B Corps: Business as a Force for Profit and Purpose

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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 such

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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 working

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on purpose. Now. Here is
your host, doctor Elise Cortes. Welcome

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

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I'm your host, Doctor Release Cortes. Join you live from Dallas,

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

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I'm a management consultant specializing in meaning
and purpose, organizational log with therapist

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

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about me and how we can work
together at at leastcore test dot com or

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gust Out, dashnout dot com.
Let me thank my partner and sponsor,

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work Proud. We are a perfect
collaboration. Everyone wants to know they matter

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and that the work they do is
meaningful and appreciated. Work Croud is a

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mobile platform built to encourage employees to
share stories and recognize each other's contribution.

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Work Proud empowers hr and business leaders
to help create company cultures where all employees

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are inspired to feel proud of their
work and proud of their company. Learn

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more at workproud dot com. With
us today is Tim Jones, aka the

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

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

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

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

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

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benefits of personal and company purpose,
and then learn more about the b CORP

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

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

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where it's Tuesday five pm for me
in Dallas. I love it. I

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never get tired of this idea of
the time chain, that the way that

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

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me and the way that's great tomorrow
right exactly right, this is so great.

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You know it should be like that, is doctor SEUs says. It

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should be like that. It should
be just fun and connected. Okay,

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

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

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

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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, and

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that wasn't always the case. Right, Your journey is fascinating and I want

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

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going to a good school. You
said in the UK All Boys Ivy League,

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you're on a good track. Well, I mean the moment came for

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me. I was standing in an
operating theater or our operating room as as

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you guys on the other side of
the ditch or pond like to call it,

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and the surgeon who I was working
with. My job was to go

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into operating theaters, support the surgeons
to make sure that they got the best

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outcome or the patient's got the best
outcome by you know, using the equipment

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

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

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

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

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

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

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world. There's a really great movie, The Bleeding Edge, which summarizes pretty

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much this whole industry and where I
got to, which you can watch on

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Netflix. And really I've got I
asked himself, why am I here?

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

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

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

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It started way way back, and
it started with the type of school

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

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always 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 when 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 looking out for

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

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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 set

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

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

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intuitive sense. It's like, if
we didn't afford to send our kid to

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

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

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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 me,

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

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

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

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suburb. What is it that you're
supposed to be doing, and that really

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

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medical device sales rep. It's a
well paid job, it's respectful. You're

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

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information and working with these surgical teams. And he gets to travel 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 some others. A lot
of other kids from my school, you

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know that they do go to Oxford
and Carmerage are large number of them go

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there and become high performing diplomats and
scientists and so in terms of the school

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and probably a bit of a failure, but in terms of society, it's

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like, Wow, this guy's doing
really really well. But I wasn't.

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I was having to be a different
version of me. I mean, if

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anyone knows orthopedic, particularly orthopedic surgeons, there's the running joke in the hospital

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community is what's the difference between God
and an orthopedic surgeon. God doesn't think

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he's an orthopedic surgeon, and you
know, you know, the alpha males

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

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a couple of female orthopedic surgeons,
typically alpha males who want the best,

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They want everything they wanted yesterday.
And that combined with just, yeah,

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

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

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what but I am because I'm here, So what's going on here? How

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did I get here? Well?
And let's add in one other really really

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important detail here that I think had
to contribute to the eye opening element to

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

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table. Yeah. So one company
that I was working for, Synthis or

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synthes depending if you're on the Swiss
orld, the American side of the company,

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they launched a product called Norian and
this is all I think. I've

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

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the Philadelphia inquir or something along those
lines, but it's in the paper.

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They've been held accountable for it,
but they launched a product to market.

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I guess knowingly too soon, when
they knew that there were risks of there

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being negative outcomes for the patients.
And the only reason they did that was

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because in the medical device world,
whoever is kind of first to market with

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the product wins market share, which
means the shareholders are happy. And that

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

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in the medical device world is,
you know, let's capitalize on the market

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opportunities that we've got for the shareholders, rather than actually, let's take a

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step back. Is this product going
to be significantly better and provide better outcomes

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for patients at scale and even to
the point where most of them And this

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is like I say, physical medical
devices, so nuts and bolt screws and

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thin like that, like proper metal
and plastic implants. What most companies will

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

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say this pain is a medical device
implant. They'll patent that, but they'll

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

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

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competitors can come up with anything vaguely
close to it instead of kind of going,

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

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

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

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be first to markets, we capture
market share so that the shareholders win,

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and if we lose a few patients
on the way, well, it's kind

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of collateral damage. You can't make
an omelook without breaking some X. That's

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

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

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be the most purpose dy of an
industry. It's all about helping other humans

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

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

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

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

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financial return. This is amazing,
really quick. So I have to at

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this point interject Matthew Sayid, who
is an author who wrote Black Black,

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

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in that book, is he's talking
about why he's comparing and contrasting the healthcare

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industry and the airline industry, and
what the healthcare industry can learn from the

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airline industry because they do such,
you know, methodical analysis into near crashes

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and crashes, and why would that
be, why would they why would they

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actually do that? Well, you
know, in the airplane, if we're

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going to put people at risk,
the pilot also goes down, and the

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healthcare if you're not on the table, that quite as much to the end

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of the game. Right, So
it's really really interesting. Yeah, And

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by the way, listeners and viewers, Matthew Side is probably coming on the

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show here in the next few weeks, so I can't wait to share his

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next book, which is on rebel
th But he's on my mind, and

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

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a 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

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way twenty eleven, I think it
was major earthquakes in New Zealand? Is

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that right? Can tell us about
that? How that sprinkled in some other

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

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and seven ish to two thousand and
nine twenty ten. I started to see

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this stuff in the industry, and
they're really good at keeping you and they

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call it the Golden handcuffs, like
they pay you good money. The commission's

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are great. Ha'zy car hazy health
Insurance. Oh, you want to go

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to Davos next winter, you know, over December for a two week conference

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with your surgeonc Yeah, sure,
take your skis, you know. Fantastic

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And it really was the earthquake.
So we had a series of massive earthquakes

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here in christ Church in the South
Heland of New Zealand where I lived.

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So twenty ten twenty eleven, we
had a really big one September twenty ten,

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and then a big one February twenty
eleven, and then twelve my wife

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and I had our daughter, and
those three significant events essentially led to me

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having what's called a subconscious awakening.
So your subconscious controls about ninety five percent

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plus of your day to day actions, you know, it's like the autopilot

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that runs your system. And I
think i'd had some there'd been some challenges

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to that, but they weren't deep
enough to really make me wake up.

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But a near death experience, the
death of a loved one, or the

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birth of a child into your family
are three well categorized methods of having what's

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called this subconscious awakening. So literally
the whole thing is just shaken up and

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you get to see like reality for
what it really is. There's a really

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cool movie I'm gonna have to It's
it's like a really eighties classic movie where

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the guy has a pair of sunglasses
and he gets to see all the advertising

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for it what it really is.
I've seen that, you know what I

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mean. But it's like it was
that kind of moment. It's like I

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suddenly put a pair of glasses on
and I saw everything for what it really

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was, Like how corrupt the whole
system was, how pointless? You know,

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you have this real moment of like
what are we doing? Like why

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are we all? You don't like
going to work, the person you're emailing

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the spreadsheet too, doesn't like their
work, neither of you care, neither

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of your bosses care about spreadsheet fundamentally, like why are we all doing this?

