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About the Author

Susan Chambers (about.me/susanchambers) is a writer, editor,and researcher who is passionate about empowering NGOs,nonprofits, social enterprises, and businesses alike to createpositive change in the world. She has over 20 years of researchexperience and is the principal and creative force behind SageEditing and Research (sdc-sage-editing.com) Susan hasvolunteered for Oxfam and Be the Change Earth Alliance and hasdone some consulting for a community foundation in Vancouver,Canada that is committed to social enterprise development andcommunity change.

Susan’s editorial passion is to help social change agents empower

their message through clarity, strengthen their statements withfacts, and captivate their audience. A long-time advocate for social justice and sustainable development issues, she has written for BeThe Change Earth Alliance, an organization focused on communityengagement on environmental issues, as well as spearheaded otherindependent projects.

In her free time, Susan enjoys yoga, dance, and cooking (she'spartial to Indian cuisine and anything that includes chocolate), and

is an active member for the Be the Change Earth Alliance, What's Your Tree Action Circle,and SPUD patrol. She presently lives in Vancouver, Canada.

Praise

“Small Business, Big Chang e is agame changer at a time when ourworld needs new visionaries with ahands-on attitude. SusanChambers is not only 'right on themoney' for eco-conscious smallbusiness owners, she is theconscience of our planet speakingin a practical voice that should beheard by all entrepreneurs.”- Je ! rey Armstrong, Speaker and

Author of Spiritual Teachings ofthe Avatar, Ancient Wisdom for a

New World

"Susan Chambers explains andwalks you step-by-step through theprocess of creating a company thataligns with customers’ needs. It’san important book that everyentrepreneur should read."- Karl Staib, Author of Work

Happy Now

Small Business, Big Change has been featured in StanfordSocial Innovation Review , Yahoo! Small Business, TheGlobe and Mai l, Small Business Digest, Civic Economicsand SocialEarth.

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Small

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Social Responsibility

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Night Owls Press



CONTENTS

FOREWORD 1

INTRODUCTION: CHANGING THE WORLD THROUGH YOUR BUSINESS 5THE SOCIALLY RESPONSIBLEMICROENTREPRENEUR 6ABOUT THEBOOK 9SOCIAL RESPONSIBILITY , LTD. 13

ONE: YOUR BUSINESS AS A SOCIAL CHANGE AGENT 17CHANGING THE WORLD ONE PERSON AND BUSINESS AT ATIME 20YOUR SOCIAL RESPONSIBILITY(S-R) ASSESSMENTPROCESS: GETTINGSTARTED FROM

WHERE YOU ARE 21START SMALL AND PROGRESSSTEADILY 29WAYS TO TRACK AND SHOW YOUR PROGRESS ANDCELEBRATESUCCESSES 30ESTABLISH ANDMAINTAIN YOUR NETWORK OFLIKE-MINDED CHANGEMAKERS 47T OBYBARAZZUOL , ECLIPSEAWARDS 51 J ULIEBEYER , FOR THELOVE OFFOOD 54 MELISSACARTWRIGHT , MELLIFERABEES 58TOOL 1: S-R READINESSASSESSMENTFORM 60TOOL 2: S-R INVENTORYFORM 64

TWO: TREADING GENTLY ON THE PLANET 67

IN THIS CHAPTER… 70DO YOU AND YOUR BUSINESSHAVE THE SAME SIZE CARBON FOOTPRINT? 71ALIGNING YOUR PERSONALVALUES WITHYOUR BUSINESS 71SMALL STEPS TOENVIRONMENTAL SUSTAINABILITY 75CONDUCTING A “GREEN” COST-BENEFITANALYSIS 80ENGAGING OTHERS IN YOUR GREEN VISION 86LORIDELGENIS , CONSCIOUSELEGANCE 95LINHT RUONG , T HESOAPDISPENSARY 99N ANCYW AHL-SCHEURICH , LITTLEFOOTPRINTLIGHTING 102



THREE: SOCIAL CAPITAL AND SOCIAL IMPACT ONYOUR COMMUNITY 105IN THIS CHAPTER… 107YOUR MONEY AS AVEHICLE FORCHANGE: FINANCIAL WAYS TO SUPPORT YOUR

