Siena Dexter, Director of Strategy at SmashBrand, joins the podcast to talk about purpose and consumer behavior. In this episode, she explains how we can connect with our audiences and grab their attention at the point of purchase.

Siena provides advice on how to segment our customers and what it looks like to create messaging that is disruptive, persuasive and credible. She also explains why understanding ‘tension’ is so critical in catching the attention of those we’re trying to reach.

We talk about the purpose of purpose and what it means to leverage our purpose in a way that feels authentic and true to the brand. Siena also shares how part of DEI work is taking responsibility for breaking down stereotypes and challenging the assumptions we have about our customers. 

Before we wrap up the episode, Siena shares some of the key trends she's noticing that may impact consumer habits in 2023. 

You can find and connect with Siena Dexter on LinkedIn  and you learn more about SmashBrand by visiting www.smashbrand.com. 

Messaging + Strategic Planning

There were so many great brand stories in this episode. Many of which demonstrated the value of having an aligned brand and brand voice. If this episode sparked a desire to create a clearer narrative and strategy for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

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Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Part of building a purpose-driven business is building a diverse and equitable business.  Dr. Beth Livingston, associate professor of management and entrepreneurship at the University of Iowa's Tippe College of Business, joins the podcast to talk about diversity, equity and inclusion in the workplace. In this episode, she explains how to get started, how to measure your progress and why we need to look at DEI work at the individual, interpersonal and systemic levels within our companies. Beth explains how each one of us can have a direct impact on creating positive change.

Beth also walks us through the  Shared Sisterhood model, pioneered by Dr. Tina Opie, and outlined in their new book, Shared Sisterhood: Taking Collective Action for Racial and Gender Equity at Work. Tina and Beth co-authored the new book, which comes out on October 11, 2022. 

In this episode, we also discuss: 

• How to weave your DEI efforts into your culture,
• What it means to build a Shared Sisterhood "safe culture,"
• How we can use "Dig" techniques to confront the biases, prejudices and beliefs we bring with us to work,
• Likewise, how to use "Bridging" to build stronger relationships across race and ethnicity,
• Why collective action among diverse groups is a key to bringing about change,
• How to create systems of measurement using the tools you already have in place,
• And, why we all have an opportunity to spark change at any level in an organization.

You can connect with Dr. Beth Livingston by visiting https://bethalivingston.com/ and you can connect with Dr. Tina Opie at https://www.drtinaopie.com/. You can also watch Dr. Tina Opie's TedTalk at TedXReno here.

Strategic Planning

There were so many good takeaways in this episode and I highly encourage you to read the book, Shared Sisterhood. It outlines the DEI process in a very systematic way and provides steps that build upon each other as you go. While my work doesn't focus on specifically on DEI, I do like to take a holistic approach when it comes to outlining priorities like DEI. If this episode sparked a desire to create a clearer plan for 2023, let's connect. I'm offering a new strategic planning program specifically for business leaders who want to better align their organization around its purpose. You can visit www.AligndonPurpose.com for more details.

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The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Yogesh Chauhan, the director of ESG, at HubSpot joins the podcast to talk about the company's ESG program and how the organization has linked it to their purpose. Throughout the episode, Yogesh speaks directly to what the organization is doing to operate in alignment with their purpose and how they're sharing it with their employees and customers. 

One of the things I really enjoyed learning about is HubSpot's communication strategy. The organization prioritizes communication,  going so far as to over-communicate with employees. Even more impressive however is the emphasis they put on listening. They regularly survey their team and clients and then use these findings to influence their decision-making. This two-way communication is the foundation of their highly-regarded culture program.

In addition to sharing specifics about their purpose and ESG programs, Yogesh also walks us through three ways companies can demonstrate their purpose. In this episode, we reference his recent article in Medium which breaks down these three pillars.

