I've always believed that business, at its core, is about people. It's not only about the bottom line, but about creating value that enhances lives, respects the planet, and fosters true connection. That's why my approach to business growth and life revolves around the idea of what I imagine is a whole human living in collaboration with the earth. A business can reach all of its business goals while improving the lives of all those involved from board members to employees to end consumers. For me, this concept has become essential in transforming how we think about leadership, economic systems, and the future we want to build.
The Harmful Cycles of Extraction Economies
For a long time, I ignored the internal drive that pushed me toward something bigger. But eventually, I realized that my mission was not just about building successful companies but about rethinking how we do business entirely. The more I grew in my journey, the clearer it became that the traditional ways of thinking—focused on extracting value without replenishing it—are not sustainable. The system is broken.
Selling Addiction and the Cure
I am thinking about a specific alliterative donut company that shall remain nameless and how it contributes to a cycle of harm. They produce low-quality, highly processed foods, which are full of sugar and unhealthy fats. The products are designed to provide a quick burst of pleasure. They are designed to be addictive and they ultimately contribute to chronic health problems like obesity and type 2 diabetes.
End-consumers develop diseases and often turn to pharmaceutical solutions — I can think of a weight-loss drug that is all the rage in Hollywood right now but I won't name them either. These drugs treat the consequences of rapid weight gain but don't address the root cause of the problem. Pharmaceutical companies profit by creating a market for long-term medication that doesn't solve the underlying issues of poor diet and lifestyle. The cycle continues.
The Environmental Costs of Extraction
Poor quality foods that lead to over-medication is just one example of an economy that disregards what could truly help humanity. Instead of focusing on a health-first approach, we end up with industries built on extracting value at every stage, we contribute to a system that profits off the very problems they contribute to. This broken system benefits companies, but it leaves individuals and communities trapped in a cycle of poor health and dependence on medications, rather than offering solutions that promote long-term well-being.
If we zoom out beyond the individual to the collective, we see the same short-sighted extraction ideology in practice. Deforestation, overfishing, and mineral extraction leave landscapes barren and wildlife endangered. We now find ourselves in a world where fragile ecosystems are being destroyed and global warming is threatening the future of our children. The momentum of the economy chugs along, and we continue to prioritize profits over future well-being. Will our legacy be an unsustainable system constantly at risk of collapse? No, but we have to change and how do we do it? Some companies are disrupting the detrimental momentum.
Purpose-Driven Business Leaders: Patagonia
Despite the deep roots of the extractive mindset, don't lose hope—change is possible. It might seem daunting at first, considering businesses have been tethered to short-term gains for so long. Yet, let's take inspiration from a revolutionary company: Patagonia.
The outdoor apparel company, Patagonia transformed its business model to focus on regenerative practices. They shifted to using recycled materials, reduced water consumption in their production processes, and launched the "Worn Wear" program, encouraging customers to repair and reuse clothing instead of constantly buying new items. These changes not only reduced the company's environmental footprint but also resonated deeply with its customer base, strengthening brand loyalty and boosting sales. By embracing sustainability, Patagonia demonstrated that prioritizing the planet can lead to greater long-term business success while contributing to the health of the environment.
Recently, Patagonia took its commitment to sustainability even further by transitioning the company into a unique form of nonprofit ownership. In 2022, Patagonia's founder, Yvon Chouinard, announced that the company would transfer ownership to a trust and a nonprofit organization. This structure ensures that all profits not reinvested back into the business will be used to fight the environmental crisis. By making this bold move, Patagonia has guaranteed that its mission to protect the planet will continue indefinitely, without the pressure of prioritizing shareholder profits. This decision not only reinforced Patagonia's brand ethos but also set a groundbreaking example of how businesses can use their resources and influence to address urgent global challenges, showing that true success lies in making the world a better place.
By aligning the company's profits with environmental causes, Patagonia differentiated itself in a crowded market, allowing it to charge premium prices while still maintaining strong customer trust and brand loyalty. The transparency and authenticity of this shift resonated with consumers, resulting in increased sales and brand advocacy. In essence, Patagonia's move demonstrated that prioritizing purpose can strengthen a business's financial performance by building a deeply engaged and loyal customer base.
