5 simple business strategies to spark impact & ignite change · statements and how they impact...

© 2019 Ignite Leadership International ® (a division of Catherine Rocheleau & Associates Inc.) All Rights Reserved https://igniteleaders.com

5 Simple Business Strategies to SPARK IMPACT & Ignite Change

Catherine Rocheleau IGNITE LEADERSHIP INTERNATIONAL®

https://igniteleaders.com/

© 2019 Ignite Leadership International ® All Rights Reserved www.igniteleaders.com

1

Table of Contents

Introduction ................................................................................................................ 2

Today’s World Wants Business Done Differently ....................................................... 2

What is an IMPACT Business? .................................................................................. 4

Why Create Social IMPACT? ..................................................................................... 5

Now it time to SPARK Impact and Create Change! ................................................... 6

1. Set Your Course with Clear, Compelling Vision and Mission Statements….7

2. Clarify and Prioritize your business values ……………………………………9

3. Activate Your Plan …………………………………………………………… 12

4. Focus on Results – Your Key Performance Indicators (KPIs) …………….16

5. Knowledge is Priceless – Learn from Others & Share Your Path with

Stakeholders ……………………………………………………………………18

Next Steps! ................................................................................................................. 19

How can we help you? ............................................................................................. 19

IMPACT Business Blueprint - online course ………………………………………..20

IMPACT Business Mastermind …………………………………………………… . 20

Consulting & Coaching Services .......................................................................... 21

VIP Day Intensives (1/2 & 1 Day)…………………………………………………….22

About Ignite Leadership International ® .................................................................. 23

For More Information ................................................................................................ 25


2

Introduction

Are you a socially conscious entrepreneur?

Are you purposed-driven – wanting to make a difference for people or the

environment through your business?

Are you more motivated by helping others than making a massive profit?

Are you wanting to

set your business up

for long-term

success and be “the

business of choice”

for your ideal client?

If you answer yes to

these questions, this

e-book can help you transform how you do business so you lead a thriving

profitable business that also creates a positive ripple-effect on the world

around you.

Today’s World Wants Business Done Differently

If we, as business leaders are to heed the growing demand of our

customers, the way we do business needs to change. The traditional

business model, which focuses on shareholders and improving their return

on investment (ROI) remains the fundamental approach for business,

worldwide. However, there is a shift happening which is moving the focus of

business from solely shareholder wealth to that of creating a positive benefit

for all stakeholders, which includes shareholders, employees, the

community, the environment and more!

Corporate social responsibility (CSR) is measured

in terms of businesses improving conditions for their

employees, shareholders, communities, and

environment. But moral responsibility goes further,

reflecting the need for corporations to address

fundamental ethical issues such as inclusion,

dignity, and equality.

Klaus Schwab


3 According to Howard Schultz, former CEO for Starbucks Coffee,

“companies should not have a singular view of profitability. There needs to

be a balance between commerce and social responsibility... The companies

that are authentic about it will wind up as the companies that make more

money.”

Schultz’s view is shared by many studies of today’s consumer. According to

a 2015 Nielson annual Global Corporate Sustainability Report 66% of

consumers globally are willing to spend more on a product if it comes from a

sustainable brand. When broken down further, it was found 73% of

Millennials, who will soon be the largest population group with purchasing

power consider a company’s purpose and social responsibility initiatives as

part of their buying decision.

In fact, Millennials are far less risk adverse than their predecessors, the

Baby Boomers, and more selective in how they spend their money. More

recent studies by the Haas School of Business, University of California –

Berkeley and Cone Communications further confirm that today’s buyers

want to know the companies they buy from have ethical business practices

in place, employ sustainable manufacturing practices, and the company

stands for more than just making a profit at all cost.

Simply addressing issues within the business footprint is no longer going to

cut it in the eyes of consumers,” said Whitney Dailey, Director of

Marketing/Research & Insights at Cone Communications. “Today’s

consumers expect companies to have a voice on oftentimes divisive issues

and they’re willing to boycott if a company’s core beliefs don’t align with their

own.”

“CSR is not a fad, a trend or ‘nice to have’. It’s a business imperative that

must be authentic and seamlessly integrated into the brand value

propositions.”

So, as a small business, how can you capture some of the $30 trillion

buying power going forward? Become a business that has adopted the

IMPACT business model.


