Purpose Before Profit: Connie Clotworthy of Worthy Beyond Purpose On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
Stay focused on the “Purpose” you’ve identified. It’s way too easy to get pulled in a million directions with a million different ideas. Stay open to things looking different than you imagined, but stay grounded in the impact and the purpose of the organization you are creating.
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Connie Clotworthy.
Connie Clotworthy is the Founder of the nonprofit, Worthy Beyond Purpose (WBP). WBP brings mindfulness and meditation practices to children around the world.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
Wow, this is such a huge question. I now live in Los Angeles, but I grew up in Michigan with two brothers and my mom and dad. I felt different as a kid. I felt like everyone had it together, and was normal, but I was not. I tried to find something to help me feel better. I played soccer, I danced… and as I got older, I found unhealthy ways to self-soothe. I went down a spiral of reaching for anything on the outside to help me feel better on the inside. This went on for years until it couldn’t go on anymore.
Then I met someone who took the time to teach me how to meditate Of course I thought I already knew how to meditate. I would sit down every morning, start a timer for 10 minutes, close my eyes and think entirely about myself until the timer went off, and then check the meditation box for the day. When this generous, caring soul took the time to explain how to follow my breath and connect to sensations, how to get still and notice my thoughts but not get caught up in the story — my whole life changed. I mean really changed.
My Worthy Beyond Purpose story really began with my “Origin Story” — now I see why you ask this huge question!
I dove deeply into meditation: all different kinds, all different teachings. After a great deal of exploration and learning I found my home in Mindfulness Meditation. Experiencing the life-changing benefits of meditation, I knew I wanted to give back and to share this gift, but how?
In 2017, one of my brothers invited me to go with him to Jamaica to volunteer at a youth summer camp. It was at this camp in Jamaica that I sat with my first “student” in meditation. A 7-year-old girl named Parys watched me meditate and asked me to show her how. I laughed it off at first and then realized she actually wanted to learn and I agreed. After guiding Parys in a playful 5-minute meditation, I watched a shift happen in her. I recognized that she was “dropping in” to this place of ease and peace — the kind of place I knew had changed my life. When she came out of her meditation, she said, “Whoa, I’d like to do that again sometime.” It was at that exact moment I knew… I was supposed to be teaching meditation to KIDS!
With that insight, I returned to Los Angeles, with an undeniable passion in my soul. It was at a time in our country when there were mass school shootings frequently — tragically they still happen all too often. When the Parkland School Shooting happened, the shooter, a former student at Parkland, said shooting guns was his form of “therapy”. As unbelievable as that was to me, one of the solutions presented at the time was to arm our teachers! Again, unbelievable! I knew we had to do better for our kids, for our teachers and our schools, and for parents and families and our collective future. Worthy Beyond Purpose was born. Our WBP mindfulness and meditation lessons had to become part of the school day.
Can you share the most interesting story that happened to you since you began leading your company or organization?
Every day is interesting and incredibly fulfilling. During the pandemic, we took our sessions online immediately. We held two sessions a day, giving kids (and families) a place to come together and connect with one another about fears, anxieties, and frustrations. We had students from all over the world joining us and creating friendships. It was such a gift to be able to be of service and experience the pandemic in this way. At WBP, we’ve been grateful to find that in the post pandemic world, principals and teachers are more inclined to invite our mindfulness and meditation program into their schools and into more classrooms in each school. The real time benefits of these tools are increasingly recognized, and the tools of mindfulness seen more and more as a necessary part of any curriculum for our kids. It’s heartening to see an increasing focus on the mental health and wellness of kids.
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
Always believe in yourself and your abilities. Although this is easier said than done, running an organization takes work, too. When challenges happen — as they always do — pause, breathe, take a minute, check in with yourself… and then respond rather than reacting. I’ve hired the wrong people because I desperately wanted someone with more “experience” to help call the shots. If you’re like me, you’re creating something. It’s important to remember that creating is a dynamic process; we’re building something unique that hasn’t existed before. It won’t — and it’s not supposed to — look like anything or everything else. A person with more “experience” may not necessarily bring the creativity or the passion you thought they would; they may not share your vision or understand why being mission centric and focused on impact 24/7 is essential. Lesson learned!
