Responsible leaders work hard to make their businesses profitable, take care of their employees, and to care for the planet. It’s crucial that they find the best ways to balance this triple bottom line. However, many leaders struggle because they prioritize the bank account over their people and turn a blind eye to compromising the community or environment.
Lindsay Johnson, CEO of Wordbank, embodies a responsible leader. During my conversation with her in episode 33 of the Best Places to Lead show, however, she still proved that achieving the triple bottom line is certainly doable. Wordbank’s 200% growth is proof of that, and it still maintained its stance as a people-first company in a tech-heavy industry.
The data supports this approach to business. According to a Deloitte study, “purpose-driven companies witness higher market share gains and grow three times faster on average than their competitors, all while achieving the higher workforce and customer satisfaction.”
Lindsay shared many insights into how Wordbank operated as a B corporation even before they were certified in 2020. She also explained how the certification helped them sustain growth, both ethically and responsibly.
Here are the top 3 business lessons from Lindsay Johnson during our interview:
Business Lesson #1: The True Value of Human Talent
The first lesson is about valuing your people and how you measure their value to your organization.
Your company is only as strong as its people. And only when you truly understand the value of human talent can you understand how to make your organization a responsible business. A business that balances making a profit, compensating its employees, satisfying clients, and caring for the planet.
Part of it understands that your people are the ones manufacturing the products and delivering the services, and your company’s value depends heavily on what its workforce is capable of doing.
This will help you describe your services, engage with your clients, and most importantly, allow people to show up as their whole and authentic selves. Understanding that personnel is at the heart of what you do can help you weather many challenges.
Business Lesson #2: People Rally Behind Authentic Leaders Who Are Transparent With Their Mission
The next lesson from this episode is about authenticity and transparency in leadership and being clear about the higher purpose of your mission.
People subscribe to values that are consistent with their beliefs. Their loyalty usually belongs to the leaders who demonstrate these aligned core values. Generally, people find more value in their associates, who they feel comfortable around, and who they can relate to on the team. The days of transactional leadership are behind us. People are looking for alignment and authenticity.
When you are authentic about who you are as a leader, people notice compared to an inauthentic leader going through the checklist of leadership best practices. You must clearly articulate what you believe, be transparent about mission goals, and share your values. Your people will follow.
Business Lesson #3: Becoming Certified As a B Corporation Enhances Inherent Company Values
If your company acts responsibly by treating people with respect, giving back to the community, and taking care of the planet (while remaining profitable), becoming certified as a B corporation is a no-brainer. It only serves to enhance these commitments.
The certification process provides a framework for everyone in your organization to be held accountable for their actions: people, profits, and planet. This also serves as a clear “Bat Signal” for those purpose-driven employees who want to join a company with a brighter lens for the future. In a day and age where companies are deliberately “fuzzy” with their commitments, a B Corp firmly plants a stake in the ground. Here are our promises, and here’s what you can expect at this company.
Aspiring to become certified as a B corporation is a commitment to uphold your inherent values to treat both people and the planet with respect.
About Best Places to Lead
Your company has the potential to be great. The leader’s responsibility is to unlock that potential – or doom it to mediocrity.
On the LIVE Best Places to Lead show, you’ll learn the hard-fought lessons from the front lines earned by business leaders who have already had their teeth bashed in and lived to tell about it. We’ll share the tips, tricks, mindsets, and frameworks that allow great leaders to lead differently.
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