Grow Good

Using Purpose to Build a Superior Product: Carina Hamel, Co-Founder of Bivo

Carina Hamel, co-founder of Bivo, joins Anne Oudersluys to share the story behind launching a stainless steel water bottle. What began as a frustration with plastic water bottles became a case study in disciplined product innovation, values-driven growth, and long-term brand building. After years of working in footwear product development, Carina and her husband saw an overlooked opportunity in cycling: athletes were still drinking from plastic bottles because no viable metal alternative existed. But solving the problem required more than sustainability claims. Bivo had to not only match, but actually outperform plastic, on performance and customer experience.  The conversation explores how Bivo approached customer adoption, why the company rejected traditional venture growth expectations, and how they think about sustainability beyond marketing language. Carina also explains why the company intentionally limits product launches, invests heavily in community participation, and uses higher voluntary testing standards to push manufacturing practices beyond minimum compliance. KEY INSIGHTS * Why Bivo believed a metal cycling bottle category should exist — despite widespread skepticism about weight and usability * How the company translated a technical product spec into a consumer-friendly message: “six tablespoons heavier” * The fluid dynamics breakthrough that allowed a metal bottle to pour faster than a squeezable plastic bottle * Why direct customer interaction became essential for overcoming category resistance * What Carina learned watching founders lose control of their companies after taking VC funding * How Bivo evaluates investors based on value alignment, not just capital availability * Why limited financial resources forced the company to become more disciplined about execution * The operational philosophy behind “doing the maximum” instead of merely meeting regulatory minimums * How voluntary European chemical testing standards shaped Bivo’s manufacturing decisions * Why Bivo refuses to use lead-sealed insulation beads even though many competitors still do * The reasoning behind launching only four bottles in five years instead of pursuing constant product churn * How Bivo treats community-building as participation and contribution — not a marketing acquisition tactic * Why the company focuses on continuously improving existing products instead of chasing novelty * How sustainability became a pathway to superior product performance, not just a consumer value statement * The founder dynamic between instinct-driven decision-making and operational analysis TIMESTAMPS  01:52 – From footwear design to founding Bivo  03:18 – Identifying the market gap in cycling bottles  04:36 – Solving the weight objection  06:50 – The “six tablespoons heavier” positioning insight  07:52 – Engineering a non-squeezable performance bottle  10:38 – Rejecting VC-driven growth pressure  12:01 – Walking away from misaligned investors  15:16 – Going beyond minimum safety standards  16:48 – Why Bivo eliminated lead from insulated bottles  25:00 – Rejecting the “launch more products” playbook  27:30 – Participating in community instead of manufacturing one  33:34 – Balancing founder intuition with customer data  36:18 – Continuous sustainability improvements in manufacturing  39:38 – Turning sustainability into a performance advantage  42:26 – Carina’s advice for values-driven founders RESOURCES & LINKS * Carina Hamel [https://www.linkedin.com/in/carina-hamel-46787a11/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3B6GmT%2B00TQI%2B7pvM89cuuWA%3D%3D]  * Bivo Website [https://drinkbivo.com?utm_source=chatgpt.com] * Bivo Instagram [https://www.instagram.com/drinkbivo/?utm_source=chatgpt.com] Connect with Anne Oudersluys and learn about creating a marketing strategy that delivers business growth.  * Work with Anne:  Core Impact Strategy [https://coreimpactstrategy.com/]  * Contact Anne: anne@coreimpactstrategy.com * Anne's LinkedIn -  LinkedIn [https://www.linkedin.com/in/anne-oudersluys/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bz%2FPHF0E1SWaHajRIJGmaNA%3D%3D] * Anne's Newsletter - Core Impact Newsletter [https://www.coreimpactstrategy.com/email] - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

