For Love & Money

EPISODE 15: James Grugeon, Founder of The Good Beer Co on Purposeful Partnerships

James started The Good Beer Co – Australia’s first social enterprise of its kind – to brew beer for good causes and inspire change by demonstrating what purpose-led businesses can achieve. In his 20+ year career, he’s been a change-maker, pioneering corporate social responsibility at a major banking group, helping build partnerships to lift one million UK homes out of energy poverty, helping grow a social enterprise that floated on the London Stock Exchange, negotiating ground-breaking, multi-million dollar partnerships to cut carbon emissions, creating a national Healthy Air Campaign as the CEO of a national environmental charity, and forming an alliance between a new green energy company and leading environmental organisations to generate over $3 million in funding. 

 

He’s also been named on Linkedin’s inaugural list of Top Green Voices in Australia and New Zealand, a curation of 15 must-follow thought leaders sharing their perspectives and passion for sustainability, climate change and protecting the environment. 

 

In this episode, James shares his background leading to where his focus now lies, through the lens of partnerships.

 

I think you’ll get so much value from listening to how James approaches product development and campaigns. I truly believe that any organisation leading with a higher purpose is compelled to think innovatively and to seek out strategic partnerships. It’s consistent with the ambitious nature of purposeful organisations to find collaborators that help them to build awareness and scale their impact. This interview is a masterclass in purposeful partnerships.

 

Here are some of the highlights:

• Listen out for James’ response to my question – what is the role of love in inspiring purpose-led business? It’s a powerful response.
• James shares his career progression and some of his achievements, from where he started in politics and media, through government, to corporate, to his activity today through The Good Beer Co
• He shares the start-up story Great Barrier Beer in partnership with Australian Marine Conservation Society; along with partnering with Dan Murphys and BWS to trial the first ever biodegradable 6-pack packaging
• We talk about the power of purpose to inspire richer, more meaningful conversations that build relationships that lead to purposeful partnerships
• James tells us about The Good Beer Co’s upcoming campaign in the UK for Thank Brew, a limited edition Pale Ale created by breweries across the UK in partnership with Big Drop Brewing Co, celebrating Thank You Day, for the Queen’s Jubilee Weekend, with all profits going to support good causes
• He also whets our appetite by sharing a little about a new local initiative in Australia in partnership with Sobah. due to launch later this year. A purpose-led business, Sobah exists to raise positive awareness and promote First Nations' culture, arts, language, and history. 

Connect with James

Linkedin: https://www.linkedin.com/in/jamesgrugeon/

Twitter:   JamesGrugeon  

Website: https://www.thegoodbeerco.co.uk

EP 14: Carolyn Butler- Madden on the Purpose of business

We decided to do something a little different for this podcast episode. Instead of interviewing a guest, I read a chapter from my book FOR LOVE & MONEY. How to profit with purpose and grow a business with love.

 

The chapter I selected is: The Purpose of Business Part II

 

What is the purpose of business? Surely by now, we can get beyond the idea that the purpose of business is to make money. The evidence is clear that trickle-down economics has not delivered what it promised. 

 

This chapter shares a picture of what business can be, when we unlock its full potential. When business serves a meaningful higher purpose, that is when it will capture the hearts and minds of people. That is when it will realise its true and full potential.

 

I share a story, a personal experience with a client, that demonstrates the potential that people can bring to a business when they’re emotionally invested in the outcomes that they’re trying to achieve. 

 

The other themes highlighted in this short episode include:

• Human endeavour and identity – the role our identity, our narrative plays in the choices we make and how we show up
• Emotions drive superpower – how when we care enough about something, that’s when we can realise our own full potential
• Changing the system – I share my thoughts on what we can change
• What are the needs we are solving as businesses? How vital are they?

 

I hope you enjoy this episode. If you do, you can get the book here. 

 

For every book sold we protect one square metre of rainforest through our partnership with B1G1 Business for Good and our impact partner, Rainforest Rescue.

 

If you’re enjoying this podcast, please take a moment to rate it on your favourite listening app.

CORRECTION:

The MS Act came into effect on 1st Jan 2019 rather than 2020.

EP 13: Carsten Primdal, co-founder of SCERTIFY on ESG Competent Boards

My guest on this episode is Carsten Primdal, a Sustainability, ESG and Modern Slavery Expert and co-founder of Scertify, an organisation merging tech and sustainability to drive impact, enabled by blockchain, AI and Machine Learning.