COMMUNITY 108EARNING YOUR SOCIAL CAPITAL: NONFINANCIAL WAYS TO SUPPORT YOUR

COMMUNITY 114EXTENDINGYOUR SOCIAL RESPONSIBILITY TO THESECOND OR THIRD DEGREE OF

INFLUENCE 121SMALL STEPS TOGIVING BACK TO YOUR COMMUNITY 122CONDUCTING A “COMMUNITY IMPACT” COST-BENEFITANALYSIS 125 J AMESCASTRO-EDWARDS , GREENSTACKLTD. 130 J OSÉALEJANDROFLORES , VOS FLIPS 133 J OESTAIANO , MEANINGFULT RIPS 136

FOUR: PEOPLE POWER — EMPLOYEES AND BUSINESS NETWORKS 141IN THIS CHAPTER… 142CULTIVATING A CARING WORKPLACE FORYOU AND YOUR EMPLOYEES 143

SHARING THE WEALTH WITH EMPLOYEES 152SHARING THE WEALTH WHEN YOU’RE A SOLOPRENEUR 153CHOOSING YOUR SUPPLIERS WITHCARE 154SMALL STEPS TONURTURING YOUR PEOPLEPOWER 159CONDUCTING A “PEOPLEPOWER” COST-BENEFITANALYSIS 162SAULBROWN , SAULGOODGIFTCO. 166H ANSH ASSLE , PLANTAGON 170

FIVE: VALUE, VALUES, AND VALUING YOUR CUSTOMERS 173IN THIS CHAPTER… 174PROMOTING CUSTOMERSATISFACTION THROUGH YOUR VALUES ANDVALUE 175

GETTING

YOU AND

YOUR

CUSTOMERS ON THE

SAME

S-R T

RACK 179SMALL STEPS TOPROMOTING S-R VALUES WITHYOUR CUSTOMERS 183

CONDUCTING A “CUSTOMERRELATIONSHIP” COST-BENEFITANALYSIS 186 J OSEPHH ODGKINSON , FODACATERING 190 MIAK ALEF , E MERGINGFAMILIES 193K ATESUTHERLAND , K ATESUTHERLAND& ASSOCIATES 196



SIX: WHEN VISION AND REALITY COLLIDE — UNPACKING THEFIRST-AID KIT 199IN THIS CHAPTER… 200YOUR CUSTOMERSAREMORE INTERESTED INVALUE THAN VALUES 201THE S-R PRACTICES OFYOUR SUPPLIERSFALL SHORT OF YOUR EXPECTATIONS 203YOU CAN’T SHARE WHAT YOU DON’T HAVE 205YOU’RE ON A “LEMONADE” BUDGET 207YOU DON’T KNOW HOW TO FIND THE TIME AND SET PRIORITIES 210YOU’RE SUFFERING FROMANALYSISPARALYSIS ANDOPTION OVERLOAD 211YOU WORRYABOUTPOSTPONING OR DOWNSIZING YOUR S-R VISION 213SUZANNEAKIN , AKINZ 217EILEENW EBB , WEBMEADOW 220

ONE LAST WORD: THE JOURNEY CONTINUES 223

GOALS BY S-R STRAND (PEOPLE, PLANET, PROFITS/PROSPERITY) –A RECAP 225

FURTHER READING 237ENVIRONMENT 237SOCIAL VALUES 238BUSINESSPRACTICES(“VALUE” AND “VALUES”) 239

AUTHOR’S NOTE 240

ACKNOWLEDGMENTS 241

BIBLIOGRAPHY 245

NOTES 249



Lis t o f Ent repreneurs

From January to July 2012, I interviewed twenty-one microentrepreneurs

from a diverse range of industries. Their stories and personal insights onimplementing socially responsible practices in their businesses illustrate thetriumphs and challenges of transforming a business into a socially responsibleone. Disclaimer: All information drawn from the interviews, including quotesand case studies, are for informational purposes only. They are snapshots ofthe people and companies in question. For complete and up-to-dateinformation about the companies featured in this book, please visit theirrespective websites.

