Sweden, Season 08, Male, English, Business Leader, Frits Bussemaker, Media; Film

Ulf Stenerhag, Founder & CEO of WayOut, on Innovation and Sustainability

Posted on by inknuts
10
Oct

Ulf Stenerhag, Founder & CEO of WayOut, on Innovation and Sustainability

  • Ulf’s interdisciplinary educational background in technology, economics, and musicology
  • The connection between leadership skills and his experiences in music

Podcast

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Overview

Explore an inspiring conversation with Ulf Stenerhag, Founder & CEO of WayOut, in this episode of The Brand Called You, hosted by Frits Bussemaker. Ulf shares how his passion for music, engineering, and problem-solving converged into innovative entrepreneurship in water sustainability and support for African music. Dive into his journey, mindset, and lessons for aspiring changemakers.

01:37 | The Power of an Interdisciplinary Background

  • Ulf’s interdisciplinary educational background in technology, economics, and musicology
  • The connection between leadership skills and his experiences in music
  • The importance of creativity and engaging both sides of the brain

02:37 | Creativity in Leadership and Innovation

  • Creativity as a driving force in everyday problem-solving
  • Translating musical creativity into organizational and business innovation
  • Balancing creative ideas with practical execution by drawing on both artistic and engineering mindsets

06:47 | Transforming the Global Drinking Water Industry

  • WayOut’s mission to change how drinking water is produced, distributed, and consumed
  • Shifting from centralized and wasteful bottling to decentralized, circular, and sustainable solutions
  • Turning almost any water source into high-quality, mineralized drinking water without single-use plastic
  • Improving efficiency to create profitability for partners and affordability for consumers

09:08 | From Industrial Systems to a Water Revolution

  • Inspiration from decades of experience in industrial systems and NGO work
  • Recognizing the downsides of centralized production and unequal wealth distribution
  • The evolution of WayOut’s concept: distributed production, local impact, and superior quality
  • The pivotal moment in the Serengeti that shifted the focus from beer to water

14:49 | Character, Responsibility, and the Drive to Serve

  • The influence of character and upbringing on Ulf’s problem-solving approach
  • His ingrained response to “clean up the mess” wherever he encounters it
  • Role models found in everyday caretakers and people who serve beyond their capacity

17:20 | Scaling Sustainable Water Solutions Globally

  • WayOut’s installation strategy, from the Serengeti to Dubai, India, Mexico, and the Middle East
  • Target clients, including bottled water companies, the hospitality industry, and infrastructure projects in vulnerable or crisis-affected areas
  • Engagement with governments, including collaboration in the Kherson region of Ukraine

19:28 | Turning Competitors into Partners

  • The initial perception of major water brands as competitors
  • The shift toward partnerships to maximize impact and enable sustainable transformation from within the industry
  • Making operational changes accessible and mutually beneficial rather than disruptive

21:11 | Building Africa’s Music Industry

  • Supporting Africa’s music industry by building infrastructure and creating international connections
  • A story of serendipity and the desire to generate wealth and cultural influence within Africa
  • Ulf’s role as chairman and the importance of having a capable local team

RESOURCES

Learn more about Ulf Stenerhag: LinkedIn

ENJOYED THIS PODCAST?

The core idea behind @WayOutWater is simple: produce drinking water as close as possible to where it is consumed. No more endless plastic bottles and no more wasteful transportation.

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Profile

  • Ulf Stenerhag is the Founder and CEO of WayOut, combining engineering expertise with innovative entrepreneurship.

  • He is passionate about water sustainability, developing solutions to address water-related challenges and improve access to clean water.

  • His interests span music, engineering, and problem-solving, with a strong commitment to supporting African music and creative communities.

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