LOHAS CEOs Bring Heart to the Task

Today’s top LOHAS executives look forward by looking within

Famed Architect Frank Lloyd Wright said, “The heart is the first feature of working minds.”  Nothing could be truer for the LOHAS CEO. It was easy for us to engage LOHAS CEOs on matters of the heart. What makes them tick and fuels their commitment to sustainability as a way of life for their companies and the world, without fail, exhibits refined skill and know-how. More than that, though, each seems to take heartfelt values of compassion from the corner office to all they touch. 

As individual as the LOHAS CEO tries to position their approach to management, the commonality between LOHAS CEOs is their values-based management style. And, all agree, these deep-rooted principles of compassion were not taught to them at business school, yet they are what sustain their energy in growing successful businesses in an increasingly competitive landscape. When asked what skill they rely on most in leading their sustainable organizations, all CEOs went straight to the heart.

David Gottfried, CEO of WorldBuild and founder of the United States Green Building Council (USGBC), said he speaks truth into all he does. Imparting that into his organization means he encourages “first, critical thinking in people, and then going the extra mile.” He added that lessening wasteful building practices in the world has meant being a voice in the wilderness at times. “Each day I try to stay committed to my beliefs,” he said. “Humility is a daily hope, as is listening.”

Zhena Mazurka, CEO for Gypsy Tea, said she relies on keeping her “heart open and pure as a person and as a leader.” Mazurka is unapologetic about using her gender to accomplish this while working to end poverty and the illusion of scarcity: “Sustainability to me is sustaining this amazing feminine approach to business.” She tries to instill her mothering into all she does, and considers compassion one of the top values she strives to diffuse in her tea company. “It is about keeping all of my babies fed,” said Mazurka, a strident activist for fair trade.

Colleen Reilly, CEO for Women in Balance, a national association of women and health care providers that helps women achieve balance through education, research and events, relies most on finding balance as a leader. “I listen to health leaders and women to learn about what is critical to helping women achieve optimal health. There is a lot of conflicting health information, and even misinformation about women’s health,” she said. “It is important for us to provide information that is scientifically accurate, credible, unbiased and balanced.” Reilly said focusing on instilling honesty in all of her company’s ventures is a primary value.

Greg Steltenpohl, CEO for Adina World Beverage Beat, and former founder of Odwalla, said activism and a holistic approach to doing business flow from a position of guiding and guarding sustainability. “My interest is more in developing sustainable company cultures and making sure the product and process reflect those core values,” he said. Values that basically echo the Golden Rule while keeping the company, the message and the product pure and undiluted. “Remembering to have joy on the journey is also key. Many CEOs, by necessity, have forgotten that.”

         
Earth Healers CEO Todd Pesek, M.D. said his company works from a core value of dignity for all people. Pesek heads up a group of doctors who not only offer their customers herbals from the traditional healers and indigenous peoples of the world, but also eco-adventures to those places of healing. Pesek maintains that the tethering of economic benefits to the peoples of the rainforests ties all of us to the well-being of the plant, for example.

“There is no human health without environmental health,” Pesek wisely points out. Pesek also spends a considerable amount of his time helping patients and customers overcome fear by redefining health care: “So much of western medicine is built on the disease model and treating symptoms.” He adds, “It has fallen far short of helping people lead vibrant and fulfilled lives.”

Sheryl O’Laughlin, CEO for Clif Bar, said she champions active listening and authentic interaction. She does that by connecting with people. “Each and every day, I spend the majority of my time connecting with my co-workers and colleagues and enjoying the rush that comes with the creativity, energy and communication happening around the company.” O’Laughlin said authentic communication is what keeps her company going. “Relationship is what it is all about, whether it is our customers or each other.”

LOHAS CEOs are as varied and diverse as their products, but all instill core beliefs into their livelihood, and as a result, they are collectively redefining the way we all live and work while providing the non-LOHAS CEO a refreshing view on how to do business.

Written by Denise Ryan and Jonna Clark of Blue Marble Marketing. Blue Marble partners with talented CEOs in delivering customer insight and connection systems for companies dedicated to social, economic and environmental health.  For more information on Blue Marble’s Heart of the Sustainable CEO Series, please visit us at www.bluemarblemarketing.com.