Mr. Chouinard loves the wild ecosystems of Earth and it is why he protects them. He is empowering others to fall in love with the environment so they too will protect it. We learn from him that the path forward for any business leader is to understand their purpose and act from it at every step.
Discovering Purpose for Generational Impact
So, what's my purpose? What motivates me? My focus is on empowering leaders to change the world by unleashing their potential to follow their heart while increasing business efficiency. I help leaders connect with their core purpose—what drives them—and align that purpose with their business goals.
When leaders understand their "why," they make decisions that are not only profitable but also meaningful. My father once told me that no one is special. What he meant was that we all need to get clear on our true purpose and focus on what truly matters. For me, that purpose is about building systems that nurture people, spark creativity, and create legacies. When I empower leaders to build future-proof businesses I rely on three big concepts: leading from instinct, operating under the philosophy of relational networks or our exchange, and serving the whole human.
Trusting Your Gut and Leading With Authenticity
Great leadership begins with a deep trust in intuition. It's about having the courage to trust your gut, even when it defies conventional wisdom, and leading from a place of authenticity that aligns with your core values. When leaders embrace this approach, they're not just managing operations; they're forging new paths, often venturing into uncharted territories. It requires a willingness to be bold, to make decisions that may seem unconventional, and to prioritize long-term vision over immediate gains.
In my experience, the most successful leaders are those who are unafraid to challenge the status quo and trust their inner compass. These leaders don't simply chase growth for the sake of it—they're driven by purpose and guided by a clear sense of "why." They build businesses that aren't just profitable but resilient, adaptive, and deeply interconnected with the broader systems of life—whether that's their team, their community, or the planet.
By leading with intuition, these leaders create companies that are not only financially successful but also aligned with a greater mission. They foster environments where innovation thrives because they understand that true growth happens when businesses are flexible, responsive, and in harmony with the larger ecosystem they operate in. This approach to leadership not only ensures the sustainability of the business but also contributes to a lasting, positive impact on the world around them. When leaders are aligned with something greater their vision for the future widens from quarterly earnings to generational impact.
Create a Legacy with the "Relational Networks"
The concept of "relational networks" represents a profound shift in how businesses, individuals, and systems operate. Traditional exchange models are built on extraction, where value is taken out of the system without considering how it might be replenished. Whether it's natural resources, employee energy, or consumer trust, the extractive model prioritizes short-term gains, often to the detriment of long-term sustainability. The principle of our network of exchange seeks to reverse this cycle by ensuring that every interaction—whether financial, social, or ecological—generates value in both directions, creating a regenerative flow that sustains the system over time.
At its core, our network acknowledges that we live in a deeply interconnected world where the health of one part directly influences the health of the whole. For example, businesses that exploit their workforce may see short-term gains, but they often suffer in the long run from high turnover rates, loss of employee morale, and damaged reputations.
Conversely, when businesses invest in their employees—by providing fair wages, fostering a healthy work-life balance, and offering opportunities for personal and professional growth—they create a feedback loop where employees feel more engaged, creative, and productive. This investment in people can lead to innovation, customer satisfaction, and ultimately, business longevity.
Relational networks and our exchange also extends to how businesses interact with the planet. Companies that prioritize environmental stewardship by reducing waste, minimizing carbon footprints, and embracing circular economy models aren't just contributing to the preservation of the earth's ecosystems—they're positioning themselves for long-term resilience.
A business that works in harmony with the environment is less likely to be disrupted by supply chain shortages, regulatory changes, or climate-related disasters. As consumers become more eco-conscious, these businesses will also benefit from increased customer loyalty and brand trust. By ensuring that resources are replenished—whether it's by planting trees, recycling materials, or supporting local biodiversity—companies engaged in our exchange build ecosystems that are sustainable for both their operations and the planet.
