Welcome to another insightful episode of the For Love and Money podcast. Join host Carolyn Butler-Madden as she delves into the world of purpose-driven business with Jenni Harding, founder and managing director of Greatest Good.

Jenni is driven to create opportunities for positive behavioural, social and systemic change in business and society. From working/consulting in the investment industry, to founding a social enterprise, she contributes to a world where everyone can flourish and thrive.

She combines 35+ years working in the investment industry, performing due diligence; governance, risk and compliance; and positive strategy, people and change management, with 30+ years providing pro-bono/low-bono and volunteering in the for-purpose sector. She is the founder/Managing Director of both Greatest Good and Harbridge Optimal Performance.

Greatest Good is a one-stop hub helping individuals and organisations to their greatest good, by finding and supporting social enterprises, charities/other not-for-profits and B Corps aligned with their values, then supporting them in a meaningful way for each person. Greatest Good is B Corp and People & Planet certified.

This enlightening discussion explores Jenni’s journey from the corporate sector to creating a vibrant ecosystem that connects conscious consumers with for-purpose organisations.

Greatest Good serves as a directory, community, and marketplace, making it easier for individuals to support organisations that align with their values. Discover how Jenni's innovative platform bridges the gap between social enterprises, charities, and conscious consumers, ultimately building a stronger for-purpose sector committed to tackling social and environmental challenges.

Tune in to learn about Jenni’s belief in the power of love within business, her insights into the significance of ikigai, and her ambitious vision for a future where every organisation can thrive on shared values. This episode will inspire you to reconsider the possibilities of aligning positivity with profitability. Enjoy!

Connect with Jenni and Greatest Good

Welcome to the For Love and Money podcast where business and social purpose meet. In this episode, host Carolyn Butler-Madden dives into the inspiring journey of Louisa Mackay, founder and chief lemon peeler of Byroncello, a locally crafted Limoncello from Byron Bay.

Through Byroncello, Louisa has combined her passion for entrepreneurship and her love of learning new things to cultivate a brand that celebrates the rich flavours of locally sourced ingredients through handcrafted liqueurs. With a background in marketing and an appreciation for sustainable practices, Louisa has positioned Byroncello as a growing name in the local Byron Bay craft beverage industry. Her approach highlights the beauty of the region and the common traits it shares with Italy–the home of Limoncello–while supporting local farmers and producers.

Carolyn explores Louisa's multifaceted career, her experiences in the marketing world, and the passion that led her to start Byroncello during the pandemic.

Join us as Louisa shares her personal and organic approach to building the Byroncello brand, despite having no previous experience in the alcohol industry. Discover the uplifting mantra of Byroncello, "When lemons give you life," and gain insight into the unexpected support Louisa received from her community. This episode is a celebration of finding joy in what you do and letting love drive your entrepreneurial spirit. Tune in and be inspired by Louisa's story of growth, authenticity, and the joyful art of creating something you love.

Connect with Louisa

Louisa's Linkedin Profile

Byroncello website

Byroncello on Instagram

In this episode of the For Love and Money podcast, Carolyn Butler-Madden explores the concept of being a purpose-led business or leader by challenging the traditional notion of starting with "why". She introduces the idea of starting with "who" as a fundamental approach to understanding and defining a business's purpose. By understanding who you are as an organisation and whom you’re aiming to serve, leaders can build a more authentic, connected brand purpose that deeply resonates with both their people and customers.

Carolyn delves into the success story of Liquid Death, a beverage brand that has disrupted the bottled water market with its rebellious and sustainable branding. She illustrates how Liquid Death's unique identity and understanding of its audience have propelled it to success.

Carolyn revisits Simon Sinek's "Start With Why" framework, using Apple's evolution as an example to highlight the importance of aligning a brand's identity with its purpose. She argues that businesses need to understand their unique characteristics and values—'who' they are—to truly connect with their 'why' and drive meaningful change.