 

Carsten’s sustainability experience has been forged around the world, in Australia, Europe, China and Asia. He is the Author of two published books, “A Roadmap to Modern Slavery Compliance and a Sustainable Supply Chain” and  “Red Flag – Your Guide to Risk Management when Buying in China”, in which he shares his experience in sustainability risk mitigation.

 

Our interview covers his career and what led him to co-founding Scertify with two US-based business partners and launching the Competent Boards ESG Training Program.

 

Through this interview some of the topics we discuss are:

• What ESG actually means
• The relationship between ESG and Purpose
• What the ESG Competent Boards Designation Program is
• Who would get value from this program
• Why the program is so important; particularly now
• What participants can get out of the program

 

I think this is such good timing for a discussion about the role of Boards in ESG and Purpose. From my observation, many Boards appear to be on the back foot when it comes to these subjects. The simple fact is, Boards should be driving the Purpose and ESG agenda, rather than pondering how much of a priority it is given in the business’ strategy. 

 

The Competent Boards Program is such a valuable offering to business leaders today. Carsten has kindly offered a discount to listeners of this podcast. If you would like to take advantage of this discount, use the code FLAM when submitting your application online. You  can learn more about the program here https://scertify.co/cbeducation/esg-designation-program/

CONNECT WITH CARSTEN

Linkedin https://www.linkedin.com/in/carsten-primdal/

Scertify website https://scertify.co

EPISODE 12: Femeconomy’s Jade Collins and Alanna Bastin-Byrne on building a movement for gender equality

I’m delighted to welcome two guests for this episode of the For Love & Money Podcast: Jade Collins and Alanna Bastin-Byrne from Femeconomy.

 

Femeconomy educates consumers, budget owners and business owners on how purchasing decisions can create gender equality. 

 

Femeconomy certified businesses have at least 30% of women on the Board of Directors
or are 50% female owned. So far over 850 brands have met Femeconomy’s criteria.

 

More on that in the episode. For now, let me introduce my guests:

 

Jade Collins has 20 years’ global experience in corporate executive Human Resources and management consulting roles in the Mining, Energy and Aerospace industries, leading large scale, complex multi-million-dollar change management programs. Jade finds the combination of her HR, Psychology and MBA qualifications and her leadership experience is invaluable for creating networks and engaging others to increase gender equality in leadership across industries. Jade was a member of the Queensland Government's Strategic Advisory Group for the Toward Gender Parity: Women on Boards Initiative and the 2019 CQU Alumni of the Year for Social Impact for her work with Femeconomy.

 

Alanna Bastin-Byrne has over 20 years’ experience in Marketing, Communications and Community Development leadership in the UK and Australia. The diversity of Alanna’s leadership experience has been instrumental in building Femeconomy’s engaged community to advance gender equality. In 2018 Alanna was announced as one of 80 Women2Watch in Business Disruption in US, Canada, Australia and Europe. In 2020 Alanna was a Telstra Business Woman of the Year finalist and Griffith University’s Entrepreneur in Residence.

 

We chat about the female economy. What it means for businesses and for society more widely. Despite the progress that we’ve made over the years, some of the stats that Jade and Alanna share are mind-blowing and really tell a very powerful story of unrealised opportunity.

 

Here are some of the areas of discussion we get into:

 

• Why Femeconomy was started – the purpose inspiring the business 
• Why we need more balance in leadership representation: the value of lived experience; and why female representation is not a zero sum game
• The economic value exercised by women’s spending power
• The reality of female representation of CEOs in ASX companies and on ASX boards
• The stats that tell a surprising story about Australia’s position when it comes to gender equality within businesses. 
• NOTE: One of the stats provided was out of date - at about the 22.45 minute mark of the interview, the stat references under 5 per cent of female CEOs are represented at ASX 200 organisations. Update to this with a couple of stats: 
  • Zero new female CEOs appointed to ASX 200 companies in 2021 https://www.afr.com/work-and-careers/management/asx-200-companies-failed-to-appoint-a-single-female-ceo-last-year-20210907-p58piz
  • Just six per cent of ASX300 companies employ female CEOs https://www.businessnewsaustralia.com/articles/-wake-up-call---just-six-per-cent-of-asx300-companies-employ-female-ceos.html
• How Femeconomy are building a movement to educate, advocate for and support women-owned businesses
• The progress that has been made and the role of culture in society in empowering or limiting the rate of progress
• Why female-led businesses are more profitable than their male-led counterparts

 

If your business is female-owned, led, has at least 30% of women on the Board of Directors
or are 50% female owned, then you’ll want to check out Femeconomy.

