Purpose 360 with Carol Cone

What does purpose have to do with movements? StrawberryFrog, a movement marketing agency, were faced with this question when clients came to them with a purpose statement but were unsure how to activate it. This led to a pivotal realization: purpose activation is essentially a movement, where a group of people rally around a shared purpose to drive change.

Inspired, StrawberryFrog decided to enter the purpose field, focusing on mobilizing employees and consumers around a purpose, in addition to conducting innovative research. Their primary research tool, the first-of-its-kind Purpose Power Index (PPI), empirically measures how well companies activate purpose at the core of their business. The PPI reveals key insights, from what drives purpose to how it enhances employee engagement and retention. 

We invited Chip Walker, Head of Strategy, to share key insights from StrawberryFrog’s work and research with purpose, highlighting the transformative power of purpose and showing that, when companies move beyond merely defining their purpose to actively living it, they can ignite powerful internal and external change.

Listen for insights on:

• The primary drivers of purpose
• Purpose’s role on an employee’s hierarchy of needs
• Key purpose gaps at organizations
• Strategies for measuring purpose internally and externally

Resources + Links:

• StrawberryFrog
• Purpose Power Index
• StrawberryFrog Case Studies

• (00:00) - Welcome to Purpose 360

Even with a supportive family and access to quality education, opportunities for meaningful and inclusive work can be scarce for people with disabilities once they reach adulthood. The transition from school to the workforce is often overlooked, exposing a systemic failure to provide equal opportunities for all individuals, regardless of cognitive or physical ability. 

Ultranauts, a company born from a recognition that cognitive diversity could lead to strategic business success, embodies the transformative power of leveraging neurodiversity in the workforce. The company’s approach defies conventional hiring practices by prioritizing abilities over society’s perceived limitations. By recognizing the unique talents inherent in neurodiverse individuals, Ultranauts not only addresses a glaring market gap and conducts a profitable technology company (with a Net Promoter Score of 100), but has also pioneered a model of inclusive employment for other companies to implement. 

We invited Rajesh Anandan, Co-Founder of Ultranauts, to discuss the company’s founding and how its model has proven to be effective for both employees and customers, proving that inclusion isn't just a buzzword, but a strategic imperative for business success. 

Listen for insights on:

• The business value of cognitive diversity in work teams
• Misconceptions that burden neurodiverse adults
• Strategies to drive greater inclusion between employees, regardless of cognitive diversity 

Resources + Links:

• Rajesh Anandan’s LinkedIn
• About Ultranauts
• Ultranauts Case Studies
• Universal Workplace
• TeamX

• (00:00) - Welcome to Purpose 360

Does acting on values hurt the bottom line? According to Daniel Aronson, Founder and CEO of Valutus, the answer is no—in fact, the converse is true. In his new book, The Value of Values, Daniel shows that making ethical choices can actually increase a company's profits and competitive advantage, often without much extra cost or risk.

Using research and real-world examples, Daniel explains that the true business value of ethical actions—like taking strong steps to fight climate change, supporting job seekers, or creating an inclusive workplace—is higher than most people think. He finds that these actions can bring returns four to ten times greater than expected. 

Daniel joins host Carol Cone to talk about The Value of Values and how the book can help business leaders improve profits, gain customers, and advance their careers by making ethical choices. This book is a valuable resource for anyone looking to lead with integrity in today’s business world. 

Listen for insights on:

• Three primary perceived obstacles to investing in values
• Quantifying values-driven investments for customers, operations, risk reduction, and employees
• Steps to take as a sustainability employee to bring concrete and relevant data to the CFO 

Resources + Links:

• Daniel Aronson’s LinkedIn
• The Value of Values
• Curated Valuation Resources for Purpose 360 Listeners Only
• Valutus

• (00:00) - Welcome to Purpose 360

We are facing a tragedy of the commons — and have been for a while. At worst, businesses are taking advantage of the planet and society and aren’t holding themselves fully responsible for the damage they are doing. When companies release excessive carbon into the air or keep wages low, the resulting environmental damage and societal burdens are paid for by the average citizen and the taxpayer. 

