b corps — Nurture Theory Journal

**This piece was originally published by The Portland Business Journal on December 6, 2023.

Put this on blast: in-person work is an X-factor and a huge competitive advantage – today more than ever.

While there’s no one-size-fits-all solution for every individual, team and organization, I’ve come to terms with the fact that some form of in-person connection (ie: people working in the same room together), whenever feasible, offers a huge advantage for individuals, teams, and organizations of all shapes and sizes. It’s an absolute x-factor. Perhaps it’s kind of like broccoli: you may not always like it, but it’s hard to deny broccoli is good for you.

To be clear, I’m not here to debate remote work versus in-person, versus hybrid or anything like that. All options are reasonable to explore and try, depending on the role, function, core values, workplace culture, etc. I’m simply making a case for the tremendous upside in-person connection has on teams and organizations.

We’re one year into our latest evolution of a hybrid work concept at my company and I’ve learned a ton. While 30% of our staff work remotely spread across the country, 70% of our staff are based in Portland, Oregon where our HQ is located. These folks work in-office, in-sync with their respective team one day a week, while some choose to come in more frequently, and leaders work in-office 3-4 days a week. Teams sync-up for weekly meetings and other internal rhythms, while our distributed (aka remote) team members Zoom-in regularly.

What I’ve observed over the past year has been nothing short of mind blowing. Every day, without exception, I witness some kind of “magic moment” – and it’s the kind of stuff that can’t easily happen working remote through screens. I observe people going out for coffee, taking walks and having lunch together. I witness teammates tackling challenges in an organic, impromptu manner – whether in passing, in a conference room or in the kitchen. Perhaps the best part – there’s unexpected social, creative and intellectual “collisions” regularly happening before and after meetings, or while making coffee – magic moments that aren’t possible working remote through glowing screens. Once you see it in action, you can’t unsee it. It’s pure magic. It’s special. It’s a clear competitive advantage. And as a leader/nerd, it’s super cool to witness.

Apparently I’m not the only one feeling the impact of this “together is better” phenomenon. A recent MIT research study found that social bonds between co-workers is critical for innovation, creativity and team chemistry — and is best cultivated by some measure of IRL, in-the-same-room connection. Whether working in-office once a week, once a month, or even once a year, in-person connection creates powerful opportunities to deepen chemistry, build trust among teammates, boost creativity and innovation, and create a special kind of magic that simply isn't possible working through glowing screens and messaging apps.

An organization's purpose and values can be a helpful compass for finding the best approach. My company is a Certified B Corp and our stated purpose is to “Be Community.” In 2023 alone, our people got on airplanes every month, taking more than 30 in-person trips across the globe, traveling far and wide, to build authentic face-to-face connections, including more than 300 in-person client meetings. Throughout the year we threw parties, hosted learning events, community and industry mixers, plus all of the typical kinds of internal happy hours, quarterly All Hands, and annual retreats you can imagine.

Real human connection is the center of who we are. And objectively speaking, we’ve experienced healthy year-over-year growth in 2023. The impact is real.

Remember that old saying, “there's no i in team”? Contemporary business genius Reid Hoffman once quipped, “No matter how brilliant your mind or strategy, if you’re playing a solo game, you’ll always lose out to a team." If one’s primary case for remote work is all about you – your individual comfort, your commute, your preferences or personality type, your productivity, your boundaries, and all of your personal needs – I would encourage you to take a beat to reflect.

Sure, you’ve eliminated your commute and can work in sweatpants, run errands and take personal appointments with less hassle. But what kind of chemistry and energy are you building with your team? How many unexpected creative and intellectual collisions are happening before and after meetings, or perhaps in the kitchen? Are you able to have passionate conversations and share new ideas on the fly? Are your new hires learning by osmosis – by just being in the same room and overhearing conversations? Are you satisfied living within the limits of a glowing screen, supported by digital calendar reminders telling you when to talk, who to talk to, and what to talk about?

If you truly believe in the impact derived from building strong teams and culture, consider the possibility that what's best for someone individually might not always be what’s best for the team. The world’s highest performing teams always have a “team first” mindset. "Talent wins games, but teamwork wins championships." - Michael Jordan

There's also something to be said about growing a career through in-person connection. Whether we're talking about co-workers, clients, bosses, industry networking, future opportunities or the broader community, there're so many advantages to getting into the same room with people. Yes, especially early in one’s career – but IRL connection is equally impactful for seasoned professionals too.

As teams and companies emerge from a long season of a pandemic-induced remote work world, perhaps the most important concept that needs to be put on blast is the tremendous advantage of getting into the same room with other humans. While there’s no prescriptive, right or wrong way to do it, it’s a clear competitive advantage, today more than ever.

So simple, yet so easy to miss in a modern world.

- RW

**This piece was originally published by The Portland Business Journal on December 6, 2023.

Note: A version of this essay was originally published on April 21, 2021 by Oregon Business Magazine.

