B Corporation Community

Helping business become a force for good

By Michelle Ratcliffe

Make business easy – tune in to The Big Idea, a bi-weekly column from the Whistler Chamber showcasing a Whistler Business innovating in their sector.

It’s commonplace for the bottom line to define business success, but there is a growing global network of over 2,000 Certified B Corporations leading a movement to redefine success. These B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. 

Whistler’s Seeds Consulting is part of this global movement and Principal, Diana Mulvey believes that a healthy profit can be achieved parallel to progress for the planet and people. 

Mulvey has built a business that takes action on social and environmental issues. Working with companies that aim to do good for humanity and for the planet, her business helps growing enterprises define the difference they are trying to make in the world and market themselves, creating an inspiring identity that stands out. 

She believes that while already sitting at an impressive height, Whistler businesses have the opportunity to elevate their impact on the world.

“Whistler’s business community could be known not only as the best IN the world, but the best FOR the world,” said Mulvey. “I’m helping mobilize business owners to be a force for good and tackle social and environmental challenges in their industry.”

Planting Seeds with Purpose

As any gardener knows, even with seeds in hand, your work still requires a little digging before you can plant and nurture growth.  Seeds Consulting’s strategy starts with digging deep to find a client’s highest mandate.

“I’ve been helping clients uncover their higher purpose and get clear on why they are in that business,” explained Mulvey who says she shares the philosophy of author and corporate culture thought leader Simon Sinek, who teaches organizations how to inspire people by starting with “Why.”

“I Share Simon Sinek’s belief that people don’t buy what you do, they buy why you do it,” said Mulvey.

Once the “why” is clear, she can set sights sky high and map out the route to lift her client’s entrepreneurial ambitions to great heights. Clarity on a clients purpose empowers them to create an identity that rises above the noise, attracting the right customers and building brand loyalty.

Events Inspiring Action

Mulvey is a key fixture in the entrepreneurial community in Whistler – an inspiring group of innovative minds.

Her respected perspectives have led to collaborations with likeminded organizations and created events aimed at inspiring entrepreneurs to do good for their community.

“I’ve spoken at and introduced events in Whistler that encourage entrepreneurs to learn about and take on environmental and social problems,” she said.

In the last year alone, her hands-on help has seen her teach workshops for the Whistler Centre for Sustainability’s Social Venture Challenge, present on “how putting employees first boosts your brand” and at the Whistler Open Forum Speaker Series and collaborate with the Business Development Bank of Canada to bring a screening of “The Millennial Dream” documentary to Whistler accompanied by empowering discussion around different kinds of success in the new economy.

Confronting the Status Quo

In addition to speaking up with new ideas entrepreneurial events, Seeds Consulting connects with and empowers with their market online. The thought leadership exemplified by Mulvey on the Seeds Consulting blog offers an inspiring a dialogue for change, contributing valuable knowledge and resources to her community.

“I’m and avid blogger,” said Mulvey. “I use this platform to share ideas, confront the status quo, introduce best practices and build the business case to tackle social and environmental problems.”

Mulvey’s leadership is being felt throughout the resort where the number of businesses who are embedding social causes into their strategy is snowballing and her impact was recognized earlier this month, with Seeds Consulting honoured as a Finalist for “Sustainability in Action Business” at the 2017 Whistler Excellence Awards. Mulvey is helping shape a thriving local economy, from inspiring startup social ventures in their infancy to helping established organizations redefine an inspired brand identity. 

“Companies that are better for workers, better for communities, and better for the environment will lead the way and raise the bar for business success beyond the bottom line”

“Companies that are better for workers, better for communities, and better for the environment will lead the way and raise the bar for business success beyond the bottom line,” said Mulvey.  “I believe Whistler business owners have an opportunity to take on social and environmental problems and be recognized around the globe as being the best for the world.”

Confident Communications Tools

Confidence-Building Tools that Move Ideas into Action

Game-changing communications skills

Brands created with purpose have inspiring stories to tell. Beyond selling a product or service, these types of brands may have a purpose focused on improving society, making lives easier and healthier, or tackling an environmental problem. Often, it’s easy to frame an elevator pitch around what you do, but this misses the chance to connect with people at an emotional level. Strategic marketer Simon Sinek’s research shows how companies that ‘start with why’ instead of ‘what’ are more likely to succeed and build strong, trusted brands. With the right confidence-building tools, business leaders can reframe how they communicate purpose, moving their ideas forward into action.

“People don’t buy what you do. They buy why you do it.”  Simon Sinek, Start With Why

Sharing brand purpose confidently helps attract and connect with the ideal target audience. Once they learn about the brand’s purpose and connect with it, consumers are more likely to engage and trust these brands. Effective communication skills and the ability to speak with confidence are also essential for business success. Communicating confidently can build loyalty, strengthen reputation, gain exposure, and attract the right partners to increase profit.

How would your business change if you could confidently share your brand purpose during meetings, one-on-ones, sales presentations, or even informal conversations?

