“We don’t need to work less; we need to work differently.” – Why Hans Rusinek asks the most uncomfortable question in the world of work
Imagine you’re sitting on the board of a DAX-listed company. In front of you: a presentation on new work strategies, employer branding, and hybrid models. And then a speaker takes the stage—and says that all of this falls short. That no one has asked the real question yet.
That’s exactly what Hans Rusinek does.
And that’s exactly why he sticks in your memory.
The work researcher, consultant, and bestselling author isn’t a traditional keynote speaker who dresses up management jargon in new clothes. He is what you might call a “pracademic”: a researching consultant and a consulting researcher all in one. Someone who not only describes the gap between science and practice—but bridges it.
Hans Rusinek – From BCG boardrooms to the uncomfortable truth
Rusinek’s path is unusual. He was Associate Strategy Director and the first employee of Boston Consulting Group’s transformation consultancy BrightHouse—and brought the concept of purpose into European boardrooms. He knew the language of decision-makers. He knew how strategic processes work. And he saw where they fail.
What he observed stuck with him: In many companies, work is treated like a production factor that can be optimized. A little more flexibility here, a little more meaning there, throw in a few benefits—and the future strategy is complete. But in New Work debates, according to Rusinek, the belief in technical innovation as a panacea often dominates. What’s missing, he says, is the willingness to engage in so-called “exnovation”—the conscious ending of harmful practices.
The real question remains unasked: What are we actually working for—and what does our way of working do to the world?
The researcher who brings work and the planet together
At the University of St. Gallen, Rusinek earned his doctorate on meaningful work and organizational change using Volkswagen AG as a case study. Today, he conducts research there on work, meaning, productivity, AI, and transformation. As a fellow in the Club of Rome’s ThinkTank30, he links this to the question of how economic activity can succeed within planetary boundaries.
The result of this thinking: a book that caused a stir in 2023. “Work-Survive-Balance” became an Amazon bestseller and made the shortlist for the Friedrich Ebert Foundation’s “Das Politische Buch” non-fiction award.
Prominent voices highlight how the book was received:
“Hans Rusinek shows how we can harmonize our actions, our inactions, and our survival—witty, forward-thinking, fascinating!” — Dr. Eckart von Hirschhausen, physician and science journalist
“Rating: super entertaining with depth! A must-read for all HR professionals, board members, and employers who want to contribute to a successful life on this planet.” — Prof. Dr. Antoinette Weibel, University of St. Gallen
“A brilliant work that shows how two central themes of our time—the environment and work—are interconnected.” — Georg Kell, former Executive Director of the UN Global Compact
The book’s central idea is provocative—in the best sense of the word: Rusinek argues that the very behaviors we exhibit in the workplace reflect how we, as a society, engage with the world. And that these behaviors are directly linked to the climate crisis. The way we work is therefore not merely a corporate issue. It is a matter of survival.
Purpose is not a marketing tool
One of Rusinek’s strongest arguments concerns something many companies believe they solved long ago: purpose. Mission statements, brand essences, purpose promises—most companies have these hanging on their walls somewhere. Rusinek counters this: Purpose cannot be managed or imposed. Instead, organizations must create spaces where it can emerge collectively.
That is a fundamental difference. Meaning is not a communication project. It emerges—or it doesn’t—in the day-to-day life of organizations. In meetings, in decisions, in what one does and what one leaves undone.
And the implication for productivity? Rusinek puts it bluntly: The call is not to work less, but to work more effectively—instead of hiding behind constant busyness. A statement that holds up a mirror to many executives. Because being busy and being effective are not the same thing.
On stage: analytical, unexpected, unforgettable
Hans Rusinek studied economics and philosophy—and that’s exactly what comes through in his talks. He starts by analytically grounding his audience in the realities of everyday work life, then guides them down unexpected paths to new perspectives. For example, he shares what he learned about innovation culture in an Iraqi bakery, how he convinced an entire DAX executive board to wear sneakers—and why Hannah Arendt would be thrilled with LinkedIn.
He has been speaking on stages such as TEDx, the Handelsblatt Change Congress, and Die Zeit’s Future Festival for years. Personalmagazin named him one of “Germany’s Top 10 HR Influencers.”
What sets him apart from many futurists: He doesn’t provide reassuring answers. He asks the right questions—and gives organizations the tools to answer them themselves.
Who is Hans Rusinek the right speaker for?
Rusinek’s talks are not motivational shows. They are spaces for reflection. They are particularly effective for companies that want to understand why traditional “New Work” approaches aren’t enough—and for leaders who don’t just want to claim meaning, but truly want to make it possible. Organizations that take the connection between the workplace, sustainability, and social responsibility seriously will also find what they’re looking for in him. Because Rusinek shows how transformation succeeds—not as a project, but as an attitude.
His central message:
“The workplace is the best place for society to practice better behaviors together.”
This is not a plea. It is a thesis – and one that continues to resonate long after the talk in conference rooms.
Book Hans Rusinek for talks with PREMIUM SPEAKERS: 1 (704) 804 1054 or hans.rusinek@premium-speakers.com