Reesa Abrams , TechCycle3 (techcycle3.com), Santa Cruz, California, USA

Suzanne Akin , Akinz (akinz.com), Fort Collins, Colorado, USA

Toby Barazzuol , Eclipse Awards (eclipseawards.com), Vancouver, Canada

Julie Beyer , For the Love of Food (loveoffood.ca), Vancouver, Canada

Saul Brown , Saul Good Gift Co. (itsaulgood.com), Vancouver, Canada

Melissa Cartwright , Mellifera Bees (melliferabees.com), Vancouver, Canada

James Castro-Edwards , Greenstack Ltd. (greenstack.co.uk), London, UK

Joanne Chang , Nice Shoes (gotniceshoes.com), Vancouver, Canada

Lori Del Genis , Conscious Elegance (consciouselegance.com), State College,

Pennsylvania, USA

Jane Faye , Gaia Noir (gaia-noir.co.uk), Glasgow, Scotland

José Alejandro Flores , VOS Flips (vosflips.com), San Antonio, Texas, USA

Juan Gallardo , Greyka (greyka.com), Culver City, California, USA



Hans Hassle , Plantagon (plantagon.com), Stockholm, Sweden

Joseph Hodgkinson , Foda Catering (fodacatering.com), Mountain View,

California, USA

Mia Kalef , Emerging Families (emergingfamilies.com), Vancouver, Canada

Joe Staiano , Meaningful Trips (meaningfultrip.com), Seattle,

Washington, USA

Kate Sutherland , Kate Sutherland & Associates (katersutherland.com),

Vancouver, Canada

Linh Truong , The Soap Dispensary (thesoapdispensary.com),

Vancouver, Canada

Troy Van Beek , Ideal Energy Inc. (idealenergyinc.com), Fairfield, Iowa, USA

Nancy Wahl-Scheurich , LittleFootprint Lighting (littlefootprintlighting.com),

Santa Cruz, California, USA

Eileen Webb , webmeadow (webmeadow.com), Littleton,

New Hampshire, USA



1

FOREWORD

OVER the past few decades, we have seen an unprecedentedalignment of business goals with social and environmental goals. No longer dowe think of being “pro-environment” or “pro-local community” as being anti- business. Business and social responsibility can go together.

I saw these dual ideas put into action at Xerox Corporation, where Iworked for nearly two decades. With the support of management, I helpedimplement the Xerox Environmental Leadership Program in 1991, which cameto embody the company’s commitment to ethical and greener businessoperations. Expanding over the years, the program helped save Xeroxhundreds of millions of dollars, as well as reduced waste and promotedconservation and social responsibility among its employees. I went on to write

the Business Guide to Waste Reduction and Recycling , a manual oriented topromoting sustainable business practices within Xerox and at other largecompanies. It provided guidelines for organizing employee teams, identifyingsource reduction and reuse opportunities, and setting up recycling andresource conservation programs.

My experience working at Xerox, as well as advising and workingalongside several environmental and development organizations, includingEarth Day 1990 and two San Francisco Bay Area organizations that latermerged into Acterra—Peninsula Conservation Center and Bay Area Action— bolstered my belief that social responsibility and good environmental practicesare a winning combination for business. More and more, customers aregravitating toward businesses that value social responsibility. Employees arechampioning social responsibility and green initiatives in the workplace, theirenthusiasm translating to better customer service and productivity. At Xerox, Isaw individual employees and small teams develop innovative ideas andprograms, including designing reusable packaging for new product delivery,launching a cartridge return and remanufacturing program, and pushing“minimum impact” design standards for products, among others. Thisalignment of values has been a win-win for the organizations I’ve worked with.

While at Xerox, I worked with the Peninsula Conservation Center (nowActerra) in the early nineties to start a Business Environmental Awards (BEA)program, which offered awards in different categories, including small



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businesses, to encourage environmental responsibility and sustainable business practices. The BEA program is still ongoing after almost twenty years.Some of the most innovative ideas and results were from dedicated employeesat small companies who wanted to make a difference. These included SatelliteTelework Centers, for facilitating environmentally efficient telecommuting,and Metro Lighting, where owners and employees pooled their own savingsto install solar panels on top of their renovated building.