Christopher Marquis explores this reality in his new book, The Profiteers. He explains the systemic issues underlying today's most pressing global challenges, from climate change to inequality, shedding light on the ways in which businesses privatize gains while socializing costs. But at the heart of Marquis's work lies a call to action for leaders across sectors to embrace a new vision of business. The Profiteers serves not only as a wake-up call to the inherent flaws of our current system but provides a roadmap for a more sustainable and equitable future. 

We invited Christopher Marquis, Cambridge University professor and author of other books (including Mao and Markets: The Communist Roots of Chinese Enterprise and Better Business: How the B Corp Movement Is Remaking Capitalism), to discuss how The Profiteers exposes the hidden toll of environmental damage, low wages, and systemic discrimination, calling for a paradigm shift in business practices. 

Listen for insights on:

• The exploitation of the “the commons” by businesses
• How governance alignment can help corporate sustainability efforts succeed
• Examples of creative thinking that led to social and environmental innovation 

Resources + Links:

• Christopher Marquis’ LinkedIn
• The Profiteers
• Purpose 360: Igniting the B Corp Movement with Chris Marquis
• Purpose 360: Open Hiring for Wide Open Dreams with Greyston

• (00:00) - Welcome to Purpose 360

Gen Z is an important stakeholder for companies: they're powerful consumers, passionate activists, and many are already part of the workforce. But when it comes to engaging Gen Z, older generations are the ones studying them—and deciding what will work best. 

This felt counterproductive to 16-year-old Ziad Ahmed, who questioned why decisions about his generation were being made without them. And so Ziad founded JUV Consulting in 2016—when he and his co-founders were still teenagers—to help companies make decisions and create campaigns with diverse Gen Zers at the table. 

We invited Ziad to speak about how, eight years later, JUV Consulting has created purpose-driven and inclusive campaigns for top companies, driven by the belief that the future revolves around co-creation, community, and challenging conventions. 

Since this conversation was recorded, JUV Consulting was acquired by United Talent Agency. 

Listen for insights on:

• The fundamental topics and methods to engage Gen Z
• Finding common ground across generations
• Investing in and engaging Gen Z influencers 

Resources + Links:

• Ziad Ahmed’s LinkedIn
• UTA Acquires JUV Consulting
• Ziad Ahmed on Earned
• Coachtopia
• JUV Consulting’s Pro-Living Campaign

• (00:00) - Welcome to Purpose 360

"If a check would fix the problem, I would've written that check already," said Sam Johnson, founder of Johnson Outdoors. These words embody the company's ethos founded with a reverence for nature and a commitment to its preservation. Since its inception, Johnson Outdoors has steadfastly safeguarded the outdoors while nurturing consumers’ passion for outdoor adventure and enjoyment.

At the heart of Johnson Outdoors' success lies an unwavering commitment to its founding principles. As a family company, its leadership understands and protects the company’s values and purpose. As an employer, the company hires individuals who share this deep-rooted respect for nature, helping foster a culture united in environmental stewardship and a love for spending time outdoors.

We invited Connor Leipold, Johnson Outdoors Spokesman and SCUBAPRO Brand Manager, to share his insights. This initiative continues to inspire and empower outdoor enthusiasts worldwide, demonstrating our collective commitment to preserving the natural wonders that serve as our playground.

Listen for insights on:

• How tapping into employee passions can inspire innovation
• Surpassing goals in the consumer and employee-driven Clean Earth Challenge
• Identifying like-minded partnerships and creating innovative preservation solutions

Resources + Links:

• Connor Leipold’s LinkedIn
• Johnson Outdoors’ 54-year history
• Clean Earth Challenge
• Coral Reef Restoration with Mote

• (00:00) - Welcome to Purpose 360

At the heart of Eli Lilly's purpose lies a deep understanding: their insulin is more than just a product—it’s essential for peoples’ health and survival.

This purpose, to unite caring with discovery to create medicines that make life better for people around the world, is embedded deeply within the organization. The company focuses on ensuring their medicines are inclusive to all patients by investing in clinical testing diversity and removing obstacles that might prevent patients from accessing their medicine—both at and beyond the pharmacy counter. And, to ensure patients have reliable access to life-saving medications for years to come, Eli Lilly has invested $100 million towards achieving climate goals by 2030. Through this commitment, Eli Lilly is not only safeguarding the planet but reaffirming the company’s dedication to the well-being of every individual who relies on their medicines.