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
INTEGRITY… certainly number one. Doing what’s right, even when no one is watching. When my staff comes to me for direction or guidance or advice, I often respond, “Do what feels right to you.” If we practice mindfulness and kindness and lead from our heart, we’re doing it right. HONESTY… I think this goes without saying. If there is no honesty, there is no trust, and therefore there can be no organization. ACCOUNTABILITY… I have to count on our teachers and our entire WBP team to show up and do what’s best for the organization. A big pet peeve of mine is when someone says they are going to do something and they don’t. It takes a village.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
I can say with honesty and humility it was not my plan. As woo-woo as this may sound, I have been completely led, and I trust I will continue to be. For me the key is a willingness to take the next indicated step and a passion to be of service. I’m grateful to have both. Before WBP, I had a job where I made really good money but I was unhappy. Meditation drastically changed my life; it actually gave me my life. Once I learned this remarkable life-enhancing tool, I knew I wanted to share it with others, but I had no idea I was meant to share it with kids. As I mentioned before, I sat with my first young “student” simply because she asked to learn. She came to me. I witnessed the immediate calm, the relief and profound effect meditation had on Parys, and I knew. Kids need this tool. I thought if this practice of mindfulness and meditation can change my life at 40, imagine what it can do for kids who are still open — who haven’t had time to construct as many walls as I had. Just imagine, I thought, the power of giving kids these tools before life starts getting real “LIFEY.” Because mindfulness works — and it’s a preventive solution. WBP helps kids build their own personal toolkit — a practice of pausing, being present, taking a breath and looking inward for the next right action. WBP loves helping kids experience and build their own no-cost practice of mindfulness — a tool that works and lasts for a lifetime. We see our WBP kids learning they no longer need to reach for something externally to help soothe themselves internally.
I trust — and have been shown — that if I show up, do the work, and let go of the results, I will always be taken care of in this practice and in building and expanding WBP’s work. I am living my purpose. Once that started to happen… there was no going back.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Ha ha! Working with kids is never “plain vanilla”! Not only do we get to create, but I absolutely believe, we are actually changing the trajectory of the world — one mindful kid at a time. As the Dalai Lama said, “If every 8 year old in the world is taught meditation, we will eliminate violence from the world within one generation.” I don’t know of a “plain vanilla” job that can strive for those results! We are having a wildly satisfying, inspiring and meaningful impact on the real lives of real kids, teachers, classrooms, playgrounds and families and creating a better world in the process. One mindful kid at a time… and there is no such thing as a “plain vanilla” kid!
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
WBP’s mission is to teach mindfulness and meditation to kids. We’re very grateful to know we’re having the impact we are. We’re now in 7 LA area schools, and this year alone we’re teaching 1500 elementary school students how to build their own mindfulness practices. To hold ourselves accountable and ensure we’re being effective, we give our WBP students and their classroom teachers a survey at the beginning and end of each school year. The results are astounding — and gratifying beyond words. Teachers are seeing more emotional intelligence in their students and tell us that this creates more calm in their classrooms and a better learning environment for kids. More than 50% of our WBP students report they’re getting into trouble less. Even those students who may not “love” their WBP mindfulness class, still report welcoming this break in their otherwise nonstop school day. They tell us they feel more relaxed as a result of their mindfulness class.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
That’s another great question. There are so so so many it’s hard to narrow it down to a single moment… here are just a few of my favorites:
- I worked with an 8 year-old who every day was nearly paralyzed with anxiety — panic attacks were a constant. After a few weeks of us working together, I asked her about her panic attacks. She replied, “I don’t have them anymore. These breaths you taught me totally worked. How do I teach this to my brother and my mom?”
- A 9 year-old boy’s candid first impression and then real experience that he shared in his own words: “I thought this class (mindfulness and meditation) was just a joke, I didn’t think it was real. Now after doing it for a while, I can see that it really helps, especially with my anger.”
- A WBP Principal’s observations of their student body after WBP began teaching mindfulness in their school: “We are noticing students are using their words more and not their fists. They are learning how to regulate their emotions.”
