In this episode of Purpose Profit Shift, host Rachel E. Bernier-Green sits down with Ian Peterman, founder and CEO of Peterman Design Firm, to explore how conscious business design can lead to both profitability and sustainability. Ian shares how his journey through burnout, overwork, and business failure ultimately led him to build a thriving seven-figure company that prioritizes human well-being and purposeful impact. Together, they break down what it really takes to create a values-aligned business that doesn’t sacrifice your health or principles in pursuit of success.

Ian Peterman is a seasoned designer, entrepreneur, and the founder of Peterman Design Firm, a conscious design studio known for creating environmentally responsible products and brands. With over 15 years of experience working with innovators and companies like HP and Nike, Ian is also the host of the Conscious Design Podcast and co-author of the book Conscious Design. His firm champions a four-day workweek and emphasizes a people-first culture that proves ethical business is not only possible, it's profitable.

Expect to Learn

• How Ian went from burnout and failure to building a thriving conscious design firm
• Why traditional startup culture sets founders up for exhaustion
• The real economics of shifting to a four-day workweek
• How to build client relationships with clear boundaries and aligned values
• Why pricing with transparency can actually strengthen your business

Episode Breakdown with Timestamps

• [00:00:00] – Teaser
• [00:01:11] – Introduction to the Purpose Profit Shift and Guest Ian Peterman
• [00:02:32] – Childhood Entrepreneurship: The Greeting Card Business
• [00:06:29] – Personal Connections: Homeschooling and Family
• [00:08:16] – The First Adult Venture: Starting a Design Firm
• [00:12:11] – The "Business in a Box" Model and Its Challenges
• [00:16:02] – The Value of Cross-Functional Knowledge
• [00:21:04] – The Turning Point: Realizing the Grind Wasn't Working
• [00:29:41] – Implementing a Four-Day Work Week and Healthier Boundaries
• [00:36:29] – The Tactical Reality of Setting Boundaries
• [00:42:58] – Impact on Team Culture and Attracting Talent
• [00:48:16] – A Radical Pricing Strategy: Value, Certainty, and Filters
• [00:51:03] – Diversifying the Client Base and a Transparent Discovery Process
• [00:56:39] – The "Two-Way Filter" for Client and Company Alignment
• [00:59:34] – Phased Pricing to Avoid Stifling Creativity
• [01:00:11] – Building a Values-Aligned Team Through Conversation
• [01:04:50] – Prioritizing Family and Acting as a Buffer for the Team
• [01:06:35] – Trusting Your Team to Solve Problems and The Dangers of Micromanaging
• [01:10:26] – Conclusion and How to Connect with Ian

Follow the Host Rachel:

• LinkedIn: https://www.linkedin.com/in/rachelberniergreen/ 
• Website: https://ejconsortium.com/ 
• Company’s Instagram: https://www.instagram.com/ejconsortium?utm_source=ig_web_button_share_sheet&igsh=MXgxeWVmbTJjdTMwNA== 
• Company’s LinkedIn: https://www.linkedin.com/company/ej-consortium/ 
• Company’s Twitter: https://x.com/EJConsortium 
• Company’s Facebook: https://www.facebook.com/profile.php?id=61566522115133 

Follow the Guest Lan Peterman:

• LinkedIn: https://www.linkedin.com/in/ianpeterman/
• Ian’s Website: https://www.ianpeterman.com/
• Ian’s Podcast: https://www.consciousdesignhaus.com/category/podcast/
• Company's LinkedIn: https://www.linkedin.com/company/petermanfirm/
• Company's Website: https://www.petermanfirm.com/

Listening Links: 

• Spotify:https://open.spotify.com/show/0kmrlBqo4QHftlfmqo2Q32?si=4bd2e0e655864a26&nd=1&dlsi=37cbc85018304f35 
• Apple: https://podcasts.apple.com/us/podcast/the-purpose-profit-shift/id1829627732 
• Youtube: https://www.youtube.com/channel/UCwbV6ikn-xvcU4EtMEKJW9Q