We are in the days of the Great Resignation, or what I like to call, The Great Questioning. We’re seeing people worldwide realize that businesses should operate with purpose, on purpose, and for purpose. That’s where Tim Jones comes in!   Tim Jones is The Grow Good Guy. He delivers the inspiration, motivation, and impactful training that businesses need to achieve meaningful goals and tap into their potential to do good in the world, or rather, their “purpose fuelled performance.”   His business is one of New Zealand's founding B Corps. He's also a B Corp Ambassador for NZ. More recently, he’s been co-teaching the University of Canterbury MBA Programme, "Creating Impact-led Enterprises,” as New Zealand's #1 B Corp and business for good specialists!    In this episode, you’re going to hear how B Corp certification can fuel good in the world, how this new structure is evolving and improving, and the impact of an increasingly values-driven economy.   Get ready for some good fun (never a dull moment with Tim here), and let’s peel back the curtains of our price tags and learn why the brand you buy or sell matters to the world.  [00:01 - 9:28] Opening Segment   I introduce Tim Jones Bio  Based in NZ, originally from Wales  We are in the thick of the gratitude economy  More are becoming values-driven consumers Tim shares a bit of his background in life and work Grew up in the UK Started out selling out medical devices  Seeing unethical practices in the medical industry  Subconscious awakening - what is this all about?  Tim’s discovery of B Corporation  A group of people who want businesses to do better  How Tim got established and involved in B Corp   [09:29 - 26:30] How B Corp is Changing the World for the Better  The hero’s journey of pursuing good  Questioning what you should be doing  COVID has been the catalyst for a lot of people  Tim defines and explains B Corp Certification tool 3rd party verification of your business’ transparency Independent proof that you have “people and planet” at the heart You have to be a for-profit business to be eligible  Companies that put people and planet first generally do very well The example of Conscious Capitalism When humanity and the planet are put first, you outperform There is a growing demand for meaningful businesses B-Lab - regional sectors that run the B Corp operation  ⅔ of B Corps increased global revenue amid the Pandemic No matter what you want, you should be a B Corp People are looking in their closets and cabinets  Consumers want to “but better”  The purpose journey is a one-way street You never go back  More and more people are pausing  We want products that make a lasting impact  We now have some time to pause  Global impact - once you see it, you can’t unsee it  Bring out the best in humanity and amplify our future on The Goodness Exchange More information on how you can join in below   [26:31 -  47:03] Why the Brand You Buy Matters: Impact Beyond the Price Tag Tim gives some parameters and practical tips around becoming a B Corp 5 main areas of the B Corp framework Governance structure  Your code of ethics  Workers/employment policy Compensations and development  Community impact Job creation, opportunities, and diversity  Environmental impact  Inputs and outputs Customer/business model Guarantees and data privacy  Measuring your operational goodness  Create more contributions than you are legally required to do Examples of big names B Corps: Ben&Jerry’s, Patagonia  The contagion of purpose  When we see it, we want more of it  If you’re doing good, share it publicly Tune out the negativity of the news  If it’s there, it’s because it’s rare When you dig deep enough you find the reason for the need for change How supply chain works in the B Corp space Figuring out where the problem is occurring from  Line of sight to where you are buying things  Putting positive pressure on the s