While major multinationals and large corporations may be movingforward with integrating social responsibility in business operations, it is thesmall businesses that can have a larger, more far-reaching social andenvironmental impact. In the U.S. alone, the latest census data shows thatsmall businesses represent 99.7 percent of all employer firms, employing halfof all private sector employees. 1 According to the U.S. Small BusinessAdministration, small businesses hire 43 percent of high tech workers, andmore than half of these small businesses are home-based. Over the past twodecades, small companies have generated 65 percent of net new jobs andcreated more than half of the nonfarm private sector GDP. Small businessescan have an impact—and solopreneurs and microentrepreneurs have a

definite stake in the social responsibility debate.

Susan Chambers’ Small Business, Big Change: A Microentrepreneur's Guide toSocial Responsibilityis a timely book that captures these ideas well. It is one ofthe first books geared specifically toward microentrepreneurs, showing that businesses of all sizes can become social change agents. It illustrates thateveryday entrepreneurs can actually improve their profitability, as well ascustomer and employee satisfaction, through efforts to be more green andsocially responsible.

Through a sensible, step-by-step, checklist-based approach, Small Business,

Big Change teaches both aspiring and veteran entrepreneurs how to align theirvalues with their business practices to make a positive difference in the world.It shows how small businesses can adapt and adopt business practices thatinject social responsibility into how they deal with their business networks andcommunities: vendors, customers, employees, contractors, shareholders, andinvestors. Finally, addressing the concerns and frustrations that ownersexperience when their ideal vision of what they want to accomplish conflictswith business realities, the book offers a balanced approach:microentrepreneurs will learn to assess what’s feasible and what’s not, andplan better.



012+3124 3

Over the years, the business community has come to realize thatinterdependence and cooperation is more vital than ever. We are all but cellsin the whole body of life and the fabric of the planet. If one group takes moreand more at the expense of other groups and interests, humanity as a wholesuffers. Working together for the benefit of the wider community is true socialresponsibility. We often think businesses can only survive by implementingcutthroat competition—survival of the fittest where only profits matter. Butreally, it is the adaptable that survive; those who excel while cooperating are,indeed, the “fittest.”

There is far more to be gained through cooperation as we all work towardachieving mutual goals of sustainable progress. As more businesses, big andsmall, get “on board,” we can all move towards a healthier planet and morevibrant economy.

- Abhay K. Bhushan

Chairman, ASquare Inc.; Board member and Advisor, Pointcross Inc.; andMentor for StartUP Ventures



5

INTRODUCTION

CHANGING THE

WORLD THROUGH

YOUR BUSINESS

IN 2011, I was inspired by a teleseminar offered through Mark Silver’s

Heart of Business Inc., a mentoring and training company for heart-centeredentrepreneurs and small businesses. 1 This particular seminar was abouthelping “heart-centered” business owners examine and redefine theirrelationships to money and influence and change their businesses for the

better.2

During the question and answer segment, several participantsexpressed an interest in learning how they could effect change in theircommunities through their businesses. Hearing small business owners, manyof them solopreneurs, motivated and committed to redefining how they do business intrigued me. Despite the lack of resources, many of thesemicroentrepreneurs believed they could serve as agents of social change—andcontinue to make a profit. These were bold ambitions and I wondered howmany others shared that vision.

At the time, what struck me was that these were individualentrepreneurs—not corporations or large companies—having a candidconversation about social responsibility and its practical applications. For atime, discussions about the social and environmental impacts of businessmostly took place in the context of large companies. Corporate socialresponsibility (CSR) blossomed as a popular field in the 1990s and dominatedthe conversation on the commitment of business to the environment, consumerand employee well-being, and the health and welfare of local communities.

In retrospect, Milton Friedman was wrong when he first asserted in 1962that the only social responsibility of a business was to increase its profits forshareholders. Yes, it’s true that businesses are expected to make a profit andcorporations do have a financial responsibility to their shareholders. But it’salso true that entrepreneurs are inspired to start and run businesses forreasons that have little, if anything, to do with the accumulation of wealth forits own sake. For an increasing number of entrepreneurs, a business is as much,



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or more, about finding a way to express their values and purpose throughtheir work or creating products or services that add social or ecologicalvalue—not just economic value—to the world.

We know that businesses don’t operate in a vacuum. As much as someeconomic theorists and our individualist culture would have us believeotherwise, we don’t live, or run businesses, in “splendid isolation.”We are interdependent with other beings and the planet, and what we do inthe course of our lives and our businesses affects others. Most business ownersare now cognizant of this fact. They know that destroying the physical orsocial environment in which they operate, alienating other stakeholders (inaddition to shareholders), or causing harm to consumers in the process ofgenerating profit will eventually jeopardize their business’ financial andorganizational sustainability.

