Ashoka
From corporate scepticism to boosting social entrepreneurship
By Martin Otahel
A virtual meeting with unfamiliar faces kicked off a journey that would challenge my assumptions and ignite a passion for social entrepreneurship. We were tasked with finding a way to shift the mindset of none other than, an entire nation. I had no clue what we were talking about, only that we were to use a humble advice-to-follow approach that succeeded in many previous cases and focused on delivering progress or solutions. My journey with Dela began in 2023, and it felt very challenging at first. But, as Robert Anson Heinlein said, “Everything is theoretically impossible until it is done”.
"No matter how hard-hitting an environmental campaign is, if people see it as something they cannot understand or relate to, then simply they won't care enough to act," Anna Oposa’s team stated.
Anna is the social entrepreneur I’ve been working with, alongside her team from Save Philippines Sea. Anna is participating in the Dela global accelerator programme and I have been supporting her journey in the programme as a thought partner. Save Philippines Sea is an organization that aims to protect coastal and marine environments through education and community-based projects. The seas are vital to the Philippines, as the country with most marine biodiversity in the world.
Save Philippines Sea’s strategy influences multiple stakeholders involved in a systems change approach that starts from authorities, education systems, corporations, teachers, parents, and kids, among others.
Week by week, Anna and I, along with other experts met breaking down the challenge topic into smaller pieces, and the result was crystalizing. We were able to define a strategy, choose the right people to influence — teachers, schools, parents — and which way to approach them.
When I joined the Dela programme, I initially wrestled with doubts about my knowledge of social entrepreneurship and my ability to contribute. Although I felt comfortable with experimenting and "test and try" approaches, I’m used to the corporate world, and I worried that social ventures were fundamentally different... there was my denial.
Probably, there are many people thinking like me. These social enterprises are different, but there were a number of similarities or even the same challenges. It was then that I discovered how much I could contribute and learn. Precisely that difference is what made the experience the most enriching, for both parties.
A particularly memorable moment was a remote team-building exercise. After a few initial facilitated sessions with Save Philippines Seas, we were encouraged to take ownership of the journey ourselves. And, after some confusion, we rallied, taking the initiative to move forward step by step independently. As a diverse team of experts from Italy, India, and the Philippines, we made progress and settled into our preferred team roles week by week.
At first, I felt pressure to become an expert on Philippine biodiversity, overfishing, marine fauna, and country waste management. Total mistake! I discovered my true value really lay in active listening, challenging through questioning, and sometimes simply knowing when to be quiet. This was my biggest learning: let people talk. The team's energy was contagious, gathering new solutions or ideas. Hearing out the team’s challenges and asking clarifying questions meant steering them to a solution or a new approach.
Fuelled by the experience of participating in this programme, I delved deeper into the world of social entrepreneurship. I enrolled in Ashoka's "How to Influence the Way People Think to Change How Society Works" and "Future of Business: An Intercompany Course for Changemakers" free-of-cost learning courses.
While it was an intense two months, all of these programmes have given me valuable knowledge and background, insights, and shared experiences that I can now apply to IKEA's sustainability projects.
The biggest learning for me is thinking about shifting the direct service focus I used to have to a systemic change approach, fighting the root causes of a problem and not the consequences of it, as it has been done historically.
Months later, I joined the Dela Summit in Älmhult, a vibrant exchange of ideas, support, and positive energy that brought us all together for a hackathon of presentations, workshops, and discussions.
Stepping outside my comfort zone has proven to be a great experience. The steep learning curve was exciting, and the power of active listening and questioning continues to be a valuable lesson. Thank you, Tina and the IKEA Social Entrepreneurship team, for pushing me to embark on this incredible journey.