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And that was like the real moment
when I had to start looking back

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and trying to work out what is
the meaning of life and why don't I

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have it? You know, I'm
thirty five, I'm earning good money,

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I'm married, I've got just had
a new kid, and I hate my

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life. What's all that about?
Oh yeah, well that's about the time

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Perre that I called my early onset
mid life crisis hit me. I was

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thirty three or so, so about
a similar age, same kind of circumstances,

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you know, same thing. So
there's something interesting about that. Okay,

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well then I know you go on
and get a job as a GM

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at an engineering company and something happened
there. Yep. So I kind of

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realized, you know, all this
came to a head, and it's like

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I'm out of medical like literally that
that moment, I recounted when we open

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this conversation, I walked out of
the or or you're operating here. That

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day, I lived about two kilometers
from the hospital. I walked home and

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I said to my wife, I'm
done. And we'd moved from christ Church

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to Aucklands. Auckland's sort of the
big city at the top of the North

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Island in New Zealand, and we'd
had our daughter because we wanted to get

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away from all the earthquakes to sort
of start a family. So we'd had

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our daughter, we wanted to move
back to christ Church, and I wanted

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to get out of medical and I
thought, look, i'm mid thirties.

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I should probably get a leadership role
if I can. So I applied for

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about sixty different jobs. It's like, I just want to get out of

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medical. The medical world is such
a sort of incestuous group of companies.

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People just bounce around companies. You're
selling to a surgeon. It's like a

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really weird industry. So I thought, I'm just going to go and apply

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for anything and everything and just see
what comes out. And I ended up

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getting employed as general manager for the
South Island for a firm of basically surveyors

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and engineers. And I just thought, well, it's going to be interesting

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because the types of clients we dealt
with were in multiple different industries. So

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I kind of thought, if I
don't like this industry, I'm going to

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network and being a whole lot of
people from a whole lot of different worlds

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and I'll kind of find something.
And I kind of thought you know,

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orthopedic surgeons were the height of you
know, money and greed and sort of

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self entitlement. And then I met
commercial property developers and in the in the

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

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city of christ Church was basically decimated. The whole thing was pulled down.

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

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

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city, like that's that's going to
be cool. I'm not and I'm no

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good at designing the building or building
it, but if I can help facilitate

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some stuff around that, and they
canvassed the city in terms of the population,

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

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do you want to see? And
overwhelmingly people wanted a green, sustainable city

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that was easy to navigate. We're
flat, We're absolutely pancake flat city,

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you know. So they wanted bike
infrastructure, they wanted to be really easy

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to navigate, child friendly, family
friendly. What we got was basically cheap

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concrete monoliths. You know, Stalin
would be so proud if you if you

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wield him out of the grave like, look ah, look at this another

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

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I wrote an essay on this.
We post quake, this would have been

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about twenty fourteen ish, we only
had four buildings in christ Church that were

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made out of timber frame buildings.
And now, if you're listening here tuning

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in from California, you know you
have a lot of timber frame buildings because

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

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

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They're cold in winter, hot in
summer, and they don't survive earthquakes very

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well. So the whole industry was
again it's like, we just want to

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

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

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

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Like I thought, I kind of
thought the medical was 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 sort

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

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world in terms of property, commercial
property. Everyone just cared about the money.

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That's all they cared about. And
so that just led me to an

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

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forty years? I've just got to
sit here literally working for the man making

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

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can. And I'm going to get
a little bit of that on the way

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through. And it was through that, plus there was also some real cultural

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challenges in the organization of just a
lot of bad behaviors going on internally at

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a leadership level, which was challenging
for me as a new leader. And

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through that I kind of just I
thought, I know, I'm going to

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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, like kind

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of googled hr program fix you know, toxic culture. And somehow during that

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search, this little thing over here
and get my camera right b Corp turned

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

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

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

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like how you treat your customer.
Oh yeah, this is interesting. So

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

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one in New Zealand, because you
know, New Zealand's real late to the

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party for a lot of this stuff. So I had a quick look on

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their list thing it's like, damn
it, there's two in New Zealands.

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

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Church. And I settled it for
a couple of weeks and thought, oh,

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maybe I should just email this guy. So I emailed Steve Ardor,

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who's CEO of Eagle Protects, who
are now also based in California, and

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I was like, hey, I
kind of just stumbled across this Bee Coop

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thing. Could I just come and
have a chat and see what it's about.

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He's like, yeah, sure,
come over, sat down with him.

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We had like a forty five minute
meeting booked in the calendar. He

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showed me around his facility and then
sat down and we started talking Bee Corp.

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And I think I left about two
and a half hours later with my

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mind just there is a whole You
know, at the time, there was

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maybe a thousand or two thousand Bee
corporations globally, and it's like there's a

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global movement of businesses who realized that
the way we've been running the show is

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not great and there is a better
way to do it. It's like I

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found my tribe and that really,
I guess on my kind of archetypal journey,

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I've gone into the shadow of got
into the depths of the spare and

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now it's like, oh, here
we go. There's there's lights at the

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

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commitment around the Bee Corp started.
And then since then it's just yet not

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look back. Oh that's splendid in
divine And we're going to learn more about

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be Corpse a little bit later in
the show, but let's grab our first

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break down. I'm Alice Cortez,
your host. We are in the area

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with Tim Jones aka to Grow Good
Guy, who specializes in working with individuals

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and organizations to help them tap into
their purpose fueled performance. Assistant him in

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the transition to becoming a force for
good. We've been talking a bit about

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his path to purpose. After the
break, we're going to hear about some

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gifts of purpose. Stay with us, so we'll be right back. Doctor

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Release Cortez is a management consultant specializing
in meaning and purpose and inspirational speaker and

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author. She helps companies visioneer for
greater purpose among stakeholders and develop purpose inspired

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leadership and meaning infused cultures that elevate
full film performance and commitment within the workforce.

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To learn more or to invite Elise
to speak to your organization, please

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00:19:07.200 --> 00:19:11.680
visit her at Eleasecortes dot com.
Let's talk about how to get your employees

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working on purpose. This is working
on Purpose with doctor Elise Cortes. To

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00:19:23.519 --> 00:19:27.839
reach our program today or open a
conversation with Alise, send an email to

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a lease Alise at Eleasecortes dot com. Now back to working on purpose.

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Thanks for staying with us, and
welcome back to working on purpose. As

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we've been watching the pandemic continue to
unfold, we look for ways to help

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companies support their employees mondle the anxiety, stress, depression, and feeling disconnected,

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while also helping to lift and inspire
them with ongoing professional development. So

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we now offer a wellbeing webinaring series
called Grab your Gust Vital well Being from

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the inside Out. You can learn
more about it by emailing me at at

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least Cortes dot com or going to
the website. I can out there if

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

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

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

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

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I'm your host, doctor Elise Cortes. So we got to hear about your

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

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as you can well imagine. Now
I want to get into and this is

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so important listeners and viewers. When
you really get access to your purpose and

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you can articulate it as a statement, which is a way to really socialize

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

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Can you share your purpose statement 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
really for me. It's about and

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this is what my daughter or our
daughter coming to the world was the thing.

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

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is it a world that she's going
to thrive in that the planet's doing well?

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And back in twenty twelve and even
maybe now in twenty twenty one,

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you kind of like looks like convinced
exactly, And so crisp, Tim,

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what you've created, So crisp.
But it's important. It's so important because

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it's there's there's power and declaration,
there's power in language, and so listeners

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

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it and never retire of it.
Okay, So now I want to get

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

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

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about tim. I learned a lot
from you, So thank you for that.

