How to create (and run) a purpose driven business – tips from our founders

There are loads of advantages to being a purpose driven business, like working with amazing clients, having a happy team and knowing you’re making a positive impact. But it’s a constantly evolving process and there are plenty of challenges – so there a few key things to keep in mind.

Starting out…

Define what’s important to you

This will guide all your decisions and make the day-to-day running of the business so much easier. And crucially, give you permission to say no to stuff that doesn’t align.

Surround yourself with brilliant people

Being a purpose-driven business goes against the grain, so it’s unchartered territory sometimes. A brilliant board, and top-notch team (and co-founder if you can find one) are all essential.

Use your existing networks

We both worked in comms and PR before Jack & Grace, and have built up a brilliant network of industry contacts – they’ve been crucial and have provided loads of support and advice.

And create new ones

There’s a growing movement of ethical businesses, seek them out.

We’ve worked hard to get our name known in relevant places, like hosting a debate on flexible working at the 2024 B Corp Festival.

Purpose-driven businesses tend to be generous with their advice, and that’s really helped us. On that note, got a question for us? Get in touch.

One step forward at a time

Building a business takes many bricks, each brick is relatively small but they all matter. Just keep adding them and before you know it you’ve built something pretty cool and pretty ethical (ethi-cool?) It’s only when you step back that you see it.

 

Things to remember as you grow as a purpose driven business…

Celebrate the wins

In the early days there are lots of highs, because everything’s new. As time goes on don’t forget to pause and celebrate – it’s always a good reminder of why you’re doing this.

And remember what success looks like

We’ve designed Jack & Grace to value all three parts of the triple bottom line equally, so be clear what success looks like to you – and keep reminding yourself.

Test and learn

We’ve baked this into J&G’s DNA in the way we approach client work and our own development. Try new things – they don’t always have to work, but we find it keeps us curious, moving forward and takes the pressure off: progress is better than perfect!

Don’t forget why you’re doing it

Doing things differently will be uncomfortable, especially when the ‘accepted wisdom’ is seen as the only way by so many. Keep it in mind when things get tough, but don’t let it deter you. Sounds a bit cheesy, but remember why you started – for us, these are things like working with clients that make a difference, being part of a happy team and creating a body of work we’re truly proud of.