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Interview with Nina Frigerio

Client interviews
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In this blog series, we speak to founders, marketing teams and VCs from our climate tech ecosystem to find out what gets them out of bed in the morning, and what challenges they have had to overcome to get to where they are today.

It’s an opportunity to peer behind the curtain and hear directly from the people who are playing a pivotal role in shaping the future of our planet. 

Nina Frigerio is the Head of Marketing at Plexigrid, and we recently worked with her on the company’s brand and website refresh. It was a joy from start to finish. Nina was curious, passionate and never afraid to challenge our decisions, making it a truly collaborative project.

Naturally, we couldn’t wait to hear what insights she had to share about her journey in climate tech.

1. What moves you?

I am moved by conversations. I am blessed to have been born and raised in Argentina, moved to Spain in my early twenties, and then to Sweden three years ago. Through this world-long journey, I have had the pleasure to talk with many different people, have friends from all over the world, and work with colleagues from diverse backgrounds, all in three different languages.

I am constantly amazed at our capability to connect and inspire one another. How, through our expression, passion, drive and emotion, we can engage others and lead one another down different paths. I am lucky enough to be moved often, and sometimes I am blessed with the opportunity to do the same for somebody else.

2. What challenges do you face?

One of the main challenges I am facing currently, both personally and in my role as Head of Marketing at Plexigrid, is the speed of change and increasing scale of our operations, which demand more from my work.

Personally, I enjoy being challenged. I grew up with a father who trained for marathons and he always said, “If it doesn’t challenge you, you won’t grow”. That certainty that growth comes through challenge is something I hold onto as the pace of change accelerates.

These days, it feels like every day we come up with three new tools, eight new priorities. The amount of information flying around is insane, and I struggle to move past the noise and stay focused on what is most urgent today. I struggle to be present today.

3. What’s the best piece of advice you’ve ever had?

My coach, Nigel Waywell, once asked me, “What is your gratitude framework?”. I was stunned, because for me, gratitude was a feeling that you either have or you don’t. Nigel proceeded to explain to me his framework for gratitude. He said: “There is a minimum level of gratitude to have towards our life, our people, our jobs. Without this minimum level of gratitude, we are doomed to a life that doesn’t fulfill us”. 

He switched the perspective entirely for me. After that session, I sat down with my journal and started to write down the last times I felt grateful. I started practicing noticing this feeling and storing it in my memory, so I could repeat the process that led me to it.

Most of the time, I feel we are using gratitude to gaslight ourselves into submission. We know there are things that have to be done, and we order ourselves to feel grateful to be able to do them. We use gratitude as a productivity tool, whereas by using this framework, gratitude becomes the driver for better relationships, better work, and a better life.

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