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Thank you. Yeah, you're welcome. So one of the things that

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I thought was really interesting that I
don't think i've ever heard anybody say before,

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is you say that we have a
biological need for purpose and contribution and

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are handsomely rewarded when exercising it and
get a return of a perfect trifecta oxytocin,

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dopamine, and serotonin. The part
that I've never heard before is that

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purpose is a biological need. That's
fascinating. Say more about that. So

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I actually got that, have you
had Zach mccurio. That's where That's where

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I learned that one from from his
work. It just seems to be,

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you know, we're looking for that, they're always looking for that dopamine,

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serotonin, oxytocin kind of hit you
know that the good chemicals that keep us

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

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Stanford. I think I have to
fact check that one and put it in

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the in the in the notes,
but one of the big US colleges.

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They basically have done this research and
we need oxytocin, serotonin and dopamine for

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us to be that those are like
the positive drugs. Oxytocin is all about

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your connection bond. But you know, which is why it's like the mother's

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drug that when when during the birth
process. Oxytocin is the drug that you

359
00:22:55.799 --> 00:23:00.119
know is kind of induced or it
was used to induce birth, and it

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

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kind of like your motivation and your
reward drugs and when you are on purpose,

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

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because it kind of is like a
drug once you get into it, it's

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like, give me this over anything
else. When you get into purpose,

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

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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 for

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

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contentment being different. You're not going
to be happy all the time, but

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by being on purpose and living a
life true to yourself and contributing and being

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

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the person who's doing the complete opposite. Yeah. Yeah, and I firmly

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

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to depression, perfect antidote. Sebastian
Junger I just have come across his work.

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

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I think his latest box 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 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 need to serve and be

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part of a community is from his
research, it's like it's what we need.

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And as he says, it's hard
to be depressed when you're helping someone

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else. And he references the Blitz
in the UK in London, so in

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Britain during during the Second World War, where they were expecting during the Blitz

388
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for there to be a massive psychological
challenge with mental health going through the roof,

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but because everyone was so focused on
helping everyone else. Actually mental health

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got better. And this is the
thing, it's really hard to be depressed

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when you're trying to help someone else. It's purpose is for me. It's

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

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like this super fuel that is untapped
everywhere in the world, the particularly well

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

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

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00:25:30.960 --> 00:25:34.119
in indigenous tribes and areas where you
have that sense of community and connection and

397
00:25:34.160 --> 00:25:38.640
you see how you can help other
people really quickly. Likely, Yeah,

398
00:25:38.640 --> 00:25:41.640
I think we're really we're missing a
lot here, mm hmm. Yeah.

399
00:25:41.680 --> 00:25:45.640
So from from the law of therapeutic
perspective, Tim, we talk about that

400
00:25:45.680 --> 00:25:49.880
as as as self transcendent, so
you literally are transcending yourself and there is

401
00:25:51.000 --> 00:25:55.279
there's there's elevation in that and that's
why it works so well. So another

402
00:25:55.319 --> 00:25:59.079
way of another way of looking at
that, So as if we didn't need

403
00:25:59.160 --> 00:26:02.279
really more reason and still believe in
this purpose stuff. But I want to

404
00:26:02.279 --> 00:26:04.279
still give you the opportunity to talk
about because you do this beautiful in your

405
00:26:04.279 --> 00:26:10.000
ebooks. But you talk about there
are there are seven guaranteed things that come

406
00:26:10.079 --> 00:26:12.279
with purpose, can you I'm sure
at least a few of them with us.

407
00:26:12.640 --> 00:26:15.640
Yeah, well I'll give you the
seven really quick. So I call

408
00:26:15.680 --> 00:26:21.640
it focus, health, hope,
meaning motivation, resilience, but more importantly

409
00:26:21.720 --> 00:26:29.000
legacy. I mean this is there's
some really good data on Brandon Peel,

410
00:26:29.559 --> 00:26:30.279
who I don't know if it's he
been on the programs. He's been on

411
00:26:30.279 --> 00:26:33.839
the program you bet. I love
him so, Brandon, he has been

412
00:26:33.920 --> 00:26:38.640
like an absolute legend in curating a
lot of the broader evidence. And this

413
00:26:38.680 --> 00:26:41.880
is the thing. There is I'm
yet to see the study or the paper

414
00:26:41.920 --> 00:26:45.839
that says having purpose is detrimental to
your life in any way. It's like

415
00:26:45.880 --> 00:26:48.319
it's a tsunami of evidence. It's
like, if you even get ten percent

416
00:26:48.359 --> 00:26:51.680
of purpose, now you're going to
be a better human and have a better

417
00:26:51.720 --> 00:26:56.839
life. That's right. I think
that the two that really stick out for

418
00:26:56.920 --> 00:26:59.799
me is the sort of the resilience
one. So I get people to do

419
00:26:59.839 --> 00:27:00.920
this in my workshops. I ask
them, right, everyone, just start

420
00:27:00.960 --> 00:27:04.359
doing that with your hands, and
some people actively resist it. Some people

421
00:27:04.440 --> 00:27:07.200
will start doing it and I go
cool, who's bored of doing this already,

422
00:27:07.319 --> 00:27:10.759
and a lot of people go yep, and I go, cool,

423
00:27:10.799 --> 00:27:12.960
Well, what if we just worked
out that us doing this is actually pumping

424
00:27:12.960 --> 00:27:17.920
oxygen into the neonatal unit of the
local hospital. Who would go a little

425
00:27:17.920 --> 00:27:19.480
bit longer now? And most people
are like, yeah, I go a

426
00:27:19.519 --> 00:27:23.759
little bit longer. Cool. And
that's just a really easy example of if

427
00:27:23.759 --> 00:27:29.799
something is worthy is contributing to a
really high level and has meaning for you,

428
00:27:29.319 --> 00:27:32.519
You're going to do it for longer. You're just going to keep on

429
00:27:32.599 --> 00:27:34.680
the task. You're not going to
quit because as opposed to, Hey,

430
00:27:34.680 --> 00:27:37.039
Elise, I need you to go
and do these twentyes. I always pick

431
00:27:37.079 --> 00:27:41.039
on spreadsheets because I hate spreadsheet because
I'm a real visual person and I like

432
00:27:41.039 --> 00:27:44.279
picking on like accountants and people are
like an engineers who like spreadsheets. But

433
00:27:44.279 --> 00:27:45.880
if I said, hey, Lis, I need you to go and just

434
00:27:45.920 --> 00:27:48.759
fill out a whole lot of spreadsheets
for me, and you don't like doing

435
00:27:48.799 --> 00:27:52.160
them and you don't know why you're
doing it, it's kind of like yeah,

436
00:27:52.799 --> 00:27:55.799
And I think this is when you
look at the work environment. One

437
00:27:55.839 --> 00:27:59.319
of my most it's fantastic and how
awful it is. It was a you

438
00:27:59.319 --> 00:28:02.200
gov survey from the British government,
and I think it's somewhere in the mid

439
00:28:02.319 --> 00:28:06.720
forty percent of British employees surveyed felt
that their job provided them with no meaning

440
00:28:07.039 --> 00:28:10.160
and in fact, they considered that
their role was more than likely contributing to

441
00:28:10.200 --> 00:28:12.759
destroying the planet. And then we
wonder why there's a mental health crisis and

442
00:28:12.839 --> 00:28:17.839
depression and people are self medicating and
doing all the good stuff. It's like,

