IN THIS EPISODE…
With sustainable practices becoming regulated in various industries, companies are developing innovative ways to align their values with sustainability. Yet these initiatives are often costly, as businesses notice their competitors outperform them with traditional, lower-cost practices. How can you integrate sustainability into your business despite the obstacles?
In this episode of Matters of Creative, Bobbie Bailey and two M Agency copywriters talk with Troy Alstead, the Founder of Ocean5 and Table 47, about how he fosters sustainability and community leadership. Troy shares leadership lessons from working for Starbucks, the creative process behind Ocean5’s sustainable designs, and how his board advisory roles align with his mission.
With a life-long commitment to environmental sustainability and community engagement, former Starbucks executive Troy Alstead recommends building, operating, and sourcing a sustainable business model that can accommodate higher costs. This requires dedication and courage to price products competitively and stay true to your mission. Troy has embedded sustainability into every aspect of his company, from developing geothermal systems for heating and cooling to sourcing and reusing local materials like wood. He also organizes initiatives like beach cleanups to involve his community in the company’s mission.
Listen today for information on integrating sustainability into your company values.
ABOUT OUR GUEST:
Troy Alstead is the Founder of Ocean5, a LEED Silver certified entertainment and event venue. He is also the Founder of Table 47, a farm-to-table restaurant, and The Cup Coffee Lounge. Troy serves on the board of directors for several companies, including Levi Strauss & Co. and Harley Davidson. In 2016, he retired from Starbucks after 24 years with the company, having most recently served as the Chief Operating Officer responsible for leading the business’ global operations.
Learn more about Troy:
https://www.linkedin.com/in/troyalstead/
Here’s a Glimpse of what you’ll learn:
- [3:13] How Troy Alstead began working for Starbucks during its early days
- [7:40] What inspired Troy to create Ocean5?
- [12:48] The future of community and sustainability at Ocean5
- [17:17] Troy describes the creative process behind Ocean5’s designs and environmental initiatives
- [26:04] How Ocean5 engages its local community to promote sustainability
- [32:49] Transferring leadership strategies from a corporate career to entrepreneurship
- [37:28] Troy’s advisory roles on large company boards and how they align with Ocean5’s mission
- [41:10] The evolution and next steps for Ocean5
- [49:11] Advice for integrating sustainability into your business
- [54:03] Leadership insights from Troy
RESOURCES MENTIONED IN THIS EPISODE:
Quotable Moments:
- “Leadership isn’t about the leader; it’s about the people you lead.”
- “It’s not about the coffee; it’s about the people.”
- “Sustainability isn’t just critical for our planet; it’s becoming regulated and legislated.”
- “The power of people is everything. It’s not about the physical assets.”
- “Brand halo around companies that are embracing sustainability is powerful.”
Action Steps:
- Commit to implementing sustainable practices in your business: This reflects Troy Alstead’s advice on the need for courage and smart planning, leading to long-term benefits and brand loyalty.
- Conduct a thorough cost analysis for sustainable operations: As sustainability may increase costs, this step ensures budgeting accuracy and prepares businesses for financial adjustments.
- Create community engagement activities aligned with your company’s mission: Engaging the local community in meaningful initiatives fosters goodwill and enhances brand reputation.
- Foster a positive narrative around sustainability efforts: Highlighting the positive, achievable aspects of sustainability motivates consumers and employees to contribute without feeling overwhelmed.
- Seek out board or advisory roles that align with personal values: Aligning with organizations that share similar values can amplify sustainability efforts and drive systemic change.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.