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“You can’t solve a problem with the same kind of thinking that created it.” This famous quote by Albert Einstein perfectly encapsulates the ethos of Endless Play Studio, the business launched in 2024 by Dorothée CLAUSS SEETO (who graduated the Grande École Program in 2007). Her goal is to shape a new generation of thinkers, doers and innovators for a more sustainable world.

Dorothée CLAUSS SEETO, you’ve been living in Australia for 20 years. How did you end up moving there?

While I was student at IÉSEG I was lucky enough to do a year-long exchange at the University of Wollongong. The country appealed to me because I had already met three inspiring Australians (two of them were teachers at IÉSEG). I then stayed on because I met my husband there. From a professional point of view, I had the opportunity to do my third year “Projet Co” in the field of sustainable development and regeneration, a subject I was already passionate about even back then. It’s a passion that has never left me. Unfortunately, I couldn’t find a suitable job in this field, and three years ago, after several years in consulting and innovation, I decided to create my dream job. They do say if you want something doing well you should do it yourself!

What triggered your decision?

At the end of 2021, after the birth of my second child and a shortened maternity leave, I felt I needed to make a change to my working life. A few weeks earlier, I had taken a course on the circular economy at Berkeley Extension, which made me realize that it’s not possible to move towards a sustainable world without drastically changing the way we think and behave. My mind turned to my children and the world they would grow up in, and I took the decision to put my time, energy and skills into this cause. Because I am trained as an innovator, I started thinking about the problems before coming up with solutions.

How did you create Endless Play Studio?

I spent over two years researching the fields of education, sustainable development, regeneration, the circular economy, indigenous cultures, systems thinking, biomimicry and behavioral psychology. I took courses, met up with numerous experts and tried to adopt a healthier and more sustainable lifestyle which fitted in with what I was learning along the way. In November 2023, I started offering my training, consulting and coaching services to nurseries. In 2024, we rolled out our flagship 10-month program with a well known nursery and achieved excellent results. This gave us a solid benchmark and established our legitimacy. Using the same approach, I spent part of last year setting up tools to measure our impact and marketing/sales campaigns, as well as writing a book compiling all my research. For the coming year, I’ve decided to focus on marketing and sales to continue developing. We’re off to a good start, and I’m very enthusiastic about what lies ahead…

What are the key points about Endless Play Studio’s vocation and philosophy?

We offer training, consulting and coaching services to nurseries and day-care centers, helping them deliver an education in sustainable development within their establishments. We’ve chosen this audience because we believe that it’s difficult to change behaviour once it has become ingrained and that it’s beneficial to develop a new mindset from an early age. We are convinced that early childhood educators are the best ambassadors for putting across our values and convictions.

How do you make this happen?

The company’s mission is to provide our clients with the tools, knowledge and community required for the systemic change the world needs. In doing so, we aim to support them in three related areas: imagining a regenerative world; developing their expertise and acquiring those skills needed to bring about the kind of society we are fighting for and which we believe in; giving them the confidence and autonomy they need to take their own action. Laws recently passed in Australia prove that we are in tune with the times, and that we are responding to the concerns of today’s world.

What do you mean by this?

Since February 2024, sustainable development has been one of the seven pillars of the early childhood curriculum. It means that schools are now required by law to focus on this theme. The approach is also in line with future trends, as parents and educators alike are increasingly interested in such topics. They want to see their children flourishing in a world that reflects their values and ideals. We all want to do more: until now, sustainable development in day nurseries has been equated with gardening, composting, recycling and playing outdoors. Now, we’re taking a holistic approach to the subject, going far beyond the environmental dimension. What we’re proposing is cutting edge and offers possibilities whose benefits have not yet been fully grasped.

How would you sum up the three years since you decided to leave the world of salaried employment?

It hasn’t been a smooth ride: it’s been a long road, full of pitfalls, but I believe that everything happens for a reason and that it has taken as much time as has been needed. It wouldn’t have made sense to go any faster, because no systemic inno-vation happens overnight. The last few years have taught me a lot about the subjects that are close to my heart, but also about myself. I’m proud of what I’ve achieved and I’m determined to move forward, one step at a time, in the direction I’ve chosen. I still need to improve profitability, but I remain optimistic given our momentum and the room for improvement that exists.

In your experience, is Australia a good place to be an entrepreneur?

I don’t know all the specifics of the French model, but from what I’ve heard, government support is much greater in France than in Australia. Here, most support is private and provided by start-up incubators. At first, I chose not to join them, and there was a certain amount of arrogance in that decision because I thought I knew everything about innovation. It took me some time to realize that innovation and entrepreneurship were two very distinct subjects, and that I knew nothing about the latter. The other reason was that I didn’t want to follow a so-called traditional start-up model, as the approach didn’t seem to align with my way of looking at the business world. I’ve since changed my mind and joined – and greatly benefited from – two start-up programs focusing on the circular economy and social enterprises.

What else have you learned?

It took time to get the right people in place around me: people who could support my idea, and also my way of working. Endless Play Studio is unique in that it is about making an impact first, and making money second. In Australia, the concept of social enterprise is still in its infancy, and for the moment there is no specific legal status for this type of company, only accreditation. France is much further ahead than Australia in this respect. Another striking feature is the cultural “tall poppy syndrome”, which is deeply rooted here. Although entrepreneurship is valued, Australians don’t like people who stand out from the crowd, unlike in the US for example. This can be destabilizing for an entrepreneur: you really have to believe in yourself and your ideas!

What did you learn from your years at IÉSEG?

My “Project Co” was of vital importance during my studies. My team worked on sustainable development and regeneration, themes that had not yet come to the fore in 2004. This project showed me that you don’t need to be a specialist in a subject to get started, and that with hard work, determination and an enthusiastic team, you can move mountains. The experience taught me that anything is possible, and I have no hesitation in drawing on those memories when I’m having doubts. IÉSEG always placed importance on skills such as communication, the art of presentation and group work, which make all the difference as an entrepreneur. My only piece of advice would be: follow your heart and take risks, because the only things you’ll end up regretting are the things you didn’t try!

This article was written by Luna Créations for #IÉS, the IÉSEG Network magazine. Read here all the articles of #IES.