Carolyn also addresses the limitations of generic purpose statements, using Australia's major banks as examples, and highlights the vital role that meaningful purpose can play in connecting with employees, customers, and communities.

Throughout the episode, Carolyn emphasises the significance of a meaningful purpose in today's business landscape, exploring its impact on financial performance and societal contributions. She encourages organisations to embark on the journey of discovering "who" they are to build deeper connections with stakeholders and foster a movement for positive change.

Key Takeaways:

• Rethinking Purpose: Start with WHO: Uncover why understanding your organisation’s unique identity and values can transform your purpose from a "nice-to-have" statement into a powerful rallying call.

Links:

Related episode: Episode 25 “People Like Us”

https://www.thecauseeffect.com.au/the-podcast/episode/1f223990/ep-25-carolyn-butler-madden-chief-purpose-activist-at-the-cause-effect-on-people-like-us

Referenced episode: Episode 16 Nicky Sparshott, CEO Unilever Australia & New Zealand (now Global Chief Transformation Officer, Unilever) on Purposeful Leadership

https://www.thecauseeffect.com.au/the-podcast/episode/1c69381f/ep-16-nicky-sparshott-ceo-of-unilever-australia-and-new-zealand-on-purposeful-leadership

Learn more about my work and how you can Start with WHO here

Connect with me on Linkedin here

"Gently shoving elephants" (in case you're scratching your head), is a metaphor for the work Phil and I are doing in supporting purpose-driven business transformation. But before we get into that, I'm excited to introduce you to my collaborator-in-purpose, Phil Preston.

Phil helps leaders and teams navigate change with purpose so they can respond to the powerful forces impacting their organisations.

After leading high-performance teams in corporate roles, he went out on his own and spent time in Boston with Harvard leaders in the business purpose field.

Since then he’s worked with more than a hundred clients across all sectors as a speaker, strategist and facilitator.

Phil’s the author of Connecting Profit with Purpose and was recently featured in The CEO Magazine, CPA’s InTheBlack and the AFR report on purpose in business.

In this episode, Phil shares his journey from corporate roles to becoming a strategist and speaker, working with over 100 clients across sectors to connect profit with purpose. He emphasises the importance of genuine care in business, reflecting on his own transition from a corporate career to pursuing purposeful work.

Phil discusses the concept of Shared Value, illustrating how businesses can address societal challenges while benefiting commercially. He shares insights from his experience, including his time with Harvard leaders in the business purpose field, and highlights how organisations can leverage purpose to navigate today's fast-paced, change-driven environment.

We touch on the UN Global Goals and the research the UN Global Compact has done on the market opportunity represented by these goals - valued at, at least US$12 trillion.

Later in the episode, we share our collaboration, aiming to support purpose-driven leaders in transforming their organisations. We discuss the challenges these leaders face and share our vision to create a community where like-minded individuals can share experiences and strategies to accelerate their purpose journey.

The episode concludes with Phil's vision for the future, focusing on expanding our impact and fostering the next generation of purpose-driven leaders.

Connect with Phil

Phil Preston on Linkedin

Phil's website 

Learn about Phil and Carolyn's solutions for purpose-led leaders

Welcome to part two of the For Love and Money podcast's special Intrepid episode, "Cultural Immersion in Australia's Red Centre". In this episode, Carolyn Butler-Madden continues her journey through Central Australia, sharing the second part of her transformative experience with Intrepid Travel.

Join us as we delve deeper into the stories and insights of Benji Kenny, owner of 100% Finke Cultural Adventure Tours, as he introduces us to Rodna Homelands and the profound connection his people have with the land. Hear from my fellow travellers about their personal highlights and reflections, and discover the beauty and significance of one of the world's oldest rivers, the Finke River.

This episode offers an enriching perspective on the importance of connecting with Australia's First Nations culture and the land itself. Whether you're an avid traveller or someone seeking a deeper understanding of cultural heritage, this episode is sure to inspire and enlighten.

