The Passion Institute is a strategy firm advancing synthetic strategy for leaders, boards, and organisations shaping the transition to a clean, future‑fit economy.
Founded in Copenhagen in 2014 by Sandja Brügmann, TPI operates at the architectural level of change — where economic systems, planetary limits, governance, and leadership cognition intersect with commercial reality. This is where enterprise value is now created, protected, or eroded.
Our work is rooted in synthetic strategy: the disciplined practice of thinking across systems, synthesising complexity, and intentionally redesigning how organisations decide, govern, and act over time.
We do not work on optimisation within existing systems.
We work on repatterning systemic dynamics — how value is created, how capital and incentives flow, how decisions are governed, and how organisational mindsets align with the realities of living systems.
Through this work, organisations build coherence, enterprise resilience, and sustained performance while actively contributing to systemic economic transition.
TPI works across industrial systems, life sciences, water and food systems, energy, consumer goods and global brands, capital‑adjacent and public‑private sectors, and management education — contexts where strategic transition, governance, and system‑level design determine long‑term viability.
Our Work: Synthetic Strategy
A synthetic strategist thinks across systems, synthesises complex patterns, and designs strategic transitions that reshape how business operates in the world.
Synthetic strategy aligns three domains:
- Mind — how leaders perceive reality, risk, and make strategic decisions
- Structure — how governance, capital, incentives, and business models are designed
- Purpose — what the enterprise is ultimately shaped to serve
When these domains are aligned, business becomes a primary vehicle for systemic change, commercial performance, and long‑term viability.
Intellectual foundation: New Global Mind
- systems science and living systems theory
- political economy, finance, and incentives
- human behavior and decision systems
- governance, strategy, and institutional architecture
- futures literacy and anticipatory thinking
What We Deliver
We deliver strategy‑led work where outcomes matter.
Our engagements include:
Strategic Transition Architecture (core work)
- Enterprise & Business Strategy Advisory
- Executive & Board Strategy Advisory
- Systems‑Based Competitive Strategy
- Multi‑Stakeholder & Ecosystem Strategy
Strategic Transition Enablement
Where coherence, alignment and traction are built.
- Strategic Communication & Narrative Architecture
- Think Tank for Global Transition Leaders
- International Speaking & Strategic Facilitation
Position
The transition to a clean economy and thriving planetary and human systems will not occur by preserving existing patterns or relying on aspiration alone.
Business operates within powerful economic and systemic dynamics. Strategy is how those dynamics are intentionally redirected over time — toward outcomes that are commercially viable, systemically coherent and aligned with how life actually works.
Synthetic strategy is how leadership maturity, systems intelligence, and economics are translated into decisions that reshape how organisations operate in the world.
TPI partners with leaders who recognise this level of responsibility and readiness.
We exist to shape strategic transitions for a future‑fit economy — at the level where structure determines outcomes.
Some of our Clients