Community as a Growth Strategy: Lara Dickinson, Co-Founder of One Step Closer

What does growth look like when the standard playbook no longer works? In this episode of Grow Good, Anne Oudersluys sits down with Lara Dickinson, co-founder of One Step Closer (OSC), to discuss how founders can grow profitable businesses without sacrificing mission, values, or long-term resilience. Drawing from decades in the natural products industry, Lara explains why many traditional paths to scale—venture funding, acquisition, or bootstrapping alone—often create hidden costs. She shares how OSC was built as an alternative model: a peer network where purpose-driven CEOs collaborate on shared business challenges, tackle industry-wide problems like packaging and climate, and build trust as a competitive advantage. They also explore why brand is created through lived experience, not just messaging; how regenerative thinking can improve decision-making; why multi-generational businesses may be today’s most overlooked innovators; and how founders should sequence purpose initiatives as they scale. A practical conversation for leaders trying to grow responsibly in complex markets. WHAT YOU’LL LEARN * Why many founders feel trapped between bad growth options: raise capital, sell, or struggle alone * How CEO peer communities can accelerate better decisions and reduce isolation * Why trust inside a business network creates real operating leverage * The shared challenges purpose-led companies face beyond direct competition * How OSC turned collaboration into action through packaging and climate initiatives * What “regenerative thinking” means in practical business terms * Why the best strategic decisions often begin by returning to a company’s founding essence * How brand is shaped through experience, relationships, and consistency—not slogans * Why multi-generational companies may be better positioned for today’s volatility * How founders should sequence impact goals instead of trying to do everything at once * Why focus matters equally in growth strategy and purpose strategy * How long-term stakeholder relationships create resilience during uncertainty TIMESTAMPS 00:00 – Welcome + Lara’s background 02:05 – Why traditional growth paths fall short for mission-led founders 04:35 – Founding One Step Closer 05:30 – Early challenges + why collaboration was needed 06:50 – Why competitors choose collaboration over competition 09:40 – Regenerative thinking explained simply 12:10 – Who regenerative thinking is for 15:20 – Applying systems thinking in practice 18:45 – Building communities that create real outcomes 24:50 – The “sanctuary” concept + trust-building environments 31:20 – Why experience—not messaging—is the real brand 36:30 – Multi-generational companies as innovators 39:00 – Managing the tension between growth and purpose 39:40 – What the Purpose Pledge is 42:00 – Sequencing impact + why focus matters 44:05 – Packaging progress + realistic sustainability decisions 47:55 – Lara’s advice for founders growing with integrity  RESOURCES & LINKS * One Step Closer [https://www.linkedin.com/safety/go/?url=www.osc2.org&urlhash=psg2&isSdui=true&lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base%3BLzLvpDLiRnyyZp9%2Bepx0uA%3D%3D] * Lara Dickinson LinkedIn [https://www.linkedin.com/in/larajackledickinson/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3B4LPApxJZT7%2BJCPIDM6Qi7Q%3D%3D] * Purpose Pledge [https://www.purposepledge.org/] * Core Impact Strategy [https://coreimpactstrategy.com] * Anne Oudersluys LinkedIn  [https://www.linkedin.com/in/anne-oudersluys/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bz%2FPHF0E1SWaHajRIJGmaNA%3D%3D] * Core Impact Newsletter [https://www.coreimpactstrategy.com/email]

