July 14, 2021

B Corps: Business as a Force for Profit and Purpose

Show Notes
Transcript

It’s hard to remember the times when people began a business, in order to make a “boat load of money.” Of course, that still happens. But more and more people are looking for ways to balance profit and purpose through their business – AND society and customers are asking them to do the same. Enter the B Corp certification for business. Rather than focusing on profit maximization, these business owners and leaders consider the impact of their operations on their workers, customers, suppliers, community and the environment.

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What's working on purpose anyway? Each
week we ponder the answer to this question.

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People ache for meaning and purpose at
work, to contribute their talents passionately

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and know their lives really matter.
They crave being part of an organization that

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inspires them and helps them grow into
realizing their highest potential. Business can be

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such a force for good in the
world, elevating humanity. In our program,

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we provide guidance and inspiration to help
usher in this world we all want

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working on purpose. Now. Here
is your host, doctor Elise Cortez.

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Welcome back to the Working and Purpose
Program. Thanks for tuning in again this

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week. I'm your host, doctor
Elias forrtes do when you lie from Dallas,

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Texas, which is home base for
me. If you don't know me

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yet, I'm a management consultant specializing
in meaning and purpose, organizational logo therapist,

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inspiration well speaker, social scientist,
and author. You can learn more

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about me and how we can work
together at at least Cortez dot com or

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gust out dashnow dot com. Let
me thank my partner and sponsor work Proud.

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We are a perfect collaboration. Everyone
wants to know they matter and at

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the work they do is meaningful and
appreciated. Work Proud is a mobile platform

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built to encourage employees to share stories
and recognize each other's contribution. Work Proud

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empowers hr and business leaders to help
create company cultures where all employees are inspired

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to feel proud of their work and
proud of their company. Learn more at

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work proud dot com. With us
today is Tim Jones, aka the Grow

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Good Guy, who specializes in working
with individuals and organizations to help them tap

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into their purpose field performance, assisting
them in the transition to becoming a force

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for good. His purpose focused consulting, coaching, and training programs are specifically

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designed for those that want to use
their skills to achieve meaningful goals in life

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and work. We'll be talking about
his path to purpose, learn some benefits

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of personal and company purpose, and
then learn more about the b Corps certification

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process he helps steward with companies.
He joins today from New Zealand, where

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it is the next day ten am, so it's Wednesday ten am, where

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it's Tuesday five pm for me in
Dallas. I love what I never get

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tired of, this idea of the
time chain, that the way that the

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world's connected Tim, welcome to working
on purpose. Thank you for having me.

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It's and the weather is great tomorrow, right, exactly right, this

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is so great. You know it
should be like that, is doctor seusy

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As. It should be like that. It should be just fun and connected.

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And I'm so happy to have you. And as we were talking about

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before we got an air together,
I'm just so interested in catching your story

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and your path to purpose. As
we were saying, it's I suspect there

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is a difference between how women go
about it and how men go about it.

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So let's dive into yours. So
today you're the grow good guy,

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and that wasn't always the case,
right, Your journey is fascinating and I

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want to talk about that, and
it's just even the idea of starting out

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in I've going to a good school, you said in the UK, our

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boys Ideal League. You're on a
good track then whatever, well, I

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mean, the moment came for me. I was standing in an operating theater

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or our operating room as you guys
on the other side of the ditch or

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pond light to call it, and
the surgeon who I was working with.

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My job was to go into operating
theaters support the surgeons to make sure that

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they got the best outcome or the
patient's got the best outcome by using the

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equipment that my company had supplied.
So the actual implant, the bit that

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goes inside the human and the surgeon
was being sort of particularly obnoxious that day,

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and I just thought, you know
what, I'm done with this.

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And that was on the back of
a lot of other things that I've come

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to come to light for me over
the last couple of years, seeing some

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of the I guess, the corruption, the lack of ethics in the wider

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medical device world. There's a really
great movie, The Bleeding Edge, which

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summarizes pretty much this our industry and
where I got to, which you can

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watch on Netflix. And really I've
got I asked myself why am I here?

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What am I doing this for?
And when I started going down that

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journey of asking where, why,
who, what, how, it all

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led me back to go, well, why did I end up here?

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Well? It started way way back, and it started with the type of

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school that I went to. I
went to public school or private school.

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It gets very confusing. Different countries
call it different things, but basically,

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my parents paid money for me to
go to the school and you wore a

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blazer and a tie from the age
of four, so you get some kind

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of impression of the school system.
And their whole thing wasn't wasn't looking out

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for what was best for the kid. It was about how many of our

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kids get to go to Oxford or
Cambridge or Harvard or whatever. And that,

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for me was a really interesting thing
to reflect on. Was I'd been

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set on this path that wasn't my
choosing. It was the path that my

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parents thought were doing the right thing
for me. And it kind of makes

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set intuitive sense. It's like,
if we're can afford to send our kid

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to a school that's going to give
them potentially the best outcome and the best

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chance of getting into a really good
university and getting a really good career,

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why wouldn't you do that? But
this is what I call the authenticity gap.

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It's like it created a version of
me that wasn't the true version of

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me, and it led me down
a path of One of the phrases I

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love to use is what should someone
like you be doing? You know,

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you are of a certain age,
a certain demographic, you're live in a

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certain suburb. What is it that
you're supposed to be doing. And that

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really was the life that I'd ended
up in. Was I was working as

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a medical device sales reps. It's
a well paid job, it's respectful.

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You're hanging out with orthopedic and neurosurgeons. You're learning quite a lot of complex

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medical information and working with these surgical
teams. And he gets traveled the world

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and go to amazing conferences like I
was. I was doing pretty good for

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someone coming out of the school system
that I'd been through, Probably not as

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good as as some others. I
mean a lot of other kids from my

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school, you know that they do
go to walk and Carbridge at large,

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and none of them go there and
become high performing diplomats and scientists and so

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in terms of the school, and
I'm probably a bit of a failure,

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but in terms of society, it's
like, Wow, this guy is doing

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really, really well. But I
wasn't. I was having to be a

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different version of me I was.
I mean, if anyone knows orthopedic,

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particularly aorthopedic surgeons, there's the running
joke in the hospital community is what's the

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difference between God and an orthopedic surgeon. God doesn't think he's an authopedic surgeon,

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and you know that kind, you
know, the alpha males typically There

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were no female surgeons that I was
dealing with. That there was a couple

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of female athopedic surgeons, typically alpha
males, who want the best, they

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want everything, they want it yesterday. And that combined with just yet the

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the some dodgy ethics and moral decisions
that were being made by surgeons and the

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companies that I represented, I'm like, I'm not this person, so but

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I am because I'm here. So
what's going on here? How did I

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get here? Well, and let's
add in one other really really important detail

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here that I think had to contribute
to the eye opening element of that,

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and that was no less than eight
patients had died on the operating table.

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Yeah. So one company that I
was working for, Synthies or Synthe's depending

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if you're on the Swiss or the
American side of the company, and they

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launched a product called Norian And this
is all I think. I've referenced it

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in a couple of posts. I
think it's in it might be the Philadelphia

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Inquirer or something along those lines,
but it's it's in the paper that they've

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been held accountable for it. But
they launched a product to market I guess

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knowingly too soon when they knew that
there were risks of their being negative outcomes

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for the patients. And the only
reason they did that was because in the

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medical device world, whoever is kind
of first to market with the product wins

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market share, which means the shareholders
are happy. And that really was the

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whole and to this day, really
it is. The ethos in the medical

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device world is, you know,
let's capitaallyize on the market opportunities that we've

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got for the shareholders, rather than
actually, let's take a step back.

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Is this product going to be significantly
better and provide better outcomes for patients at

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scale and even to the point where
most of them. And this is like

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I say, physical medical devices,
so nuts and bolts, screws, and

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I think like that, like like
proper metal and plastic implants. What most

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companies will do is they'll create a
let's say, we'll pick up this,

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We'll say this pain as a medical
device implant. They'll patent that, but

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they'll also patent that, and they'll
patent that with the top on the other

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end, and they'll ring fence the
patent around one new product so that no

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other competitors can come up with anything
vaguely close to it. Instead of kind

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of going, well, why don't
we all get in a room, put

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all our smart people in the room, and go, how do we radically

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alter the positive outcomes for patients?
Today, it's all about let's ring fence

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IP, let's be first to markets, we capture market share so that the

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shareholders win, and if we lose
a few patients on the way, well

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it's kind of collateral damage. You
can't make an omelope without breaking some mix.

