WELCOME TO THE URGENT OPTIMISTS
The weekly newsletter built to counter doomscrolling with stories of action, hope, and impact.
This newsletter exists because the world doesn’t need more fear - it needs more inspirational impact founders, more ideas, and more reasons to believe we can build better.
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Impact Business of the Week
BLUELAND
What they do:
Blueland creates eco-friendly, non-toxic cleaning products in reusable packaging, designed to eliminate the need for single-use plastic bottles in your home.
Just add water to their reusable bottles and drop in a cleaning tablet.
Products include everything from hand soap and surface sprays to laundry and toilet cleaners.
Ships carbon-neutral and uses compostable or recyclable packaging.
Why it matters:
Americans generate over 40 million tons of plastic waste annually,
Blueland diverted over 6 million single-use plastic bottles from landfill in 2024 alone.
Their model directly addresses SDG 12 (Responsible Consumption) and SDG 13 (Climate Action), with measurable reductions in both plastic and carbon footprints.
What I love:
Brand storytelling: From Shark Tank to major DTC traction, their messaging is simple, elegant, and educational without being preachy.
Design-forward UX: Every product looks beautiful enough to sit on your countertop proving that sustainability and aesthetics can coexist.
Refill model as movement: This is how you create behaviour shift.
What I’d change:
Their current model is DTC (direct to customer)-heavy. If I were advising them, I’d explore B2B partnerships like co-branded kits for eco-conscious Airbnb hosts, schools, or coworking spaces.
Oh and shipping to EU please 🙂
Takeaway for impact founders:
The real magic with Blueland isn’t in the eco-credentials, it’s in how effortlessly they are reprogramming everyday habits. If your product requires a behaviour shift, make that shift feel easy.
FOLLOW BLUELAND →
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The Long Lesson for Impact Founders
Being a great impact leader isn’t sexy. It’s consistent.
The most overlooked thing you can learn if you want to be an impact founder / business leader isn’t more about your product, the market, or the problem you’re solving.
It’s how to be a better impact founder / business leader.
It’s crazy.
You want to be a doctor? You go to med school to learn to be a doctor.
You want to be a pilot? You’re going nowhere near that cockpit until you’ve learned everything about how to fly that plane – and got your qualification – first.
But if you want to lead a business, yeah, just crack on, and you’ll figure it out as you go.
No.
We live in a world obsessed with hustle porn, 10x growth, and overnight success stories.
But that’s all bullshit.
I hate writing this. I'm super impatient and want everything yesterday.
Especially in the impact space where we have a ticking clock fighting against us.
But becoming a better leader doesn’t come from productivity hacks or morning routines, but integrity, clarity, and boring-as-fuck repetition.
It takes years of improving slowly.
Your job as a leader of an impact business is to inspire. If you’re going to inspire others, you need to respect and trust yourself first.
This is how.
Let’s start with your motivation.
Start With Today’s Why
Ask one simple question when you wake up:
“What impact do I want to have today?”
That’s it.
That’s the difference between reacting to your day and leading it.
Because when you're rooted in why the day matters, the chaos of your inbox or the lack of likes on your post can’t shake you.
Try this: Before checking your phone tomorrow morning, take 60 seconds. Write down:
“Today I will [insert your intention].”
It could be “stay calm under pressure” or “encourage a teammate.”
Keep Promises to Yourself First
We show up for deadlines, clients, and social causes. But how often do we flake on the quiet promises we make to ourselves?
→ “I’ll wake up early.”
→ “I’ll finish that pitch deck.”
→ “I’ll stop doomscrolling.”
When you break your own word, it erodes self-trust and that bleeds into your leadership.
This isn’t just about discipline. It’s about identity and how you see yourself.
Fall in Love with the Boring Reps
Repetition isn’t sexy. But mastery lives in monotony.
You don’t win because you’re fired up. You win because you show up when it’s boring. When the work is unglamorous, unnoticed, and unrewarded. That’s when identity is forged.
Test this:
Define your “boring reps.” The small daily actions that compound over time: like writing for 30 mins, sending one pitch, posting on LinkedIn, or reviewing user feedback. Then protect them like your revenue depends on it. (Because it does.)
Lead With Service, Not Ego
Impact isn’t about showing up with all the answers. It’s about showing up with humility, curiosity, and consistency.
The best founders I know don’t try to be the smartest in the room.
They help make the room smarter.
Ask: “Who can I help today?”
Not: “How do I prove myself today?”
Ego says “look at me.”
Service says “I see you.”
In business, that distinction builds movements, not just brands.
And you know what? This removes all that pressure you put on yourself to be the know-it-all expert leader.
Reflect Before You Rest
Most people end their day with noise - scrolling, stressing, overthinking.
But if you want to evolve (not just execute), end your day with meaning.
Try this 3-question evening ritual:
1. What did I learn today?
2. Who did I impact today?
3. What am I grateful for?
It’s five minutes. But it will give you more clarity than any productivity app ever could.
Founder’s Takeaway
You don’t need another hack to be a better impact leader.
• Lead each day with intention.
• Keep your promises to yourself (especially the invisible ones).
• Embrace the boring reps.
• Lead with care.
• Reflect before you rest.
That’s what we need impact leaders to do.
Until next time,
Matt