Gregor sits down with Chris Baker, General Manager at KeepCup. Chris tells us about his journey from working as a Packaging Technologist to finding his current role at KeepCup. He also discusses the difference between a sustainable business and a responsible business and how they hope to inspire behaviour change at KeepCup. Chris and Gregor also talk more broadly about sustainability and how Jobs To Be Done Theory could potentially be applied to the single-use cup problem to help find an innovative solution. Find out more about KeepCup at: https://keepcup.com This episode is brought to you by Dinghy - insurance for freelancers by freelancers. Get your quote in seconds at: https://getdinghy.com/mitm