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That's kind of the mentality of the
whole. And for me, it's

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like, well, if this is
the one industry in the world that should

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this should be the most purpose driven
industry. It's it's all about helping other

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humans get better and survive, and
actually it was all about making money.

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And that was the real moment for
me. What hope is there in the

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finance world, or you know,
investment world, or any other world when

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the people who should just care about
fixing people actually just care about maximizing financial

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return. Oh, this is amazing, really quick. So I have to

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at this point interject Matthew Sayed,
who is an author who wrote Black Box

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Black Box Thinking several years ago.
I read it. But he's essentially doing

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in that book is he's talking about
what he's comparing and contrasting the healthcare industry

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and the airline industry, and what
the health care industry can learn from the

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airline industry because they do such methodical
analysis into near crashes and crashes. And

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why would that be, Why would
they why would they actually do that?

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Well, you know, in the
airplane, if we're going to put people

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at risk, the pilot that also
goes down, and the healthcare if you're

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not on the table. Yeah,
that quite as much skin of the game,

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right, So it's really really interesting. Yeah, And by the way,

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listeners and viewers, Matthew side it
was probably coming on the show here

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in the next few weeks, So
I can't wait to share his next book,

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which is on rebel thinking. But
he's on my mind, and that's

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a perfect application what you're talking about. So okay, So that does a

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whole lot to kind of, as
you say, blow up your mindset.

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But then you mentioned a few other
really key things that happened along the way.

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Twenty eleven. I think it was
Madric earthquakes in New Zealand. Yeah

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right, you can tell us about
that. How that sprinkled in some other

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thinking, Yeah, yeah, so
I guess yeah. It was kind of

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two thousand and seven ish to two
thousand and nine. Two ten. I

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started to see this stuff in the
industry, and they're really good at keeping

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you, and they call it the
Golden handcuffs, like they pay you good

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money. The commissions are great.
Here's the car, here's health insurance.

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Oh, you want to go to
Davos next winter, you know, over

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December for a two week conference with
your surgeoncy yet, sure, take your

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skis, you know. Fantastic,
And it really was the earthquakes. So

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we had a series of massive earthquakes
here in Crush in the South Island of

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New Zealand where I lived. So
twenty ten twenty eleven, we had a

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really big one September twenty ten,
and then a big one in February twenty

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eleven, and then twelve my wife
and I had our daughter, and those

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three significant events essentially led to me
having what's called a subconscious awakening. So

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your subconscious controls about ninety five per
cent plus of your day to day actions.

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You know, it's like the autopilt
that runs your system, and I

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think i'd had some There's been some
challenges to that, but they weren't deep

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enough to really make me wake up. But a near death experience, the

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death of a loved one, or
the birth of a child into your family

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are three well categorized methods of having
what's called this subconscious awakening. So literally

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the whole thing is just shaken up
and you get to see reality for what

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it really is. There's a really
cool movie I'm gonna have to it's it's

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like a really eighties classic movie where
the guy has a pair of sunglasses and

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he gets to see all the advertising
for it what it really is. I

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think I'm seeing that, you know
what I mean. But it's like it

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was that kind of moment. It's
like I suddenly put a pair of glasses

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on and I saw everything for what
it really was, Like how corrupt the

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whole system was, how pointless.
You know, you have this real moment

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of like what what are we doing? Like why are we all? You

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don't like going to work, the
person you're emailing the spreadsheet who doesn't like

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their work, neither of you care
neither of your bosses care about the spreadsheet

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fundamentally, like why why are we
all doing this? And that was like

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the real moment when I had to
start looking back and trying to work out

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what is the meaning of life and
why don't I have it? You know,

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I'm thirty five, I'm earning good
money, I'm married, I've got

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just had a new kid, and
I hate my life. What's all that

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about? Oh yeah, well that's
about the time hereo that I called my

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early onset midlife crisis hit me.
I was thirty three or so, so

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about a similar age, same kind
of circumstances, you know, same thing.

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So there's something interesting about that.
Okay, well then I know,

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you go on and get a job
as a GM at an engineering company and

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something happened there. Yep. So
I kind of realized, you know,

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all this came to a head,
and it's like I'm out of medical Like

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literally that that moment, I recounted
when we opened this conversation, I walked

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out of the r or the operating
here that that day. I lived about

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two kilometers from the hospital. I
walked home and I said to my wife,

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I'm done, And we'd moved from
christ Ships to Auckland's. Auckland's the

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sort of the big city at the
top of the North Island in New Zealand.

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And we'd had our daughter because we
wanted to get away from all the

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earthquakes to sort of start a family. So we'd had our daughter, we

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wanted to move back to christ Church
and I wanted to get out of medical

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and I thought, look, I'm
mid thirties, I should probably get a

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leadership role if I can. So
I applied for about sixty different jobs.

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It's like, I just want to
get out of medical. The medical world

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is such a sort of incestuous group
of companies. People just bounce around companies.

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You're selling to a surgeon. It's
like a really weird industry. So

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I thought, I'm just going to
go and apply for anything and everything and

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just see what comes out. And
I ended up getting employed as general manager

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for the South Island for a firm
of basically surveyors and engineers. And I

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just thought, well, it's gonna
be interesting because the types of clients we

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dealt with were in multiple different industries. So I kind of thought, if

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I don't like this industry, I'm
going to network and being a whole lot

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of people from a whole a lot
of different worlds, and I'll kind of

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find something. And I kind of
thought, you know, orthopedic surgeons were

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the height of you know, money
and greed and sort of self entitlement.

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And then I met commercial property developers
and in the in the rebuild of christ

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Church, so christ the CBD of
of christ Church or the central city of

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christ chich was basically decimated. The
whole thing was pulled down. And so

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part of the thing that attracted me
to the role was like, well,

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if I can play a really small
role in the rebuild of this city,

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like that's that's going to be cool. I'm not and I'm no good at

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designing the building or building it,
but if I can help facilitate some stuff

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around that and the whole they canvas
the city in terms of the population,

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like what do you want We're going
to rebuild this city, what do you

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want to see? And overwhelmingly people
wanted a green, sustainable city that was

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easy to navigate. We're a flat
we're absolutely pancake flat city, you know,

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So they wanted bike infrastructure, they
wanted to be really easy to navigate,

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child friendly, family friendly. What
we got was basically cheap concrete monoliths.

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You know, Stalin would be so
proud if you if you wield him

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out of the grave, like look, oh, look at this another gray

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concrete box. Oh, you've done
so well. You know I did it.

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I wrote an essay on this.
We post a quake. This would

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have been about twenty fourteen ish.
We only had four buildings in christ Church

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that were made out of timber frame
buildings. And now, if you're listening

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here tuning in from California, you
know you have a lot of timber frame

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buildings because they're very earthquake resilient.
Well, we've just been through two massive

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earthquakes, and what are we doing. We're building concrete buildings which are environmentally

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disastrous. They're cold in winter,
hot in summer, and they don't survive

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earthquakes very well. So the whole
industry was again it's like, we just

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want to rebuild this city as cheaply
and quickly as we can for maximum profit

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for the you know, for the
realtors, for the for the builders and

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the developers. And it was just
like, what is going on with the

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world? Like I thought, I
kind of thought the medical was going to

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be an isolated incident, but it
turned out that no, it just seemed

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to be endemic in business because all
the other people were bumping up against a

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lot of finance, a lot of
banks, a lot of you know that

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kind of world in terms of property, commercial Probably everyone just cared about the

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money. That's all they cared about, and so that just led me to

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like an even deeper pit of despairs
like, is this all I've got for

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the next forty years. I've just
got to sit here literally working for the

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man making sure that they and the
people that they're helping make as much money

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as they can. And I'm going
to get a little bit of that on

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the way through. And it was
through that, plus there was also some

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real cultural challenges in the organization.
They're just a lot of bad behaviors are

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going on eternally at a leadership level, which was challenging for me as a

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new leader. And through that I
kind of just I thought, I'm gonna

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try and find it. Let's take
control of what I can, Let's try

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and fix the culture in the company. And so doing that likes kind of

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googled hr program fix you know,
toxic culture and Somehow during that search,

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this little thing over here and get
my camera right, be Coorp turned up

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as an option and I was like, oh, this is interesting. And

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I was like, okay, so
this is more than just culture. This

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is sort of employees, this is
environment, it's community. Oh, it's

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like how you treat a customer.
Yeah, this is interesting. So I

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had a quick look at it and
I thought, I bet there isn't one

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in New Zealand, because there's New
Zealand's nor be late to the party for

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a lot of this stuff. So
I had a quick look on their listing.

