Episode 129: Decarbonization That Actually Works; Founder Lessons with Gordana Ilic, PhD of BetterSea

Guest: Gordana Ilic, PhD — Co-Founder & Co-CEO, BetterSea and host of The Wavemakers Podcast

Episode Overview:
Gordana Ilic didn’t come up through shipping.  Gordana’s path was through sustainability, entrepreneurship, corporate innovation, then into Maersk’s decarbonization work before returning to entrepreneurship. In this episode, we go beyond regulation talk and into what’s really happening in the market: how FuelEU is being received, why smaller owners moved faster than some of the giants, what pooling is changing culturally and commercially, and what founders learn the hard way about building in an industry that’s still adjusting to transparency.

Key Points:

1. From sustainability to shipping, by way of innovation: Gordana’s path from chemistry/PhD work to startup ecosystems, corporate innovation, and finally maritime decarbonization.
2. Why she left Maersk to build again: Entrepreneurship as “nature,” not just opportunity and why ignoring that pull started affecting her health.
3. BetterSea’s pivot: broad vision → sharp wedge: Starting with a wider decarbonization decision framework, then focusing on FuelEU to match market readiness and urgency.
4. FuelEU early reactions were… real: From “EU ETS won’t happen” to skepticism in Singapore  and the long road of educating the market before urgency hit.
5. Surprise: smaller owners moved first: Faster decision cycles, direct access to leadership, and a willingness to act once risk/opportunity became clear (including strong early traction with Greek owners).
6. The IMO pause shockwave: A market freeze, regrouping, and then clarity: regional regulations are the near-term reality and FuelEU isn’t going away.
7. Pooling is working but it forces transparency: Deals, due diligence, KYC, and the reality that shipping companies aren’t always used to hearing “no” from their counterparties, now other shipping companies.
8. Efficiency isn’t one silver bullet: Alternative fuels are straightforward in concept, but the bigger differentiator is execution speed, alignment, and how companies think portfolio-style over time.
9. Founder advice that matters: Trust your gut, challenge norms politely, ask “why not,” and reach out to people early (LinkedIn is a cheat code when used well).
10. Podcasting as a leadership tool: Why Gordana launched The Wavemakers Podcast, what she’s learned from conversations, and why creative projects often become personal “guide rails.”

Learn More:
Check out Gordana’s podcast The Wavemakers Podcast on YouTube and other streaming channels.

Related listening:
Episode 105: Decarbonization & FuelEU Reality with Friederike Hesse of zero44.  This is a strong companion on compliance mechanics, pooling, and commercial decision-making.

Tune in Now: Available on Spotify, Apple Podcasts, and more! Watch the episode on YouTube.

Music by: Peg and The Rejected “King of SKA”
Art Work By: GA Design
Produced by: Chris Aversano

Support Our Podcast: If you found value in this episode, please rate us 5-stars and follow. Subscribe to the newsletter for updates — and if you’re interested in advertising, reach out to my friends at Digital Ship.