective, where you can constantly change and iterate and have a much better utilization of your building and also make your people happier by constantly having the furniture they need to create the best work of their lives."

"It all starts with a circular design. It's about creating products that can be moved around and that can be assembled, de-assembled. You can change spare parts so it all starts with getting the right products, not having too many products, not creating complexity. That design choice trickles down to everything else: warehousing, shipping, packaging, product density, and how we manage the flow of products in and out. It’s about rethinking the entire usage journey to make it work. But we never want to see an end of life for these products. A lot of people think circularity is just about what happens at the end of a product’s life. But for us, it’s about continuously circulating the product to maximize its value."

"We have nothing in common with a leasing solution. I think leasing is part of a linear economy and focuses on how you pay for something in installments. We are a fully circular subscription where you can constantly change and iterate and hand back the stuff so that's the difference. For me the leasing model ends up with you owning it."

"One challenge during turbulent times is securing funding. We’re seeing this now with many sustainable companies struggling to raise capital. We're in a very good place but I think taking those steps and also being able to drive a valid business is not just a moonshot. People have invested a lot in sustainable companies but now we need to show strong unit economics and prove that we can actually thrive in a normal environment."

"This movement of environmental change has come much faster than I expected. I thought I would be much more on the bridge of trying to convince the world, a bit like we were with Skype or iPad. Back then, people said no one's going to use that, it’s bullshit, I’m never ever going to talk to a computer, maybe it's just for some niche people? But I think there's a huge momentum in this. Looking back five years, I’d say: jump in earlier and invest more. The movement is going to be much bigger than you thought."

"I would ask everyone that looks into this to decide when you're sitting there: should I buy? Should I do a service? Should I do sustainable? Should I not do sustainable? Look at yourself and say what side of history do you want to be on. Because I hear so many lame excuses today but what happens if we go back in time and you are judged on the decisions you made? Do you think it's right to invest in a linear oil making product that's bad for the environment or not? And then it's up to you to make that decision but I would just put those glasses on and look back when you make these decisions today because they can be judged tomorrow."