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Our name

Our name combines two elements we feel determine the future viability of private businesses and public organisations: stewardship and the Red Queen principle.


The first is stewardship of companies and public organisations over their surroundings. A Steward looks after the needs of others, and a smart business knows that acting responsibly towards its stakeholders and the planet is a prerequisite of long-term success. Effective stewardship starts with understanding, monitoring, and managing your organisation’s impact on society. And society’s impact on your organisation.


The second is that successful companies need to factor in the Red Queen principle. In Lewis Carrol’s classic children’s book “Through the Looking Glass”, Alice, a young girl, has the following conversation with the  Red Queen:

“Well, in our country,” said Alice, still panting a little, “you’d generally get to somewhere else — if you run very fast for a long time, as we’ve been doing.”

“A slow sort of country!” said the Queen. “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that.”

This is the source of the so-called the Red Queen Principle: ‘For an evolutionary system, continuing development is needed just in order to maintain its fitness relative to the systems it is co-evolving with.

Steward Redqueen

Steward Redqueen strives to embody these two elements: helping organisations become stewards of their surroundings, and evolve succesfully. Providing support that will help you run fast enough to get where you want to be: closer to your stakeholders and ahead of your competitors.