443
00:28:18.359 --> 00:28:22.799
yeah, so purposes like the complete
antidote, And for me that the

444
00:28:22.839 --> 00:28:26.640
place to start is maybe not have
a complete career change, but try and

445
00:28:26.720 --> 00:28:29.440
understand the meaning and the role that
you actually do do because there should be

446
00:28:29.480 --> 00:28:32.400
so you should be able to find
some meaning there. There should be ideally

447
00:28:32.519 --> 00:28:36.799
some positive benefit to someone or something
in what you're doing, So just connect

448
00:28:36.799 --> 00:28:38.799
to that and understand what it's good
for you. But I think the big

449
00:28:38.839 --> 00:28:42.200
one for me, particularly coming from
the medical and then this sort of the

450
00:28:42.200 --> 00:28:47.519
commercial business world, is the whole
thing about legacy. And at the lowest

451
00:28:47.559 --> 00:28:49.759
level, you know, if everyone
was just a good husband, partner,

452
00:28:49.960 --> 00:28:53.319
parent, you know, dad,
mum, son, daughter, we solve

453
00:28:53.440 --> 00:28:56.039
quite a lot of problems because quite
a lot of the world's problems are on

454
00:28:56.240 --> 00:29:00.720
you know, people not feeling loved
or welcomed or you know, having some

455
00:29:00.000 --> 00:29:03.200
shadow work that they need to get
on the do. So even just on

456
00:29:03.240 --> 00:29:06.440
a small you know, on the
small level, being a good parent and

457
00:29:06.519 --> 00:29:08.359
raising a good child, that's a
pretty good legacy because a lot of people

458
00:29:08.400 --> 00:29:11.359
not even doing that. But a
question I like to ask in a lot

459
00:29:11.359 --> 00:29:15.279
of my workshops is in terms of
like true legacy, because most people who

460
00:29:15.319 --> 00:29:18.000
I'm working with on this transition to
be a force for good, you know,

461
00:29:18.160 --> 00:29:19.759
it's it's all about the money.
That's what the business has been focused

462
00:29:19.759 --> 00:29:23.039
on. All the individual is focused
on, you know, maximizing financial return.

463
00:29:23.319 --> 00:29:26.880
So the three questions I asked him
is great, who was the richest

464
00:29:26.880 --> 00:29:30.519
person in America in nineteen sixty nine? And you normally get you know,

465
00:29:30.640 --> 00:29:34.839
Rockefeller, you get you know,
some people say Bill Gates still even though

466
00:29:34.839 --> 00:29:38.079
he probably wasn't even vaguely born,
but no one knows that. The answer,

467
00:29:38.119 --> 00:29:41.039
but the answer that I could find
was Robert Wood Johnson. He came

468
00:29:41.119 --> 00:29:45.720
up consistently more than any others,
and he was one of the founding brothers

469
00:29:45.759 --> 00:29:49.079
of Johnson Johnson ironically company. I
started people that interesting. Yes, then

470
00:29:49.319 --> 00:29:52.640
I asked people great, well,
who was the richest person in the world

471
00:29:52.720 --> 00:29:56.359
ever when you were just for inflation
and currency and all the rest of it.

472
00:29:56.640 --> 00:30:00.720
Nobody knows that the answer is Manson
Musa, who was the Emperor of

473
00:30:00.720 --> 00:30:03.440
Marley in the late twelfth twelve hundreds. And then I flip it in a

474
00:30:03.440 --> 00:30:07.359
call. Can anyone give me the
name of a gentleman in America in nineteen

475
00:30:07.400 --> 00:30:10.839
sixty nine who wrote in the delivered
a speech about having a dream for a

476
00:30:10.839 --> 00:30:14.640
group of people, and they all
go Martin Luther King, Well, fancy

477
00:30:14.680 --> 00:30:18.240
that. It's like you don't remember
what people had. You remember what people

478
00:30:18.240 --> 00:30:21.759
did and how they did it.
Yet we're so focused in the modern world

479
00:30:22.119 --> 00:30:26.400
on the what did I have?
Versus what did they have? So one

480
00:30:26.400 --> 00:30:27.759
of the big things I say is, as a Jones, I release you

481
00:30:27.799 --> 00:30:30.720
from having to keep up with us, because we're full of rubbish. We

482
00:30:30.799 --> 00:30:34.880
don't have everything. It's all a
ruse. We're making it up as much

483
00:30:34.880 --> 00:30:38.480
as the next person. So those
would be the two big ones that I

484
00:30:38.519 --> 00:30:41.599
would pick on. I love it
that only you could really say that statement,

485
00:30:41.680 --> 00:30:45.640
Tim Jones. Only you could really
say that that's so great exactly,

486
00:30:45.799 --> 00:30:48.440
it's distant, right, Okay,
so this is I just have to go

487
00:30:48.440 --> 00:30:52.519
to this because this is for those
people who are still not convinced the purpose

488
00:30:52.599 --> 00:30:56.759
is good. Then you actually throw
into rather really compelling interesting stats that I

489
00:30:56.759 --> 00:31:00.279
think people will find interesting that have
to do with the powerful aspects of life.

490
00:31:00.319 --> 00:31:04.799
So what are those stats? Which
ones are those who mentor so I'm

491
00:31:04.839 --> 00:31:10.920
talking about you know, increases sexual
pleasure. Yeah, yeah, so that's

492
00:31:11.000 --> 00:31:15.720
satisfaction those kind of statis yak people
are It's amazing. Yeah. I think

493
00:31:15.759 --> 00:31:19.160
it's like thirty two percent increase in
sexual attraction or something. I think around

494
00:31:19.160 --> 00:31:22.079
about that number, you know,
and I think it's true. Like you

495
00:31:22.599 --> 00:31:26.279
see, like someone who is on
purpose, they just have a glow,

496
00:31:26.480 --> 00:31:30.359
They have a there's just like you
sense them when they come into the room.

497
00:31:30.480 --> 00:31:34.119
As opposed to the mildly depressed person
who really hates their job, is

498
00:31:34.119 --> 00:31:37.400
not happy in life and is just
a bit of a negative Nigel or negative

499
00:31:37.480 --> 00:31:41.039
Nancy. It's like, well,
you're not going to really fill that rumor,

500
00:31:41.200 --> 00:31:44.799
you know. It's like there's just
something magnetic about people who are on

501
00:31:44.880 --> 00:31:48.400
purpose. You can kind of sense
them. The other one is they've done

502
00:31:48.440 --> 00:31:53.440
the research and stronger DNA, which
leads to stronger cells, which could lead

503
00:31:53.440 --> 00:31:56.720
to an extra seven years of life
for people who are genuinely connected and on

504
00:31:56.759 --> 00:32:00.640
purpose. So again, yet look
out the Science of Purpose dot org.

505
00:32:01.440 --> 00:32:07.480
It's overwhelming that there is not I
can't see how they could even have they

506
00:32:07.519 --> 00:32:10.599
even could be any evidence to the
contrary to suggest you know, around purpose.