 

Equally, whether you’re male or female, if you want to support businesses that are Femeconomy accredited (as a customer or an employee), then head over to their website and find the businesses that are leading the way.

 

Connect with Femeconomy

 

Alanna Bastin-Byrne

Jade Collins

Femeconomy website https://femeconomy.com

 

EPISODE 11: Pamela Bishop on navigating a Path to Purpose

Pamela Bishop is my guest on Episode 11. Pam is Chief Marketing Officer of Blooms The Chemist. I’ve had the absolute pleasure of working with Pamela and the exceptional team who engaged in our Path To Purpose Program to discover, define and embed meaningful purpose into Blooms The Chemist.

 

While Blooms The Chemist is in the early stages of their purpose journey, I wanted to invite Pamela on the show to share the experience they have had in navigating their path to purpose so far. How it started, some of the surprises it has created and how it has changed the way she and the wider Blooms team think of their role as a business.

 

There are so many reasons leaders give for putting off starting the process of discovery and purpose strategy. My sincere wish is that this episode gives you the motivation to get started, in whatever way best works for your organisation. To not delay one day longer.. If you’re a leader or influencer  in a  large or medium sized organisation trying to figure out how to get started and engage your wider team, his interview I believe is a masterclass in purpose leadership. 

 

Here is some of what we get into in this interview where Pam generously lifts the lid on the process and Blooms The Chemist purpose-driven plans:

 

• Pamela’s story of what drove her to lead the purpose development and strategy work for Blooms The Chemist
• Blooms The Chemist’s Purpose and a bit of an insight into their purpose journey
• Pamela’s belief of what purpose means to an organisation who are already showing a strong commitment to CSR and Community; and how it emerged as the missing piece for their brand
• Some of the ways this purpose will impact the organisation’s approach to their own employees, around health and wellbeing 
• Blooms The Chemist leadership team’s support and role in inviting even more ambition from the working group
• The clarity that a clear purpose statement provides a business in where and how they invest their time and what initiatives they support
• Pam shares some of the initiatives that have been driven by the company’s purpose that are in the pipeline
• The challenges of bringing all stakeholders together behind the new purpose and the implications to the wider business
• Pamela shares how they are navigating some of those key challenges, including how the inclusion of one simple word in their purpose statement was part of taking an inclusive approach to bringing all stakeholders on the journey
• A reflection on the past 12-18 months for Blooms The Chemist’s work and plans in CSR, supply chain and modern slavery, purpose, alignment to the UN Sustainable Development Goals

Connect with Pam
https://www.linkedin.com/in/pamelasiobhainbishop/
https://www.bloomsthechemist.com.au

EPISODE 10: James Bartle on denim for freedom

My guest on this episode of the FOR LOVE AND MONEY PODCAST is JAMES BARTLE, the founding CEO of Outland Denim, a fashion company on the vanguard of the socially conscious manufacturing movement. James is passionate about denim and the craft of jean manufacturing, but also the unique ability of the garment industry to drive change.  

Outland Denim employs young women seamstresses who’ve been impacted by human rights abuses and gives them a hope and a future through sustainable employment and career progression in their Cambodia-based production facilities.

 

This interview is packed with insights and inspiration. But honestly, the central theme to this interview is the power of love to create change. I dare you to listen to it and not be inspired to act.

 

I really hope you enjoy listening to this episode. Here are just some of the topics we covered. 

• James’ journey from freestyle motocross rider to CEO of Outland Denim
• The power of love in business and how purpose gives you a superpower
• How, by approaching the human sex trafficking industry as an economic problem, Outland Denim is empowering a cycle of freedom
• The four pillar approach Outland Denim are taking to create social change in the lives of their employees
• The power of consumerism and the opportunity for business
• The investment challenges that social impact-led businesses are facing in Australia and the role of risk in holding back progress
• The connection between tackling slavery and climate change
• The Meghan Markle effect on Outland Denim and how celebrities are using their influence to drive change

 

Contact James

https://www.instagram.com/bartle.james/

https://www.linkedin.com/in/james-bartle-17b6b6103/

https://www.outlanddenim.com.au

EP 9: Carolyn Tate on the Practice of Purpose

Our guest for Episode 9 is Carolyn Tate, a Purpose and Storytelling Expert. She’s author of multiple books, an inspirational speaker and a highly respected leader of the purpose movement in Australia. 

 

In 2010, Carolyn came to the crashing realisation that her career was at a dead-end. After 20 years in banking and 10 years in her own marketing consultancy, her work was no longer meaningful. So, she closed the business and took a writing sabbatical in Aix-en-Provence, France with her son Billy.

