We should stop confusing announcements with action. In climate, in DEI, in innovation policy, we've become extraordinarily good at celebrating commitments. The harder, less photogenic work is delivery, measurement, and accountability. Stop counting the press releases. Start counting the outcomes.
After building startups and leading Google for Startups UK, Marta Krupinska moved into carbon removals – taking the founder’s question of “does this actually work?” into climate.
Marta Krupinska spent the first part of her entrepreneurial career in fintech.
She co-founded businesses including international money-transfer platform Azimo before moving to Google for Startups UK, where she worked with hundreds of early-stage companies across Europe, Africa and the Middle East.
Then climate changed the direction of travel.
Learning more about carbon removal shifted her attention from reducing future emissions alone to the possibility of removing carbon already in the atmosphere.
She co-founded CUR8 to work on the market around that idea – connecting buyers with carbon-removal suppliers while addressing one of the sector’s hardest problems: trust.
The industries could hardly look more different.
But Krupinska’s instinct is recognisably that of a founder. Strip away the announcement, the ambition and the language around the problem. What is actually working? What can be measured? Who is accountable for the result?
In climate, those questions have considerably higher stakes.
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