Although the CSR dialogue now increasingly includes small and mid-sized businesses, we still rarely think of the solopreneur or microentrepreneur(businesses employing ten people or less) as having any tangible stake in theCSR debate. This is beginning to change. Increasing numbers of sociallyconscious individuals are not only starting up microbusinesses but also

staking their places at the discussion table.

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Since the 1990s, there has been a groundswell of concern among businesses of all sizes in becoming social change agents in their communityand switching to business practices that are more socially responsible. Thekind of serious interest in social responsibility demonstrated by theparticipants of that Heart of Business seminar is no longer an anomaly.

The rising awareness and drive to be both a good business (profitable)

and good business citizen (mindful of its social responsibility and values) isoften confounded by the lack of resources and scant knowledge base availableto the average microentrepreneur. Too often, microbusiness owners don’t havethe time to look for the resources that will help them learn what it takes to become a committed and yet pragmatic, socially responsible business. Like theparticipants in the teleseminar and several individuals interviewed for this book, I’m a socially conscious yet “accidental” microentrepreneur. I’m nostranger to barriers such as a lack of financial resources or time that stymie allsmall business owners. I know intimately the struggles of staying committedto the principles I believe in and making sure that they inform my businesspractices. It’s not easy, and I don’t always manage to execute my social



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responsibility (S-R) strategies as perfectly or consistently as I’d like. 3 I imagineit’s just as difficult for other “small shops” to change their mindset and business practices, too.

The more I thought about it, the more I began to wonder: What informationdo forward-thinking individuals need in order to align their business processes with personal values? What parts of the process might be so overwhelming that they deteror discourage small business owners from even thinking about shifting to sociallyresponsible business practices? What resources could small business owners turn to for practical suggestions and encouragement from like-minded entrepreneurs? Themore I mulled over these questions, the more I felt compelled to research andwrite about how microentrepreneurs could bring about social change throughtheir businesses.

THE IMMEDIATE CATALYST for choosing to write about these issueswas my mini “Eureka!” moment upon hearing the participants from the Heart

of Business teleseminar talk so frankly about wanting to become social changeagents through their businesses, but I’ve been a staunch believer in sociallyresponsible business for a number of years. The content, philosophicalapproach, and even the timing of this book were inspired and guided by aseries of events and experiences over the last few years that not only broughtwith them a major shift in my career (and life) path, but also offered anopportunity to reconnect with my earlier aspirations of contributing to socialchange in the world.

When these shifts began to unfold, I had just finished reading Governingthe World: the ethical imperative(2010) by my friend Martin De Waele. De Waelecalled for a new system of governance shaped by cooperation and

collaboration rather than conflict and competition—ideas close to my heart. Healso advocated for sustainability and the equitable distribution of resourcesover wealth (and profit) at any cost. Not long after reading that book, I heardabout an event called “The Great Turning: An Un-Conference to Be TheChange” that brought together community leaders and local and internationalorganizations for an inspiring day of talks and artistic performances aroundsocial change.

I followed my intuition and attended, thinking that I might connect withlike-minded people and organizations. I was right. One of the outcomes of thatexperience was that I started volunteering with Be the Change Earth Alliance(bethechangeearthalliance.org), a local nonprofit dedicated to encouraging and



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supporting individuals to contribute to a more socially just, environmentallysustainable, and spiritually fulfilling world through its program of “Be TheChange” Action Circles. Action Circles are discussion groups made up ofindividuals who agree to meet weekly to discuss readings on the circle’s themeand commit to take specific actions to promote the organization’s principles.

One of my volunteer projects involved research, writing, and editingwork for the Be the Change Action Guide.4 Going through the 500+ actions listedin the publication, I was inspired by the potentially far-reaching power oftaking small, humble actions to promote far-reaching, radical change. Inaddition to the collection of manageable actions and strategies, it alsoincluded a compilation of resources on tracking and measuring the impact ofthose actions.

