13. John Replogle on Using Business For The Greater Good

Purpose and Profit with Kathy Varol

John Replogle is a leader in the mission-driven brand movement, with extensive experience leading fast growth, high-performing businesses including Seventh Generation and Burt’s Bees. John believes that business is one of the most powerful forces on earth and that power must be harnessed for the greater good.

John previously served as GM of Unilever’s Skin Care business and President of the Guinness Bass Import Company, and recently co-founded One Better Ventures. John holds degrees from Harvard Business School and Dartmouth College. He serves on the Boards of Dartmouth, Zarbees, Leesa, Cree, Beautycounter and BEST NC. His focus is on growth strategies, organizational and cultural design, mission, values, and CEO coaching.

Connect with John on LinkedIn.

In this episode we discuss:

• What 80% of the global population has in common with the top 200 companies
• The impact of being purpose-led on culture, employee retention, and recruitment
• The invaluable treasure that dumpster diving unlocked for Burts Bee’s
• The shocking statistic that lead to the creation of the Dove Campaign for Real Beauty
• The surprising secret companies can use to drastically reduce burnout

Key Takeaways:

• What would it feel like to spend your days in an organization whose values aligned with what you hold most dear—social justice, equity, environmental conservation, child welfare—just to name a few examples? What would the world look like if businesses were built off love, and fully considered the long-term impact of their actions across society and the environment? There is nothing that says things have to stay the way they’ve been. All progress happens through change. I believe creating businesses built off love, that consider the greater good, is a world worth building with this one precious life each of us has.
• As John suggested, take the time to consider what your personal purpose is. Write it down. Build on it. Revise it. Reference it. Use it to guide your own decisions in business and in life. I did this a while back, and I keep it on the wall in my office. Your purpose should be personal, it should stir you up inside. Chances are, it won’t mean something to others. But that’s ok, it’s your purpose. For example, mine is “an oracle of possibility, enticing people out of their hiding place by coming out of mine.”
• If you’re honestly committed to diversifying your company’s board—and you should be considering the board demographics in America and globally—then look up Take You Seat. They might be able to help you get there faster than you thought possible.

References:

• Unilever’s page for the Dove Campaign for Real Beauty and related pledges
• Burt’s Bees “Dumpster Day” on Youtube
• Generation Investment Management is one example of a “patient capital” firm
• John Replogle’s interview with Authority Magazine
• Take Your Seat
• McKinsey’s research into the impact of board diversity on better results
• One Better Ventures
• Leesa

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