507
00:32:10.680 --> 00:32:14.759
It's just it's so obvious when you
think about it. Yeah, I

508
00:32:14.799 --> 00:32:16.000
don't want to do this purpose thing. I just am not convinced. I'm

509
00:32:16.000 --> 00:32:20.359
not. Yeah, I'll just to
sit here and be angry and resentful and

510
00:32:20.359 --> 00:32:22.640
hate my life and do what other
people want me to do. Yeah,

511
00:32:22.720 --> 00:32:27.240
yeah, it sounds good, right, hard to get behind this, but

512
00:32:27.559 --> 00:32:30.599
Okay, on that note, let's
grab our last break. I'm Elisee Cortez,

513
00:32:30.640 --> 00:32:32.279
your host. We're on the Earth
Tim Jones, aka the grown Good

514
00:32:32.279 --> 00:32:37.160
Guy, who specializes in working with
individuals and organizations to help them to happen

515
00:32:37.160 --> 00:32:39.960
into their purpose field performance, assisting
them in the transition to becoming a force

516
00:32:40.000 --> 00:32:44.880
for good. We've ben talking about
the benefits the gifts of purpose. After

517
00:32:44.880 --> 00:32:46.480
the break, we're going to talk
about b corpse and why they're good for

518
00:32:46.559 --> 00:32:51.799
business. Stay with us. We'll
be right back. Doctor Release Cortes is

519
00:32:51.799 --> 00:32:57.319
a management consultant specializing in meaning and
purpose. An inspirational speaker and author.

520
00:32:57.680 --> 00:33:04.240
She helps companies visioneer for greater purpose
among stakeholders and develop purpose inspired leadership and

521
00:33:04.480 --> 00:33:09.480
meaning infused cultures that elevate fulfillment,
performance, and commitment within the workforce.

522
00:33:10.039 --> 00:33:15.400
To learn more or to invite Elise
to speak to your organization, please visit

523
00:33:15.440 --> 00:33:20.160
her at Eleasecortes dot com. Let's
talk about how to get your employees working

524
00:33:20.240 --> 00:33:30.519
on purpose. This is working on
Purpose with doctor Elise Cortes. To reach

525
00:33:30.559 --> 00:33:35.799
our program today or open a conversation
with Alise, send an email to a

526
00:33:35.920 --> 00:33:49.240
lease Alise at Elisecortes dot com.
Now back to working on Purpose. Thanks

527
00:33:49.279 --> 00:33:52.079
for stating with us, and welcome
back to Working on Purpose. I mentioned

528
00:33:52.119 --> 00:33:55.000
after the first break about the Grab
Your gusta Wellbeing podcast learning series. The

529
00:33:55.079 --> 00:33:59.480
content of this program is adapted from
part one of my recent published book called

530
00:33:59.519 --> 00:34:04.559
Purpose, How Inspiring Leaders Ignite Passion
and Elevate Cause, now beable on Amazon.

531
00:34:04.680 --> 00:34:07.480
And I wrote that book to awaken
readers to their passion and purpose and

532
00:34:07.519 --> 00:34:12.360
help transform them into inspirational leaders who
enlighten the workplace and elevate the contribution of

533
00:34:12.400 --> 00:34:14.960
business to all of its stakeholders.
So that's why it's out there. That's

534
00:34:14.960 --> 00:34:16.559
where the content came from. I
am very excited to have it out in

535
00:34:16.599 --> 00:34:20.840
the world. If you're just joining
us, My guest is Tim Jones.

536
00:34:20.920 --> 00:34:24.079
We call him the grow Good Guy
who specializes in working with individuals and organizations

537
00:34:24.079 --> 00:34:28.280
to help them tap into their purpose
fuel performance. He joins us today from

538
00:34:28.360 --> 00:34:31.480
christ Church, New Zealand. I'm
your host, doctor Elis Cortes. Okay,

539
00:34:31.519 --> 00:34:34.880
so this last bit here, this
is where we want to roll up

540
00:34:34.880 --> 00:34:37.840
our sleeves and hear more about this
whole notion of Bee Corpse and why they're

541
00:34:37.840 --> 00:34:40.480
good, why they're important in some
of the work you do to help people

542
00:34:40.559 --> 00:34:45.039
get there. So first, what
I love about how you describe them just

543
00:34:45.119 --> 00:34:50.159
basically is that they're a kind of
business that prove they effectively balance purpose and

544
00:34:50.239 --> 00:34:54.760
profit. So say more about this
whole be court business. Yeah, so

545
00:34:54.760 --> 00:35:00.920
that's the whole plan behind them.
It's probably useful I call it in Maori

546
00:35:00.000 --> 00:35:05.679
culture here, so Maorias or the
indigenous people here before European settlements and the

547
00:35:06.480 --> 00:35:08.360
you know, and a lot of
indigenous cultures have a creation myth story,

548
00:35:08.400 --> 00:35:10.559
So how do they come about?
You know that sort of Mary the god

549
00:35:10.599 --> 00:35:15.400
who created the land and you know
all that kind of stuff, and b

550
00:35:15.559 --> 00:35:19.760
Cook came about from it. Was
the co founder of a basketball apparel brand

551
00:35:19.800 --> 00:35:23.800
called and One which many listeners will
probably know in the US. And Jay

552
00:35:24.639 --> 00:35:30.039
he is interesting. He had his
kind of existential moment in after the twenty

553
00:35:30.119 --> 00:35:35.920
and one Twin Tours events where his
sister almost died. She was luckily pulled

554
00:35:35.960 --> 00:35:37.159
out one of the survivors. But
that was the beginning of him kind of

555
00:35:37.159 --> 00:35:38.960
going, hey, what am I
doing? Like, what is life all

556
00:35:38.960 --> 00:35:43.760
about? Life? Short fast forward
to two thousand and six, he's looking

557
00:35:43.760 --> 00:35:45.440
to or two thousand and five,
he's looking to sell the business. And

558
00:35:46.199 --> 00:35:49.880
I guess for a lot of people
listening in the US in New Zealand,

559
00:35:49.880 --> 00:35:52.360
when I explained to people in New
Zealand that hey, if you're working for

560
00:35:52.400 --> 00:35:55.360
a company in the US, you
might not actually get a lot of annual

561
00:35:55.400 --> 00:35:59.480
leave. You probably don't have a
access to well, you don't have access

562
00:35:59.519 --> 00:36:02.440
to government funded healthcare. You might
not get any parental leave, certainly not

563
00:36:02.440 --> 00:36:07.079
after your dad. There's a lot
of benefits that we get perhaps in New

564
00:36:07.119 --> 00:36:10.440
Zealand or Australia or the UK,
that you don't get so much alreadily in

565
00:36:10.719 --> 00:36:15.039
the US. And what was different
about and One is that they built a

566
00:36:15.079 --> 00:36:17.400
real culture in the business. So
they gave employees extra benefits as employees,

567
00:36:17.599 --> 00:36:22.440
they let them have time off during
work hours to go and contribute to their

568
00:36:22.440 --> 00:36:25.239
local community. They were working with
their supply chain to be as good as

569
00:36:25.239 --> 00:36:29.880
they could, they were looking at
their environmental impact. And when it came

570
00:36:29.920 --> 00:36:31.639
to selling the business, the Wall
Street guys were basically, hey, your

571
00:36:31.639 --> 00:36:36.000
business is really unprofitable because you're giving
away all the secretaries, so before we

572
00:36:36.079 --> 00:36:37.719
sell it, you need to strip
all that stuff back and think about the

573
00:36:37.719 --> 00:36:43.679
profits. So having gone through that
sale process, he actually got it.