It was the beginning of her search for a new livelihood and it led her to discovering her twin passions for writing and teaching. Ten years on, she’s published five books, including 'The Purpose Project', and taught more than 10,000 people on the power of purpose and story.

Her own purpose is to help you bring your purpose to life, so together we can build a better world. When she’s not working, she's a dedicated community-builder and committed Birrarung (Yarra) river-swimmer.

'The Purpose Project' is a trusted guide to thousands of leaders and her focus is on working with school and corporate leadership teams.

 

I really enjoyed exploring “the practice of purpose” in this interview. We didn’t even have time to get into the topic of women in leadership, so we will be doing a second interview on that topic down the track. In the meantime, here are some of the themes we did explore:

 

• Carolyn’s own path to purpose. Her journey from her epiphany in her corporate marketing career, to where she plays today
• Carolyn’s work in the educational sector, working with principals on their purpose as a leader
• The three levels of purpose and the opportunities for organisations and individuals when they can align the three
• Carolyn talks about the opportunity to BYO your personal purpose to work. She shares a wonderful example and references a blog she wrote on it which you can read here https://carolyntate.co/when-two-worlds-collide/
• Storytelling and its connection to purpose. Stories incite action and create movements for change. We talk about the TED Talk “How to start a movement” – a brilliant 3 minute talk you don’t want to miss https://www.ted.com/talks/derek_sivers_how_to_start_a_movement/up-next
• How purpose connects to community. Carolyn shares her wonderful story about discovering river swimming in the age of Covid and finding her community.

Find out more about Carolyn Tate at carolyntate.co and sign up to her weekly Purpose in Action stories. You can also find her books here https://carolyntate.co/books/

EPISODE 8: Dave Dahl, creator of Dave’s Killer Bread on second chances and transformation

My guest on this episode of FOR LOVE & MONEY is a man who describes himself as ”a four-time loser before I realised I was in the wrong game”.

 

He is Dave Dahl. Creator of Dave’s Killer Bread, the USA’s number 1 organic bread. If you haven’t heard of Dave’s Killer Bread, I can’t wait to share the story behind it. If you have, then you know you’ll want to listen to this episode.

 

Dave’s story IS the story of Dave’s Killer Bread. It is a story of a family bakery that became the business behind the USA’s number 1 organic bread. It is a story of transformation and inspiration. Dave’s Killer Bread has a purpose behind every loaf;  a purpose about second chances. It may not be as well-known a brand in Australia as other purpose-led brands like Patagonia or Zambrero. Yet every time I share a bit of this story, people connect with it and want to learn more. Its power I believe is that it is a very HUMAN story. Quite the antithesis of what we have come to expect of business.

 

Our interview covers Dave’s backstory and how it connects with the business that was sold in 2015 to Flower Foods for US$@275 million. Here are some of the things that Dave shares in this interview:

• Dave’s early life leading to four stints in prison
• How a prison workshop initiative helped Dave to connect to his purpose and feel like he belonged for the first time
• How Dave used a second chance to build the USA’s number 1 organic bread
• The power of story in bringing a purpose to life
• How Dave’s Killer Bread became a supporter of the Second Chance Initiative
• Dave’s work with his charity Constructing Hope 

 

You can learn more about Dave Dahl here at his official website https://davedahl360.com

 

If you would like to learn more about or donate to Constructing Hope, you can do so here https://www.constructinghope.org

EPISODE 7: Dane O’Shanassy on Patagonia and doing the right thing

Like many people who value purposeful organisations, I love Patagonia. They are an unconventional business that is difficult to categorise in traditional business terms. Their purpose is a hugely ambitious one - they’re in business to save our home planet.

 

In this episode I speak to Dane O’Shanassy, Country Director for Patagonia. 

 

Dane shares stories about this extraordinary company from its origins to where it is today. Along the way he shares the philosophies that has guided the business over the last few decades. What I loved about our chat was Dane’s view that Patagonia’s approach isn’t complex. It’s really simple. In fact it boils down to doing the right thing. 

 

As Dane says in the interview, he is fortunate to work for people who simply want the people who work for Patagonia to figure out how they can use business as a tool for environmental protection. 

 

I hope you enjoy this episode and the insights that come from it. There are some great learnings here. We did have some connection issues during this recording, which we’ve done our best to edit out. I hope it doesn’t affect your listening experience too much.

