How Green Elephants Came to Life
with Karen de Boeck and Jürgen Maus
The Business Simplicity Podcast hosted by Chris Parker
Episode #x published on x 2025
In this episode of the Business Simplicity Podcast, Chris Parker speaks with Karen de Boeck and Jürgen Maus about the launch of Green Elephants, a company built to support meaningful change in organisations through purpose-led business design. Together, they reflect on how the Simple Business Design approach shaped their journey from concept to launch.
Karen and Jürgen bring a rich combination of strategic clarity and emotional insight. They share candidly about the creative and practical aspects of forming Green Elephants, the values that drive them, and how they aim to help other leaders navigate change without losing their human core.
Listeners will gain a grounded sense of what it means to launch a business from a place of intention. The conversation touches on the importance of listening first, creating aligned structures, and designing simplicity into systems from the beginning.
This episode speaks directly to executives who are rethinking growth, realigning after investment or leadership transition, or seeking traction in complex transformations. The discussion reinforces that clarity and momentum are not found through control, but through curiosity and coherence.
About the Guests
Karen de Boeck and Jürgen Maus are the co-founders of Green Elephants, a consultancy focused on enabling purpose-led transformation through practical design methods. Karen brings deep expertise in systemic facilitation and human-centered business, while Jürgen contributes operational acumen and clarity of execution. Together, they guide teams toward alignment, simplicity, and lasting change.
Contact Details
- Website: https://www.greenelephants.be
- LinkedIn (Karen): https://www.linkedin.com/in/karendeboeck
- LinkedIn (Jürgen): https://www.linkedin.com/in/jurgenmaus
Key Discussion Points
- What inspired the launch of Green Elephants?: Karen and Jürgen saw a need for more humane, purpose-led business transformation and created a company to meet it.
- How did they use the Simple Business Design canvas?: They applied it to themselves, using the framework to align vision, structure, and intent.
- What does it mean to move forward in a human way?: It starts with listening, connecting to purpose, and making space for intention and simplicity in how teams work.
- Why is purpose not just a buzzword?: When purpose is lived rather than stated, it guides decisions, fosters resilience, and builds coherence across a business.
- What role does curiosity play in leadership?: Chris reflects on how curiosity fuels discovery and transformation, often leading to the most unexpected and meaningful paths.
- How does Green Elephants help others?: By offering clarity, structured conversations, and guidance through the fog of complexity.
- Why start with “Who are you?” instead of “What do you do?”: Understanding identity and intent lays the foundation for lasting impact.
Transcript
[00:01]
Hello, this is Chris Parker with the Business Simplicity Podcast. I just had a conversation with Karen de Boeck and Jürgen Maus from Green Elephants.
Hey Jürgen, what is it that we spoke about?
We spoke about the launch of Green Elephants, the value we bring to our customers, and also how the Simple Business Design helped us get started.
Hey Karen, why would it be valuable to listen to this podcast?
This would be very valuable because we practically discussed how to get your organization moving forward in a human way. We had a great conversation on the power of purpose and intention, and we talked about business design and how we applied it ourselves.
[00:38]
Welcome to the Business Simplicity Podcast, where we learn about strategies and tactics to succeed through simplicity. I’m your host, Chris Parker. Welcome back.
I’m having a conversation with Karen de Boeck and Jürgen Maus from Green Elephants. Green Elephants was recently launched. You can learn more at greenelephants.be. I am proudly a collaborator—Ebullient and Green Elephants have worked together in the past and certainly will in the future.
I’m delighted to have Karen and Jürgen here to share what Green Elephants is doing in the world, the impact they’re making, and the problems they’re solving. The company launch also used the Simple Business Design Canvas to help craft its foundation, and I’m really excited to hear how that methodology helped.
[01:17]
It’s always special and unexpected when I talk with Karen and Jürgen. Today, we have both of them here. Before we get into learning more about them, I understand they wanted to begin with a question for me.
Yeah, definitely. There’s one question I’ve always wanted to ask you, Chris: Who are you, and what is it that you do?
Wow. Who am I and what do I do? That’s coming back at you—expect that boomerang.
[02:54]
Who am I and what do I do? That distinction between being and doing is perfect and poetic.
I can answer that in many ways. What comes to mind is I’m a child trapped in a man’s body. I see the world playfully and with curiosity. I seek delight, adventure, and experience. My dream job would be Santa Claus. If that job ever becomes available, I’d love to magically conjure things to bring delight to people—not to solve all their problems, because the power and joy of life come through contrast, conflict, challenge, and tension. Satisfaction comes from overcoming obstacles—usually with others, like we’ve done in the past.
A dear friend of mine, Trevor, once described my “user manual” as someone who opens the hidden doors. If there’s a mysterious door in the corner, I’m the one who’ll wander over and see what’s going on. That usually leads to unexpected and mysterious paths—not necessarily toward success but toward experience.
Another way to describe me is through Myers-Briggs. I’m an INTP—introverted, intuitive, thinking, perceiving. I do a lot of work in my mind, but I also love collaboration. I enjoy moments like this.
Is there anything there you didn’t know about me or that you’d like to unpack?
[05:17]
I recognize everything you said. You always ask that question—”Who are you?”—and it reminded me that we do that too, when we’re working with others. We listen first, find out who they are, and connect. That’s why I wanted to start the podcast this way.
…
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