Dr. Sumona De Graaf
Founder & CEO, idealis.
📍Amsterdam, The Netherlands
If you could describe yourself in one word, what would that be and why?
Fierce. I am fiercely loving, passionate and compassionate towards the people I know and the causes I care about. I am unafraid to stand up for what is right, and to stand up for those who need it most. I believe fiercely in the good of humanity -- and I have committed my life and career to working with leaders and companies to get back to center - the human center - when they lose their way.
Pledge 1% provides a framework for businesses to do good. Do you think it’s important for today’s corporate leaders to prioritize social impact? If so, why?
I once asked a CEO, why do businesses exist? The response was a combination of "capitalist outcomes" and "economic growth". My response: "To make the world a better place with products, services and experiences." Corporate leaders must prioritize social impact because they have social impact - whether they seek to admit it or not. Their products can change the way we behave, think and live. Their services can shift how we live our lives. The experiences they create - for customers and employees - can transform the mental state of those they touch - positively or negatively. Businesses who don't acknowledge that their business can do good (or not) are neglecting to take responsibility for what they already do.
Do you give back to the community with your team and work? If so, what does this look like?
Yes! From the founding of our firm in 2022, we committed to the 1% pledge because we heard about it from my best friend who is a non-profit executive. We committed 1% of our revenue to a cause that is meaningful to us, called "Choose Love Movement" - which was started by the mother of a Sandy Hook victim who was six years old when killed in a school shooting. Jesse Lewis' mother decided to take her hurt and transform it to compassion - starting a program for kids to choose love over hate and prevent future acts of violence. While our company does not work with kids directly, we see that the root of many adult issues in leadership can be traced back to childhood. That is why we chose to give back a percentage of our revenue to Choose Love - to address the issues of tomorrow's leaders, today.
What’s the best piece of advice you've ever received?
Believe in yourself as much as others believe in you. And when you doubt yourself, trust the people around you who took a bet on you. They seem pretty smart, so maybe they are onto something.
Believe in yourself as much as others believe in you.
This year’s International Women’s Day themes are focused on investing in women and inspiring inclusion. What can we do to make today’s workplaces more equitable and inclusive for women?
Give them a chance. The issue with equality and equity in the past was that women were systematically excluded from opportunities. When women are given the chance - when they are offered a hand when they are down, when they are given the resources needed when they need it most - they thrive. And they give back. Companies need to systematically audit how work works to ensure that women are given a chance to thrive -- in the big and small moments that matter.
What advice do you have for women who are just starting their career?
Keep going. You'll be unstoppable.
What are you looking forward to this year? Are there any goals (personal or professional), activities, or experiences you are excited about?
I am eager to work with extraordinary colleagues, clients and partners, launch innovative new products that can transform the world of work, and write my book on leading with more humanity at work. I am also looking forward to learning - I have a big milestone birthday this year, and I'm taking the time to pause, reflect and try new things that are uncomfortable for me -- like learning a new language, or learning to ski! I think that learning is just as much about a mindset as it is about a skillset, so I am excited to make learning a priority for me this year and beyond.