Volunteering with the Be the Change Earth Alliance, I eventually joined a“What’s Your Tree?” Action Circle, a group intended to help individualsidentify their life purpose and to discover a path or project that would bringtheir life purpose into action. 5 Over the course of eight consecutive weeks ofparticipating in this Circle, I not only became more aware of my own personal behaviors that already contributed to creating a more sustainable presence on

the planet, I was also inspired to take other actions that would make adifference that I either hadn’t thought of or wouldn’t have thought to havemuch impact.

A wonderful experience, participating in the Action Circle made me seefirst-hand the power and potential of a small group of people supporting andempowering each other. I came away with a much clearer picture of how Iwanted to express my purpose in the world—and how I could do that throughmy own work and livelihood. I started taking on research and editing projectsthat would help empower individuals to become their own social changeagents and that supported organizations committed to social change byhelping them tell their stories. I started a blog, Sage Wit. Drawing on what I

had learned through both research and lived experience, I started writingabout how individuals can create positive social, environmental, and economicchange in their everyday activities. In fact, the book you hold in your handsstarted its life on Sage Wit. In a two-part post, I came to three basic realizationsthat eventually formed the core themes of this book: 6

• Everyone has the capacity to be a change agent and to lead by example.

• Even when we feel compelled to be or to create the changes we wishto see, we can’t be effective change agents if we don’t know what todo and where to start. (Also, eager to be change agents, we sometimes



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take on too much, too soon, and burn out, jeopardizing the long-termsustainability of our efforts.)

• We’re all social animals and more successful when we join forceswith others and work collaboratively to create change.

Later, I came to another realization: We’re more motivated to continuewith new behaviors when we can see some evidence of their impact, and we’re

more likely to pay attention and be more mindful when that impact getsmeasured or tracked.

7*."6 6(+ 8..9

Small Business, Big Change takesthese philosophical and pragmaticobservations and transforms them into aset of actions that everymicroentrepreneur can take and make

their own. It also explores tried-and-truestrategies for making decisions aboutwhat to do and where to start, where tofind a network of like-mindedentrepreneurs, and how to tackle daunting data-tracking tasks. This book waswritten specifically for microentrepreneurs like you: Socially consciousmicrobusiness owners who have decided they want to become more sociallyresponsible and are seeking an effective but incremental approach toimplementing business decisions and strategies that generate profits, as well aspromote the values of sustainability and social responsibility.

I wrote this book from the perspective that business should put equalweight on “value” and “values” to achieve that triple bottom line: people,planet, profits. 7 A truly vibrant business generates its profits through acombination of “value” and “values.” Small Business, Big Change shows thatyou should and can focus on both “value”—by creating goods and servicesthat are useful and have a market—and “values”—by improving the lives ofyour employees, the life of your community at large, and treading on theplanet as gently as possible in the course of doing business. I want you to seethat your business should be an extension of your personal values andpractices, that your “triple bottom line” is less about the numbers at the bottom of the page and more about building two-way relationships with thepeople and environment around you. As Mark Silver points out, “It’s in your

Small Business, Big Change is oneof the first books developed

just for solopreneurs andmicrobusiness owners on howto incorporate sociallyresponsible and sustainablebusiness practices.



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hands to ensure that your business both nourishes and is nourished by each ofthe three S-R strands—people, planet, and profits—in the triple bottom line.” 8

Even with these high ideals and expectations, I haven’t forgotten theconcerns—and frustrations—that microbusiness owners experience when theirvisions of being socially responsible and their financial realities clash. As amicroentrepreneur, you may have a smaller operating budget and fewerresources available to you. The emphasis in this book is on balancing thepotential costs of engaging in socially responsible business practices with yourlong-term financial obligations.

Guided by this understanding, Small Business, Big Change takes a “startwhere you are and start small” approach. Many of us have heard of theexpression “play big or go home” when it comes to setting and meeting goals, but this is a form of zero-sum thinking that can set individuals up for failure.I’m idealistic but also pragmatic. Small Business, Big Change encourages you tomove beyond “all or nothing” thinking and to set small, realistic goals ormilestones in the process of transforming your business into a sociallyresponsible one. Regardless of where your frustrations stem from, this bookoffers suggestions to get you thinking about low or no-cost approaches to

social giving. For each approach, I’ll walk you through the steps to put eachone into action.

