Affinity: Your WHY is Everything
We all know that a doctor’s This can be defined by both what Sinfully Suited is a custom Mary, “It is critical in design to find 35 pounds. It changed my life. sustainable corporation is one that
purpose is to help sick people, and
a company does and what it bathing suit line created by out the reason ‘why.’ Why is it the
I really want people to know that
creates profit for its shareholders
that lawyers help you navigate
doesn’t do, such as:
Tami Todd who feels that using way it is? Is it really working? What
the best investment you can
while protecting the environment
the legal system – but what
your talent to create a great can be challenged? What does the
and improving the lives of those
about business? Why don’t ask +
make is in yourself, and I know
Put your money where product is her greater mission. client really need? What do their
that participating in this event
with whom it interacts. It operates
ourselves what’s the driving force
And the opportunity to be part clients really need? Want? What
so that its business interests and
behind a business?
your values are.
will help people and get the word
of a group of people operating would make it better?
out about my business.”
the interests of the environment
from that perspective is what Beyond the reason ‘why’ is ‘who.’
and society intersect.
Lauren Sheehan of Empower
attracted her to the fitness Who are they? How do they feel
Fitness put it this way,
+
This movement is known as
Savitz goes on to say,
Create a business that
challenge project. today? How do they perceive their
conscious capitalism and it rests
“I’ve always wanted to
reality? Their customers’ reality?
Sustainability is not about
help my clients take what
reflects what’s important to
on the idea of enlightened self-
Community involvement got
It’s often through some of the most interest. It’s creating a new way
philanthropy. There’s nothing
they learn from training
you.
April Brigham to jump on board.
incidental personal conversations for business to make businesses,
wrong with corporate charity,
April is a registered dietician
with me into their life,
that the solution becomes clear – large and small, conscious about
but the sustainable company
and owner of Super Suppers.
and to feel strong and
we get to the relevance of the issue
how they conduct their business.
conducts its business so
+
Great nutrition is an essential
at hand and proceed to an impactful
that benefits flow naturally
able to do whatever they
Use green technology
support piece in people’s fitness
This includes infusing businesses
solution.”
to all stakeholders, including
want to do. I really feel when possible.
plans and she loved the idea of
with spirituality, corporate social
employees, customers, business
Looking at the natural world for
responsibility (CSR), adoption of
that if I can help someone
contributing to the community partners, the communities in
of people involved in the
a lesson in business is the focus
the triple bottom line (3BL, people,
which it operates, and, of course,
succeed in their fitness
+
project.
of the work of Janine Benyus,
planet, profit) and ethical business
shareholders.
plan, then that success
Produce a quality product
author of “Biomimicry: Innovation
practices. In short, conscious
ripples out to his or her or service that uses your
Greg Osborn of 24 Hour Fitness
capitalists (or business people
How does this affect you,
Inspired by Nature”. She points to
life. That’s why I’m part of
says: “We got involved in the
engaging in conscious capitalism),
the consumer? By making the
talents and gifts.
project because we just want
that fact that species that inhabit
this fitness challenge.”
a mature ecosystem live in ways
put values first before profit. choice to do business with those
to reach people in any way
Looking at the motivations of we can. Our goal is to really
that keep the ecosystem going.
It’s capitalism infused
people who operate their business
business, large or small, has
+
Avoid predatory
change someone’s life. It’s
For example, on a coral reef, the
with “soul.”
based on the values of giving back
been the topic of discussion in the
not about the weight coming
clownfish lives unharmed within
and making a difference. Those
press for months as we’ve seen
marketing tactics.
3BL is a core principle of
off, it’s about the freedom and
the reach of the tentacles of the
who put values before profit.
the tidal wave of mega businesses
Corporate Social Responsibility
the energy that they gain from
sea anemone, and in return, it
And it’s why Greg Osborn,
crash. It seems that Americans
(CSR) and is closely linked with
being fit. And what people do
cleans the anemone and attracts John Monahan, Clayton Jenkins,
increasingly want to know the +
Work collaboratively.
the principles of sustainability.
motivations behind a business.
with their freedom and energy
its prey. Lauren Sheehan, Nicole Espinoza,
is what matters to us. Are
“Competition is an
In his book, The Triple Bottom
Tami Todd, Mary Gordon, and
Working collaboratively is
they going to use that energy
Line, author Andrew Savitz says:
April Brigham do what they do.
energy intensive way
the focus of these small to play with their kids, work
They are creating businesses
The centerpiece of The Triple
business owners. Each has
on their marriage, or work
of spending your time
Bottom Line is the concept of
that make a profit, create value
with their favorite charity? All
– it makes the most
for the community, and they’re
contributed to a reward
sustainability. The term originated
of those activities ultimately
sense to get into a
around a growing awareness, having fun doing it!
package that will not only
help our community.” relationship where it in the 1980s, that nations
promote their business, but
had to find ways to grow their
Working collaboratively has always
is positive-positive,”
economies without destroying
create value for the winner been a passion for Mary Gordon,
says Benyus.
the environment or sacrificing the
of the fitness challenge.
of circleM4design. She thrives
Positive-positive caught Nicole well-being of future generations.
on getting involved; she pushes
Espinoza’s attention. She owns Sustainability has since become
and asks questions. The process
Lipo-Laser and has personally
a buzzword for an array of social
of getting know her clients and
experienced the positive effects
and environmental causes, and
‘getting who they are’ is key to
of a fitness challenge. “I won
in the business world it denotes
producing effective, personalized
a fitness challenge and lost
a powerful and defining idea: a
communications. According to
www.coloradohomeownermag.com article layout: Mary Gordon
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