574
00:36:43.719 --> 00:36:46.880
Was Bart Hulahan who was one of
his colleagues, and one and he got

575
00:36:46.920 --> 00:36:50.199
Andrew Kassow, who was one of
the Wall Street guys, together and over

576
00:36:50.239 --> 00:36:52.639
some whiskeys, because they're quite proofit
whiskey drinkers, they sort of came together

577
00:36:52.639 --> 00:36:55.239
and said, look, why don't
we come together and build a new business,

578
00:36:55.280 --> 00:36:59.159
and this time we'll keep all this
good stuff in it. And then

579
00:36:59.320 --> 00:37:00.400
from that I guess over a few
more whiskeys, they thought, well,

580
00:37:00.400 --> 00:37:05.960
what if we actually create a movement
of businesses that aim to include all stakeholders

581
00:37:06.239 --> 00:37:10.480
and not just concentrate on the shareholder
primacy just maximizing the profit. And so

582
00:37:10.559 --> 00:37:14.400
that was two thousand and six the
idea of B corporation came about. And

583
00:37:14.719 --> 00:37:19.480
there's kind of two levels to the
name. So obviously you have C corporations

584
00:37:19.519 --> 00:37:22.920
in the US, is my understanding, so B corporation is better than the

585
00:37:22.960 --> 00:37:25.440
C corporation, But more so it's
about the idea of being a benefit corporation,

586
00:37:25.679 --> 00:37:29.960
which ties in really nicely with this
idea of purpose that I hold of,

587
00:37:30.239 --> 00:37:31.679
like what's your contribution? It's like, well, what benefit does your

588
00:37:31.679 --> 00:37:37.360
company bring to the world? And
I guess one of the other taglines that's

589
00:37:37.360 --> 00:37:39.239
been used with B corpse over the
year is be the best for the world,

590
00:37:39.360 --> 00:37:43.599
not best in the world. And
so it's really the skin and it

591
00:37:43.639 --> 00:37:45.719
links really well to the individual concept
of purposes, like how do you shift

592
00:37:45.760 --> 00:37:51.119
your mindset from you know, profit
maximization it's all about the money to actually

593
00:37:51.400 --> 00:37:52.639
what good am I doing? And
then why is that meaningful for me?

594
00:37:52.840 --> 00:37:58.239
So that's kind of be Corps in
a snapshot. Love it? I absolutely

595
00:37:58.239 --> 00:38:00.360
love it? Okay. So the
other thing that I wanted to talk about

596
00:38:00.360 --> 00:38:02.199
to help our listeners understand this better, which is interesting, is I know

597
00:38:02.239 --> 00:38:07.280
that BEE Corps in order to qualify, you have to have verified higher levels

598
00:38:07.280 --> 00:38:12.039
of social and environmental performance, transpiracy
and accountability. How does that work?

599
00:38:12.599 --> 00:38:15.960
So the whole be Corp certification process
looks like this. So you take an

600
00:38:16.000 --> 00:38:20.920
initial self assessment and the assessment looks
at your business across I call them the

601
00:38:20.960 --> 00:38:23.840
five pillars. So you have your
governance structure. So who owns your business?

602
00:38:23.920 --> 00:38:27.760
Do you have you know, fifty
shell companies with the last one in

603
00:38:27.840 --> 00:38:30.039
the Bahamas or the British Virsion Islands
and no one knows who owns you and

604
00:38:30.239 --> 00:38:36.679
you're not paying taxes anywhere? How
accountable is your business? How transparent is

605
00:38:36.679 --> 00:38:39.320
it in terms of financial reporting?
Do the staff get to see what's happening

606
00:38:39.360 --> 00:38:43.599
with the numbers or is it closed
books? That's kind of like your governance

607
00:38:43.639 --> 00:38:49.039
stuff. Then you have your workers, So how much extra benefits beyond what

608
00:38:49.119 --> 00:38:54.039
is state mandated do your employees get
in terms of holiday leave entitlements around parent

609
00:38:54.159 --> 00:39:00.079
or leave opportunity for professional developments in
their role, so on and so forth.

610
00:39:00.599 --> 00:39:05.880
Then you have your community pillar,
which is basically, how do you

611
00:39:05.880 --> 00:39:09.880
interact with the local community. Are
you providing opportunities for employment within your community?

612
00:39:10.199 --> 00:39:15.519
Are your corporate offices situated within a
certain distance of the communities that you

613
00:39:15.599 --> 00:39:20.880
serve and sell into. There's questions
around diversity and inclusivity on the community aspects

614
00:39:20.880 --> 00:39:24.679
as well, like what's the representation
of your company in terms of ethnic diversity

615
00:39:24.920 --> 00:39:30.920
and diversity of gender. Then you've
got your environment pillar, which looks at

616
00:39:30.920 --> 00:39:34.639
your essentially your carbon footprint, your
water usage, and your energy usage.

617
00:39:35.679 --> 00:39:39.119
I'll talk about that. And then
you have your customers, So I guess

618
00:39:39.159 --> 00:39:44.599
you know, do you have customer
you know, complaint procedures in place,

619
00:39:45.320 --> 00:39:49.400
What data do you hold on your
clients that you tell them that you're holding

620
00:39:49.440 --> 00:39:52.480
all that kind of GDPR stuff.
And this is what I really really like

621
00:39:52.519 --> 00:39:53.519
about it, because in New Zealand
at the minute, there's a big push

622
00:39:53.559 --> 00:39:57.760
from a lot of large corporates to
go all in on being carbon zero.

623
00:39:58.119 --> 00:40:00.039
And look, that's cool. You
know you're addressing some of the issues that

624
00:40:00.039 --> 00:40:04.320
you're having. You haven't fundamentally got
to the fact that your product that you're

625
00:40:04.360 --> 00:40:07.880
selling maybe not actually be needed,
and that's still creating carbon although it's been

626
00:40:07.880 --> 00:40:12.199
offset, it's not you know,
you're still making the carbon. But at

627
00:40:12.199 --> 00:40:15.000
the same time, some of these
companies are laying off lots of staff and

628
00:40:15.159 --> 00:40:19.239
are doing you know, and so
that's why I think B Corp. I

629
00:40:19.320 --> 00:40:22.800
kind of call it like the Google
of certifications because it's all encompassing. You

630
00:40:22.800 --> 00:40:25.480
know, you have to be doing
well socially and environmentally, and you have

631
00:40:25.519 --> 00:40:30.239
to meet the minimum threshold of a
score of eighty out of two hundred points

632
00:40:30.280 --> 00:40:32.679
for you to be eligible for the
certification. So you do an initial self

633
00:40:32.679 --> 00:40:37.920
assessment. Once you're confident you've got
over eighty points, you click submit and

634
00:40:37.920 --> 00:40:40.920
then you get into a queue to
have a basically an audit call with one

635
00:40:40.920 --> 00:40:45.079
of the team from b Lab,
which is the nonprofit organization that runs the

636
00:40:45.079 --> 00:40:49.760
certification program. Yeah, they then
audit it and see whether you've actually met

637
00:40:49.760 --> 00:40:52.320
the criteria. That's awesome. What
I appreciate about it, Tim, among

638
00:40:52.320 --> 00:40:54.679
many other things, is I appreciate, you know, if you don't reach

639
00:40:54.920 --> 00:40:58.840
to be better as an individual,
as a human being, as a as

640
00:40:58.880 --> 00:41:00.119
a leader, as a company,
you're not to get there. So what

641
00:41:00.199 --> 00:41:04.440
I really appreciate about Bee Corp Is
you're reaching to get better, and I

642
00:41:04.599 --> 00:41:07.119
really really applaud that. And then
of course I appreciate the idea of a

643
00:41:07.159 --> 00:41:10.920
movement. So I want to talk
numbers. Yeah, I think you say

644
00:41:12.039 --> 00:41:15.280
that there are what four thousand bee
corps in seventy one countries? Do I

645
00:41:15.320 --> 00:41:17.760
have that rate? Yep? We
literally, maybe like two or three weeks

646
00:41:17.800 --> 00:41:22.679
ago tipped over the four thousand point
so four thousand business, which you know,

647
00:41:22.880 --> 00:41:27.840
it's it's still a relatively small number
globally, but there's some really big

648
00:41:27.920 --> 00:41:31.400
hitters. You know, Patagonia is
possibly the most well known globally. Ben

649
00:41:31.440 --> 00:41:37.280
and Jerry's is a bee corp.
I'm trying to think us specific Matura,

650
00:41:37.360 --> 00:41:40.480
which is a South American based massive
company like billions and billions of dollars.