There’s a lot of companies today talking about community support, contributing to the greater good and giving back. While it sure makes for a good social media campaign and compelling copy on a website, do you ever wonder how much of it is real and how much of it is just marketing?

The truth is, using a for-profit company as a force for good has to go far beyond just writing checks to non-profits. It has to go beyond simply adding inspiring copywriting and marketing pages to your website. To truly walk the talk, a company needs an overarching philosophy, a strategy, and a deeper purpose that threads the needle through every aspect of day-to-day operations and activities, informing and connecting every nook and cranny inside of the business.

If you’ve truly got a noble, higher purpose at the core of your business, ask yourself this question: What does your company do when nobody's looking? Would you be proud to pull back the curtain and publicly share your company’s most critical internal scorecards, like financials, people policies, pay and benefits, ethics, sustainability efforts and equity metrics for staff demographics and leadership? What do you do when no one is looking?

What does your company do when nobody's looking?

Would you be proud to pull back the curtain and publicly share your company’s most critical internal scorecards, like financials, people policies, pay and benefits, ethics, sustainability efforts and equity metrics for staff demographics and leadership?

The truth is, it’s hard to know who’s talking the talk and who’s walking the walk. It’s challenging to discern who’s sincere about what they’re doing and who’s using trendy “community” copywriting to boost their brand and lift sales numbers.   The answer is transparency.

Transparency gives everyone, both internally and externally, a clear line of sight through an organization with objective measurements and tangible context to help understand what’s really happening behind the scenes. Transparency serves as a litmus test for seeing if a company's actions align with the creative copy on the website.

In January 2021, my team made our first attempt at an Annual Transparency Report. It’s our method for pulling back the curtain -- and it also very publicly shows where our shortcomings are and where we need to improve. It’s all there, worts and all.

Internally, a Transparency Report gives leaders, staff and prospective employees vital insights to help them better understand the true values, character and integrity of the business and the people running it. It sparks meaningful internal conversations and helps foster a culture of accountability, among both leaders and staff.

Transparency provides a springboard for change and impact.

Amid today’s rapidly evolving societal landscape, there’s never been a more critical moment for business leaders to consider using for-profit companies to impact the greater good. Rather than wait for government or the next grassroots revolution to spark change, what if the business community led the way? What better Trojan Horse is there to ignite the kind of change our world needs today?

Maybe you’ve heard of Warren Buffett and Bill Gates “The Giving Pledge” where they’re challenging the world’s wealthiest people to follow their lead in giving away most of their wealth to philanthropic organizations by the time they’re gone.

Well, let’s take this a step further. For a moment, let’s consider the impact if three of the world’s largest companies were to lead the way.

If Apple, Google and Amazon each gave 10% of their 2020 profits to community organizations and causes, that would be $11.8 BILLION dollars donated for one single year. As a point of reference, The Bill and Melinda Gates Foundation gave $589M in 2019.

Now imagine if all Apple, Google and Amazon employees were required (employer paid) to spend two days a year volunteering at community organizations. That would equal about 3.16 million in volunteer hours in one year alone. Similarly imagine if all of these employees were educated on topics like diversity, equity and inclusion. Five hours of DEI training per employee, per year translates to nearly 8 MILLION education hours across all three companies. Can you imagine the global impact of 1.58 MILLION people across the planet each receiving five hours of diversity training a year?

Further, consider if these global companies all committed to things like pay equity, paid parental leave, and could reach meaningful goals for diverse staff demographics. Imagine if these companies all achieved B Corp certification — meeting the highest standards of verified social and environmental performance, transparency, and accountability.

If you’re feeling inspired or even a bit curious, hear this: this is a call to all leaders in the greater business community. While it may be hard to see yourself in Apple, Google or Amazon -- the good news is most U.S. businesses are small enough and nimble enough to actually execute this kind of change. Small businesses across our country are the lifeblood of the U.S. economy, creating two-thirds of net new jobs and generating about 44% of all U.S. economic activity. Why not us?

It all starts with transparency. If one by one, small to mid-sized organizations across our communities backed-up all of the “community” and “giving back” talk by publishing transparency reports, it will help us spotlight and differentiate between the genuine articles and the genuine posers. Becoming a certified B Corp is a great place to start. Publishing a Transparency Report is an equally compelling declaration — sharing with your staff, clients, competitors and community what you truly stand for and why the rest of us should care.

More and more today, people care about where they spend their money. It’s about more than simply getting greatest product or service available. People want to know what’s behind a brand. And some people actually care more about community and societal impact than speed and convenience.

Who’s in?

Note: A version of this essay was originally published on April 21, 2021 by Oregon Business Magazine.

*This is yet another essay in-part inspired by my friends Mario and Chris — please check out their work too. We believe the process of public writing helps us learn, grow and improves our lives too. We call ourselves the Western Writers League and someday we might make hats with a cool logo.