4 What is an IMPACT Business?

Impact businesses are the disrupters in today’s business world. They

embrace an innovative for-profit business model with the intent to use

business for good – good for people and the environment. One of the most

important things to keep in mind about social impact is not just talking about

what you believe in but taking action on it.

Impact efforts are measured, help business, society and the environment

prosper while being accountable through transparent goals & actions that

drive continual improvement & impact.

I Intention to Use Business for Good

M Measured Efforts

P Prosperity for People, Planet and Profit

A Accountability to Stakeholders

C Continual Improvement

T Transparent Communication


5 Why Create Social IMPACT?

There are many personal reasons why a small business wants to create

social and/or environmental impact. In my case, I have always looked at the

bigger picture in business and asked some fundamental questions - usually

starting with why. Why do business leaders only focus on profit, and only

view their people as an expense that can be disposed of at any time, when

those very people helped them create the profit. Why is it not possible to

use natural resources in a way that creates benefit today and reduces harm

in the future.

Shifting our thinking to not only identify how to create, grow and lead a

profitable business, but also consider all stakeholders identified in the triple

bottom line opens a level of complexity, however it also offers business

many new opportunities and benefits.

Here are the top three benefits cited by small business owners who have

adopted the IMPACT business model:

1. Attract & Retain Talent: Employees, especially millennials, want to

experience a greater sense of purpose in their work and make an

impact on society. In fact, 64% of millennials won’t take a job if a

company doesn’t have strong corporate social responsibility (CSR)

values. Baby-boomers are also more focused on working for

organizations with a purpose. Together these two groups make up

almost 100% of today’s workforce.

Creating a meaningful workplace where employees feel valued, and

able to contribute while being adequately compensated (through pay

and benefits) results in increases in productivity, greater work

satisfaction, reduced absenteeism and reduced turnover. How does

that help a business – its saves you time and money! Many small

businesses cite increased profits as the benefit of investing in their

team.

2. Align with Your Customers: When customers are faced with buying

decisions, they consider more than features and price. Even


6 convenience can take second fiddle to what’s behind the

product/service. In other words, what does your company stand for?

What positive impact are you making?

Today’s savvy customer is more intentional with their purchases and

they seek companies that make an effort to drive social change. In

fact, 78% of Americans believe companies must do more than just

make money; they must positively impact society as well. The rapid

growth of companies like Tom’s Shoes, Patagonia, Danone North

America, Ben & Jerry’s ice cream and the increased focus of “Buy

Local” campaigns demonstrate this shift in consumer behaviour.

3. Engage Investors: Investors are becoming more cognizant of the

long-term benefits of implementing social change into the core

business model. These forward-thinking investors are not only

interested in a strong financial Return on Investment (ROI), but they

also want to see their funds create a positive social or environmental

impact.

Founding a social enterprise

that would be a sustainable

solution to help women has

been a dream. And I am

proud to say it’s a reality.”

Claire Coder – Aunt Flo


7 Now it time to SPARK Impact and Create Change!

If you are new to this approach to business, it’s important for you to take

inventory of what you have in place, where gaps exist and new areas for

further progress.

Start with small changes – the “low hanging fruit” those things that are

easiest and will take less time or resources to implement. Be realistic yet

stretch – that way you maximize the IMPACT you can achieve given your

resources (time, energy, knowledge etc).

If you have a team, be inclusive – they will often have great ideas and when

they generate the ideas they will follow through. Identify champions to help

you lead the changes. Buy-in is important. As the leader, lead by example.

Give change time to become a habit, then you can take the next step. Once

you get going, it gets easier and you build momentum!

1. Set Your Course with Clear, Compelling Vision and Mission

Statements that integrates your social and environmental impact your

business. .

To truly live your vision and mission in business, every decision,

strategy and operation should be directly linked to these over-riding

statements. Your vision is your “north star”, your guiding light. It

“It’s imperative that your social mission

comes from a 100% real place. In other

words, make sure that it’s something that

comes from actual experience or that truly

inspires you in some way.”

Devon Anderson – My Clo


8 needs to be a strong statement that can motivate you to stay the

course when you may be off-track. Your mission on the other hand

shares how you will achieve that vision.

As an IMPACT business, does your vision and/or mission clearly

articulate the difference you want to see in the world and how you are

going to accomplish that goal?

