Purpose 360 TruStory FM

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 valuesQuantifying values-driven investments for customers, operations, risk reduction, and employeesSteps to take as a sustainability employee to bring concrete and relevant data to the CFO Resources + Links:
Daniel Aronson’s LinkedInThe Value of ValuesCurated Valuation Resources for Purpose 360 Listeners OnlyValutus
(00:00) - Welcome to Purpose 360
(00:13) - Value of Values Book with Daniel Aronson
(01:43) - Daniel and Valutus
(03:35) - Why Write It?
(06:20) - Eureka Moment
(07:39) - Showing There Was Value
(09:25) - Submerged Value
(11:19) - List of Submerged Values
(13:37) - Proving the Submerged Value
(14:36) - Financial Outcomes
(17:01) - The Values Are Left Off Spreadsheets
(19:07) - Why Quantify Values
(20:36) - Daniel’s Favorite Case
(23:56) - Response
(24:43) - Making the Case for Values
(27:17) - Optimism / Pessimism
(29:08) - Last Thoughts
(30:21) - Purpose and AI

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 businessesHow governance alignment can help corporate sustainability efforts succeedExamples of creative thinking that led to social and environmental innovation Resources + Links:
Christopher Marquis’ LinkedInThe ProfiteersPurpose 360: Igniting the B Corp Movement with Chris MarquisPurpose 360: Open Hiring for Wide Open Dreams with Greyston
(00:00) - Welcome to Purpose 360
(00:11) - The Profiteers Book
(02:16) - Chris’ Background
(05:16) - Book’s Genesis
(08:34) - The Problem
(13:35) - Public Commons – Who Pays the Costs?
(15:27) - Regulation
(16:48) - Danone
(19:15) - Employees as Lever
(20:30) - Other Stand Outs
(27:27) - The Playbook to Recreate Our Economic System
(30:53) - Purpose and AI
(32:08) - Why Buy This Book?
(33:12) - Last Thoughts
(33:29) - Wrap Up

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 ZFinding common ground across generationsInvesting in and engaging Gen Z influencers Resources + Links:
Ziad Ahmed’s LinkedInUTA Acquires JUV ConsultingZiad Ahmed on EarnedCoachtopiaJUV Consulting’s Pro-Living Campaign
(00:00) - Welcome to Purpose 360
(00:13) - JUV Consulting's Ziad Ahmed
(02:48) - Who is Ziad?
(04:21) - Getting Gen Z in the Room
(06:46) - JUV Consulting
(08:45) - Their Purpose
(10:18) - Key Issues
(12:17) - Impact
(14:06) - Convincing Their Teams
(15:23) - Coachtopia
(18:30) - Developing Strong Relationships
(19:02) - Z Confrontation
(19:45) - Another Example
(20:32) - Influencers
(23:52) - Saying ‘No’
(24:01) - Pro-Living
(27:17) - Messaging in a Political Year
(28:43) - Last Word
(30:14) - Wrap Up

"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 innovationSurpassing goals in the consumer and employee-driven Clean Earth ChallengeIdentifying like-minded partnerships and creating innovative preservation solutionsResources + Links:
Connor Leipold’s LinkedInJohnson Outdoors’ 54-year historyClean Earth ChallengeCoral Reef Restoration with Mote
(00:00) - Welcome to Purpose 360
(00:13) - Johnson Outdoors • Connor Leipold
(02:43) - Meet Connor
(04:24) - Brands and Divisions
(05:43) - Innovation in Products and Programs
(07:39) - Their Purpose
(09:19) - Legacy and Environment
(11:34) - Superior Design, Low Environmental Impact
(13:05) - Clean Earth Challenge
(16:40) - Success Stories
(19:17) - Partnerships
(21:33) - Lessons Learned
(24:59) - Sustainability Pillars
(26:29) - Relationship with Mote
(29:40) - Advice for Listeners
(31:09) - Last Word
(32:46) - Wrap Up

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 strategyImproving health outcomes through philanthropic investmentsUnderstanding equity and inclusion at your company through the “employee journey”Inspiring employees to identify environmental solutions and investing in themResources + Links:
Jim Greffet’s LinkedInESG at Eli LillyLilly 30x30
(00:00) - Welcome to Purpose 360
(00:13) - Eli Lilly
(02:06) - Meet Jim Greffet
(04:00) - A Day in the Life
(06:53) - Purpose Statement
(08:20) - Diabetes
(09:04) - Living the Value of Accessibility
(13:35) - Measuring and Scaling
(14:22) - Local Investment
(15:43) - DEI
(17:31) - Level Up
(20:34) - Societal Changes to DEI
(21:58) - DEI and Supply Chain
(23:00) - Environment
(26:39) - Lightning Questions
(28:46) - Last Words
(29:55) - Wrap Up

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 causesTransitioning to new opportunities and career pathsEvolving as a leader to meet the needs of your organization Resources + Links:
Caryl Stern’s LinkedInLionTreeCaryl Stern’s PodcastCarol Cone on Listen on Purpose
(00:00) - Welcome to Purpose 360
(00:13) - Lion Tree • Caryl Stern
(02:27) - Caryl’s Background
(06:52) - Leadership
(10:02) - Listening and Learning
(11:54) - UNICEF
(18:55) - Balancing Heritage with New Ideas
(21:56) - Walton Family Foundation
(24:44) - LionTree
(27:07) - Advice
(28:59) - Wrap Up