I could use a lot of words to describe Ebba Lucander, but the one I find most appropriate is fun. I don't say that to downplay the other numerous qualities that make her truly a joy for me to be around. Ebba is driven, smart, honest, thoughtful, caring, resilient, open-minded, supportive, and yes, a lot of fun. In the work I do, I meet a lot of business-minded individuals. Every now and then, I meet someone who seems to really get what business can be about. Someone who sees business a means through which they can build a stronger, safer, more enjoyable earth for all of its stakeholders (yes, that includes the environment).

Ebba has undertaken a huge challenge—take the retail experience and transform it into an opportunity to learn, grow, and take part in reversing the trends of the unintended consequences we cause in the world by shopping and overconsumption. With the creation of The Butterfly Effect she has taken initial steps to address this challenge. Inspired by the women both current and those who have come before, Ebba shares a story of a conversation she had with her mother.

Who Inspires You?

People who overcome hardship, curiosity-filled young souls, wisdom-filled old souls, great story tellers, people who see the interconnectedness of the entire ecosystem and puzzle of life.

What is the most interesting question you’ve ever been asked and how did you respond?

My favorite college course was Critical Thinking. One day we were told to answer: “Something I never really wanted to do is (fill in the blank).” I had a sneaky suspicion that we were going to be told to do this thing we never wanted to do, so my answer was _eat sushi. We each shared our answer with the class and when I shared mine, Anastasia turned around in her seat, appalled, and responded with “I am taking you out Friday night.” She took me to a sushi restaurant where we tried a variety platter. I was made to try everything at least once.

What’s something most people don’t know about you?

I’ve played catcher almost my entire life. I played catcher in fast-pitch growing up. Now I play with my family on a team called Family Affair.

If you removed all constraints how would you spend your time?

I would probably roam the streets asking “How can I help you?”

How did you get to where you are today?

I never shied away from digging deep to find out who I am at the core. I did a lot of traveling and experimenting. I challenged myself. I had a smart, strong, and kind network of family and friends who have lifted, encouraged, and supported me during all times, good and great.

What are you doing to be the person you want to be?

I am always assessing myself and making adjustments. I relish in honest self-reflection and thrive on problem solving. At any given time, I’m working on getting better at something in my world.

What can you do today to improve someone else’s life?

Send a surprise gift of gratitude.

What is the toughest decision you ever had to make, and what did you learn from it?

Deciding to move my daughter to a new elementary school weighed heavily on my mind and heart. In the end, I am glad we went with our intuitions. I learned to trust my gut.

What do you think is the most fascinating subject/concept in the world?

Progress. I can talk about problems and solutions all day. Just please don’t stay stuck on the problem.

What makes you smile?

Originality, puppies, and cake.

What projects are you currently working on?

The Butterfly Effect, Simply Good Shopping, and Did You Knowledge share the mission of changing American consumption for good. Seattle’s, B.F. Day Elementary School is in need of a playground make-over. I help with fund-raising.

What question did I not ask you that you wish I had and how would you answer?

What makes you different? I am always focused on the ones that are left behind and committed to helping the underdog. I don’t feel like we win, until the last person finishes the race with us.

How can we support you?

Keep up the inspirational work that you do. And always let me know how I can help support you.

How can we contact you?