If you answered no to this question, take some time to revisit your

business vision and mission and update them to truly reflect your

purpose, values and goals.

Once you have a strong vision and mission statement that clearly

articulates the positive difference you want to make, you want to share

it widely. Don’t keep it hidden. It says a lot about your business and

what it stands for – and can be used by others when deciding to do

business with you.

When you ensure that every stakeholder understands these

statements and how they impact the work they do, how business will

be done and how they can contribute, you create a stronger culture,

become a magnet for like-minded people and your vision and mission

can be fully integrated into the core of your business.

If you are a solo-preneur or a start-up and looking to add to your team,

your vision, mission and values will provide a solid foundation for

connecting with the right people. In the on-boarding process, these

statements also allow you, as the business owner, to set expectations

and share the value they bring to the organization’s ability to deliver on

their promise.


9

2. Clarify and Prioritize your business values.

As an impact business, your core values are the essence of your business’s identity and summarises the purpose of your existence.

Your core values are considered a primary predictor of behaviour and

also drive decision-making. Your values should reflect your

organization’s vision, principles, beliefs and philosophy

In fact, these three to five value statements define what your company

believes, stands for & values more than profits, where the company is

going, and why the company exists. Without clarity around these value

statements, the company will struggle, it will be more reactive than

proactive, and your team will lack clarity on its purpose and direction.

An IMPACT business leads with its values and actions subsequently

fall in line with these values. It is these core values that create a

competitive edge for your business in comparison to your competition.

Use the following exercise to review your company values.


10

Our Company Values Idea Joggers for Values

1.

Accessible Innovation

Accountability Integrity

Collaboration Involved

Community Learning

2.

Continual Improvement

Leadership

Cost Conscious Open

Courage Ownership

Customer Service Passion

3.

Dare to be Different Pay it Forward

Delegation Performance

Deliver Perseverance

Diversity Quality

4.

Empathy Respect

Entrepreneurial Responsibility

Ethical Safety

Exceptional Simplify

5.

Genuine Sustainable

Good Citizenship Teamwork

Growth Togetherness

Honesty Transformation

Humble Transparency

Humility Trust

1. Do our values reflect our vision, mission, beliefs and philosophy?

a. If so, how?

b. If not, why not? What needs to change to ensure they do?

2. Values should be reflected by leadership first, before expecting

employees (or contactors) to follow them. Do our values underpin the

behaviour and action of senior leaders throughout the organization?

a. If so, how?

b. If not, what needs to happen to ensure all senior leaders are on-

board and leading by example in their behaviour and actions?


11

3. Do our values underpin our decision-making and other operational

processes and systems?

a. If so, how?

b. If not, what needs to change to ensure they do?

4. Are employees aware of the company’s core values? Do they reflect

them in their behaviour and actions at work (and whenever

representing the organization – either directly or indirectly)?

a. If so, how?

b. If not, what needs to change to ensure they do?

Check out this great article by Jim Collins (author of Good to Great).

Aligning Action & Values

https://www.jimcollins.com/article_topics/articles/aligning-action.html

https://www.jimcollins.com/article_topics/articles/aligning-action.html


12

3. Activate Your Plan

For many small business leaders who view themselves as socially

conscious or purpose-driven, they struggle with how to link their

values and desire to be a difference maker with the activities of daily

business. Some feel they spend a lot of their time trying to convince

others that this new approach to business is worthwhile.

The best way to demonstrate that following your chosen path as an

IMPACT business is the right one, for you, your community and the

planet is to take action and demonstrate it!

However, a muddled mind, inconsistent actions, unspecified systems

and no accountable measurements that align with your daily actions

most likely will leave you and your business in “no-man’s land”.

So, where should you start?

Identify one item you want to take action on that will deliver a

measurable difference to people inside your organization, in your

community, in another region, or in the environment. Once you

decided on that initiative, identify what steps are included, how you will

measure the impact it makes and what time, effort and resources it

requires. Consider how it aligns with your business endeavours and

your values.

Another option is to survey your

key stakeholders – customers,

shareholders, team members,

community organizations etc.,

and ask for feedback on what’s

important to them. Once you

have gathered this feedback,

review it and identify what

gaps and opportunities exist.