 

Here are some of the stories and themes we cover in our interview:

• Patagonia’s origins and the climbing experience that inspired Patagonia’s founder, Yvon Chouinard to start the business back in the 1950s
• Patagonia’s journey towards 100% organic cotton including the employee experience in this changeover
• How Yvon practices his own version of an MBA - Management By Absence - giving people opportunity
• Putting people first is the most important thing we can do as business leaders and colleagues
• Dane shares Patagonia’s purpose and values and explains how they go deep into the culture and beliefs of the organisation
• How transparency and being accountable for mistakes as well as successes has built trust in its brand
• The story behind Patagonia’s traceable down certification (it’s a great lesson on how the way leaders respond to a crisis can be a way to build brand equity)
• What attracts potential employees to Patagonia. And the diversity of employees it attracts
• How Patagonia’s focus on quality supports their purpose by making things that last
• Patagonia’s commitment to pledging a 1% “Earth Tax” and how it has built partnerships and collaborations in service of its mission to save our home planet
• Some examples of Patagonia’s activism, including how a film made by Patagonia led to the biggest environmental petition to the Tasmanian State Parliament; and how a campaign for protection of The Great Australian Bight against oil drilling led to a Norwegian oil company to rescind their drilling permit
• How marketing for Patagonia is an opportunity to tell stories about things they care about

About Dane O’Shanassy

Since August 2013, Dane has been leading Patagonia in Australia, New Zealand and South-East Asia, supporting growth in sales and brand awareness, alongside steering our regional environmental impact. He finds joy and satisfaction through building strong teams and creating business strategy that can be disruptive and transformational. A Master’s in Business Administration at Melbourne’s Deakin University underscores more than 20 years working with some iconic Australian brands including Rip Curl, Bellroy and Colorado.

 

Now in his role at Patagonia, Dane has the opportunity to demonstrate that business success and positive environmental impact don’t have to be at odds, in fact, they can be harmonious and profitable. Dane finds his passion in the surf, the mountains, and through spending time with his family at home on Victoria’s Surf Coast.

About Patagonia

We’re in business to save our home planet.

Founded by Yvon Chouinard in 1973, Patagonia is an outdoor apparel company based in Ventura, California. A certified B Corporation, the company is recognised internationally for its commitment to product quality and environmental activism – and its contributions of more than US$145 million in grants and in-kind donations to date.

 

EPISODE 6: Sarah Downie, CEO of the Shared Value Project Australia and New Zealand

Our guest on Episode 6 of the For Love & Money podcast is Shared Value Project CEO, Sarah Downie.

 

Sarah is an accomplished executive and strategist, with a particular talent for transforming, leading and activating purpose-led organisations.

 

As CEO for the Shared Value Project Australia and New Zealand (SVP), she builds on 20 years’ experience in the for-profit and not-for-profit sectors to champion a better future for business and society collectively, through shared value. Driven by the belief that corporate assets, resources and innovation can unlock unrivalled social progress – whilst increasing business prosperity and sustainability – Sarah is committed to advancing a new kind of capitalism; fit for the times.

 

A member of the Shared Value Global Steering Committee, she directs the SVP team to deliver the evidence, tools, education and inspiration required make this urgent shift. Established in 2014, SVP has grown into a thriving and influential network of members including AIA Australia, IAG, NAB, PwC Australia, Nestlé Oceania and Optus.

 

This episode is a must listen especially for people working in the corporate sector. Here are just some of the topics we get into:

• Sarah’s journey from brand marketing to the non-profit sector to Shared Value and her awakening about the power of business to create scaleable change
• Shared Value’s story – how it started and the meaning behind the name
• Co-founders Michael E. Porter and Mark R Kramer’s vision of Shared Value. We touch on their 2011 HBR article and it’s absolute relevance today 10 years on 
• Sarah shares some examples of Shared Value companies to demonstrate how Shared Value creates value for society and drives business success and profitability
• She also shares an example of an initiative coming from a Shared Value approach -  HSBC Hong Kong’s “No Fixed Address” product
• We talk about how the pandemic has changed things fundamentally; how Shared Value organisations are approaching business differently with a whole new mindset on “value”
• The opportunity and the need for businesses to become collaborators in change
• “The Purpose Playbook” – Sarah shares Share Valued Project’s new initiative which gets into the ‘how’ of an organisation’s purpose across their strategy and full value chain
• The power of one individual acting and how it can make extraordinary change 

 

Connect with Sarah:

https://www.linkedin.com/in/downiesarah/

 

Connect with Shared Value Project: https://sharedvalue.org.au