How can purpose-led businesses make things better?

The latest contributor interview for WPC Book #2, What do we do after the pandemic?was with Russ Stoddard. Russ and I discussed his chapter, The Stakeholder Virus and the Pandemic of Business for Good, in which he relates his view of a shifting business world. We also discussed a few projects he is working on, including unitco.io, which helps organizations like socially responsible small businesses, public benefit corporations, and certified B corps report on their impact, as well as another one, which teaches the basics of B Corps. Russ is a great advocate for an approach to business that doesn’t focus on profit maximization and instead aims to do good in the world. I highly recommend his book, Rise Up. It is a straightforward guide to help you think through developing a purpose orientation for a business. I’ve used it repeatedly in my teaching.

WPC Book #2: What do we do after the pandemic? is available for pre-order.

Russ Stoddard is the founder and president of Oliver Russell, a public benefit corporation that builds brands for purpose-driven companies whose products, services, or business models benefit society. Russ is a leader in the certified B Corporation community, a new classification of companies that use the power of business to solve social and environmental issues.

Follow Russ on Twitter.

If you enjoy this episode, please check out some of the other WPC Book #2 interviews.

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