651
00:41:40.519 --> 00:41:45.079
They own the body shop. They
are a b corp. They're kind of

652
00:41:45.119 --> 00:41:49.400
getting into. And this is what's
really call is it is like pretty much

653
00:41:49.400 --> 00:41:52.519
any industry, any geography, any
location, any size, Like I'm a

654
00:41:52.519 --> 00:41:54.519
bee Corp. And it's me like
this is me. I'm the business.

655
00:41:55.880 --> 00:42:00.719
Patagonia employees I imagine hundreds, if
not thousands of employs. They're a big

656
00:42:00.800 --> 00:42:04.199
cop. It's not about what you
do and how you do it so much.

657
00:42:04.239 --> 00:42:07.880
It's about your mindset and exactly what
you said, like the intent of

658
00:42:07.920 --> 00:42:10.079
wanting to be better. And that's
what's really cool about the assessment because when

659
00:42:10.119 --> 00:42:13.960
I consult with people and help them
go through I kind of like help people

660
00:42:13.960 --> 00:42:15.320
take the exam. It's basically part
of one of the things I do.

661
00:42:16.679 --> 00:42:20.360
It's like year one, just get
to eighty, because even getting to eighty,

662
00:42:20.400 --> 00:42:23.400
you're outperforming the market because most businesses
that take the assessment for the first

663
00:42:23.440 --> 00:42:28.000
time will score between forty and fifty
points, so that even get to eighty,

664
00:42:28.280 --> 00:42:31.079
you're doing kind of exponentially better than
the market or or your peers.

665
00:42:31.679 --> 00:42:37.079
And then you can use the assessment
tool that there's some little tips and tricks

666
00:42:37.079 --> 00:42:40.360
with the actual tool that you can
use to set to use it as an

667
00:42:40.360 --> 00:42:44.800
impact guide to say, right,
we've got to recertify in three years,

668
00:42:45.119 --> 00:42:46.639
where and how are we going to
be better in three years time? What

669
00:42:46.679 --> 00:42:50.480
are we going to focus on to
raise our game in which are the pillars

670
00:42:50.519 --> 00:42:52.320
and how are we going to do
it? And it's a really useful engagement

671
00:42:52.320 --> 00:42:55.920
tool. For businesses because if you
get your typically the way I work with

672
00:42:55.920 --> 00:42:59.440
people, as we say, right, well, we'll nominate one person in

673
00:42:59.440 --> 00:43:01.599
the company is Queen or King b. So they are the person who kind

674
00:43:01.639 --> 00:43:05.559
of owns the Bee Corp assessment and
is the guardian for it, and they

675
00:43:05.599 --> 00:43:07.920
go and make sure that all the
information that the require has got. But

676
00:43:07.960 --> 00:43:12.320
then you have a team of bee
keepers who represent each of the pillars,

677
00:43:12.360 --> 00:43:14.880
and depending on the size of the
company, might have one to five,

678
00:43:15.199 --> 00:43:17.000
you know, for it for a
really large company, and it's their job

679
00:43:17.079 --> 00:43:22.840
to keep that enthusiasm and connection and
bring the strategy to life in terms of

680
00:43:22.880 --> 00:43:24.800
hey, yeah, oh well we've
just we've thought about this new program.

681
00:43:24.960 --> 00:43:28.960
How do we actually include some of
the Bee Corp ideals in this program so

682
00:43:29.000 --> 00:43:31.679
that in three years time we can
show that we've actually met a higher standard

683
00:43:31.760 --> 00:43:36.800
under our community. So it's a
really cool tool of baking in sort of

684
00:43:36.800 --> 00:43:40.679
purpose and the ideas of the Bee
Corp on an operational level and getting that

685
00:43:40.719 --> 00:43:44.400
team engagement. If you do it, well, m h, I like

686
00:43:44.440 --> 00:43:45.960
it. I like it a lot. Okay, we'll let's talk Roy.

687
00:43:46.400 --> 00:43:49.679
So I'm sure people are listening to
is Gone and it sounds like a lot

688
00:43:49.719 --> 00:43:51.760
of work. How much how much
do we have to invest her? And

689
00:43:51.800 --> 00:43:54.320
what's in it for me? So
what's the ROI of this stuff? So

690
00:43:55.760 --> 00:44:00.559
I guess the cost of it Initially, it's all based on your revenue as

691
00:44:00.559 --> 00:44:01.840
an organizations. So the bigger you
are, the more money you're making,

692
00:44:01.880 --> 00:44:06.199
the more you pay on a certification
fee. And it's on a sliding scale

693
00:44:06.280 --> 00:44:10.639
with pretty regular boundaries. So check
out the B corporation. It's bcorporation dot

694
00:44:10.719 --> 00:44:14.320
net in the US. If you're
on this side of the planet, it's

695
00:44:14.360 --> 00:44:16.800
bcorporation dot com dot Au. But
if you search b Corp you'll find it.

696
00:44:17.840 --> 00:44:22.079
In terms of the ROI, this
is this is a really cool thing

697
00:44:22.199 --> 00:44:24.280
if you just care about making more
money, if you're if you're being pretty

698
00:44:24.320 --> 00:44:29.159
cynical about this kind of do good
purpose movement, and but you've been vaguely

699
00:44:29.199 --> 00:44:30.880
convincable, maybe my staff might be
happier and they'll work harder because they're more

700
00:44:30.880 --> 00:44:35.079
resilient and more engaged. Maybe we
should do this well. In terms of

701
00:44:35.079 --> 00:44:38.880
B Corp, there's sort of two
major I guess papers or studies that I've

702
00:44:38.880 --> 00:44:43.519
seen. One of them was from
the UK in a publication called the Grosser

703
00:44:44.280 --> 00:44:50.280
and they looked at retail B corporations, so organizations that had a storefront essentially

704
00:44:50.320 --> 00:44:52.840
in the UK, and what they
found in the in the year that they

705
00:44:52.880 --> 00:44:58.039
surveyed this was essentially BE Corps grew
twenty eight times faster than the UK GDP

706
00:44:58.199 --> 00:45:02.599
over a twelve month period. So
yeah, and they also found that they

707
00:45:02.679 --> 00:45:07.280
attracted more staff and more customers.
So thirty five percent of them said they

708
00:45:07.360 --> 00:45:10.239
attracted new customers and forty eight percent
of them said that they'd attracted better staff

709
00:45:10.280 --> 00:45:15.199
specifically because they were a B corp. So you know, particularly in a

710
00:45:15.239 --> 00:45:17.440
COVID world where talent can't fly around
the world so readily, you know,

