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DO GOOD INVEST
A COMPANY CREATION & INVESTMENT PARTNERSHIP

Add and multiply more life than you subtract and divide.

Add and multiply more life than you subtract and divide.

Click any symbol to see the concrete decision it represents.
Explore the formula See how we work
KEEP EXPLORING
THE WORK IS ALREADY UNDERWAY

Three ventures.
Real work.

Three different challenges. Three ventures from the work of Stefan Avivson, Claus Sønderskov and their collaborators. One useful question: what are we making better?

Explore the ventures
01 / BETTER ACCESS TO WORK
ELSEPATHFind what fits.
02 / MEANINGFUL HUMAN RELATIONSHIPS
RSN / REASONConnect with reason.
03 / VALUE ADDED RELATIONSHIP MANAGEMENT
VARMDecide what matters.
NOT GOOD INTENTIONS. REAL CHANGES.

What do we actually add?

Not another mission statement. These are the kinds of changes we want our businesses and partnerships to create, and the outcomes we look for evidence of.

FOR PEOPLE

More life to live.

  • Time back from repetitive work
  • Access to meaningful work and income
  • More capability and independence
  • Useful relationships and stronger trust
Look for: hours returned, opportunities created, skills gained, people helped.
FOR BUSINESSES

More capacity to build.

  • Customers who get real value
  • Stronger margins without exploitation
  • Clearer information and faster decisions
  • Less waste, fewer errors and duplication
Look for: revenue quality, margin, time saved, errors reduced, retention.
FOR THE WORLD AROUND US

More value that lasts.

  • Better use of existing resources
  • Companies with aligned incentives
  • Trust and access instead of gatekeeping
  • Solutions that can help beyond one company
Look for: resource use, access, enduring benefits and unintended costs.

The five decisions.

THE WORK BEHIND THE SYMBOLS

Each symbol must translate into decisions, actions and observable results. Otherwise it is just a symbol.

Explore the full formula
+
01 / CREATE

What we create

We develop businesses, services and practical systems that make life or work better. The output has to be usable, not merely impressive.

  • Companies built around problems people will pay to solve
  • Tools that remove hours of unnecessary administration
  • Ways into work, customers and meaningful relationships
  • Operational systems that turn scattered information into decisions
What we look for
Time returned. Opportunities created. Useful products in use.

Not the number of ideas announced.

×
02 / BRING

What we bring

We contribute the ingredients that change what is possible, rather than just becoming another name on the cap table.

  • Commercial strategy: customers, pricing, sales and distribution
  • Honest challenge: what works, what doesn't, what to stop
  • People: founders, specialists, customers and collaborators
  • Execution: priorities, decisions, accountability and systems
  • Capital when the opportunity and arrangement make sense
What we look for
Stronger capabilities and faster progress without dependency.

Our contribution must change the outcome.

>
03 / CHOOSE

What we choose

We do not choose an opportunity because the presentation is beautiful. We choose when the evidence, economics, people and consequences stand together.

  • A real problem and clear evidence somebody wants it solved
  • A credible way to generate sustainable revenue
  • People capable of building, learning and taking responsibility
  • Benefits that grow faster than the damage or costs imposed
  • A meaningful role for us, not investment for its own sake
Our decision
Is the world better with this at scale, and can it stand on its own?

Financial and human consequences both matter.

−
04 / REFUSE

What we don't do

We don't help a company look successful at the cost of becoming less useful.

  • Build a product before speaking to the people who need it
  • Celebrate fundraising, followers or slides as if they were customers
  • Sell artificial urgency, exaggerated claims or pretend impact
  • Pursue growth by hiding costs or shifting harm to others
  • Remain comfortable advisors when practical work is needed
The boundary
If growth depends on deception or avoidable damage, it is the wrong growth.

Some opportunities are meant to be rejected.

÷
05 / DISMANTLE

What we dismantle

We don't dismantle people or functioning businesses. We take apart the barriers that keep them from doing better work.

  • Information silos → shared, usable information
  • Repetitive handovers → simpler workflows and clear ownership
  • Misaligned incentives → measures that reward the right outcomes
  • Gatekeeping and isolation → direct, useful connections
  • Unexamined assumptions → evidence and better decisions
What we look for
Less friction, clearer responsibility, stronger cooperation.

Take away what prevents value from being created.

THE FORMULA IN THE VENTURES

Three ventures.
Three real problems.

Explore how the formula's questions relate to the actual businesses and initiatives we work on. The outcomes describe the changes each is built to pursue, not audited impact results.

THE REAL PROBLEM

Jobseekers lose time searching through unsuitable roles and rewriting generic CVs and applications, often with little clarity about fit.

Elsepath helps people find relevant job opportunities, understand why they match and prepare tailored applications and CVs. The candidate stays in control of what is actually sent.

+Add

Better job matches, application preparation and visibility over the job search.

×Multiply

Use what is learned about a person to make subsequent matching and preparation more relevant.

>Choose

Relevant opportunities and genuine fit, with the applicant making the final decision.

−Subtract

Repetitive searching, generic applications and unnecessary manual rewriting.

÷Dismantle

Scattered job listings, fragmented application histories and disconnected steps.

WHAT IT SEEKS TO CHANGELess wasted effort, better matches and greater control for people looking for work.

More about ELSEPATH

REAL VENTURES. NO INVENTED RESULTS.

The questions are useful because they make the business choices more precise. The impact must be demonstrated in the real world.

Explore all three ventures
WHY WE EXIST

Everything is a decision.
Every decision has a consequence.

HOW WE OPERATE

Think.
Build.
Act.

We are a working partnership, not passive believers in good intentions.

01 / CREATE

Build from evidence.

Find the customer, test the problem, shape the economics, assemble the team and ship something people use.

Our approach
02 / PARTNER

Work alongside.

Challenge the business model, connect the right people, fix decision bottlenecks and create a plan someone owns.

Our approach
03 / INVEST

Commit selectively.

Examine cash, customers, capabilities, incentives and consequences before deciding whether capital belongs here.

Our approach
THE PARTNERSHIP

Bigger than
the people
behind it.

Do Good Invest was founded by Stefan Avivson and Claus Sønderskov. Two perspectives, shared principles, and a commitment to turning good thinking into something real. Mister Raw and GuruBo are the backbone of who we are, not ventures in our portfolio.

Meet the founders
Original portrait provided by Stefan Avivson
STEFAN AVIVSON
Original portrait provided for Claus Sønderskov
CLAUS SØNDERSKOV
START SOMEWHERE MEANINGFUL

What are you trying to change?

If you're creating something worth creating, we would like to hear what it is and why it matters.

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