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
DO GOOD INVEST
A COMPANY CREATION & INVESTMENT PARTNERSHIPBUILT AROUND LAIF
LIFE ALIGNMENT INDEX FRAMEWORK
A COMPANY CREATION & INVESTMENT PARTNERSHIPBUILT AROUND LAIF
LIFE ALIGNMENT INDEX FRAMEWORK
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.
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 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
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
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 LAIF test ↗+
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.
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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.
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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.
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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.
LAIF IN THE VENTURES
Five ventures.
Five real problems.
Explore how the LAIF 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
Important information sits in disconnected ERPs, spreadsheets, documents and workflows. People spend time chasing it instead of using it.
VOKT connects existing business systems and gives organisations a secure way to see, build, automate and govern their work without simply replacing everything they already have.
+Add
Useful operational information, clear workflows and time returned to the people doing the work.
×Multiply
Make better information and repeatable processes useful across teams, sites and decisions.
>Choose
Security, control of data and practical operational value over AI demonstrations.
−Subtract
Unnecessary manual work, avoidable errors and dependence on scattered reports.
÷Dismantle
Disconnected systems, information silos and workflows that never meet.
WHAT IT SEEKS TO CHANGEMore operational clarity, stronger control and fewer hours lost to fragmented systems.
THE REAL PROBLEM
Founders and leaders often have ideas, activity and ambition, but need clearer commercial decisions, stronger customer conversations and honest challenge.
Mister Raw is Stefan Avivson’s commercial advisory and publishing platform. It brings direct founder sparring, books and practical frameworks to sales, traction, customers and growth.
+Add
Commercial clarity, stronger decisions, practical founder support and knowledge founders can use.
×Multiply
What works in customer conversations, positioning, traction and commercial execution.
>Choose
Evidence from real customers and honest conversations over untested conviction.
−Subtract
Vanity metrics, vague positioning, performative advice and unproductive activity.
÷Dismantle
The gap between founder beliefs, customer reality and what the business actually delivers.
WHAT IT SEEKS TO CHANGEMore useful conversations, sounder decisions and stronger commercial execution.
THE REAL PROBLEM
Personal development is frequently reduced to isolated advice and temporary motivation without a system for change in ordinary life.
GuruBo is a concept Stefan and Claus are developing around the ambition of a better life. The work includes a book by Claus and a broader vision for practical, everyday human development.
+Add
Practical ways for people to think, act and live more deliberately.
×Multiply
Small, sustainable improvements through repeated action and learning.
>Choose
Real changes in behaviour and daily life over inspirational promises.
−Subtract
Empty motivation, inaccessible complexity and practices people cannot sustain.
÷Dismantle
Fragmented approaches to personal growth that separate thinking from doing.
WHAT IT SEEKS TO CHANGEMore agency, practical development and changes that last beyond a burst of motivation.
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.
THE REAL PROBLEM
Networking is often full of pitches, contact collecting and surface conversations, even when people need genuine connections and useful introductions.
RSN / REASON is a relationship and networking ecosystem organised around who people are, what matters to them and why they genuinely want to meet. Its event culture rejects compulsory pitching.
+Add
Relevant introductions, trusted relationships and meaningful conversations.
×Multiply
Useful connections that lead to further collaboration and introductions.
>Choose
Reasons to meet and mutual value over contact counts.
−Subtract
Pitching, performative networking and empty exchanges.
÷Dismantle
Social barriers and matching systems that keep potentially useful people apart.
WHAT IT SEEKS TO CHANGEMore meaningful relationships, better introductions and opportunities built through trust.
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 five 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. Two perspectives, shared principles, and a commitment to turning good thinking into something real.
Meet the founders ↗
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.
Start a conversation ↗