Then you can review this

The problem is not that

people don’t want to help

others, the problem is they

don’t know who to trust and

whether their money will

actually make a difference to

someone’s life”

Bret Hagler – New Story Charity


13

information and determine where you have alignment with your

business values.

Getting input from stakeholders, and creating a transparent,

measurable change instills trust. People what to know that the

company they are working for, investing in or buying from are truly

making a difference.

Explore your own business operations, where can you find

opportunities to make a positive impact?

Here are a few items you could take action on that can make an

IMPACT:

• Ensure all team members are paid a living wage (or at least 10%

above minimum wage)

• Offer all caregivers (men, women, adoptive parents etc.) equal

opportunity to have paid parental leave.

• Establish a culture that ensures diversity, equity and inclusion

and includes training for all stakeholders and document this in a

policy.

• Create a worker handbook to use for orienting all new

employees or contractors.

• Source products from B Corps or other vendors with a clear

IMPACT statement in their vision and mission. (Vote with your

pocketbook).

• Recycle, Reduce and Reuse supplies, equipment – Create a

policy to document how you implement this approach and

measure your actions.

• Reduce the use of water through low flow faucets, toilets, and

shower heads.

• Switch to more renewable sources of power – solar, wind, hydro,

biogas etc.

• Reduce energy consumption i.e. switch to LED lights, reduce

number of overhead lights & use task lighting; turn off electronics


14

instead of just putting to sleep, unplug chargers. Track your

energy consumption and report on the change year over year.

• Donate a set percentage of revenues to charity that align with

company values and make a positive change for people or the

planet (i.e. 1% for the planet).

• Volunteer in community-based non-profits. Document your

hours.

• Incorporate employee ownership.

• Use public transportation or carpool instead of having a sole

driver in a vehicle.

• Switch to a more energy efficient vehicle i.e.: small car, motor

scooter (moped); electric or hybrid vehicle.

• Buy from local vendors.

• Support business owned by underrepresented groups (women,

veterans, visible minorities, people with disabilities etc.)

In the table below,

i) Document what impact initiatives you are committing to.

ii) How will you measure the impact your actions will make?

iii) Are the metrics (way you will measure your IMPACT) currently in

place?

iv) What action items are needed? Also set a date to complete the

them.

This simple tool can provide you with a great first step.


15

Focus IMPACT Metrics In Place Yes No

Action Items

People Planet Profit

If you are committed to taking greater action, the B Impact Assessment is a

confidential online tool from B Lab. This Assessment will walk you through

a series of questions to help you learn what it takes to build a better

business - better for your workers, community, and the environment.

I recommend you start with the Quick version. Then you can move to the

Full version if you want to step up your IMPACT.

https://bimpactassessment.net/


16

4. Focus on Results – Your Key Performance Indicators (KPIs)

a. What steps are you taking to make an IMPACT?

b. How will you measure it?

c. How will you report on it?

d. How will you prove it?

e. How does it make a difference?

f. How is it integrated into all aspects or your business?

Once you identify what you implement and measure, the next step is

actually tracking your actions so you can measure the impact these

changes are making, and then reporting on the results.

Here are just a few ways you can measure your impact initiatives:

• Track power consumption from electrical or natural gas bills

• Measure the reduced CO2 emissions from buying local or

changing vehicle types

• Report on outcomes achieved from your donations i.e. 500

meals served to the homeless; 2 women sent to university in

Ghana; 30 people trained and now fully employed and off

welfare etc. You can usually get this information from your

charity’s annual report or by asking.

“If the first rule of business is that

you manage what you measure, then

we ought to be making sure we

measure what matters, what’s most

important, which is the positive

impact we can have with our

businesses on all our different

stakeholders.”

Jay Cohen Gilbert, Founder B Lab


17

• Hours volunteered or hours of pro bono work

• Reduction in employee turnover following the implementation of

a living wage policy and this totals $X savings.

• Workplace improvements made i.e. flex working hours reduced

absenteeism by x number of days/year etc.

Interestingly enough, many companies who have implemented an

IMPACT business model experience other unexpected benefits from

some seemingly simple and straightforward changes. One of the most

commonly noted is cost savings or increased sales.

The B Impact Assessment produced by B Lab can also be used as an

independent tool for measuring your impact initiatives. You can report

on the changes in your score – as is required for all certified B Corps.