711
00:45:17.480 --> 00:45:22.239
talent retention and talent attraction is a
really really big thing. And then there's

712
00:45:22.239 --> 00:45:28.519
a study from the University of Ghent
where they did like basically a data set

713
00:45:28.599 --> 00:45:34.199
of financial data of European B corps
between twenty twelve and twenty eighteen and empirically

714
00:45:34.239 --> 00:45:38.199
showed the BEE corps certification positively impacts
the turnover rate one year pre versus one

715
00:45:38.280 --> 00:45:42.639
year post So if you just care
about making money, you should be a

716
00:45:42.679 --> 00:45:46.599
B corp. If you're actually vaguely
concerned about saving the planet or humanity,

717
00:45:46.760 --> 00:45:50.280
then you should definitely do it.
So it's like, this is what I

718
00:45:50.280 --> 00:45:52.280
love about it. It's like,
whichever way you're coming to this, whether

719
00:45:52.320 --> 00:45:55.280
it's from the sort of the personal
perspective you're looking for, you know,

720
00:45:55.360 --> 00:45:59.119
talent investment, you're looking for customers, you should do it. If you

721
00:45:59.199 --> 00:46:02.599
just want to make more money,
you should do it. I'm convinced I

722
00:46:02.639 --> 00:46:06.039
actually have been looking down this ple
a while now. I mean, you've

723
00:46:06.039 --> 00:46:08.360
got one that one convert here.
No no, I actually wrote about this

724
00:46:08.440 --> 00:46:12.840
also in my chapter nine of my
book and Purpose Ignited. It's about conscious

725
00:46:12.840 --> 00:46:15.360
capitalism. I talk about the corpse, and I mentioned just Kapel many of

726
00:46:15.360 --> 00:46:19.719
the other ones that are out there
to really contribute to this movement that I

727
00:46:19.760 --> 00:46:23.199
certainly believe in. Yes, well, here we are and we managed to

728
00:46:24.000 --> 00:46:27.400
get through pretty much the whole end
of the show. We've come to the

729
00:46:27.480 --> 00:46:30.000
end of it. I want to
give you a chance to close. You

730
00:46:30.119 --> 00:46:32.159
know this this show is listening to
people by across all over the world,

731
00:46:32.239 --> 00:46:36.119
and they really come to be able
to try to create a workplace where people

732
00:46:36.159 --> 00:46:38.440
actually want to come. We create
and spiritual leaders that bring out their best

733
00:46:38.440 --> 00:46:42.360
and we do business that better is
the world? What shall we leave the

734
00:46:42.360 --> 00:46:46.239
listeners with? Wow, that's a
tough one. Just start, you know.

735
00:46:47.280 --> 00:46:51.519
I've just been working with a cohort
of businesses here, so forty three

736
00:46:51.559 --> 00:46:53.920
businesses being sponsored by one of our
government departments here to help them go through

737
00:46:53.960 --> 00:47:00.360
the process. And the one thing
that they were all scared about was starting

738
00:47:00.400 --> 00:47:02.119
the journey. It's it's we're not
good enough, We're not there yet,

739
00:47:02.199 --> 00:47:06.679
and no one's there yet. You
know, doctor Alice Cortez is going to

740
00:47:06.679 --> 00:47:09.280
become a more purposeful human throughout the
rest of your journey. I'm going to

741
00:47:09.400 --> 00:47:13.559
know We're all going to be getting
to a high level of purpose. So

742
00:47:14.039 --> 00:47:16.119
if you don't start today, I
think it's Warren Miller, the Warren Miller

743
00:47:16.159 --> 00:47:19.280
Ski films. If you don't do
it today, you'll be one day older

744
00:47:19.280 --> 00:47:22.000
when you do do it. It's
like if you're not if you haven't started

745
00:47:22.000 --> 00:47:28.000
the journey, just start because you'll
be you'll be so much better and so

746
00:47:28.079 --> 00:47:31.000
much happier for doing it. Yeah, and it's worth it's worth the journey

747
00:47:31.000 --> 00:47:34.679
to, as we say, step
on that path to try to get better.

748
00:47:34.760 --> 00:47:37.719
It's always good to aspire everthing better. So that's why to me,

749
00:47:37.760 --> 00:47:40.239
it's a no brainer exactly that there's
meaning, there's meaning in purpose, in

750
00:47:40.280 --> 00:47:45.360
you just being better exactly exactly.
We've already elevated ourselves. So Tim,

751
00:47:45.400 --> 00:47:49.000
I'm so grateful to have you on
the show. I'm thankful that you're in

752
00:47:49.039 --> 00:47:52.159
the community. I think you're in
the in the global purpose leaders community as

753
00:47:52.199 --> 00:47:54.239
well, which is how we got
connected. Thanks for Brandon Peel, Hollywood's

754
00:47:54.239 --> 00:47:58.639
and a few others we've been on
the show before. Susan Lucci be a

755
00:47:58.719 --> 00:48:00.920
Bogolandro. I mean, just you
guys are just rock stars, and so

756
00:48:00.960 --> 00:48:02.760
we're out. We are out trying
to make the world a better place.

757
00:48:02.840 --> 00:48:06.599
So I am thrilled that you joined
us. Thank you Tim for coming on,

758
00:48:07.159 --> 00:48:09.159
Thanks for having me. And it
feels I feel like a massive imposta

759
00:48:09.239 --> 00:48:15.039
when you rail off some of those
names. We're all in this together,

760
00:48:15.119 --> 00:48:17.400
darling listeners of yours, I know
you want to learn more about this man

761
00:48:17.400 --> 00:48:20.719
and the work that he's doing.
The best way to find him is to

762
00:48:20.760 --> 00:48:24.880
go to grow Good dot co.
Grow Good dot co and thanks again to

763
00:48:24.880 --> 00:48:29.159
our partnering sponsor, work Proud,
which helps companies build a platform where your

764
00:48:29.159 --> 00:48:32.239
workforce receives meaningful feedback and thanks for
their work from people across your company.

765
00:48:32.920 --> 00:48:36.320
Last week, if you missed the
live show, you can always catch a

766
00:48:36.519 --> 00:48:38.719
recorded podcast. We were on the
air with Charles Antis, the founder and

767
00:48:38.800 --> 00:48:44.599
CEO of Antis Working and Waterproofing,
talking about how purpose and philanthropy have become

768
00:48:44.719 --> 00:48:47.159
essential in today's business world. Next
week will be on the air with Ken

769
00:48:47.159 --> 00:48:52.920
Banks, technologists, anthropologists and head
of Social Purpose at YODI, talking about

770
00:48:52.920 --> 00:48:58.039
his extraordinary life of purpose creating technology
to serve nonprofits in developing countries, among

771
00:48:58.119 --> 00:49:00.440
other adventures. See you there,
Remember that works at least o our life.

772
00:49:00.440 --> 00:49:09.000
So let's work on purpose. We
hope you've enjoyed this week's program.

773
00:49:09.320 --> 00:49:14.440
Be sure to tune in too Working
on Purpose featuring your host, doctor Elise

774
00:49:14.519 --> 00:49:20.199
Cortes each week on the Voice America
Empowerment Channel. Together, we'll create a

775
00:49:20.239 --> 00:49:27.920
world where business operates conscientiously, leadership
inspires impassioned performance, and employees are fulfilled

776
00:49:27.960 --> 00:49:31.119
in work that provides the meaning and
purpose they crave. See you there,

777
00:49:31.599 --> 00:49:34.039
Let's work on Purpose.