Grow Good

Anne Oudersluys
  • 4.7 (14)
  • MARKETING

Grow Good tells the story of purpose-driven leaders who grow their businesses while staying true to mission and values. Hosted by growth and brand strategist Anne Oudersluys, each episode features candid conversations with CEOs and founders about real decisions they make and how they operate across strategy, product, marketing, people, and scale. This show provides practical, thoughtful insight for leaders who want to grow with intention.

Episodes

  1. 3D AGO

    Community as a Growth Strategy: Lara Dickinson, Co-Founder of One Step Closer

    What does growth look like when the standard playbook no longer works? In this episode of Grow Good, Anne Oudersluys sits down with Lara Dickinson, co-founder of One Step Closer (OSC), to discuss how founders can grow profitable businesses without sacrificing mission, values, or long-term resilience. Drawing from decades in the natural products industry, Lara explains why many traditional paths to scale—venture funding, acquisition, or bootstrapping alone—often create hidden costs. She shares how OSC was built as an alternative model: a peer network where purpose-driven CEOs collaborate on shared business challenges, tackle industry-wide problems like packaging and climate, and build trust as a competitive advantage. They also explore why brand is created through lived experience, not just messaging; how regenerative thinking can improve decision-making; why multi-generational businesses may be today’s most overlooked innovators; and how founders should sequence purpose initiatives as they scale. A practical conversation for leaders trying to grow responsibly in complex markets. WHAT YOU’LL LEARN Why many founders feel trapped between bad growth options: raise capital, sell, or struggle aloneHow CEO peer communities can accelerate better decisions and reduce isolationWhy trust inside a business network creates real operating leverageThe shared challenges purpose-led companies face beyond direct competitionHow OSC turned collaboration into action through packaging and climate initiativesWhat “regenerative thinking” means in practical business termsWhy the best strategic decisions often begin by returning to a company’s founding essenceHow brand is shaped through experience, relationships, and consistency—not slogansWhy multi-generational companies may be better positioned for today’s volatilityHow founders should sequence impact goals instead of trying to do everything at onceWhy focus matters equally in growth strategy and purpose strategyHow long-term stakeholder relationships create resilience during uncertaintyTIMESTAMPS 00:00 – Welcome + Lara’s background02:05 – Why traditional growth paths fall short for mission-led founders 04:35 – Founding One Step Closer05:30 – Early challenges + why collaboration was needed 06:50 – Why competitors choose collaboration over competition 09:40 – Regenerative thinking explained simply12:10 – Who regenerative thinking is for 15:20 – Applying systems thinking in practice18:45 – Building communities that create real outcomes24:50 – The “sanctuary” concept + trust-building environments 31:20 – Why experience—not messaging—is the real brand 36:30 – Multi-generational companies as innovators 39:00 – Managing the tension between growth and purpose 39:40 – What the Purpose Pledge is 42:00 – Sequencing impact + why focus matters 44:05 – Packaging progress + realistic sustainability decisions 47:55 – Lara’s advice for founders growing with integrity  RESOURCES & LINKS One Step CloserLara Dickinson LinkedInPurpose PledgeCore Impact StrategyAnne Oudersluys LinkedIn Core Impact Newsletter