Reporting your results – positive or negative, sharing challenges and

actions taken enables your efforts to be recognized and understood by

key stakeholders. Publishing this report annually on your website

offers you a unique opportunity to build trust and confidence. Keep

the report simple, visual and factual yet readable for maximum benefit.


18

5. Knowledge is Priceless – Learn from Others & Share Your

Path with Stakeholders

a. Others have walked the path before you. Don’t do it alone.

Work with a mentor, watch and learn from other companies, join

like-minded communities.

b. Be open to new approaches, opportunities to create positive

change and to take action. The IMPACT Business Spectrum is

not a fad. It is a journey that will create a positive impact on your

business as well as the people and world around it.

c. Remain dedicated to your vision, mission and values and weave

them into business decision-making, strategy and operations.

The organizations with the most impact on their communities, their

participants, and their businesses don’t look at measurement as a one-

time endeavour—it’s an integral part of their programs.

In short, determine what works best for your company and your

stakeholders, so you can do more of it. Then, find out what doesn’t

work, so that you can intervene, tweak, and continuously improve

going forward.


19

Next Steps!

Ignite Leadership International has worked with small business for 15 years.

We are committed to helping small business leaders create thriving

profitable businesses that create a positive social and environmental impact.

Whether you are at the early stages of aligning your business operations

with your values, or committed to becoming a certified Benefits Corporation,

or somewhere in between we have solutions designed for you.

Together we co-create a solution that is customized to your goals,

addresses business challenges and drives business growth, worker

retention, client attraction, organizational change and positive IMPACT.

How can we help you?

Ignite Leadership is a leading authority for small business looking to integrate social

responsibility measures into their business. If you are ready to lead a thriving business

that is profitable and creates a positive social or environmental IMPACT, we have

solutions for you!

Book an Ignition Session to Explore How We Can Create a Solution that is Right for You

https://igniteleadership.as.me/


20

IMPACT Business Blueprint program

How to Create a Thriving, Sustainable Business That Is Better

for People & the Environment with Measurable ROI, IMPACT

and Profitability.

This program leads small business leaders through a

comprehensive process designed advance your

sustainability protocols for greater impact. You will

delve deep and gain a new perspective on your

business.

Through a self-assessment you will get clear on what

you have in place, identify gaps in operations and strategies in 5 core areas

and create the systems needed to advance your impact business model in a

meaningful way.

Tools and resources speed your ability to know what to track, identify where

you are today, rethink your internal protocols and operations, ignite next

steps to improve sustainability practices and measure how you compare to

other impact businesses. Your assessment will provide strong inspiration

and some concrete ideas to act upon to build the momentum to be a better

business!

We will explore what is required to become a B-Corp and explore the

sustainability development goals (SDGs) set by the UN so you can know if

certification is right for you.

Learn More

IMPACT Business Mastermind

Where we Ignite Momentum, Build Velocity and IMPACT Business together!

Ideal for values-based socially conscious entrepreneurs, solo-preneurs,

professional practitioners and small business leaders globally who are

committed to adopting an IMPACT Business model and are poised to lead

their business, shift gears and ignite growth.

https://www.igniteleaders.com/impact-business-blueprint-1/


21

IMPACT Business Mastermind catapults you

from being in business by yourself to leading

your business to new heights. This

mastermind is a dynamic supportive group

focused on the collective business success

of each participant. We focus on

implementation of strategies to achieve B

Corp certification, learning and business

growth. Together we dig deep on current business, social/environmental

impact and entrepreneurial issues through in-depth conversations and

Ignition Seat Sessions to spark innovation leading to rapid business growth

and development.

Great leaders embrace life-long learning. IMPACT Business Masterminds

embrace this concept and makes your learning actionable and connects you

with a community of social entrepreneurs and leaders.

Consulting & Coaching Services

Creating impact to advance your business

In every business there are opportunities for growth and to create a greater

impact. Whether you are a solo-preneur or business with a team of 200 we

have an approach for you.

Frequently, as a business leader you require support or dedicated time from

an expert to guide you from concept, implementation through to success. At

Ignite Leadership International®, we meet you where you are at this point in

time and together we co-create the solutions so that you create the impact

you want.