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It's like, damn it, there's
two in New Zealand. So I

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bet there isn't one in christ Shish. Damn it, there's one in christ

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Ship. And I selled it for
a couple of weeks and thought maybe I

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should just email this guy. So
I emailed Steve Arda, who's CEO of

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Eagle Protects, who are now also
based in California, and I was like,

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hey, I kind of just stumbled
across this be Corp thing. Could

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I just come and have a chat
and see what it's about. He's like,

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yeah, sure, come over,
sat down with him. We had

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like a forty five minute meeting booked
in the calendar. He showed me around

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his facility and then sat down and
we started talking be Corp. And I

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think I left about two and a
half hours later with my mind just like

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there was a whole you know,
at the time, there was maybe a

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thousand or two thousand B corporations globally, and it's like there's a global movement

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of businesses who realize that the way
we've been running the show is not great

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and there is a better way to
do it. It's like I found my

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tribe, and not really, I
guess on my kind of archetypal journey,

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I've got into the shadow of got
into the depths of despair, and now

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it's like, oh, here we
go. There's lights at the end of

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the tunnel. And so that's really
where my kind of passion and commitment around

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the Bee Corp started. And then
since then it's just yet not look back.

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Oh that's it's splendid in divine And
we're gonna learn more about Bee Corpse

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a little bit later in the show, but let's grab our first break now.

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I'm on Least Cortez, your host. We are on the air with

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Tim Jones aka to Grow Good guy
who specializes in working with individuals and organizations

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to help them tap into their purpose
fueled performance, assisting them in the transition

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to becoming a force for good.
We've been talking a bit about his path

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to purpose. After the break,
we're going to hear about some gifts of

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purpose. Stay with us, we'll
be right back. Doctor Release Cortez as

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a management consultant specializing in meaning and
purpose and inspirational speaker and author. She

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helps companies visioneer for greater purpose among
stakeholders and develop purpose inspired leadership and meaning

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infused cultures that elevate full filment,
performance, and commitment within the workforce.

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To learn more or to invite a
lease to speak to your organization, please

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00:19:07.160 --> 00:19:11.039
visit her at Eleise Cortez dot com. Let's talk about how to get your

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employees working on purpose. This is
working on Purpose with doctor Release Cortez.

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To reach our program today or open
a conversation with Elise, send an email

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00:19:27.720 --> 00:19:34.880
to a lease Alis at Eleise Cortez
dot com. Now back to working on

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00:19:34.920 --> 00:19:44.720
purpose. Thanks for staying with us, and welcome back to working on purpose.

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As we've been watching the pandemic continue
to unfold. We look for ways

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to help companies support their employees,
canal the anxiety, stress, depression and

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feeling disconnected, while also helping to
lift and inspire them with ongoing professional development.

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So we now offer a wellbeing webinaring
series called Grab your gus Stow Vital

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well Being from the inside Out.
You can learn more about it by emailing

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me at Alice Cortesse dot com or
going to the website comte from out there

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if you're just joining the program.
My guest today is Tim Jones, aka

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the Grow Good Guy, who specializes
in working with individuals and organizations to help

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them tap into their purpose field performance, assisting them to the transition to becoming

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a force for good, and is
calling in from Church christ New Zealand.

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I'm your host, doctor Elie Cortez. So we've got to hear about your

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your path to purpose, which was
fascinating. I never tire of hearing those

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stories, as you can well imagine. Now I want to get into and

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this is so important lizards and viewers, when you really get access to your

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purpose and you can articulate it as
a statement, which is a way to

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really socialize yourself to the world's incredibly
powerful. I love yours, Tim,

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Can you share your purpose date with
us? Totally? So I guess it's

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to co create a world where we
can all thrive in a manner that's regenerative

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to this planet. And it's that's
all ready for me, it's bad.

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And this is like my daughter or
our daughter coming to the world was the

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thing. It's like, what is
the world I'm leaving for her? Like,

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is it is it a world that
she's going to thrive in that the

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planet's doing well? And back in
twenty twelve and even maybe now in twenty

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twenty one, you kind of like, let's recommenced exactly. That's so crisp,

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Tim, what you've created so crisp, and it's important. It's so

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important because it's there's there's power and
declaration, there's power and language and so

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listeners and viewers, that's a great
example of a purpose statement. So just

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love it and never tire of it. Okay, So now I want to

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get into a few more of the
actual gifts of purpose, because you,

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in your talks and in your ebooks
do a brilliant job of talking about this

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and teaching about it. Tim,
I learned a lot from you, So

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thank you for that. Thank you. Yeah, you're welcome. So one

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of the things that I thought was
really interesting that I don't think I've ever

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heard anybody say before, is you
say that we have a biological need for

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purpose and contribution and are handsomely rewarded
when exercising it and get a return of

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a perfect trifecta oxytocin, dopamine,
and serotonin. The part that I've never

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heard before is that purposes in biological
need. That's fascinating saying more about that.

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So I actually got that have you
had zach mercurials? That's where That's

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where I learned that one from from
from his work, it just seems to

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be, you know, we're looking
for that, they're always looking for that.

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Don't mean serotonin, Oxytocin kind of
hit you know that the good chemicals

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that keep us going. And from
the research that was done, I believe

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that was from Stanford. I think
I have to fact check that one and

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put it in the in the in
the notes, but one of the big

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US colleges, they basically have done
this research and we need oxytocin serotonin and

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don't comin for us to be that
those are like the positive drugs. Oxytocin

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is all about your connection bond,
but you know, which is why it's

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like the mother's drug that when when
during the birth process, Oxytocin is the

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drug that you know, it's kind
of induced or was used to induce birth.

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It has massively high levels during that
birthing process. And then serotonin and

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dopamin are kind of like your motivation
and your reward drugs and when you are

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on purpose, which is why I
kind of I refer to it as being

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on purpose because it kind of is
like a drug once you get into it.

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It's like, give me this over
everything else when you get into purpose,

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and for me that the overarching definition
of purpose is contributions. When you're

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doing something that's meaningful for you for
others bigger than you, you get massive

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doses of those drugs, and it's
like, well, why would you not

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want to have those happiness drugs kind
of in you as much as you can.

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I mean, obviously, I think
there is a risk that people kind

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of go, I'm going to be
happy all the time, and I'm looking

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for happiness, and I think it's
there's some big conversations around the happiness versus

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purpose and contentment being different. You're
not going to be happy all the time.

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But by being on purpose and living
a life trut yourself and contributing and

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being the most authentic version of you, you're generally going to be more content

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than the person who's doing the complete
opposite. Yeah. Yeah, And I

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firmly believe from through the work that
I've done that that purpose is a perfect

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antidote to depression. Perfect Antidote's Sebastian
Junger. I just have come across his

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work. He's an anthropologist and journalist
and he has spent a lot of time

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I think his latest book is called
Tribe, or one of his books is

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called Tribe, and he has spent
a lot of time as a journalist embedded

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with US troops trying to work out, like, what is it that creates

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that cohesiveness, that tribal element amongst
typically a group of guys doing something severely

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dangerous and physical in nature. And
yeah, that that need to serve and

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00:24:40.359 --> 00:24:44.519
be part of a community is from
his researches, it's like, it's what

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we need. And as he says, it's hard to be depressed when you're

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helping someone else, and he references
the Blitz in the UK, in London,

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so in Britain during the Second World
War, where they were expecting during

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the Blitz for there to be a
massive psychological challenge with mental health going through

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the roof, but because everyone was
so focused on helping everyone else, actually

392
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mental health got better. And this
is the thing, it's really hard to

393
00:25:10.880 --> 00:25:15.960
be depressed when you're trying to help
somebody else. It's purposes for me.