Relational Networks are not about balancing profit with purpose; it's about realizing that the two are inherently linked. When businesses give back to the systems from which they draw, they unlock the potential for greater resilience, innovation, and success. It's a model that doesn't just create value—it regenerates it, ensuring that every part of the system thrives in a balanced, continuous flow.
Nurturing Growth by Embracing the "Whole Human"
The "whole human" approach is grounded in the recognition that businesses are not isolated entities—they are ecosystems made up of people, each with their own complex needs, aspirations, and potential. For too long, businesses have treated their employees, customers, and communities as mere cogs in the wheel of profit generation. The whole human philosophy challenges this mindset by asking: What if we saw people not just as workers or consumers, but as integral parts of a larger, interconnected system that thrives when all its components are healthy and flourishing?
At Superstruct, we believe that supporting the whole human is key to unlocking a company's full potential. This means looking beyond traditional business metrics like revenue and productivity and considering the well-being of employees, the satisfaction of customers, and the impact on communities. A whole-human approach involves creating work environments where people feel valued, heard, and empowered to bring their best selves to the table. It's about recognizing that mental, emotional, and physical health are all crucial to sustained creativity and innovation.
Businesses that prioritize the whole human don't just offer competitive salaries and benefits—they create cultures of belonging and support. This can include flexible work arrangements, mental health resources, opportunities for continuous learning, and environments that encourage collaboration and inclusion. When people feel seen and supported, they are more likely to contribute their best ideas and energy. This translates into higher employee retention, stronger customer relationships, and ultimately, better business outcomes.
Moreover, the whole human approach extends to customers and communities. It's about recognizing that consumers today are more socially conscious and want to support companies whose values align with their own. Businesses that act with integrity, contribute positively to society, and prioritize sustainability are more likely to build loyal customer bases. The whole human approach also means giving back to the communities in which businesses operate—whether through charitable initiatives, local partnerships, or environmental conservation efforts. By nurturing these relationships, companies create a sense of shared purpose that strengthens both their brand and their bottom line.
In essence, the whole human approach acknowledges that business success is not just about profit margins but about creating systems where people and communities thrive. When companies invest in the well-being of their employees, customers, and the planet, they create a foundation for sustainable growth that benefits everyone involved.
The taxpayers pick up the tab of the commodity → industry creates the doughnut and we generate several industries from the dopamine impact → Pharma, Mental Health, Weight Loss → the hospital system fixes the rest → the taxpayers pick up the tab on the other side.
The Call to Action
The time for change is now, and the stakes have never been higher. As businesses, leaders, and individuals, we are at a critical juncture where the choices we make will define the future not just for our companies, but for society and the planet. The old paradigms of extraction, short-term profits, and unchecked consumption are no longer viable. We need a new model—one that prioritizes purpose, community, and sustainability. And that's why I'm calling on you—founders, investors, leaders, and change-makers—to join us in this movement.
We are forming a tribe of people who understand that business can and should be a force for good. Together, we can challenge the status quo and create a new economic system that values the whole human, the environment, and the future. But we can't do it alone. We need a community of like-minded individuals and organizations who are committed to building something bigger than themselves.
This is a call to action: to rethink the way we do business, to innovate not just for profit but for purpose, and to form a neural network of change where each individual and company strengthens the whole. Imagine the power of an interconnected web of businesses and leaders, all aligned with the same vision: to create a world where companies thrive by nurturing people and the planet, where profits are a natural byproduct of doing what's right, and where long-term sustainability is the ultimate goal.
If you're ready to be part of this change, I invite you to join us. At SuperstructSuperstruct Advisors, we are building the infrastructure for this new world. We are helping businesses not just survive, but thrive in ways that are sustainable, ethical, and forward-thinking. Whether you're a founder looking to align your business with your values, an investor seeking purpose-driven companies, or a leader who wants to create a lasting legacy, there's a place for you in this movement.
Together, we can build an economic system that values the whole human—and by doing so, we'll create a better future for all of us. Let us be your community. Let us help you unlock the opportunity to create together that leads to lasting success and true impact. The time for change is now, and we have the power to shape the future.
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