The solutions may include integrating

training into operations, developing

employees to attract and keep top talent,

business coaching for you as the business

owner, leadership development, or creating

effective systems. We draw upon our


22

decades of experience and wealth of knowledge on a range of simple and

complex people and business strategies to specifically meet your business

or organization’s needs and deliver impact.

We are results-focused, action-oriented and aim to ensure your success.

Whether it’s done-for-you or done-with-you, we work seamlessly and in

tandem with all stakeholders. Technology allows us to work alongside you

virtually, no matter where you are located. And we are also happy to work

on-site as needed.

VIP Day Intensives (1/2 & 1 Day)

A VIP Day Intensive is a highly focused session to brainstorm, strategize,

plan and implement ideas and systems that will deliver quantum results.

We’ve modelled our VIP days after the huddle concept. Yes, the same idea

used by athletes in team sports like football. A huddle brings

businesspeople together in a short, concise and targeted session that is

focused on results. A huddle session must be quickly executed and move

you toward short- and medium-term objectives. These objectives help you

stay focused on the bigger picture. Our

VIP Day Intensives are an ideal forum to

be a catalyst for creative, innovative, and

collaborative breakthroughs – moving you

from good to great!

Your VIP Day is a private intensive session

working directly with Catherine. The day

passes quickly so we want to ensure we

really dig deep and leverage our time, collective energy, resources and

brain-power. We will dig deep, explore options, and set your course for

rapid implementation. You will walk away from your VIP intensive with a

concrete plan designed to move you forward quickly and to achieve

amazing results.

Book an Ignition Session to Explore How We Can Create a Solution that is Right for You



23

About Ignite Leadership International ®

Catherine Rocheleau

Business IMPACT Strategist

Founder & CEO

Small Business hire us to unleash the human potential and

create a thriving sustainable business because most lack

the time, are tired of high turnover and under-performing

revenues and are challenged in linking their business with

their values & passion. So, we help them lead from the

heart and create systems that deliver measurable ROI,

IMPACT and profitability. The bottomline — Using Business for Good IS

Good for Business!

As a Business IMPACT Coach, Catherine combines her passion for people

and business with her desire to make a positive impact when working with

clients. Whether she is consulting, training, coaching, facilitating groups or

utilizing productivity tools, she ensures business excellence underpins the

work and programs Ignite Leadership offers.

As a speaker, Catherine’s pragmatic and insightful approach enlightens and

engages audiences wherever she speaks.

Catherine lives in North Vancouver B.C., and enjoys time with family and

friends, travelling, and volunteering in the community. Although, not “sporty”

Catherine is a great cheerleader and avid fan of the Vancouver Canucks,

B.C. Lions and Team Canada. She is also a self-proclaimed “Olympaholic”.

Giving back is part of our DNA

At Ignite Leadership International we are fiercely committed to supporting

those in need, and to reducing our footprint wherever feasible. We know we

can’t do it all, so we have carefully selected a number of key projects that

strongly resonate with us, to focus on.


24

Ignite Leadership has navigated the impact business model path for the past

10 years and is now on a solid trajectory to become a certified B Corp by

early 2020.

Our More Than Green™ approach

• We recognize the value of people, planet, and profit as equally valuable

facets to business.

• We recognize this effort is a work in progress and will conduct semi-

annual reviews and report the steps we are taking,

• We will communicate on our successes as well as our challenges.

Our MoreThanGreen™ approach to business underpins everything

we do, and every decision we make. We put money on it!

We know a lot of businesses today say they are committed.

We do more than just that, we donate 2% of our top line

revenues, up to $10,000 annually, to the pre-determined

charities and causes we support. So, you will want work

with us, knowing your dollars are hard at work supporting

those in need.

Learn More

“Changing the world through business requires changing the rules of business”

I believe that small actions,

multiplied by many people,

can make a genuine difference

in the world.”

Dan Barry – Marc Skid

https://igniteleaders.com/about/sustainability


25

For More Information

Visit Website https://IgniteLeaders.com

Follow Us

https://facebook.com/igniteleadershipinternational

https://linkedin.com/in/Igniteleadership

https://instagram.com/igniteleadership

https://twitter.com/ignitesolutionz

Book an Appointment

https://IgniteLeadership.as.me

Sign up for our Newsletter

https://igniteleaders.com/






https://igniteleaders.activehosted.com/f/2






5 simple business strategies to spark impact & ignite change · statements and how they impact...

Documents