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It's like this, which is why
I call it purpose fuel performance. It's

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it's like this super fuel that's untapped
everywhere in the world that particular, well

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not everyone the world. I guess
in the modern western, democratized world,

397
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we seem to have really lost our
connection with it, whereas it maybe still

398
00:25:30.920 --> 00:25:33.799
in indigenous tribes and areas where you
have that sense of community and connection and

399
00:25:34.119 --> 00:25:38.599
you see how you can help other
people really quickly. Likely, Yeah,

400
00:25:38.599 --> 00:25:42.119
I think we've really we're missing a
lot here. Yeah. So from from

401
00:25:42.119 --> 00:25:47.640
the log of therapeutic perspective, Tim, we talk about that as as self

402
00:25:47.640 --> 00:25:52.440
transcended, So you literally are transcending
yourself and there is there's there's elevation in

403
00:25:52.480 --> 00:25:56.000
that and that's why it works so
well. So another way of another way

404
00:25:56.000 --> 00:26:00.240
of looking at that, so as
if we didn't need really more reason to

405
00:26:00.319 --> 00:26:03.720
believe this purpose stuff. But I
want to still give you the opportunity to

406
00:26:03.759 --> 00:26:06.680
talk about because you do this beautifully
in your ebooks. But you talk about

407
00:26:06.759 --> 00:26:11.759
there are there are seven guaranteed things
that come with purpose. Can you're sure

408
00:26:11.799 --> 00:26:14.359
at least a few of them with
us? Yep? Well, I'll give

409
00:26:14.359 --> 00:26:17.559
you the seven really quick. So
I call it focus, health, hope,

410
00:26:18.079 --> 00:26:25.559
meaning motivation, resilience, but more
importantly legacy. I mean this is

411
00:26:26.279 --> 00:26:30.240
there's some really good data on Brandon
Peel, who I don't know if it's

412
00:26:30.240 --> 00:26:36.920
he's been on the programs him so
Brandon has he has been like an absolute

413
00:26:37.039 --> 00:26:40.000
legend in curating a lot of the
broad evidence. And this is the thing,

414
00:26:40.039 --> 00:26:42.240
like there is I'm yet to see
the study or the paper that says

415
00:26:42.279 --> 00:26:45.720
having purposes detrimental to your life in
any way. It's like it's a tsunami

416
00:26:45.839 --> 00:26:49.039
of evidence. It's like, if
you even get ten percent of purpose nailed,

417
00:26:49.039 --> 00:26:52.599
you're going to be a better human
and have a better life. I

418
00:26:52.640 --> 00:26:56.720
think that the two that really stick
out for me is the sort of the

419
00:26:56.759 --> 00:27:00.759
resilience one. So I get people
to do this in my workshops. I

420
00:27:00.759 --> 00:27:02.720
asked them, right, everyone,
just start doing that with your hands,

421
00:27:03.119 --> 00:27:06.319
and some people actively resist it.
Some people will start doing it, and

422
00:27:06.359 --> 00:27:07.720
I go, cool, who's bored
of doing this already? And a lot

423
00:27:07.759 --> 00:27:11.319
of people go yep, And I
go cool, Well, what if we

424
00:27:11.400 --> 00:27:15.599
just worked out that us doing this
is actually pumping oxygen into the neonatal unit

425
00:27:15.640 --> 00:27:18.039
of the local hospital. Who would
go a little bit longer now? And

426
00:27:18.079 --> 00:27:21.680
most people are like, yeah,
I go a little bit longer. Cool.

427
00:27:22.279 --> 00:27:26.559
And that's just a really easy example
of if something is worthy, is

428
00:27:26.680 --> 00:27:30.119
contributing to a really high level and
has meaning for you, You're going to

429
00:27:30.200 --> 00:27:33.200
do it for longer. You're just
going to keep on the task. You're

430
00:27:33.240 --> 00:27:36.319
not going to quit because as opposed
to, hey, at least I need

431
00:27:36.359 --> 00:27:38.039
you to go and do these twenty
I always pick on spreadsheets because I hate

432
00:27:38.039 --> 00:27:41.440
spadsheets, because I'm a real visual
person, and I like picking on like

433
00:27:41.519 --> 00:27:44.640
accountants and people are like and engineers
who like spreadsheets. But if I said,

434
00:27:44.640 --> 00:27:47.680
hey, least I need you to
go and just fill out a whole

435
00:27:47.720 --> 00:27:49.119
lot of spreadsheets for me, and
you don't like doing them, and you

436
00:27:49.119 --> 00:27:52.000
don't know why you're doing it.
It's kind of like yeah, And I

437
00:27:52.000 --> 00:27:56.279
think this is when you look at
the work environment. One of my most

438
00:27:56.640 --> 00:28:00.279
it's fantastic in how awful it is. It was a YouGov survey from the

439
00:28:00.279 --> 00:28:03.079
British government and I think it's somewhere
in the mid forty percent of British employees

440
00:28:03.200 --> 00:28:07.599
surveyed felt that their job provided them
with no meaning and in fact, they

441
00:28:07.680 --> 00:28:11.599
considered that their role was more than
likely contributing to destroying the planet. And

442
00:28:11.640 --> 00:28:15.359
then we wonder why there's a mental
health crisis and depression and people are self

443
00:28:15.400 --> 00:28:21.319
medicating and doing all the good stuff. It's like so purposes like the complete

444
00:28:21.319 --> 00:28:23.960
antidote. And for me that the
place to start is maybe not have a

445
00:28:25.000 --> 00:28:27.160
complete career change, but try and
understand the meaning and the role that you

446
00:28:27.200 --> 00:28:30.599
actually do do because there should be
so you should be able to find some

447
00:28:30.640 --> 00:28:34.559
meaning there. There should be ideally
some positive benefit to someone or something in

448
00:28:34.599 --> 00:28:37.079
what you're doing, So just connect
to that and understand what it's good for

449
00:28:37.160 --> 00:28:41.240
you. But I think the big
one for me, particularly coming from the

450
00:28:41.759 --> 00:28:44.960
medical and then that this sort of
the commercial business world is the whole thing

451
00:28:44.960 --> 00:28:48.519
about legacy and at the lowest level. You know, if everyone was just

452
00:28:48.559 --> 00:28:52.799
a good husband, partner, parent, you know, dad, mum's son,

453
00:28:52.000 --> 00:28:55.839
daughter, we solve quite a lot
of problems because quite a lot of

454
00:28:55.839 --> 00:28:59.960
the world's problems are on you know, people not feeling loved or welcomes or

455
00:29:00.000 --> 00:29:02.640
you know, having some shadow work
that they need to get on the due.

456
00:29:02.680 --> 00:29:04.400
So even just on a small you
know, on the small level,

457
00:29:04.519 --> 00:29:07.279
being a good parent and raising a
good child, like that's a pretty good

458
00:29:07.319 --> 00:29:11.519
legacy because a lot of people not
even doing that. But a question I

459
00:29:11.640 --> 00:29:12.799
like to ask in a lot of
my workshop is in terms of like true

460
00:29:12.839 --> 00:29:17.039
legacy, because most people who I'm
working with on this transition to be a

461
00:29:17.079 --> 00:29:18.200
force for good. You know,
it's still it's all about the money.

462
00:29:18.279 --> 00:29:22.119
That's what the business has been focused
on all the individual always focused on,

463
00:29:22.480 --> 00:29:25.759
you know, maximizing financial return.
So the three questions I asked them is

464
00:29:25.759 --> 00:29:30.160
great, who was the richest person
in America in nineteen sixty nine? And

465
00:29:30.480 --> 00:29:33.440
you normally get you know, Rockefeller, you get you know, some people

466
00:29:33.519 --> 00:29:37.119
say Bill Gates still even though probably
wasn't even vaguely born, but no one

467
00:29:37.200 --> 00:29:41.319
knows that the answer But the answer
that I could find was Robert Wood Johnson.

468
00:29:41.400 --> 00:29:45.079
He came up consistently more than any
others, and he was one of

469
00:29:45.079 --> 00:29:48.880
the founding brothers of Johnson Johnson ironically
company. That interesting. Yes, So

470
00:29:48.920 --> 00:29:52.400
then then I asked people great well, who was the richest person in the

471
00:29:52.440 --> 00:29:56.160
world ever when you were just for
inflation and currency and all the rest of

472
00:29:56.160 --> 00:30:00.319
it. Nobody knows that. The
answer is Manson Musa, who was the

473
00:30:00.319 --> 00:30:03.559
Emperor of Marley in the late twelve
hundreds. And then I flipping at call,

474
00:30:03.640 --> 00:30:07.680
can anyone give you the name of
a gentleman in America in nineteen sixty

475
00:30:07.720 --> 00:30:11.160
nine who wrote in the delivered speech
about having a dream for a group of

476
00:30:11.200 --> 00:30:14.799
people, And they all go Martin
Luther King, Well, fancy that.

