treat sustainability like a strategic product
Many companies see sustainability as an internal project - something developed quietly and communicated once it feels “good enough”.
The companies that create competitive advantage treat it differently.
They treat sustainability like a strategic product - something that must start creating value in the market from year one.
Magnetize helps companies do exactly that.
commercially grounded. sustainability focused.
Commercial foundations
Magnetize is built on more than two decades of helping international B2B companies attract customers and grow.
Before focusing on sustainability, James Bryce Smith spent 25 years as a marketing director and agency leader, working with complex industrial and technology businesses where commercial results matter.
In 2018, he completed an MBA with a focus on sustainability at Copenhagen Business School. Magnetize was founded in 2020 to deliver sustainability work that stands up in real customer conversations - not just reports.
Structured but pragmatic
Work typically spans strategy, reporting, and commercial activation - always with a focus on practical delivery, not just plans and presentations.
The work is guided by a clear methodology - including the SPEC framework - designed to create measurable progress and commercial traction.
But structure never comes at the expense of pragmatism. Support is tailored to each company’s starting point, resources and commercial priorities.
Denmark based, internationally experienced
James is based in Gentofte, Copenhagen and works with companies across Denmark, Europe and beyond - particularly B2B organisations who want to reap the commercial benefits of responsible business.
customer references