We invited Jim Greffet, Head of ESG Strategy at Eli Lilly, to explain how the company’s environmental and social commitments are grounded in purpose strategy, as well as how the company helps its employees lead purposeful careers.

Listen for insights on:

• Purpose’s role in long-term strategy
• Improving health outcomes through philanthropic investments
• Understanding equity and inclusion at your company through the “employee journey”
• Inspiring employees to identify environmental solutions and investing in them

Resources + Links:

• Jim Greffet’s LinkedIn
• ESG at Eli Lilly
• Lilly 30x30

• (00:00) - Welcome to Purpose 360

Caryl Stern's remarkable journey spans more than 30 countries and several high-impact roles, including former CEO of UNICEF USA, former Executive Director of the Walton Family Foundation, and present Chief Impact Officer at LionTree, an independent investment and merchant bank for creativity, community, and capital. From her inspirational upbringing (shaped by her mother who survived the Holocaust) to her innovative work at UNICEF, Caryl offers invaluable insights for navigating the complexity of a changing world. She shares poignant stories about the importance of urgency in helping children globally and how storytelling can mobilize support for essential causes.

Caryl also discusses her work at LionTree to drive social impact through innovative, for-profit solutions. Caryl’s journey illustrates how a sense of responsibility to create a better world can accelerate impact.

Listen for insights on:

• Mobilizing support and awareness for critical causes
• Transitioning to new opportunities and career paths
• Evolving as a leader to meet the needs of your organization 

Resources + Links:

• Caryl Stern’s LinkedIn
• LionTree
• Caryl Stern’s Podcast
• Carol Cone on Listen on Purpose

• (00:00) - Welcome to Purpose 360

As technology continues to redefine industries and jobs, IBM is a beacon of progress, driven by a purpose to be a catalyst that makes the world work better. Through flagship initiatives like the SkillsBuild program, IBM is arming both internal and external workers with the tools and knowledge necessary to thrive in today's economy. By fostering opportunities for upskilling and reskilling, IBM not only bolsters individual employability but also empowers individuals to pursue career paths previously out of reach.

Justina Nixon-Saintil is one example of the transformative power of continuous learning. Initially an engineer and then an educator, Justina today serves as IBM's Vice President and Chief Impact Officer — so she knows a thing or two about reskilling and adaptation. We invited Justina to share how IBM is setting a standard for corporate responsibility through employee volunteering, skills development, and the Sustainability Accelerator, which has been heralded as a blueprint for corporate responsibility.

Listen for insights on:

• Activating employee volunteers through their skills and passions
• Advancing in or getting started with your sustainability career
• Creating an infrastructure that evaluates the internal and external ethical use of AI

Resources + Links:

• Justina Nixon-Saintil’s LinkedIn
• IBM is skilling 30 million people globally by 2030
• IBM SkillsBuild
• IBM Sustainability Accelerator

• (00:00) - Welcome to Purpose 360

How do we identify the companies that are truly "good?” We might look through their sustainability reports or tally up the awards they've received, but finding an answer is rarely simple—and it can depend on a range of factors, from how companies treat their employees to whether they practice sound governance.

JUST Capital is at the forefront of this work. A non-profit organization dedicated to aligning corporate behavior with the values of the American public, JUST Capital releases its highly anticipated "100 Most JUST Companies" list each year to spotlight the businesses that prioritize their workers, communities, customers, the environment, and shareholders and governance over profit alone.

Martin Whittaker, CEO of JUST Capital, returns to Purpose 360 to explore the recently released 2024 rankings, shedding light on what matters most to Americans today and what distinguishes the most “just” companies from all the rest.

Listen for insights on:

• The American public’s three most important issues
• Why “just” companies lead in financial performance
• The methodology behind the JUST 100

Resources + Links:

• Martin Whittaker’s LinkedIn
• The 2024 JUST 100
• Contact JUST Capital
• The Case for Purpose

• (00:00) - Welcome to Purpose 360