    46 min

  2. APR 22

    Culture Is Built in Small Moments: Kirsten Moorefield, co-founder of Cloverleaf

    Kirsten, co-founder of Cloverleaf, breaks down how a simple belief—that work should be meaningful—shapes everything from hiring to product design. Cloverleaf was built to solve a specific gap: personality assessments create awareness, but rarely change behavior. Their AI coach brings that insight into daily work, helping people navigate feedback, conflict, and team dynamics in real time. At the core is a focus on self-awareness as the foundation for how people work together. The conversation goes beyond product into operating decisions. Kirsten explains why they hire for belief alignment—not just values—how culture is built through small, repeated interactions, and how systems like Bonusly reinforce those behaviors. She also shares the harder tradeoffs: building an AI category before the market was ready, resisting easier paths to revenue, and navigating layoffs while maintaining trust. This is a case study in designing a company where beliefs show up in how work actually happens. What You’ll Learn 00:46 – How Cloverleaf turns personality insight into daily behavior changeWhy most assessments fail in practice—and how real-time coaching helps people navigate feedback, conflict, and team dynamics. 03:16 – Why self-awareness is the foundation for better teamsHow understanding your own tendencies—and others’—reduces friction and improves how work actually gets done. 06:55 – Why culture is built in small moments—not values on a wallHow everyday interactions (meetings, 1:1s, feedback) shape psychological safety and team performance. 08:30 – Work as a gift: the belief driving how Kirsten leadsHow viewing work as meaningful—not a slog—changes expectations, energy, and how people show up. 11:08 – Why you can’t train people to careWhat breaks when you hire for skills alone—and why belief alignment matters more than “values fit.” 14:30 – How to hire for belief alignmentThe interview approach Cloverleaf uses to identify whether candidates already live the values. 16:42 – How to turn values into repeatable behaviorHow systems like Bonusly make values visible, measurable, and reinforced across the company. 26:35 – Mission vs. market reality in a venture-backed companyThe tension between building what’s right for users vs. what’s easiest to sell to buyers. 28:45 – What layoffs reveal about culture and trustHow two rounds of layoffs impacted employee perception—and how leadership responded with transparency.32:15 – How leaders create psychological safety in practiceWhy inviting dissent, asking for opposing views, and allowing anonymous questions changes team dynamics. 34:38 – Why mission doesn’t always belong in your marketingWhen leading with purpose confuses buyers—and why clarity on what you do comes first.35:32 – The cost of being early to a categoryWhat it took to build an AI coaching product before the market understood it—and why they stayed the course. 42:42 – AI that serves human relationships—not replaces themWhy Cloverleaf rejects AI as a substitute for human coaching—and where it actually adds value.46:15 – The role of resilience in mission-driven growthWhy staying committed to a long-term vision requires personal discipline, not just strategy. Resources & Links Kirsten Moorefield – LinkedInCloverleafBonusly Anne Oudersluys:  Core Impact Strategy Anne's LinkedIn -  LinkedInAnne's Newsletter - Core Impact Newsletter - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

    49 min

  3. APR 8

    Scaling Through Relationships Instead of Reach: Ben Colvin, founder of Devil’s Foot Beverage

    Ben Colvin, founder of Devil’s Foot Beverage, shares how he has built a growing beverage company without following the typical “scale fast” playbook.  Devil’s Foot is a craft soda company that makes non-alcoholic beverages using real fruit and herbs sourced directly from regional farms. From day one, he made a set of decisions that limit how the business can grow—using real fruit instead of concentrates, working directly with regional farmers, and choosing distribution partners that prioritize relationships over reach. Those choices show up everywhere: in cost structure, in how they enter new markets, and in how they spend marketing dollars. Instead of flooding new regions or optimizing for efficiency, they expand by building local partnerships, supporting community organizations, and hiring people who are already embedded in those markets. This episode is a look at what it actually takes to scale a business while holding the line on product quality, sourcing decisions, and how you show up in the communities you enter. WHAT YOU’LL LEARN Why they chose real fruit and direct farm relationships despite higher cost and complexityHow “farm to can” decisions impact margins, supply chain planning, and brand positioningThe tradeoff between USDA organic certification and maintaining long-term farmer relationshipsHow they evaluate new supplier opportunities that could lower costs but shift the productThe role of weekly leadership discussions in pressure-testing decisions against company standardsWhy they avoided large-scale distribution early and instead partnered with beer distributorsHow beer distribution created stronger on-the-ground relationships and better account penetrationTheir approach to entering new markets through local nonprofits and community partnershipsWhy marketing dollars are spent in communities instead of on traditional advertisingHow they hire local operators to build credibility and relationships in new regionsThe tension between scaling production capacity and maintaining sourcing standardsWhy they prioritize depth in a market before expanding reachTIMESTAMPS 02:00 – Patagonia story and early influence on business philosophy04:40– Founding Devil’s Foot and identifying the product gap10:39 – Real fruit sourcing and cost tradeoffs17:35 – How decisions are filtered internally22:00 – Marketing approach and storytelling choices28:40 – Rejecting traditional scale strategies31:20 – Distribution through beer networks33:45 – Entering new markets through community partnerships35:15 – Hiring locally to support expansion36:30 – Scaling challenges and operational tradeoffs42:50 – Advice for founders on staying aligned RESOURCES & LINKS Devil’s Foot BrewingBen Colvin LinkedInDevil’s Foot Brewing LinkedIn Core Impact StrategyAnne Oudersluys LinkedIn Core Impact Newsletter