Key topics covered in this episode: 

• The origins of corporate responsibility
• The difference between CSR and ESG
• Three ways to demonstrate your corporate purpose
• Becoming an authentic leader and operating in alignment with your purpose
• Connecting your personal purpose and your corporate purpose
• The Multiplier Effect
• Internal communication strategies
• Culture-building

You can learn more about HubSpot's culture code and their HEART program here. To learn more about their sustainability program or to download their 2022 Sustainability Report, click here. You can also find and follow Yogesh on LinkedIn. 

Strategic Planning

One of the things I took away from this episode is the importance of alignment. Once HubSpot crafted their purpose and ESG programs, the team created a clear plan for weaving it through the business. If this is something you've been thinking about, let's connect. We're offering a new strategic planning program specifically for business leaders who want to create a clearer roadmap for aligning their business around their purpose. You can visit www.AligndonPurpose.com for more details.

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The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Stephanie Hanna is the founder of The Other 85 and co-host of the Capture Your Confidence podcast. In this episode, we talk about purpose-driven leadership and the power of relationship building. 

Looking for a job at the peak of the 2008 recession in a new city, Stephanie learned quickly cold applications weren't going to cut it. So, she shifted her strategy to networking and community service. This approach worked. Later, it became the foundation for The Other 85 and ultimately building a business coaching other attorneys and business leaders on the power of networking and relationship-building.

In the episode, Stephanie also talks about building confidence, trying new things and why she doesn't take things personally. She even shares a great story about what happened when only one person attended a webinar she was co-hosting. Stephanie offers tips and stories designed to help women push through their fears and build confidence on the Capture Your Confidence podcast.

To connect with Stephanie Hanna, you can email her at [email protected] or find her on LinkedIn or Instagram. You can also learn more about The State of Women Conference, here. 

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The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Heide Rembold is a Columbus, Ohio-based social entrepreneur. She is the founder of Conscious Columbus, where she will soon be launching the 2022 Conscious Compass. The Compass is a directory of social enterprises, micro-businesses and non-profits who are committed to doing business for good. She is also the founder of Juniper Consulting and provides social media, copywriting and marketing support to purpose-driven companies.

In this episode, Heide talks about her bigger vision for the Conscious Compass and lessons she has learned along the way. The Conscious Compass will launch in mid-September. You can find it online here. 

Heide and Karen also discuss launching Juniper Consulting and Heide's work as a social media consultant for purpose-led organizations. They discuss their conflicting feelings about social media and the value purpose-led companies offer by bringing positive content into the community. Heide also shares tips and advice for achieving success with social media and why we should look at our social presence as one piece of a larger strategy. They also talk about how social media platforms are moving from social networking to discovery and how to adapt our social media programs.

You can find Heide at Conscious Columbus and on social media at Facebook, Instagram or LinkedIn. Or, you can find her online at Juniper Consulting and on social media at Facebook, Instagram or LinkedIn.

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

 In this episode, Bill Fournet, the CEO of Persimmon Group, looks at the transformational state of business today and what we can do as leaders to help our teams and our companies navigate through disruption. Bill explains not only how the pandemic has fractured the status quo, but he also explores the historical patterns that were leading us toward change. Then, he weighs in with a fresh take on the debate around hybrid and remote work and why time has surpassed money as the primary work driver.

In this episode, we discuss: 

• What is means to be a purpose-driven leader,
• How the value we place on time over money is transforming our mindset around work,
• The generational shifts that are also changing the current work state,
• Why so many of us are experiencing burnout and overwhelm,
• Strategies to help navigate and manage burnout, and
• The value of creating alignment between your personal and corporate purpose.

Bill Fournet is the founder and CEO of Persimmon Group, where he focuses on executive and team coaching in times of disruption. You can find a copy Bill's eBook, Beating Burnout: How to win the battle against overwhelm and exhaustion  here. Bill also mentioned his website, www.billfournet.com/burnout, where you can take a personal or team assessment and download additional resources. You can connect with Bill on LinkedIn or on Facebook. 

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Stephan Vincent, the Senior Director of Workplace Experience at Life Guides, joins the podcast to discuss culture-building and human experience. In this episode, Stephan shares his formula for what is culture and how do we build a healthy, people-centered culture. Through research and years of experience, Stephan has created a unique culture equation. This equation is what he uses to help support his LifeGuide clients and also help build a greater sense of purpose. 