If you missed Part 1 of this episode, tune in here.

Learn more about Intrepid 

Learn about Intrepid's Cultural Immersion Tour here

What if your next holiday could transform your understanding of history and culture?

In this first episode of a two-part special, take a journey with us into Central Australia, where I had the incredible opportunity to experience the sacred sites of the Western Arrernte people with Intrepid Travel. Guided by the knowledgeable Benji Kenny, founder of 100% Finke Cultural Adventure Tours, my fellow travellers and I discovered the spiritual connection between the land and its traditional owners.

Listen as I share my reflections on this life-changing experience and interview Annette Sharp, Intrepid's Global Social Impact Manager. Annette discusses her extensive background in multicultural communications, community building in tourism, and human rights advocacy, offering a deeper look into how Intrepid's travel ethos promotes authentic cultural immersion and supports local communities.

We also explore the profound impact of cultural tourism and the significant role it plays in community recovery and reconciliation. From a transformative trip to Morocco to a unique cultural immersion in the Northern Territory, this episode highlights Intrepid's commitment to meaningful partnerships with First Nations communities. Hear from Stefan Hellmuth, Product Category Manager for Australia, about the genesis of a new cultural tour with Benji, emphasising the importance of experiencing culture firsthand. Our interview with Stefan took place at camp, so don't be surprised to hear noises in the background of people talking, laughing and connecting.

This episode promises to inspire and encourage a deeper appreciation of Australia's rich history and its traditional custodians, leaving you with a sense of awe and a desire to champion reconciliation efforts.

We hope it also inspires you to learn more about Intrepid and their efforts to create positive impact through the joy of travel.

In Part 2, we will hear from Benji and my fellow Intrepid travellers.

Listen to Part 2 here.

Learn more about Intrepid 

Learn about Intrepid's Cultural Immersion Tour here

Connect with Annette Sharp on Linkedin

Abigail Thomas is a purpose driven sustainability and digital leader with a vision to create positive environmental and social change through innovative solutions. She has more than twenty years’ experience in digital strategy, transformation, sustainability, innovation and product development, having led teams at SBS, Commonwealth Bank, Deloitte, ABC and in the UK Government. She was Vice Chair of the Australian Design Centre and President of not-for-profit One Step Walks which connected local communities with refugee communities. She is intrigued by the ways digital tools and approaches can be used to solve global environmental and social challenges. Abigail is currently Head of Sustainability and Product Strategy at SBS, combining her passion for both sustainability and digital products.

In this episode, Abi shares the story of SBS’s sustainability journey, including her personal story driven by her own passion and commitment to climate action.

She highlights how her experience in change management helped shape her approach to driving sustainable change by building allies—an approach based on recognising that sustainability is everyone’s job; and using data to make a case.

Abi invites us to think about the role of emotion in engaging people within an organisation, sharing a story about how a risk she took in changing how she opened a presentation to the leadership team, paid off. The song and video she references in this story – Paul Kelly’s “Sleep Australia Sleep” can be found here.

She shares stories and examples of actions taken by individuals and departments within SBS, from the TV Show department to Legal, Finance and the Audio and Languages Team. We discuss the impact of action on team morale and how it engages people’s discretionary efforts.

She shares some of the key milestones that SBS have achieved over the last 18 months, as well as their ambition to be a leader in the industry—adopting a collaboration over competition mindset, to help the industry to accelerate their transition to sustainability.

Read about SBS’s sustainability here

Connect with Abi:

On Linkedin

Today's guest, Penelope Goodsall, is a passionate and purpose driven business leader with over fifteen years of global expertise in brand strategy and communications.

As Australian Vintage’s Sustainability Manager, Penelope is responsible for leading the global ESG (Environmental, Social, and Governance) strategy, setting the roadmap to deliver net zero absolute reduction across all scopes by 2040, delivering positive environmental and social impact, and ensuring purposeful growth and transparent reporting. Incorporating sustainable business practices across the organisation to mitigate risks and enhance stakeholder value, she is committed to using business as a force for good.  This dedication saw Australian Vintage become B Corp certified in February 2024, ensuring long term commitment to transparency, accountability, and purpose-driven business.