    46 min

  4. MAR 25

    The Competitive Advantage of Radical Honesty: Jeff Wiguna, CEO of Kuju Coffee

    This Episode features Jeff Wiguna, co-founder and CEO of Kuju Coffee, to explore how honesty, ownership, and long-term thinking shape the way a company grows. Kuju pioneered the single-serve pour-over coffee category and has grown from a Kickstarter campaign into a brand carried by retailers like REI and Walmart. But Jeff explains that the company’s growth has been guided less by chasing distribution and more by understanding where the product truly belongs. In this conversation, Jeff shares why Kuju walked away from grocery after achieving national placement, how he evaluates whether a channel fits the business, and why he believes “ownership determines destiny.” He also explains why radical honesty with buyers and partners has become a strategic advantage. For founders navigating pressure to scale quickly, Jeff offers a thoughtful perspective on building companies designed to last. WHAT YOU'LL LEARN: Why Jeff believes radical honesty creates stronger relationships with retail buyersWhat Kuju learned after initially being rejected by REIWhy timing often matters more than pushing harder when entering a channelHow Kuju grew from outdoor specialty retail into Walmart without chasing mass distributionWhy grocery turned out to be a strategic misstep, even after national placement in Whole Foods and SproutsThe difference between products people like and products that behave like staples in groceryWhy Jeff believes ownership determines destiny for every companyHow avoiding venture funding helped Kuju maintain long-term decision-makingWhy Jeff is skeptical of performative success signals like press and distribution milestonesHow Kuju’s brand focuses on real customers and real moments rather than curated brand imageryWhy Jeff believes companies should serve human lives rather than consume themWhat founders should clarify early about their personal definition of successTIMESTAMPS: 00:33 – The idea behind Kuju’s pocket pour-over 03:40 – The gap in camping coffee that started the company 05:18 – Getting rejected by REI the first time 09:10 – Why timing matters more than pushing harder 12:18 – Choosing not to chase every retail opportunity 13:14 – Why grocery became a strategic misstep 15:59 – What grocery taught him about staples vs novelty 19:13 – Ownership determines destiny 24:08 – Why Kuju never pursued venture funding 28:13 – Radical honesty with buyers and partners 32:55 – Building a brand around real customer moments 42:14 – Jeff’s advice on defining your own version of success RESOURCES & LINKS Jeff Wiguna LinkedIn Kuju CoffeeKuju Coffee LinkedInAnne's Newsletter - Core Impact Newsletter - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brandsConnect with Anne Oudersluys and learn about creating a marketing strategy that delivers business growth. Work with Anne:  Core Impact Strategy Anne's LinkedIn -  LinkedIn

    46 min

  5. MAR 11

    Why Great Companies Choose Trust Over Control: Greg Harmeyer, CEO of TiER1 Impact