Culture Is Built in Small Moments: Kirsten Moorefield, co-founder of Cloverleaf

Kirsten, co-founder of Cloverleaf, breaks down how a simple belief—that work should be meaningful—shapes everything from hiring to product design. Cloverleaf was built to solve a specific gap: personality assessments create awareness, but rarely change behavior. Their AI coach brings that insight into daily work, helping people navigate feedback, conflict, and team dynamics in real time. At the core is a focus on self-awareness as the foundation for how people work together. The conversation goes beyond product into operating decisions. Kirsten explains why they hire for belief alignment—not just values—how culture is built through small, repeated interactions, and how systems like Bonusly reinforce those behaviors. She also shares the harder tradeoffs: building an AI category before the market was ready, resisting easier paths to revenue, and navigating layoffs while maintaining trust. This is a case study in designing a company where beliefs show up in how work actually happens. What You’ll Learn 00:46 – How Cloverleaf turns personality insight into daily behavior change Why most assessments fail in practice—and how real-time coaching helps people navigate feedback, conflict, and team dynamics. 03:16 – Why self-awareness is the foundation for better teams How understanding your own tendencies—and others’—reduces friction and improves how work actually gets done. 06:55 – Why culture is built in small moments—not values on a wall How everyday interactions (meetings, 1:1s, feedback) shape psychological safety and team performance. 08:30 – Work as a gift: the belief driving how Kirsten leads How viewing work as meaningful—not a slog—changes expectations, energy, and how people show up. 11:08 – Why you can’t train people to care What breaks when you hire for skills alone—and why belief alignment matters more than “values fit.” 14:30 – How to hire for belief alignment The interview approach Cloverleaf uses to identify whether candidates already live the values. 16:42 – How to turn values into repeatable behavior How systems like Bonusly make values visible, measurable, and reinforced across the company. 26:35 – Mission vs. market reality in a venture-backed company The tension between building what’s right for users vs. what’s easiest to sell to buyers. 28:45 – What layoffs reveal about culture and trust How two rounds of layoffs impacted employee perception—and how leadership responded with transparency. 32:15 – How leaders create psychological safety in practice Why inviting dissent, asking for opposing views, and allowing anonymous questions changes team dynamics. 34:38 – Why mission doesn’t always belong in your marketing When leading with purpose confuses buyers—and why clarity on what you do comes first. 35:32 – The cost of being early to a category What it took to build an AI coaching product before the market understood it—and why they stayed the course. 42:42 – AI that serves human relationships—not replaces them Why Cloverleaf rejects AI as a substitute for human coaching—and where it actually adds value. 46:15 – The role of resilience in mission-driven growth Why staying committed to a long-term vision requires personal discipline, not just strategy. Resources & Links Kirsten Moorefield – LinkedIn [https://www.linkedin.com/in/kirstenmoorefield/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BY9yACO6PSTuWMsQRXzRtxQ%3D%3D] Cloverleaf [https://www.linkedin.com/safety/go/?url=https%3A%2F%2Fcloverleaf.me%2F&urlhash=P1bG&isSdui=true&lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BY9yACO6PSTuWMsQRXzRtxQ%3D%3D]Bonusly [https://bonusly.com/] Anne Oudersluys:  Core Impact Strategy [https://coreimpactstrategy.com/] Anne's LinkedIn -  LinkedIn [https://www.linkedin.com/in/anne-oudersluys/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bz%2FPHF0E1SWaHajRIJGmaNA%3D%3D]Anne's Newsletter - Core Impact Newsletter [https://www.coreimpactstrategy.com/email] - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands

Scaling Through Relationships Instead of Reach: Ben Colvin, founder of Devil’s Foot Beverage

Ben Colvin, founder of Devil’s Foot Beverage, shares how he has built a growing beverage company without following the typical “scale fast” playbook.  Devil’s Foot is a craft soda company that makes non-alcoholic beverages using real fruit and herbs sourced directly from regional farms. From day one, he made a set of decisions that limit how the business can grow—using real fruit instead of concentrates, working directly with regional farmers, and choosing distribution partners that prioritize relationships over reach. Those choices show up everywhere: in cost structure, in how they enter new markets, and in how they spend marketing dollars. Instead of flooding new regions or optimizing for efficiency, they expand by building local partnerships, supporting community organizations, and hiring people who are already embedded in those markets. This episode is a look at what it actually takes to scale a business while holding the line on product quality, sourcing decisions, and how you show up in the communities you enter. WHAT YOU’LL LEARN * Why they chose real fruit and direct farm relationships despite higher cost and complexity * How “farm to can” decisions impact margins, supply chain planning, and brand positioning * The tradeoff between USDA organic certification and maintaining long-term farmer relationships * How they evaluate new supplier opportunities that could lower costs but shift the product * The role of weekly leadership discussions in pressure-testing decisions against company standards * Why they avoided large-scale distribution early and instead partnered with beer distributors * How beer distribution created stronger on-the-ground relationships and better account penetration * Their approach to entering new markets through local nonprofits and community partnerships * Why marketing dollars are spent in communities instead of on traditional advertising * How they hire local operators to build credibility and relationships in new regions * The tension between scaling production capacity and maintaining sourcing standards * Why they prioritize depth in a market before expanding reach TIMESTAMPS 02:00 – Patagonia story and early influence on business philosophy 04:40– Founding Devil’s Foot and identifying the product gap 10:39 – Real fruit sourcing and cost tradeoffs 17:35 – How decisions are filtered internally 22:00 – Marketing approach and storytelling choices 28:40 – Rejecting traditional scale strategies 31:20 – Distribution through beer networks 33:45 – Entering new markets through community partnerships 35:15 – Hiring locally to support expansion 36:30 – Scaling challenges and operational tradeoffs 42:50 – Advice for founders on staying aligned RESOURCES & LINKS * Devil’s Foot Brewing [https://devilsfootbrew.com] * Ben Colvin LinkedIn [https://www.linkedin.com/in/benjamin-colvin-1882b319/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BTt9p8rnUSiSXu%2BKwPLZKIA%3D%3D] * Devil’s Foot Brewing LinkedIn [https://www.linkedin.com/company/devils-foot-beverage/]  * Core Impact Strategy [https://coreimpactstrategy.com] * Anne Oudersluys LinkedIn  [https://www.linkedin.com/in/anne-oudersluys/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bz%2FPHF0E1SWaHajRIJGmaNA%3D%3D] * Core Impact Newsletter [https://www.coreimpactstrategy.com/email]