Australian Vintage is the company behind wine labels like Tempus Two, Nepenthe, McGuigan Wines, Barossa Valley Wine Company, The Shy Pig, Not Guilty and many more.

In our interview, Penelope shares Australian Vintage's groundbreaking shift towards sustainability, guided by a forward-thinking CEO and board in 2022. We explore the influences behind this strategic move and she walks us through the company's full-scale involvement in the wine production value chain, their innovative low and no alcohol products, and their B Corp certification.

We also explore the significant commercial benefits of being purpose-driven, from increased employee engagement to attracting like-minded investors.

Tune in to be inspired by Australian Vintage’s dedication to making wine that is truly good and their leadership in the sustainability space.

Connect with Penelope and Australian Vintage

Penelope on Linkedin

Australian Vintage website

Today's guest has roots in the coffee industry going back 20 years and has pioneered many businesses including coffee education, coffee farming and processing, cafe’s and roasting. Saxon Wright is the founder and owner of Pablo & Rusty’s Coffee Roasters, a B Corp certified roasting company based in Sydney, Australia.

He is also the co-founder and CEO of Huskee, also a B Corp certified company focused on eliminating single-use products from the coffee and broader hospitality industries. Huskee has developed a reusable cup that utilises waste from the farming of coffee, however more importantly has created a swap system so consumers can exchange the cup for a freshly cleaned one, removing the need for single-use disposables. 

Saxon is the recipient of the NSW Green Globe award, Australian Good Design Award and multiple sustainability and business awards. He also serves on the board of Greensquare, a tech platform connecting coffee roasters and traders. He is deeply committed to seeing business solve issues linked to our broader environmental crisis.

This interview covers Saxon’s background – the key experiences that led him to where he is today. He shares his inspiring approach to people development which, when applied to Pablo & Rusty’s, enabled him to create the head space for other opportunities, ultimately leading to building Huskee.

You’ll notice how much the theme of curiosity, design and innovation threads its way through our interview, all driven by Saxon’s commitment to using business to solve environmental issues and creating systems change. 

Discover how Saxon's companies are making a difference, from supporting farmers to reducing single-use plastics. Saxon also provides practical steps consumers can take to minimise their environmental footprint. This episode is a must-listen for anyone interested in sustainable business practices and making a positive impact on the world.

Super inspiring!

Connect with Saxon

Saxon on Linkedin

Pablo & Rusty's website

Huskee website

Welcome to the For Love and Money podcast, the show where business and social purpose meet to inspire a movement for positive change. 

In this episode, Carolyn introduces Lisa Erhart, author of Advanced Grant Writing for Female Founders. Lisa is a passionate funding specialist with over two decades of experience helping women entrepreneurs secure the funding they need to grow their businesses. With a remarkable personal journey in the funding sector, Lisa has secured millions in grants and assessed over $50 million in applications.

Lisa shares her insights on why more women need to apply for available funding and how they can improve the quality of their applications. She emphasises the importance of balancing love and profit in business, encouraging female founders to aim for financial sustainability and generational wealth.

Throughout the episode, Lisa and Carolyn discuss the power of partnerships, the necessity of data in building a compelling case for funding, and the transformative impact of securing grants. Lisa's stories of successful funding journeys, like those of Melanie Greblo and also the Maternity Consumer Network, serve as inspiration for female business owners to pursue funding opportunities confidently.

If you are a female business owner looking to grow your business and secure funding, this episode is a must-listen. Lisa's practical advice and passion for empowering women will leave you inspired and ready to take action.

Connect with Lisa

Buy Lisa's book "Advanced Grant Writing For Female Founders"

Lisa on Linkedin

Funding4growth website