Show Notes
“If you can’t have fun while trying to change the world, you’re doing it wrong.” Tim Jones, known as That B Corp Bloke, explains how B Corp certification helps CEOs grow revenue, retain great talent, access capital, and build resilient purpose-driven businesses. In this episode of Care Beyond Profits, Tim shares his journey from medical device sales inside operating theatres to becoming one of New Zealand’s most influential B Corp advisors. He reflects on confronting profit-first systems that prioritised returns over patient outcomes, how the Christchurch earthquakes and becoming a father reshaped his perspective, and why B Corp became the framework that aligned his values with his work. About Tim Jones Tim Jones, also known as That B Corp Bloke, is a B Corp coach and consultant specialising in B Corp certification for purpose-driven businesses. He helps CEOs and leadership teams increase profitability, strengthen competitive advantage, and create meaningful impact for people and planet. Tim has helped certify around one third of the New Zealand B Corp community and works with companies around the world. His mission is to empower businesses to thrive in a purpose-driven economy through B Corp certification.Tim shares insights on:• B Corp certification explained for CEOs and founders• Purpose-driven business and ethical leadership• Profit, growth, and resilience through B Corp• Talent retention, culture, and customer trust• Building businesses that care beyond profits Timestamps (0:00) CEOs, growth challenges, and why B Corp matters(0:53) Introduction to Tim Jones(2:20) Growing up in the UK and early influences(6:50) Studying medieval history and searching for meaning(7:52) Wanting to join the army and being rejected(13:22) Entering medical device sales(18:35) When profit outweighs patient outcomes(22:51) Christchurch earthquakes and walking away from the industry(26:02) Discovering B Corp and a new way of doing business(32:02) What B Corp certification actually involves(43:28) Values, leadership, and final reflections Learn more about Tim and his work • Grow Good Limited: www.growgood.co• LinkedIn: / timjonesthegrowgoodguy Learn more about Azoora and her work• LinkedIn: / azooraali • Website: https://www.accountingandtax.co.nz/ Listen to Care Beyond Profits on Spotify and YouTube. ❤️ If Tim’s story resonated with you… Please like, share, and subscribe for more conversations with leaders who prove that care and profits can grow together.#BCorp #PurposeDrivenBusiness #Leadership #SocialImpact #CareBeyondProfits
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Paul Button, CEO of Rotorua Canopy Tours, shares conservation tourism, regenerative business, and purpose-driven leadership in this Care Beyond Profits podcast on sustainability and ecotourism."Humans...All we crave for is just connection."From a whitewater kayaker chasing rivers across North Canterbury, Canada and Central America, to running one of New Zealand's most awarded ecotourism businesses, Paul Button's story is one of adventure, environmental conviction, and people-first leadership.As CEO of the Rotorua Canopy Tours Group, Paul leads a zipline and treetop experience set inside an 11,000-year-old native forest, alongside the Canopy Conservation Trust that funds its restoration work.In this conversation, Paul shares how a tourism business became a conservation engine: 12 years of native forest restoration, 700 self-resetting predator traps, a B Corp certification (the first in Rotorua), and a soil-carbon breakthrough that suggests a predator-free New Zealand could one day be carbon neutral. Throughout the episode, Paul returns to a simple idea, that the staff are the stars of the show, and that connection, not infrastructure, is what people truly remember.About Paul ButtonPaul Button is the Chief Executive Officer of Rotorua Canopy Tours Group, leading Rotorua Canopy Tours, widely regarded as one of New Zealand’s premier nature-based tourism experiences.His career began as a young kayaker on wild rivers, sparking a lifelong connection to adventure and the natural world. From guiding on the Kaituna River to leading teams internationally, Paul has built his career around creating meaningful, high-quality experiences that connect people to place.Since returning to Aotearoa in 2017, Paul has focused on innovation and regenerative tourism, restoring native forests, inspiring visitors, and demonstrating that business can be a force for good. He also oversees supporting businesses in Queenstown, including Million Dollar Cruise and Canyon Explorers.Outside of work, Paul is a hands-on dad who stays active through CrossFit, mountain biking, and endurance runningIn This Episode / Chapters00:00 New Zealand's carbon-neutral hypothesis00:07 Introducing Paul Button & Canopy Tours01:07 The importance of consistency in leadership13:29 Why people are the real product in tourism17:59 Partnership with the Department of Conservation (DOC)20:20 The Canopy Conservation Trust funding model24:22 Why conservation budgets should never be cut25:18 B Corp certification and holistic business32:38 Setting ethical boundaries with clients40:13 The 40% carbon ground composition discovery41:16 Predator-free forests as a carbon solution41:53 International research partnership & future scalingLearn more about Paul and Rotorua Canopy Tours Rotorua Canopy Tours: https://www.canopytours.co.nz/ LinkedIn: https://www.linkedin.com/in/paul-button-93241b187/