[2:15] From Classical Music to Tech Startup Annu discusses her transition from a classical musician to founding a technology company, highlighting the unexpected path from arts to entrepreneurship.[12:25] Understanding the Upright Project's Impact Model A deeper dive into how the Upright Project measures the net impact of companies, using tangible examples to illustrate their methodology.[23:05] Brand Building in the Sustainability Space Annu shares her thoughts on the intricacies of brand building within the sustainability industry and how it differs from other sectors.[29:52] The Decision to Operate as a For-Profit Initiative Annu explains the rationale behind choosing a for-profit model for the Upright Project, emphasizing the need for practical impact over academic pursuits..[35:49] Personal Insights: Books, Cities, and Productivity Tips Rapid-fire round with Annu, uncovering personal preferences and sources of inspiration.Links The Upright Project Book recommendation: The Non-violent communication