Lead With Purpose, Win With People: What Top Leaders Know

Forbes

17-06-2025

In a world where every company seems to claim purpose, B Corps are one of the few proving it—in action, not just intention. That was on full display at the recent BLD Mountain West gathering in Denver, where B Corps and 'B Curious' leaders from across Colorado and the Rockies came together to share, challenge, and celebrate what it means to use business as a force for good.
The conversations were diverse—from carbon accounting to workforce development—but one theme echoed across the most impactful stories: when leaders allow people to follow their passions in alignment with company values, everyone wins. It may sound risky—like a formula for chaos or drift—but the evidence shows it's the opposite: it's how you unlock sustainable performance, from the inside out. In other words, it's Leading in 3D.
The Lead in 3D framework is a method for aligning a leader's investments of time, energy, and attention across three dimensions: Me (personal wellbeing), We (team performance and culture), and World (the broader impact of our work). This multidimensional leadership isn't a luxury; it's a necessity in today's purpose-driven, resource-constrained world.
And as two standout leaders from the BLD event showed, giving people permission to pursue passion projects that align with shared values can light up all three dimensions at once.
Jennifer Riley-Chetwynd, interim CEO of the Denver Botanic Gardens, shared a powerful story of values-based leadership in practice. When she was earlier in her career at the Gardens, she was encouraged by the former CEO to dedicate time and energy to her personal passion: water conservation.
Following her passion for water conservation helped Riley-Chetwynd build an impactful and successful ... More career.
At first glance, it might not have been the most obvious fit for a public garden. But the alignment was there—botany, sustainability, and environmental stewardship are deeply interconnected with water. And rather than stifle that drive, leadership made space for it.
That decision not only unlocked Riley-Chetwynd's full engagement and commitment, but helped deepen the organization's role in regional water education and conservation work. Her passion became a platform for broader impact—and eventually part of her pathway to leadership.
It's a textbook example of the Me-We-World connection in action: honoring individual purpose, enriching team culture, and expanding community impact.
The Horizon Organic story is one many in the B Corp world were watching closely. After being acquired by Platinum Equity from Danone, there was widespread uncertainty: Would the new ownership continue the company's commitment to values? Would B Corp certification fall by the wayside?
Catherine Musulin, Head of Mission and Sustainability at Horizon Organic, didn't let those questions go unanswered. Instead, she led a fast, rigorous, and transparent process to garner internal support for the effort and successfully certify both Horizon and Wallaby as B Corps under their new ownership—a move that proved the brands' commitment to impact in the face of change.
To get the necessary buy-in, she acknowledged the potential risks to the business: failing the audit could have meant costly packaging overhauls and loss of trust with values-aligned employees and consumers. But more importantly, it would've compromised a deeply held belief that business and impact don't have to be in conflict. 'B Corp is so much more than a certification,' Musulin wrote. 'It's a journey of continuous improvement and transformation.'
As she explained, 'Purpose isn't something you define and set aside—it's something you live and evolve with. There will be moments of doubt or challenge, but staying connected to why you do what you do keeps the momentum going.'
Horizon Organic Farmer Partners practice regenerative agriculture because they want their children ... More and grandchildren to breathe clean air and eat healthy food.
Fortunately, the results speak for themselves: the effort put forth; the high score well above the certification's required threshold; and the brand's demonstrated commitment to B Corp's high standards. Horizon stands as a proof point that private equity-backed companies can and do lead with purpose.
According to Musulin, the journey forward won't be powered by checklists. It will be powered by people.
In her talk, Musulin described meeting a Horizon farmer practicing regenerative agriculture—not because it was required, but because he wanted his grandchildren to breathe clean air and eat healthy food. His personal 'why' was the most powerful form of compliance. By leaning into those deeply felt passions and moments of connection—rather than merely conducting a technical audit—Musulin believes Horizon can harness intrinsic motivations at every level of the business.
These stories illustrate what B Corp leaders have known for years, and what more traditional organizations are waking up to: the most effective and resilient form of impact comes from within.
It's tempting to think that purpose has to be assigned, architected, or branded. But more often, it already exists—in your people, your suppliers, your customers. The leadership opportunity is not to dictate it, but to recognize, support, and amplify it.
Whether you're leading a nonprofit, a PE-backed business, or a values-driven startup, here are three ways to apply this principle:
As Musulin reflected, 'Purpose doesn't just drive results; it sustains them—even when things get tough.'
In the ongoing work of rehumanizing leadership, BLD Mountain West was a much-needed reminder: your people are your strategy.
And when you lead in 3D - nourishing their wellbeing, tapping into their unique strengths, and supporting their sense of purpose - you don't have to choose between performance and passion.
Letting passion lead isn't risky. It's a strategy for sustainable success.
Letting passion lead isn't risky. It's a strategy for sustainable success.