477
00:30:14.880 --> 00:30:18.519
It's like you don't remember what people
had. You remember what people did and

478
00:30:18.559 --> 00:30:22.359
how they did it. Yet we're
so focused in the modern world on the

479
00:30:22.440 --> 00:30:26.680
what did I have versus what did
they have? So one of the big

480
00:30:26.680 --> 00:30:29.240
things I say is, as a
Jones, I release you from having to

481
00:30:29.279 --> 00:30:32.599
keep up with us, because we're
full of rubbish. We don't have everything.

482
00:30:32.880 --> 00:30:36.079
It's all a ruse. We're all
we're making up as much as the

483
00:30:36.079 --> 00:30:38.880
next person. So those would be
the two big ones that I would pick

484
00:30:38.920 --> 00:30:41.880
on. I love it that only
you could really say that statement, Tim

485
00:30:41.920 --> 00:30:45.960
Jones. Only you could really say
that that's so great exactly. I was

486
00:30:45.000 --> 00:30:48.400
destined right, Okay, so this
is this is I just have to go

487
00:30:48.440 --> 00:30:52.480
to this because this is for those
people who are still not convinced the purpose

488
00:30:52.559 --> 00:30:56.640
is good. Then you actually throw
into rather really compelling interesting stats, and

489
00:30:56.640 --> 00:31:00.920
I think people will find interesting that
have to do with the powerful aspects of

490
00:31:00.960 --> 00:31:04.200
life. So what are those stats? Which ones are those two? Mentor

491
00:31:04.440 --> 00:31:11.720
so I'm talking about you know,
increases sexual pleasure, Yeah, so satisfaction,

492
00:31:11.799 --> 00:31:15.599
those kind of staffs I think people
are looking for. It's amazing.

493
00:31:15.680 --> 00:31:18.640
Yeah. I think it's like thirty
two percent increase in sexual attraction or something.

494
00:31:18.640 --> 00:31:22.559
I think around about that number,
you know, and I think it's

495
00:31:22.559 --> 00:31:26.440
true. Like you see, like
someone who was on purpose, they just

496
00:31:26.599 --> 00:31:30.640
have a glow, they have a
there's just like you sense them when they

497
00:31:30.640 --> 00:31:33.480
come into the room, as opposed
to the mildly depressed person who really hates

498
00:31:33.519 --> 00:31:36.799
their job, is not happy in
life, and it's just a bit of

499
00:31:36.799 --> 00:31:38.960
a negative Nigel or a negative Nancy. It's like, well you're not going

500
00:31:40.000 --> 00:31:42.039
to really fill that room up.
You know. It's like there's just something

501
00:31:42.079 --> 00:31:45.359
magnetic about people who are on purpose. You can kind of sense them.

502
00:31:45.599 --> 00:31:52.720
The other one is they've done the
research and stronger DNA, which leads to

503
00:31:52.880 --> 00:31:56.240
stronger cells, which could lead to
an extra seven years of life for people

504
00:31:56.279 --> 00:32:00.759
who are genuinely connected and on purpose. So again, yet out the science

505
00:32:00.759 --> 00:32:05.680
of purpose do org. It's overwhelming
that there is not. I can't see

506
00:32:05.680 --> 00:32:09.000
how they could even how they even
could be any evidence to the contrary to

507
00:32:09.039 --> 00:32:14.359
suggest you around purpose. It's just
it's so obvious when you think about it.

508
00:32:14.519 --> 00:32:15.359
Yeah, I don't want to do
this purpose thing. I just am

509
00:32:15.359 --> 00:32:19.680
not convinced so much. Yeah,
I'll just sit here and be angry and

510
00:32:19.720 --> 00:32:22.680
resentful and hate my life and do
do what other people want me to do.

511
00:32:22.279 --> 00:32:25.960
Yeah, yeah, it sounds good
right, hard to get behind this,

512
00:32:27.160 --> 00:32:29.839
but Okay, on that note,
let's grab our last break. I'm

513
00:32:29.839 --> 00:32:31.400
Elise Cortez, your host. We're
on the Earth. Tim Jones Ak,

514
00:32:31.640 --> 00:32:36.839
the grow good guy who specializes in
working with individuals and organizations, tell them

515
00:32:36.839 --> 00:32:39.519
to tap into their purpose field performance, assisting them in the transition to becoming

516
00:32:39.519 --> 00:32:44.119
a force for good. We've been
talking about the benefits the gifts of purpose.

517
00:32:44.599 --> 00:32:46.119
After the break, we're going to
talk about B corps and why they're

518
00:32:46.119 --> 00:32:51.079
good for business. Stay with us, We'll be right back. Doctor Elise

519
00:32:51.160 --> 00:32:55.839
Cortez is a management consultant specializing in
meaning and purpose. An inspirational speaker and

520
00:32:55.960 --> 00:33:02.160
author. She helps companies visioneer for
greater purpose among stakeholders and develop purpose inspired

521
00:33:02.279 --> 00:33:08.839
leadership and meaning infused cultures that elevate
fulfillment, performance, and commitment within the

522
00:33:08.839 --> 00:33:14.319
workforce. To learn more or to
invite a lease to speak to your organization,

523
00:33:14.720 --> 00:33:17.519
please visit her at Leise Cortez dot
com. Let's talk about how to

524
00:33:17.559 --> 00:33:30.000
get your employees working on purpose.
This is Working on Purpose with Doctor Elise

525
00:33:30.079 --> 00:33:34.880
Cortez. To reach our program today
or open a conversation with Elise, send

526
00:33:34.880 --> 00:33:40.960
an email to Elise ali Se at
Elise Cortez dot com. Now back to

527
00:33:42.079 --> 00:33:50.759
Working on Purpose. Thanks for stating
with us, and welcome back to Working

528
00:33:50.799 --> 00:33:53.839
on Purpose. I mentioned after the
first break about the Grab yourgusta Wellbeing podcast

529
00:33:53.920 --> 00:33:58.279
learning series. The content of this
program is adapted from part one of my

530
00:33:58.319 --> 00:34:02.119
reciing published book called Purpose United,
How Inspiring Leaders ignite passion and elevate cause.

531
00:34:02.400 --> 00:34:06.440
Now babele on Amazon, and I
wrote that book to awakened readers to

532
00:34:06.440 --> 00:34:09.840
their passion and purpose and helped transform
them into inspirational leaders who enlighten the workplace

533
00:34:10.079 --> 00:34:14.280
and elevate the contribution of business to
all of its stakeholders. So that's why

534
00:34:14.320 --> 00:34:16.039
it's out there, that's where the
content came from. I am very excited

535
00:34:16.039 --> 00:34:19.760
to have it out in the world. If you're just joining us, my

536
00:34:19.800 --> 00:34:22.239
guest is Tim Jones. We call
him the grow Good Guy, who specializes

537
00:34:22.280 --> 00:34:27.119
in working with individuals and organizations to
help them tap into their purpose fuel performance.

538
00:34:27.360 --> 00:34:29.960
He joins today from christ Church,
New Zealand. I'm your host,

539
00:34:30.039 --> 00:34:34.239
doctor Elist Cortez. Okay, so
this last bit here, this is where

540
00:34:34.280 --> 00:34:37.159
we want to roll upvers leaves and
hear more about this whole notion of B

541
00:34:37.360 --> 00:34:39.679
Corpse and why they're good, why
they're important, and some of the work

542
00:34:39.719 --> 00:34:44.639
you do to help people get there. So first, what I love about

543
00:34:44.639 --> 00:34:47.199
how you describe them just basically is
that there are kind of business that prove

544
00:34:47.239 --> 00:34:52.679
they effectively balance purpose and profit.
So to say more about this whole B

545
00:34:52.880 --> 00:34:57.920
court business. Yeah, so that's
the whole plan behind them, and it's

546
00:34:57.960 --> 00:35:02.320
probably useful. I call it in
Maldi culture here's Somalis or the indigenous people

547
00:35:02.360 --> 00:35:07.360
here before European sentlanceing the you know, and a lot of indigenous cultures have

548
00:35:07.360 --> 00:35:09.559
a creation myths story, So how
did they come about? You know that

549
00:35:09.639 --> 00:35:13.480
sort of marry the god who created
the land and you know all that kind

550
00:35:13.519 --> 00:35:17.159
of stuff, and Beecop came about
from it. Was the co founder of

551
00:35:17.199 --> 00:35:22.960
a basketball apparel brand called and One
which many listeners will probably know in the

552
00:35:22.039 --> 00:35:28.079
US. And Jay he is interesting. He had his kind of existential moment

553
00:35:28.199 --> 00:35:35.039
in after the twenty one Twenty Tours
events where his sister almost died. She

554
00:35:35.119 --> 00:35:37.639
was luckily pulled out one of the
survivors. But that was the beginning of

555
00:35:37.679 --> 00:35:38.599
him kind of going, hey,
what am I doing? Like what is

556
00:35:38.599 --> 00:35:43.039
life all about? Wife? Short
fast forward to two thousand and six,

557
00:35:43.280 --> 00:35:45.760
he's looking to all two thousand and
five, he's looking to sell the business.