Most of the ideas and strategies discussed here aren’t radically new; theyhave been tested and put into practice by bigger businesses for years. For thefirst time, these strategies are tailored in ways that are the most effective andpractical for the microentrepreneur. I believe that individuals should beempowered to be the best social change agents they can be. If you've ever feltyou lacked the time, money, or resources to adopt sweeping changes, or if youthink you’re “too small” to make a difference, this book shows how you canhave a bigger impact than you ever thought you could by changing yourmindset and making just a few tweaks and changes in how you do business.

Here’s how the book is structured:Chapter 1 “Your Business as a Social Change Agent” offers you anoverview of the process for identifying reachable goals and setting up atracking system to measure and analyze their impacts. It then discusses how togradually adopt socially responsible business practices and processes for eachof the main dimensions of your business: the physical environment, yourproducts or services, your business networks (including colleagues, suppliers,professional services, etc.), customers, and employees.

Chapter 2 “Treading Gently on the Planet” focuses on environmentalpractices that reduce your ecological footprint. These include reducing oreliminating the number of toxic products you use, as well as ensuring that



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your products and services are made available using ethical and sustainablemethods. This chapter takes you through the process of working with others togreen your business, including the conversations you’ll need to have with youremployees, vendors, and customers on making your business practices green.

Chapter 3 “Social Capital and Social Impact on Your Community”considers the social impact of your business and the importance of engagingwith your community and supply chains. This chapter shows you how to useyour wealth, skills, and influence to make a positive social impact by investingin social or environmental causes, educating overseas suppliers about fairworking conditions, supporting other local businesses, partnering withnonprofit or community development organizations, or collaborating withother businesses to solve local concerns or global social problems.

Chapter 4 “People Power – Employees and Business Networks” is allabout nurturing your employees and your business colleagues. This chapteroutlines some strategies for sharing the wealth with your employees. Chapter4 also offers some ideas for attending to other aspects of the workplaceenvironment that contribute to employee well-being. We’ll also exploreopportunities to start collaborative projects with your colleagues—and even

your competitors.Chapter 5 “Value, Values, and Valuing Your Customers” shows you how

to strengthen the relationship with your customers or clients through yourvalues. Customers are the backbone of every business so it’s vitally importantthat you not only demonstrate that you care about them and their opinions, but that you include them in the planning and feedback stages of every S-Rinitiative. Learn how to engage your customers around your business plansand how to create a community among your clients and patrons.

Chapter 6 “When Vision and Reality Collide – Unpacking the First-aid Kit”offers simple problem-solving strategies for those times when reality clasheswith your ideals and makes it difficult for you to get an S-R initiative off the

ground. This chapter shows you how to fine-tune or rein in your vision for theshort term to ensure sustainability over the long term.Every chapter ends with a “Chapter Checklist” that summarizes the main

tips and strategies discussed in the chapter. In addition, throughout thechapters you’ll get suggestions for other resources, such as books, websites,and organizations that provide indispensible advice and tips for your journeyto becoming an S-R-focused business. Learn about support groups, directoriesof socially responsible businesses and organizations, Green Business and BCorporation certifications, footprint calculators, and much more. For mypersonal recommendations for extra reading and research that you can do,consider the “Further Reading” section at the end of the book.



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Small Business, Big Change is also more than just a cut-and-dried, how-toguide. Along with sharing my own experiences, I’ve amassed the advice andwisdom from everyday entrepreneurs who have been successful inimplementing socially responsible initiatives in their business operations.Their voices and ideas make this book more than just a conventional fieldguide to social responsibility.

From January-July 2012, I interviewed twenty-one microentrepreneursfrom a diverse range of industries, including catering, holistic health, travel, bee-keeping, various clothing and footwear retail shops, service businesses,small-scale manufacturing, web development, and computer and electronicsrecycling. Their stories and personal insights illustrate the triumphs andchallenges of transforming a business into a socially responsible one. Whileinspiring anecdotes from all twenty-one entrepreneurs are includedthroughout the book, in-depth case studies of selected entrepreneurs and their businesses are listed at the end of each chapter.

WELL, YOU’VE WAITED this long to start transforming your businessinto an agent of social change, so let’s move on to Chapter 1. There, we’ll goover how you can assess your S-R readiness, set and manage different S-Rgoals, track and measure your progress and impact, and get the support youneed to get started on your S-R journey and transform your business.



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