On February 24, join Communications Trainer and Professional Coach Lucas Mattiello at the Whistler Open Forum Event for a presentation and hands-on workshop to learn:

  • What causes fear around public speaking + how to remove it
  • How to think less + connect more
  • Top 3 mistakes speakers make that destroy trust + how to avoid them
  • Self-awareness triggers to manage nervous feelings + negative thoughts
  • What you MUST focus on to address your client’s pain points

Event Details – SOLD OUT!

Date/Time:  Wednesday, February 24 from 5:30 to 8:00 p.m. (Check-in from 5:30 p.m., speaker starts at 6 p.m.)
Location:  Squamish Lil’wat Cultural Centre, Whistler, BC
Tickets: $35 + GST, includes: inspiring speaker, fun networking opportunities, tasty appetizers, fabulous door prizes, cash bar and more!
Event Hosts: Lighthouse Visionary Strategies, Local Whistler, Seeds Consulting.

Check back for the next Whistler Forum Event. Date TBD

Game-changing communications skills

More about Lucas

Lucas is a Vancouver-based Communications Trainer and Certified Professional Coach who educates business professionals on techniques and strategies to become confident communicators. Using his personal experiences of living with anxiety and panic disorder, Lucas has empowered clients and corporations with proven self-management tools that eliminate stress, build confidence and elevate your message. He has been featured in Forbes Magazine and numerous news shows, is a best selling author, and his corporate clients include Vancouver Coastal Health, the City of Burnaby and others.

http://optoutside.rei.com

Build Authentic Holiday Experiences

How to live your brand this holiday season

On the busiest day in the American retail calendar, over a million of REI’s most loyal brand advocates are choosing to #optoutside and play in the outdoors instead of shopping on Black Friday. The outdoor retailer has closed every one of its 143 stores on Friday, so that the co-op’s employees can have a paid day off to head outside. This move may cost them millions in lost revenue for the short term, but members will take notice that it put purpose before profit, and that will really resonate with REI’s core customer. While tweaking seasonal campaigns to grab a piece of the holiday spirit, how about adding a dash of your brand’s authentic purpose and personality? What will make the giving season a little warmer and fuzzier, while creating a buzz with your target audience?

Share Authentic Stories

When people put conscious thought into their gift giving, they love to share stories. Does your company have products that are Fair Trade, made by women-owned co-ops or produced by a local artisan? Is there a deep green angle or tree-saving feature to your product line? Selling a special-edition or seasonal item that is locally made? When your company takes time to carefully source products with meaning, make it easy for customers to help tell the story. Think of using point of purchase displays, stickers, holiday packaging, gift receipts, bag inserts, online pop-ups or images on social media to share this unique information. The story behind the gift will also be appreciated by the lucky person getting the present!

Create Community

Imagine the dreaded weekend run to the big box store to get that last item on your list… Is that how you would want to spend your precious holiday time? Instead, think of ways to build a community haven that is a festive, fun and efficient experience for your customers. Partner with the corner grocery store to serve healthy treats at the cash, serve hot cups of tea on the blustery days, invite a local musician to play in store. Online and through social media channels: ask your community to share photos of their special moments over the holiday season. Invite customers to comment and share their ideas of how to create calm through the holidays. Commit to surprising and delighting all customers to create a memorable and easy shopping experience.

Reduce Waste

The holidays create a mountain of waste from excessive packaging and gift wrapping. If your organization tries to tread lightly with a small footprint, make it easy for your customers to do the same. Ask vendors to send holiday shipments in reusable boxes and crates – chances are, it won’t be stored for long! Find packaging that does double-duty and does not need to be pitched. Share creative ways to wrap and reuse gifts, and ask customers for their crafty ideas. Could scraps and remnants be upcycled as one-of-a-kind gift tags or ornaments? Offer a discount to customers who don’t need a bag for their purchase. Invite customers to invest in special-edition packaging that becomes a keepsake for the lucky recipient.

Spread the Love

Already giving back through employee volunteerism or corporate donations? Why not invite customers to join in? Create a feature offer where a dollar amount for each purchase is donated to the charity of choice. Take it a step further by welcoming the charity to set up a retail or online store display. Cross-promote the charity on social channels to build awareness. Encourage partners and vendors to join staff on their volunteer days at the food bank or the toy drive. Build relationships between employees, customers, vendors and charities to spread the giving far and wide.

Acknowledge Employees

While everyone works hard to serve customers during the busiest time of year, don’t forget the employees who make it all happen. Promote staff picks for seasonal merchandise to help customers choose the right gift. Empower employees to make spot decisions and keep client satisfaction a top priority. Find ways to publicly acknowledge these rock stars who go above and beyond to keep things together and keep a stash of small rewards on hand for spontaneous thank you’s. A happy front line always means better service and satisfaction for customers while an efficient back office will make everyone else look good.

The holiday season is a great time to let customers get to know your organization, its purpose and values. It is also a golden opportunity to reach new customers and deepen customer relationships. Don’t forget… these customers may come to you to find something unique to give to the special people in their lives. The impact will be exponentially larger if it’s an authentic and memorable experience.

Seeds Consulting has designed marketing and communications strategies for some of Canada’s best known brands, including that fast-growing retailer that’s now a $7 billion dollar global brand. Contact us today to know more about our approach and our track record.

Image: http://optoutside.rei.com Photo © 2015, VisitTheUSA.com