558
00:35:45.199 --> 00:35:49.519
And I guess for a lot of
people listening in the US in New

559
00:35:49.599 --> 00:35:52.000
Zealand, when I explained to people
in New Zealand that hey, if you're

560
00:35:52.039 --> 00:35:54.920
working for a company in the US, you might not actually get a lot

561
00:35:54.920 --> 00:35:59.039
of annual leave. You probably don't
have an access to well, you don't

562
00:35:59.039 --> 00:36:02.079
have access to government funded healthcare.
You might not get any parental leaves,

563
00:36:02.079 --> 00:36:06.960
certainly enough if you're a dad.
There's a lot of benefits that we get

564
00:36:07.480 --> 00:36:09.239
perhaps in New Zealand or Australia or
the UK, that you don't get so

565
00:36:09.360 --> 00:36:14.400
much or readily in the US.
And what was different about and One is

566
00:36:14.440 --> 00:36:16.320
that they built a real culture of
the business. So they gave employees extra

567
00:36:16.360 --> 00:36:21.440
benefits as employees, they let them
have time off during workhouse to go and

568
00:36:21.760 --> 00:36:24.639
contribute to their local community. They
were working with their supply chain to be

569
00:36:24.719 --> 00:36:29.440
as good as they could, they
were looking at their environmental impact. And

570
00:36:29.440 --> 00:36:31.039
when it came to selling the business, the Wall Street guys were basically,

571
00:36:31.079 --> 00:36:35.239
hey, your business is really unprofitable
because you're giving away all the sequities,

572
00:36:35.280 --> 00:36:37.360
so before we sell it, you
need to triple that stuff back and think

573
00:36:37.360 --> 00:36:42.800
about the profits. So having gone
through that sale process, he actually got

574
00:36:43.519 --> 00:36:46.360
it. Was Bart Houlahan who was
one of his colleagues, and one and

575
00:36:46.480 --> 00:36:49.880
he got Andrew Cassoy, who was
one of the Wall Street guys, together

576
00:36:49.920 --> 00:36:52.320
and over some whiskies because they're quite
perfect whisky drinkers. They sort of came

577
00:36:52.360 --> 00:36:54.440
together and said, look, why
don't we why don't we come together and

578
00:36:54.440 --> 00:36:58.280
build a new business, and this
time we'll keep all this good stuff in

579
00:36:58.320 --> 00:37:00.960
it. And then from that,
I guess, over a few more whiskis,

580
00:37:00.960 --> 00:37:02.239
they thought, well, what if
we actually create a movement of businesses

581
00:37:02.320 --> 00:37:08.519
that aim to include all stakeholders and
not just concentrate on the shareholder primacy just

582
00:37:08.599 --> 00:37:13.119
maximizing the profit. And so that
was two thousand and six. The idea

583
00:37:13.119 --> 00:37:16.199
of B corporation came about, and
it's there's kind of two levels to the

584
00:37:16.280 --> 00:37:21.000
name. So obviously you have C
corporations in the US, is my understanding,

585
00:37:21.519 --> 00:37:23.639
So B corporation is better than a
C corporation, But more so it's

586
00:37:23.639 --> 00:37:28.320
about the idea of being a benefit
corporation, which ties in really nicely with

587
00:37:28.360 --> 00:37:30.320
this idea of purpose that I hold
of, like what's your contribution? It's

588
00:37:30.360 --> 00:37:34.719
like, well, what benefit does
your company bring to the world? And

589
00:37:35.039 --> 00:37:37.679
I guess one of the other taglines
that's been used with B corps over the

590
00:37:37.760 --> 00:37:40.199
year is be the best for the
world, not best in the world.

591
00:37:40.559 --> 00:37:45.280
And so it's really the skin and
it links really well to the individual concept

592
00:37:45.320 --> 00:37:49.840
of purposes, like how do you
shift your your mindset from profit maximization it's

593
00:37:49.840 --> 00:37:52.679
all about the money to actually what
good am I doing? And then why

594
00:37:52.719 --> 00:37:54.679
is that meaningful for me? So
that's kind of be Corps in a in

595
00:37:54.679 --> 00:37:59.199
a snapshot. Love it? I
absolutely love it? Okay. So the

596
00:37:59.239 --> 00:38:00.760
other thing that I wanted to talk
about help our listeners understand this better,

597
00:38:00.800 --> 00:38:05.679
which is interesting is I know that
b Corps in order to qualify, you

598
00:38:05.719 --> 00:38:09.719
have to have verified higher levels of
social and environmental performance, transparency and accountability.

599
00:38:10.199 --> 00:38:15.719
How does that work? So the
whole bee Corp certification process looks like

600
00:38:15.719 --> 00:38:19.440
this. So you take an initial
self assessment and the assessment looks at your

601
00:38:19.440 --> 00:38:22.559
business across I call them the five
pillars. So you have your governance structure.

602
00:38:22.679 --> 00:38:25.159
So who owns your business? Do
you have you know, fifty shell

603
00:38:25.199 --> 00:38:29.719
companies with the last one in the
in the Bahamas or the British Virgin Islands

604
00:38:29.719 --> 00:38:32.559
and no one knows who owns you
and you're not paying taxes anywhere? How

605
00:38:34.039 --> 00:38:37.800
accountable is your business? How transparent
is it in terms of financial reporting to

606
00:38:37.920 --> 00:38:42.599
the staff get to see what's happening
with the numbers or is it closed books.

607
00:38:42.599 --> 00:38:45.840
That's kind of like your governance stuff. Then you have your workers,

608
00:38:45.840 --> 00:38:51.280
So how much extra benefits beyond what
it's state mandated do you do your employees

609
00:38:51.320 --> 00:38:58.199
get in terms of holiday leave,
entitlements around parental leave, opportunity for professional

610
00:38:58.199 --> 00:39:01.280
developments in their role, so on
and so forth. Then you have your

611
00:39:02.400 --> 00:39:07.000
community pillar, which is basically,
how do you interact with the local community.

612
00:39:07.000 --> 00:39:12.440
Are you providing opportunities for employment within
your community? Are your corporate offices

613
00:39:12.480 --> 00:39:15.639
situated within a certain distance of the
communities that you serve and sell into.

614
00:39:16.559 --> 00:39:21.360
There's questions around diversity and inclusivity on
the community aspects as well, like what

615
00:39:21.519 --> 00:39:28.000
what's the representation of your company in
terms of ethnic diversity and diversity of gender.

616
00:39:29.039 --> 00:39:31.119
Then you've got your environment pillar,
which looks at your essentially your carbon

617
00:39:31.159 --> 00:39:36.239
footprint, your water usage, and
your energy usage. I'll talk about that

618
00:39:36.239 --> 00:39:39.440
being And then you have your customers. So I guess you know, do

619
00:39:39.480 --> 00:39:45.760
you have customer you know, complaint
procedures in place? What data do you

620
00:39:45.800 --> 00:39:49.880
hold on your clients that you tell
them that you're holding all that kind of

621
00:39:49.880 --> 00:39:52.960
GDPR stuff. And this is what
I really really like about it, because

622
00:39:52.079 --> 00:39:53.840
in New Zealand. At the minute, there's a big push from a lot

623
00:39:53.880 --> 00:39:58.400
of large corporates to go all in
on being carbon zero. And look,

624
00:39:58.440 --> 00:40:00.400
that's cool. You know, you're
addressing some of the issues that you're having.