The Competitive Advantage of Radical Honesty: Jeff Wiguna, CEO of Kuju Coffee

This Episode features Jeff Wiguna, co-founder and CEO of Kuju Coffee, to explore how honesty, ownership, and long-term thinking shape the way a company grows. Kuju pioneered the single-serve pour-over coffee category and has grown from a Kickstarter campaign into a brand carried by retailers like REI and Walmart. But Jeff explains that the company’s growth has been guided less by chasing distribution and more by understanding where the product truly belongs. In this conversation, Jeff shares why Kuju walked away from grocery after achieving national placement, how he evaluates whether a channel fits the business, and why he believes “ownership determines destiny.” He also explains why radical honesty with buyers and partners has become a strategic advantage. For founders navigating pressure to scale quickly, Jeff offers a thoughtful perspective on building companies designed to last. WHAT YOU'LL LEARN: * Why Jeff believes radical honesty creates stronger relationships with retail buyers * What Kuju learned after initially being rejected by REI * Why timing often matters more than pushing harder when entering a channel * How Kuju grew from outdoor specialty retail into Walmart without chasing mass distribution * Why grocery turned out to be a strategic misstep, even after national placement in Whole Foods and Sprouts * The difference between products people like and products that behave like staples in grocery * Why Jeff believes ownership determines destiny for every company * How avoiding venture funding helped Kuju maintain long-term decision-making * Why Jeff is skeptical of performative success signals like press and distribution milestones * How Kuju’s brand focuses on real customers and real moments rather than curated brand imagery * Why Jeff believes companies should serve human lives rather than consume them * What founders should clarify early about their personal definition of success TIMESTAMPS: 00:33 – The idea behind Kuju’s pocket pour-over  03:40 – The gap in camping coffee that started the company  05:18 – Getting rejected by REI the first time  09:10 – Why timing matters more than pushing harder  12:18 – Choosing not to chase every retail opportunity  13:14 – Why grocery became a strategic misstep  15:59 – What grocery taught him about staples vs novelty  19:13 – Ownership determines destiny  24:08 – Why Kuju never pursued venture funding  28:13 – Radical honesty with buyers and partners  32:55 – Building a brand around real customer moments  42:14 – Jeff’s advice on defining your own version of success RESOURCES & LINKS * Jeff Wiguna LinkedIn [http://linkedin.com/in/jeffwiguna]  * Kuju Coffee [https://www.kujucoffee.com/] * Kuju Coffee LinkedIn [https://www.linkedin.com/company/kuju-company/] * Anne's Newsletter - Core Impact Newsletter [https://www.coreimpactstrategy.com/email] - Get monthly in-depth articles about marketing and growth strategy for purpose-driven brands * Connect with Anne Oudersluys and learn about creating a marketing strategy that delivers business growth.  * Work with Anne:  Core Impact Strategy [https://coreimpactstrategy.com/]  * Anne's LinkedIn -  LinkedIn [https://www.linkedin.com/in/anne-oudersluys/?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bz%2FPHF0E1SWaHajRIJGmaNA%3D%3D]