The formula: Corporate Values + Behaviors + Moments that Matter x Consistency. 

He goes on to explain how each of these attributes can be identified and nurtured to create the strong foundation leaders are seeking to build a positive and meaning organizational culture. 

Stephan also talks about the human experience and why we need to show up for our people in and outside of the office. We also discuss the intersection of personal and professional purpose and how every company has the potential to define their purpose for the employees in a tangible way. Stephan also shares some great advice on hiring and explains different strategies to hire people who are not only a match on values but also people who will bring something new to table. In his words, why he prefers to hire people who are a culture-add versus a culture-fit.  

You can connect Stephan Vincent on LinkedIn or find Life Guides at www.lifeguides.com. 

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Dr. Elaine Young, professor of digital marketing at Champlain College in Burlington, Vermont, returns to the podcast to talk about a new class she's teaching about the Metaverse. In an effort to better prepare her students for the changing business world, Elaine decided to offer a  capstone class on Web 3. 

So in episode 25, Elaine uses her knowledge of this space along with conversations with her students to explain the metaverse at a high level, highlighting that the metaverse isn't actually new, but rather it's the technology that is moving us forward into this space. Here are a few of the questions Elaine answers during our discussion: 

• Should brands be showing up in the metaverse? If so, how?
• How should a company evaluate different aspects of the metaverse?
• How can a company with limited resources dip their toes into this space?
• How can corporate purpose be reflected in this space?

Here are links to a of the resources Elaine mentions in this episode: 

Brand Activism: from Purpose to Action, by Christian Sarkar / Philip Kotler

Wicked Seven Ecosystem Christian Sarkar / Philip Kotler

Good is the New Cool: Market Like You Give a Damn, by Afdhel Aziz / Bobby Jones

Sally Cherry, LinkedIn

You can also find Elaine Young at Champlain College or on LinkedIn. 

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

In episode 24, Dr. Elaine Young, professor of digital marketing at Champlain College in Burlington, Vermont, joins the podcast to explore brand activism and brand advocacy. Together, we discuss: 

• What is brand activism?
• What is the difference between brand activism and brand advocacy?
• What happens when a brand chooses to remain neutral?
• Can a brand afford to be neutral?
• Why no stance is a stance?
• How do brands decide where  and when to show up?
• How can brands navigate this space when we know that advocacy and purpose may vary depending on the audience or person?
• What happens when brands are pushed to show up for an issue?

Here are links to two of the books Elaine mentioned in the podcast: 

Brand Activism: from Purpose to Action, by Christian Sarkar and Philip Kotler

Good is the New Cool: Market Like You Give a Damn, by Afdhel Aziz and Bobby Jones

You can also find Elaine Young at Champlain College or on LinkedIn. 

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good. 

Michael Lennington and Brian Moran are the best-selling authors of The 12-week Year: Get More Done in 12 Weeks than Others Do in 12 Months and experts in productivity and culture-building. They recently published the new book, Uncommon Accountability: A Radical New Approach to Greater Success and Fulfillment, which explores the shift away from the control view of accountability to an accountability as choice model. 

In this episode, we discuss: 

• Why choice is the crux of accountability,
• How to create an ownership mindset instead of a control mindset,
• Why holding people accountable usually leads to failure,
• What it means to hold people capable,
• The difference between consequences and accountability,
• The role purpose and mission play in building an accountability mindset, and
• Why this model for accountability is necessary in remote and hybrid work cultures.

You can connect with Michael Lennington and Brian Moran or learn more about the book by visiting www.uncommonaccountability.com. 

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Let's stay in touch! 

The discussion doesn't have to end here! Sign up for our newsletter and receive a monthly email with articles about purpose, the latest podcast updates and helpful tips to grow your business on purpose. Or, join the conversation about purpose-driven business on Twitter, Instagram or LinkedIn.  

Please also consider sharing this podcast with a friend or colleague to support us in our goal to help more leaders use their business for good.