Inteview Content

When did you first decide to pivot your career towards impact?

After studying biology and working at M&S and PwC, I felt my job was making bad stuff slightly less bad rather than creating fundamental good; I wanted to work where doing good was the core purpose.

What did you do next?

I worked at WWF in Jakarta, returned to do a master's in environmental economics during maternity leave, and transitioned to startups for flexibility and an authentic impact-focused work environment.

What are you doing now?

I'm co-founder of Regenus, developing natural regenerative fertilizer from circular raw materials to disrupt the £200 billion synthetic fertilizer industry, and we're taking our first investment round in 2025.

What advice would you give looking back at that moment or realization now?

I'd tell myself not to worry too much about where to point myself; focus on doing the best job with authenticity wherever I am; stay in the game while finding personal joy.

Key Quote

"You've got to find that balance between feeling like you're doing something for the world, because that's your passion and drive, but not... driving yourself out of the game."

Career Summary

Katie Critchlow's journey began with a biology degree and roles at M&S and PwC, where she felt her work only marginally improved negative impacts. Seeking a deeper purpose, she worked at WWF in Jakarta, completed a master's in environmental economics during maternity leave, and transitioned to startups for greater flexibility and authentic impact. Katie is now co-founder of Regenus, developing regenerative fertilizer from circular raw materials to disrupt the synthetic fertilizer industry. She advises others to focus on authenticity, stay in the game, and find personal joy in their work. Katie's career demonstrates the value of aligning personal values with professional purpose, embracing flexibility, and driving innovation in sustainability.

Interview Analysis: Katie Critchlow - Regenus

Katie Critchlow's career journey, as revealed in her A2A interview, offers a nuanced roadmap for professionals seeking to pivot from traditional roles into the impact sector. Her story is not just about a change in job titles, but a fundamental reorientation of purpose, mindset, and approach to work and life.

Motivations and Mindset Shifts

Katie's initial motivation stemmed from a sense of dissatisfaction with incremental improvements in large organizations. She recognized that her work at M&S and PwC, while valuable, was focused on "making bad stuff slightly less bad" rather than creating net positive outcomes. This realization catalyzed her desire to work where doing good was the core purpose, not a peripheral benefit. Her move to WWF in Jakarta marked a deliberate step into a mission-driven environment, where the impact was tangible and central.

A key mindset shift for Katie was the embrace of authenticity-seeking roles and organizations where her values and the company's mission were truly aligned. This authenticity became a guiding principle, influencing her decision to pursue a master's in environmental economics and later to join startups, where she found greater flexibility and a more direct connection to impact.

Navigating Trade-Offs and Compromises

Katie's journey was not without trade-offs. Transitioning from established corporates to the nonprofit and startup worlds meant navigating uncertainty, financial risk, and the challenge of balancing personal and professional responsibilities (notably, she completed her master's during maternity leave). She acknowledged the tension between wanting to "do good" and the risk of burning out or "driving yourself out of the game." Her advice to "stay in the game while finding personal joy" reflects a pragmatic approach-impact work is a marathon, not a sprint, and sustainability applies as much to one's career as to the environment.

Strategies and Frameworks for Transition

Several practical strategies emerge from Katie's experience:

Continuous Learning and Flexibility: Katie's pursuit of further education during a life transition (maternity leave) demonstrates the value of upskilling and adaptability. She didn't wait for the perfect moment but integrated learning into her life as it unfolded.

Authenticity Over Perfection: Rather than obsessing over the "perfect" impact role, Katie focused on doing her best work wherever she was, trusting that authenticity and commitment would open doors to greater impact.

Embracing Startups and Innovation: By moving into startups, Katie found an environment that valued flexibility, innovation, and direct impact. This setting allowed her to co-found Regenus, where she could shape both the mission and the business model from the ground up.

Toolkit for Career Changers

For professionals considering a similar pivot, Katie's journey suggests three actionable insights:

Prioritize Alignment: Seek roles and organizations where your values and the mission are genuinely aligned. Authenticity is more sustainable than chasing external validation.

Stay Adaptable: Be open to learning and change, even during life's transitions. Upskilling and flexibility can turn challenges into opportunities.

Balance Passion with Self-Care: Impact work can be all-consuming. Set boundaries and find joy in the process to avoid burnout and maintain long-term effectiveness.

Emotional and Psychological Dimensions

Katie's story highlights the emotional complexity of career change. The desire to "do good" can be both motivating and overwhelming. She navigated feelings of uncertainty, the pressure to make the "right" move, and the challenge of maintaining personal well-being. Her advice to focus on authenticity and joy is a reminder that impact careers are as much about personal fulfillment as they are about external outcomes.

Broader Market Context

Katie's transition mirrors a wider trend: experienced professionals are increasingly seeking purpose-driven roles, often moving from established sectors into startups and mission-led organizations. The rise of regenerative business models, like Regenus's circular approach to fertilizer, reflects a market shift towards sustainability and innovation. Katie's journey underscores the growing demand for leaders who can bridge traditional expertise with impact-driven entrepreneurship.

Forward-Looking Perspective

Katie Critchlow's experience suggests that the future of impact careers will be defined by authenticity, adaptability, and a willingness to embrace both uncertainty and innovation. As more professionals seek to align their work with their values, the ability to navigate trade-offs, maintain personal well-being, and drive systemic change will become essential. For those considering a similar path, Katie's journey offers both inspiration and a practical toolkit for thriving in the evolving landscape of impact work.