625
00:40:00.599 --> 00:40:05.079
You haven't fundamentally got to the fact
that your product that you're selling maybe

626
00:40:05.119 --> 00:40:08.280
not actually be needed, and that's
still creating carbon although it's been offset,

627
00:40:08.480 --> 00:40:12.519
it's not you know, you're still
making the carbon. But at the same

628
00:40:12.519 --> 00:40:15.559
time, some of these companies are
laying off lots of stuff and are doing

629
00:40:15.719 --> 00:40:19.519
you know, and so that's why
I think be Corp. I kind of

630
00:40:19.519 --> 00:40:22.880
call it like the Google of certifications
because it's all encompassing. You know,

631
00:40:22.920 --> 00:40:25.760
you have to be doing well socially
and environmentally, and you have to meet

632
00:40:25.760 --> 00:40:30.519
the minimum threshold of a score of
eighty out of two hundred points for you

633
00:40:30.679 --> 00:40:34.159
to be eligible for the certification.
So you do an initial self assessment.

634
00:40:35.360 --> 00:40:38.039
Once you're you're confident you've got over
eighty points, you click submit and then

635
00:40:38.039 --> 00:40:40.960
you get into a queue to have
a basically an audit call with one of

636
00:40:40.960 --> 00:40:45.679
the team from b Lab, which
is the nonprofit organization that runs the certification

637
00:40:45.719 --> 00:40:49.800
program. Yeah, they then ordered
it and see whether you've actually met the

638
00:40:49.800 --> 00:40:52.000
criteria. That's awesome. Well,
I appreciate it about it, Tom,

639
00:40:52.039 --> 00:40:54.639
among many other things, is I
appreciate you know, if you don't wait

640
00:40:54.840 --> 00:40:58.719
to be better as as an individual, as a human being, as a

641
00:40:58.719 --> 00:41:00.960
as a leader, as a company, you're not to get there. So

642
00:41:00.000 --> 00:41:04.280
what I really appreciate about B Corp
is you're reaching to get better, and

643
00:41:04.320 --> 00:41:07.960
I really really applaud that. And
then of course I appreciate the idea of

644
00:41:07.000 --> 00:41:10.559
a movement. So I want to
talk numbers. Yeah, I think you

645
00:41:10.679 --> 00:41:15.159
say that there are what four thousand
bee corps in seventy one countries? Do

646
00:41:15.199 --> 00:41:17.559
I have that rate? Yep.
We literally, maybe like two or three

647
00:41:17.559 --> 00:41:22.559
weeks ago tipped over the four thousand
point so four thousand business, which you

648
00:41:22.559 --> 00:41:27.599
know, it's it's still a relatively
small number globally, but there's some really

649
00:41:27.639 --> 00:41:30.639
big hitters. You know. Patagonia
is possibly the most well known globally.

650
00:41:31.159 --> 00:41:36.000
Ben and Jerry's is a B corp. I'm trying to think US specific.

651
00:41:36.719 --> 00:41:40.199
Netura, which is a South American
based massive company like billions and billions of

652
00:41:40.199 --> 00:41:45.760
dollars. They own the body shop. They are a B corp. They're

653
00:41:45.800 --> 00:41:49.159
kind of getting into. And this
is what's really cool is it's like pretty

654
00:41:49.239 --> 00:41:52.400
much any industry, any geography,
any location, any size, Like I'm

655
00:41:52.400 --> 00:41:54.079
a bee corp. And it's me
like this is me, I'm I'm the

656
00:41:54.079 --> 00:42:00.480
business Patagonia employees. I imagine hundreds, if not thousands of employ is they're

657
00:42:00.480 --> 00:42:02.719
a big corp. It's it's not
about what you do and how you do

658
00:42:02.760 --> 00:42:06.960
it so much, it's about your
mindset and exactly what you said like the

659
00:42:07.320 --> 00:42:09.679
intent of wanting to be better.
And that's what's really cool about the assessment

660
00:42:09.719 --> 00:42:13.519
because when I consult with people and
help them go through I kind of like

661
00:42:13.519 --> 00:42:15.119
help people take the exam. It's
basically part of one of the things I

662
00:42:15.159 --> 00:42:19.960
do. It's like year one,
just get to eighty, because even getting

663
00:42:19.960 --> 00:42:23.079
to eighty, you're outperforming the market
because most businesses that take the assessment for

664
00:42:23.079 --> 00:42:27.320
the first time, we'll score between
forty and fifty points, so that even

665
00:42:27.360 --> 00:42:30.440
get to eighty, you're doing kind
of exponentially better than the market or or

666
00:42:30.480 --> 00:42:36.880
your peers. And then you can
use the assessment tool that there's there's some

667
00:42:37.159 --> 00:42:39.079
little tips and tricks with the with
the actual tool that you can use to

668
00:42:39.280 --> 00:42:43.239
set to use it as an impact
guide to say, right, we've got

669
00:42:43.239 --> 00:42:45.639
to recertify in three years, where
and how are we going to be better

670
00:42:45.679 --> 00:42:49.400
in three years time? What are
we going to focus on to raise our

671
00:42:49.480 --> 00:42:51.239
game in which are the pillars and
how are we going to do it?

672
00:42:51.239 --> 00:42:55.119
And it's a really useful engagement tool
for businesses because if you get your typically

673
00:42:55.320 --> 00:42:58.320
the way I work with people as
we say, right, well, we'll

674
00:42:58.360 --> 00:43:01.000
nominate one person in the company is
queen or king be so they are the

675
00:43:01.000 --> 00:43:04.880
person who kind of owns the b
CORP assessment and it is the guardian for

676
00:43:04.960 --> 00:43:07.159
it, and they go and make
sure that all the information that the requires

677
00:43:07.199 --> 00:43:12.280
got But then you have a team
of beekeepers who represent each of the pillars,

678
00:43:12.320 --> 00:43:14.840
and depending on the size of the
company, might have one to five,

679
00:43:15.159 --> 00:43:17.119
you know it for a really large
company, and it's their job to

680
00:43:17.199 --> 00:43:22.039
keep that enthusiasm and connection and bring
the strategy to life in terms of hey,

681
00:43:22.159 --> 00:43:24.920
yeah, oh, what we've just
we've thought about this new program.

682
00:43:24.960 --> 00:43:28.920
How do we actually include some of
the b CORP ideals in this program so

683
00:43:28.960 --> 00:43:31.719
that in three years time we can
show that we've actually met a higher standard

684
00:43:31.760 --> 00:43:36.760
under our community. So it's a
really cool tool of baking in sort of

685
00:43:36.800 --> 00:43:40.679
purpose and the ideas of the BE
Corp on an operational level and getting that

686
00:43:40.679 --> 00:43:44.920
team engagement if you do it well, I like it. I like it

687
00:43:44.920 --> 00:43:47.199
a lot. Okay, well let's
talk are ay. So I'm sure people

688
00:43:47.199 --> 00:43:50.280
are listening to gone. That sounds
like a lot of work. How much?

689
00:43:50.360 --> 00:43:52.280
How much do we have to invest
here? And what's in it for

690
00:43:52.320 --> 00:43:57.320
me? So what's the are aware
of this stuff? So I guess the

691
00:43:57.360 --> 00:44:00.159
cost of it. Initially, it's
all based on your revenue as an organization.

692
00:44:00.239 --> 00:44:02.119
So the bigger you are, the
more money you're making, the more

693
00:44:02.280 --> 00:44:07.000
you pay on a certification fee.
And it's on a sliding scale with pretty

694
00:44:07.360 --> 00:44:10.880
regular boundaries. So check out the
B Corporation. It's B Corporation dot net

695
00:44:12.000 --> 00:44:14.360
in the US. If you're on
this side of the planet, it's B

696
00:44:14.519 --> 00:44:16.679
Corporation dot com dot AU. But
if you search B Corp you'll you'll find

697
00:44:16.719 --> 00:44:22.320
it. In terms of the ROI
is this is the really cool thing if

698
00:44:22.360 --> 00:44:24.719
you just care about making more money, if you're if you're being pretty cynical

699
00:44:24.760 --> 00:44:29.679
about this kind of do good purpose
movement, and but you've been vaguely convinceable

700
00:44:29.679 --> 00:44:31.280
maybe my staff might be happier and
they work harder because they're more resilient and

701
00:44:31.599 --> 00:44:35.440
more engaged. Maybe we should do
this well. In terms of B corp

702
00:44:35.480 --> 00:44:39.079
that there's sort of two major I
guess papers or studies that I've seen.

