Purpose 360 TruStory FM

Countries around the world are anticipating the start of the Paris Olympics, a celebration of the unifying power of sports.
For many, an introduction to sports begins at a young age. From participating in a sport to watching games with family, sports plays a pivotal role in shaping youth, teaching invaluable life skills such as teamwork, leadership, and resilience and encouraging healthy lifestyles through active play. But unfortunately, children are dropping out of sports at alarming rates. Not only does this impact their lifelong health, but it influences whether children will grow up to become sports fans.
We invited Kevin Martinez, Vice President of Corporate Citizenship at ESPN, to highlight programs central to ESPN’s mission to serve sport fans anytime, anywhere. Kevin discusses several of ESPN’s programs, including Don't Retire, Kid; Foundation V; and ESPN’s partnership with Special Olympics, and highlights ESPN’s aim to support and nurture both athletes and fans, reinforcing the idea that sports are for everyone.
Listen for insights on:
The business and community value of investing in sportsBusiness areas that corporate citizenship professionals need to be aware of to expand their impact and make the business case for social impactMaintaining connections and communication with other corporate citizenship professionals to drive greater overall impactResources + Links:
Kevin Martinez’s LinkedInESPN x Special OlympicsV FoundationThe Emperor of All MaladiesDon’t Retire, Kid
(00:00) - Welcome to Purpose 360
(00:13) - ESPN's Kevin Martinez
(01:09) - Kevin’s Background
(04:14) - Intuition
(06:53) - Sports
(08:06) - ESPN’s Purpose
(09:30) - Programmatic Work
(12:48) - Kids in Sports
(16:40) - Equity in Sports
(20:27) - Olympics
(22:23) - Last Thoughts
(25:03) - Purpose and AI
(27:56) - Wrap Up

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 purposePurpose’s role on an employee’s hierarchy of needsKey purpose gaps at organizationsStrategies for measuring purpose internally and externallyResources + Links:
StrawberryFrogPurpose Power IndexStrawberryFrog Case Studies
(00:00) - Welcome to Purpose 360
(00:13) - StrawberryFrog
(01:54) - Chip’s Background
(04:11) - Movement Marketing
(06:29) - Relationship with Work
(06:49) - Favorite Client
(09:58) - Purpose, Merger, and New Brand
(11:58) - Internal Activation
(16:02) - Purpose Power Index
(21:12) - Metrics
(24:45) - Purpose Gap
(26:27) - Measurement
(28:38) - Convincing the C-Suite
(29:50) - Purpose in an AI World
(31:42) - Last Word
(33:40) - Wrap Up

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 teamsMisconceptions that burden neurodiverse adultsStrategies to drive greater inclusion between employees, regardless of cognitive diversity Resources + Links:
Rajesh Anandan’s LinkedInAbout UltranautsUltranauts Case StudiesUniversal WorkplaceTeamX
(00:00) - Welcome to Purpose 360
(00:13) - Ultranauts • Rajesh Anandan
(02:21) - Meet Rajesh
(09:10) - Mission
(10:08) - What Is Neurodivergent?
(11:20) - Hiring Using Cognitive Diversity
(12:40) - Key Benefits
(14:57) - Customers
(16:47) - Why Hire Neurodivergent Persons?
(18:23) - Universal Workplace
(26:46) - Last Word
(31:07) - Wrap Up

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