    What does it actually look like to build a company that puts people first—without sacrificing performance? Greg Harmeyer is the co-founder of TiER1 Performance Solutions and CEO of TiER1 Impact, a certified B Corp and 100% employee-owned company that helps large organizations improve performance through people. Over the past two decades, Greg has led TiER1 through significant growth, 18 acquisitions, and major economic cycles—while intentionally rejecting traditional hierarchy, performance reviews, and individual incentives. In this conversation, Greg shares how his company operates with “dynamically distributed authority” instead of static bosses, why they tolerate inefficiency in service of collaboration and innovation, how employee ownership shapes long-term decision-making, and what it costs to uphold your values during financial pressure. This episode is a candid look at the real tradeoffs behind building a values-driven company—and what it takes to make those values operational, not aspirational. What You’ll Learn 02:00 – What it means to operate without traditional bosses How dynamic authority replaces static hierarchy—and why most employees say they don’t really have a boss. 06:19 – What TiER1 actually does How the company helps large organizations drive performance through leadership alignment, change management, and people-centered transformation. 10:11 – Turning abstract values into “values in action” Why six simple values weren’t enough—and how rewriting them in first-person language made them operational. 14:31 – The power of “embracing the tension of the and” Why over-rotating on any one value—performance, relationships, or impact—creates imbalance. 18:48 – Why great companies tolerate inefficiency How leaving space for ideas, experimentation, and collaboration led to entirely new business lines—including federally funded research and internal creative teams. 23:33 – What real collaboration requires Why trust, incentive design, and removing fear of credit or competition matter more than saying you “value teamwork.” 27:24 – Why TiER1 doesn’t use traditional performance reviews How growth conversations, shared bonuses, and team-based success replace individual scoring systems. 30:12 – Navigating economic pressure without abandoning values How Greg approached a difficult financial year without defaulting to immediate layoffs—and what tradeoffs that required. 35:24 – Why employee ownership changes leadership decisions How becoming an ESOP created long-term alignment—and new responsibility. 39:57– When you have to be willing to walk away from revenue The mindset required to confront a major client when culture and team wellbeing were at risk. 43:56 – Decision-making without a rigid framework Why principles, not algorithms, guide tough calls—and why long-term thinking matters most. 48:36 – What makes a “good” company Greg’s belief that organizations should exist to serve people—not the other way around. Resources & LinksGreg Harmeyer – LinkedIn TiER1 Performance Solutions Impact with Love: Building Business for a Better World Connect with Anne Oudersluys and learn about creating a marketing strategy that delivers business growth.Work with Anne:  Core Impact StrategyAnne's LinkedIn -  LinkedInAnne's Newsletter - Core Impact Newsletter - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

    51 min

  6. FEB 25

    Building a Brand in a Crowded Category: Mike Zelkind, CEO of 80 Acres Farms

    If you play in a crowded category, this episode will help you think more clearly about how to stand out — not by hyping your technology or lowering price, but by sharpening your value, focusing your message, and building trust with customers over time. We focus on the consumer, ensuring you have the right unit economics and staying disciplined on a clear strategy.  Mike Zelkind is the co-founder and CEO of 80 Acres Farms, which grows leafy greens, herbs, and microgreens n indoor farms across the U.S. Their product line includes packaged lettuce mixes, pre-made salads and salad dressings.  Over the past decade, the company has expanded into thousands of retail stores, scaled production through acquisitions, and built a national brand in the produce aisle. In our conversation, Mike shares how to simplify your value proposition when you have too many benefits to communicate, how to compete against larger incumbents without chasing them, how to be transparent with investors during industry hype cycles, and how authenticity and grit shape leadership as you scale. What you’ll Learn:  00:39 – Technology is only valuable if it serves the customer Why innovation alone doesn’t create differentiation — and what has to translate for consumers to care. 03:49 – Proximity as a competitive advantageWhy shortening the supply chain increases freshness, reduces waste, and builds trust. 10:03 – When industry failure becomes strategic clarity What environmental breakdowns in traditional agriculture revealed about system-level inefficiencies. 13:25 – Purpose as a filter for growth decisions Why a clear “why” should narrow your choices, not expand them. 15:05 – Too many benefits weaken your brand The discipline of choosing one or two promises instead of listing every advantage. 27:01 – Commoditization is often a strategy failureWhy categories become interchangeable when leaders stop defining a clear promise. 28:03 – Redefining value instead of reacting to price pressure What it takes to shift the conversation toward outcomes customers actually care about. 29:31 – Scaling through acquisition without lowering standards Protecting product quality and culture as distribution expands. 36:37 – Infrastructure is not software Why vertical farming requires patience, iteration, and realistic expectations from investors. 40:43– Authenticity, curiosity, and grit in leadership The habits that sustain growth when the industry cycle turns. Resources & LinksMike Zelkind – LinkedIn80 Acres Farms If you are interested in working with Anne Oudersluys to develop a marketing strategy that supports your growth, you can reach out through these channels:  Anne's LinkedIn – LinkedInAnne's Website - Core Impact Strategy Anne's Newsletter - Core Impact Newsletter - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