703
00:44:39.360 --> 00:44:44.360
One of them was from the UK
in a publication called The Grocer, and

704
00:44:44.400 --> 00:44:50.400
they looked at retail B corporations,
so organizations that had a storefront essentially in

705
00:44:50.440 --> 00:44:53.440
the UK, and what they found
in the year that they surveyed this was

706
00:44:53.599 --> 00:44:58.639
essentially B corps grew twenty eight times
faster than the UK GDP over a twelve

707
00:44:58.719 --> 00:45:04.760
month period. So yeah, and
they also found that they'd attracted more staff

708
00:45:04.800 --> 00:45:07.440
and more customers. So thirty five
percent of them said they'd attracted new customers

709
00:45:07.639 --> 00:45:12.159
and forty eight percent of them said
that they'd attracted better staff specifically because they

710
00:45:12.159 --> 00:45:15.039
were a BI corp. So you
know, particularly in a COVID world where

711
00:45:15.079 --> 00:45:19.360
talent can't fly around the world so
readily, you know, talent retention and

712
00:45:19.400 --> 00:45:22.599
talent attraction is a really really big
thing. And then there's a study from

713
00:45:22.960 --> 00:45:29.639
the University of Ghent where they did
like basically a data set of financial data

714
00:45:29.679 --> 00:45:34.599
of European b corps between twenty twelve
and twenty eighteen and empirically showed the B

715
00:45:34.760 --> 00:45:39.199
CORP certification positively impacts the turnover rate
one year pre versus one year post So

716
00:45:39.239 --> 00:45:43.039
if you just care about making money, you should be a BI corp.

717
00:45:43.400 --> 00:45:47.239
If you're actually vaguely concerned about saving
the planet or humanity, then you should

718
00:45:47.239 --> 00:45:50.639
definitely do it. So it's like, this is what I love about.

719
00:45:50.639 --> 00:45:53.079
It's like, whichever way you're coming
to this, whether it's from the sort

720
00:45:53.079 --> 00:45:57.400
of the personal perspective you're looking for, you know, talent investment, you're

721
00:45:57.400 --> 00:45:59.519
looking for customers, you should do
it. But if you just want to

722
00:45:59.519 --> 00:46:04.039
make more money, you should do
it. I'm convinced. I actually been

723
00:46:04.079 --> 00:46:06.360
looking down this castle for a while
now. I mean, if that one,

724
00:46:06.480 --> 00:46:08.360
if that's one convert here, no
no. I actually wrote about this

725
00:46:08.440 --> 00:46:12.800
also in my chapter nine of my
book and Purpose Ignited. It's about conscious

726
00:46:12.840 --> 00:46:15.320
capitalism. I talk about the corpse, and I mentioned just capital many of

727
00:46:15.320 --> 00:46:19.639
the other ones that are out there
to really contribute to this movement that I

728
00:46:19.719 --> 00:46:23.159
certainly believe it. So well,
here we are ten. We managed to

729
00:46:23.960 --> 00:46:27.360
get through pretty much the whole end
of the show. We've come to the

730
00:46:27.440 --> 00:46:29.960
end of it. I want to
give you a chance to close. You

731
00:46:30.079 --> 00:46:32.119
know this, this show is listening
to people by across all over the world,

732
00:46:32.199 --> 00:46:35.920
and they really come to be able
to try to create a workplace where

733
00:46:35.920 --> 00:46:38.239
people actually want to come. We
create in spiritual leaders that bring out their

734
00:46:38.239 --> 00:46:42.000
best, and we do business that
better is the world. What shall we

735
00:46:42.079 --> 00:46:45.320
leave the listeners with? Wow,
that's a tough one. Ware to just

736
00:46:45.360 --> 00:46:50.519
start, you know. And I've
just been working with a cohort of businesses

737
00:46:50.519 --> 00:46:53.159
here, so forty three businesses being
sponsored by one of our government departments here

738
00:46:53.199 --> 00:46:58.239
to help them go through the process. And the one thing that they were

739
00:46:58.280 --> 00:47:01.239
all scared about was starting the journey. It's it's we're not good enough,

740
00:47:01.280 --> 00:47:05.639
We're not there yet, and no
one's there yet. You know, doctor

741
00:47:05.679 --> 00:47:08.239
Elise Cortez is going to become a
more purposeful human throughout the rest of your

742
00:47:08.320 --> 00:47:12.679
journey. I'm going to know We're
all going to be getting to a high

743
00:47:12.719 --> 00:47:15.039
level of purpose. So if if
you don't start today, I think it's

744
00:47:15.039 --> 00:47:17.360
Warren Miller, the Warren Miller Ski
films. If you don't do it today,

745
00:47:17.400 --> 00:47:20.360
you'll be one day older when you
do do it. It's like,

746
00:47:21.519 --> 00:47:25.639
if you're not, if you haven't
started the journey, just start because you'll

747
00:47:25.639 --> 00:47:29.320
be better. You'll be so much
better and so much happier for doing it.

748
00:47:30.159 --> 00:47:31.880
Yeah, and it's worth, it's
worth the journey to as we say,

749
00:47:31.880 --> 00:47:35.559
step on their path to try to
get better. It's always good to

750
00:47:35.559 --> 00:47:38.480
aspire it better. So that's why
to me, it's a no brainer exactly

751
00:47:38.480 --> 00:47:43.559
that there's meaning, there's meaning and
purpose in you just being better exactly exactly.

752
00:47:43.599 --> 00:47:46.559
We've are already elevated ourselves. So
Tim, I'm so grateful to have

753
00:47:46.599 --> 00:47:49.760
you on the show. I'm thankful
that you're in the community. I think

754
00:47:49.800 --> 00:47:52.719
you're in the in the global purpose
leaders community as well, which is how

755
00:47:52.719 --> 00:47:54.920
we got connected. Thanks you,
Brennan Peel, Hollywood's and a few others

756
00:47:55.079 --> 00:47:59.679
we've been on the show before.
Susan Lucci be a Bogolandro. I mean,

757
00:47:59.760 --> 00:48:01.480
just you guys are just rock stars
and so we're out, we are

758
00:48:01.480 --> 00:48:04.960
out trying to make the world a
better place. So I am thrilled that

759
00:48:05.000 --> 00:48:07.840
you joined us. Thank you Tim
for coming on, Thanks for having me

760
00:48:07.960 --> 00:48:10.719
and it I feel like a massive
impost when you reloff some of those names

761
00:48:14.119 --> 00:48:16.320
We're all of this together, Darlin. Listeners of yours, I know you

762
00:48:16.320 --> 00:48:19.360
want to learn more about this man
and the work that he's doing. The

763
00:48:19.400 --> 00:48:22.480
best way to find him is to
go to grow Good dot coo. Grow

764
00:48:22.519 --> 00:48:27.800
Good dot coo and thanks again to
our partnering sponsor work Proud, which helps

765
00:48:27.800 --> 00:48:30.760
companies build a platform where your workforce
receives meaningful feedback and thanks for their work

766
00:48:30.800 --> 00:48:35.400
from people across your company. Last
week, if you missed the live show,

767
00:48:35.400 --> 00:48:37.239
you can always catch we recorded podcast. We were on the air with

768
00:48:37.360 --> 00:48:42.599
Charles Antis, the founder and CEO
of Antis Roofing and Waterproofing, talking about

769
00:48:42.599 --> 00:48:46.199
how purpose and philanthropy have become essential
in today's business world. Next week,

770
00:48:46.199 --> 00:48:50.320
we'll be on the air with Ken
Banks, technologist, anthropologist, and head

771
00:48:50.320 --> 00:48:54.320
of Social Purpose at YODI, talking
about his extraordinary life of purpose creating technology

772
00:48:54.360 --> 00:48:59.559
to serve nonprofits in developing countries,
among other adventures. See you there.

773
00:48:59.599 --> 00:49:01.320
Remember that works at least a third
of our life, So let's work on

774
00:49:01.400 --> 00:49:10.360
purpose. We hope you've enjoyed this
week's program. Be sure to tune into

775
00:49:10.440 --> 00:49:15.119
Working on Purpose featuring your host,
doctor Elise Cortez, each week on the

776
00:49:15.199 --> 00:49:22.639
Voice America Empowerment Channel. Together,
we'll create a world where business operates conscientiously,

777
00:49:22.280 --> 00:49:29.039
Leadership inspires impassioned performance, and employees
are fulfilled in work that provides the

778
00:49:29.119 --> 00:49:34.000
meaning and purpose they crave. See
you there. Let's work on purpose.

B Corps: Business as a Force for Profit and Purpose

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