- A WBP Parent’s perspective: “I notice my son is able to pause and breathe when he gets angry and he no longer explodes into a fit.”
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
I try my best to really stay focused on our mission. We are passionate about our work and very firmly committed to our mission because mindfulness works. There are wonderful folks who would love to support WBP’s expansion into areas that are not always as mission focused as we aim to be. When that happens we work to find a balance between serving the worthy need they’ve identified and making sure WBP stays closely aligned with our mission.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
I say, go for it!!! We need more change makers, more passionate people working from their hearts and souls. I’ve learned that we all have the opportunity to create the life we want! And you know that old saying… “if you find what you love and do that, you’ll never work a day in your life”? It’s true!
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.”
1 . Stay focused on the “Purpose” you’ve identified. It’s way too easy to get pulled in a million directions with a million different ideas. Stay open to things looking different than you imagined, but stay grounded in the impact and the purpose of the organization you are creating.
2 . Have an Executive Director who is a visible, vocal, public champion for the organization. At WBP, that’s me; it’s what my life is about today and what I am so lucky to be able to do every day. I am chief champion and chief messenger. I know personally what this work can do for someone, because it’s done it for me. I love being at all of our WBP events. And I will go anywhere and everywhere possible to champion Worthy Beyond Purpose and share the impact of our programs. I feel strongly about this and I believe it is very important for any Executive Director to serve as Champion in Chief. Lead by example and encourage others to share their passion and experience of the power of mindfulness. Enthusiasm is contagious!
3 . Surround yourself with an inspired and dedicated team, from teachers to board members to volunteers and donors. Empower and encourage your team, and make sure everyone feels seen and heard. It’s important that everyone has a voice and feels that they are a big, important piece of this puzzle — because they are. The more you build a team who understands and believes in the importance and the power of the mission, the more inspired they will be to want to share the power of its impact — and to contribute in all the ways that are so important to the success of the mission.
4 . Create Fundraising Streams that are balanced and diverse. Don’t depend too much on events and have a mix of support from individual donors (who make gifts large and small), foundations and even from local and state or federal government agencies grants. Always look for sustainable opportunities and opportunities where a potential partner’s goals align with your mission. We’re just beginning to talk to local businesses in the mindfulness space about possible partnerships. We have quarterly events that bring in a precise amount of money, private donors that support regularly, and fundraisers yearly. Do NOT put all your eggs in one basket and DO create ways to grow sustainable funding streams.
5 . Work to build an intelligent and integrated strategy for growing and engaging stakeholders in the work… invite folks in. Create lasting relationships and meaningful partnerships based on a shared purpose and goals. Listen. Listen to your team, to your donors, to your partners, and to your stakeholders. We respect and value the voices of our students, their teachers, parents and principals.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
I love to invite folks to come and check out a classroom. Once you see the kids and see the program working, there is no denying the impact and benefits. We take lots of videos and “in their own words” testimonials that I love to share. Watching and listening to these elementary school students talk about their experiences with mindfulness is a great way to get folks to plug in to the mission and its impact. WBP also hosts quarterly connection/fundraising events that give me the chance to tell loads of stories and continue building a family of community around us.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
I want to greatly expand WBP’s impact. I want to launch mindfulness training online for teachers and caregivers. I would also love to put our mindfulness curriculum training online for schools to self-implement. In this way, we could elevate awareness of the power and effectiveness of mindfulness and greatly expand the number of kids WBP reaches. We could share mindfulness far more broadly — and all over the world.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I would love for mindfulness and meditation practices to be taught in all schools just like math is taught — that the expectation is that mindfulness and meditation are a part of every curriculum. These life-enhancing tools can and will change the world. For now, I’m grateful to see the increasing recognition of the power of mindfulness, and WBP’s work expanding, as we build a better world one mindful kid at a time.
How can our readers further follow your work or your company online?
https://worthybeyondpurpose.org/
https://www.instagram.com/worthybeyondpurpose/
https://www.facebook.com/worthybeyondpurpose
https://www.linkedin.com/company/worthy-beyond-purpose/
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