    48 min

  7. FEB 25

    Scaling Without Diluting Your Values: Blair Kellison, former CEO of Traditional Medicinals

    In this episode, we explore what it actually takes to scale a company without diluting its values, leading with transparency and turning your brand story into a competitive advantage.  Blair Kellison has spent more than 25 years leading natural products companies, often stepping in as the first non-founder CEO. Most notably, he spent 14 years at Traditional Medicinals, helping grow the business from roughly $20 million to well over $100 million in revenue while strengthening its commitment to organic sourcing, fair trade partnerships, and community impact. In our conversation, Blair shares how to formalize values so they guide real decisions, how to protect product integrity while scaling, how transparency builds trust (even in moments like a product recall), and why culture—not strategy—is often the true engine of long-term growth. What You’ll Learn 00:00 – Why aligning your personal values with your work changes everything How Blair’s decision to leave corporate life and take a 70% pay cut shaped the trajectory of his career. 05:20 – How to transition from founder-led to professionally led—without losing the mission Why companies are often strongest when founders remain deeply involved, just not necessarily in the CEO role. 07:05 – How to codify values so they actually influence decisions A practical framework for moving values from vague language to clear behavioral standards. 08:55 – How to embed mission into hiring, onboarding, and performance reviews What it looks like to operationalize values so they become part of the company’s infrastructure. 10:35 – Why efficacy must come first—even in purpose-driven brands How product performance (“it works”) builds the foundation for trust, retention, and word-of-mouth. 15:05 – How to scale without lowering your standards Why growth should increase rigor around quality, sourcing, and testing—not erode it. 19:45 – How relational supply chains create resilience What it means to invest in growers and build long-term partnerships that expand alongside your growth. 22:05 – How transparency during a recall can strengthen trust Why proactively communicating difficult news can ultimately reinforce credibility with customers. 27:45– How to compete ethically in an industry full of exaggerated claims Blair’s approach to building brand equity through consistency, education, and integrity. 33:15 – Why your story becomes your competitive moatHow deeply embedding your mission and operating principles into the brand creates differentiation competitors can’t replicate—even when they copy your product. 36:25 – Why culture—not strategy—is the true competitive advantage The “change the water, not the fish” metaphor and how leadership behavior shapes performance. Resources & LinksBlair Kellison – LinkedInTraditional Medicinals  -- Connect with Anne Oudersluys and learn about creating a marketing strategy that delivers business growth.  Work with Anne:  Core Impact Strategy  Anne's LinkedIn -  LinkedInAnne's Newsletter - Core Impact Newsletter - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

    51 min
  8. Grow Good - Podcast Trailer

    FEB 4

    Grow Good - Podcast Trailer

    Grow Good is a podcast for purpose-driven leaders who want to grow their business while staying true to their mission and values.  In this trailer, host Anne Oudersluys explains the show's premise and what to expect in each episode: honest conversations with CEOs and founders about the real decisions and trade-offs involved in scaling—from strategy and marketing to culture and leadership. Subscribe to Grow Good for practical examples of how to build growth-oriented, values-aligned companies.

    1 min

Trailer

4.7
out of 5
14 Ratings

About

Grow Good tells the story of purpose-driven leaders who grow their businesses while staying true to mission and values. Hosted by growth and brand strategist Anne Oudersluys, each episode features candid conversations with CEOs and founders about real decisions they make and how they operate across strategy, product, marketing, people, and scale. This show provides practical, thoughtful insight for leaders who want to grow with intention.

Information

  • Creator
    Anne Oudersluys
  • Years Active
    2K
  • Episodes
    8
  • Rating
    Clean
  • Copyright
    © 2026 Core Impact
  • Show Website
    Grow Good

You Might Also Like