The Value Chain of a Dy-val Model

To further explain the above model, let’s take a journey through the world of coffee to better understand the concept of dynamic value

Risk reverse or make it predictable. Transformation Experience Service Product Commodity to further explain the above model, let’s take a journey through the world of coffee to better understand the concept of dynamic value. At their simplest, coffee beans are a commodity that we can purchase from a supermarket at a low cost. But to create a truly exceptional cup of coffee, we need to add more value. Maybe we add milk and sugar, or we seek out a unique coffee shop that takes pride in delivering an exceptional experience.

But what if we take it a step further? What if we found a coffee shop that not only delivered a great cup of coffee but also made a positive impact on the world? This could be a coffee shop that donates a portion of its profits to a cause or one that offers an experience that goes beyond just the taste of the coffee. Maybe they offer courses or access to materials that help improve your health and wellbeing, or they create a sense of community and belonging that makes you feel like you're part of something bigger.

These types of businesses are what Marshall Thurber would call a "Dy-val" model. By focusing on delivering exceptional value and making a positive impact, these businesses can charge a premium and create loyal customers who are willing to pay for the transformative experience they offer. And, by creating a predictable method for delivering this transformation, these businesses can scale up and make an even greater impact on the world.

So, the next time you sip on a cup of coffee, think about the value that it brings to your life beyond just the taste. And think about the potential for businesses to create even more value by focusing on delivering transformational experiences that make the world a better place.

Unleashing the power of leverage: Multiply your impact and create win-win situations

Are you ready to step into your full potential as an entrepreneur? Imagine a world where everyone wins, where your unique talents and aspirations merge seamlessly with purpose and profit. It's time to break free from the old paradigms and embrace a new approach that brings fulfillment, abundance, and positive change.

First and foremost, dare to be unique. Embrace your individuality and boldly live your highest soul purpose. Let the world witness the authentic, extraordinary person you are meant to be. By embodying your true self in every decision you make, you have the power to create a ripple effect that transcends borders and transforms lives. In a society that pressures us to conform, standing out becomes a catalyst for positive change. Embrace your values and beliefs, even if they challenge the status quo. Accept and forgive yourself for your journey, and witness the profound impact you have on others.

Next, it's time to add unparalleled value. Shift your focus from being interesting to being genuinely interested. Become the person who consistently adds value to the world around you, advocating for a better future. Share stories that connect people to your vision, inspiring them to be part of something greater without needing their agreement. This compassionate approach will not only raise the standards of your industry but also create a culture of abundance that benefits everyone involved.

Let me illustrate this with the example of my family's property development company. Instead of providing a mere price list, we embarked on a mission to deliver a six-star client experience. We invested time in understanding our clients' needs and connected them with strategic partners, saving them time and providing exceptional service. The result? An astounding 80% conversion rate and a 50% referral rate. By delivering value and building trust, we became market leaders who raised the industry's standards.

But creating a win-win situation isn't just about you—it's about everyone involved. Your uniqueness and added value have the potential to ignite a chain reaction, positively impacting not only your clients but their families and broader networks as well. Embrace your individuality and become the guiding light that leads others back to their true selves.

Now, let's explore the power of leverage—the key to catapulting your success by 10–20 times. Imagine applying a small force that multiplies into a tremendous impact. Leverage allows you to do just that. By multiplying your value over a vast area, you maximize your financial success. It's time to unlock the true potential of your teachings and talents.

Consider the difference between a teacher and a movie star. While both provide value, a teacher's impact is limited to their immediate students. On the other hand, a movie star can create a single film that reaches millions, leveraging their influence to make a substantial difference. By understanding this principle, you can apply it to your own endeavors.

Building a strong social media following, securing PR coverage, writing best-selling books, or delivering captivating TED Talks are all effective ways to leverage your unique value. Strategic partnerships and collaborations enable you to tap into existing networks of trust, accelerating your success by forging connections and spreading your message far and wide.

This concept of leverage extends beyond individuals. It can transform government organizations and partnerships too. By nurturing relationships with businesses and aligning objectives, a new conversation can emerge—one that harmonizes the interests of consumers, businesses, and government entities. Witness the power of this approach in my family's property development project, where we utilized social media and sales processes to understand the community's needs. Armed with this knowledge, we engaged in meaningful conversations with the government, fostering a win-win situation for all involved.

Leverage is the gateway to extraordinary financial success and amplifying your impact. By finding innovative ways to multiply your efforts and reach more people, you can achieve your goals with unprecedented speed and effectiveness. Whether you are an individual or part of a larger organization, embracing your unique value and leveraging it to create win-win situations is the path to a unified vision of success.

Integrity: unleashing the power of vision and values for thriving families, businesses, and organizations

In a world where integrity often takes a backseat, it's time to recognize its immense power as the foundation of all things. Whether it's a family, a business, or an organization, integrity is the lifeblood that propels them to thrive. But what does it truly mean to have integrity?

Integrity means ensuring that everyone wins throughout the entire value chain. It's about asking ourselves the tough questions: "Is this the right thing to do? Is this fair for everyone involved?" It's about going beyond mere compliance and embracing a higher standard of conduct.

At the heart of integrity lie a strong set of values and a compelling vision. They serve as the unwavering compass that guides every decision and action. Rather than conforming to what's already accepted, it's crucial to establish our own personal standard for integrity. What do we genuinely stand for, and how does that align with the grand vision of the world we wish to create for future generations?

Integrity goes beyond superficial measures. When we measure integrity within an organization, it's not about rewards and punishments; it's about connecting individual goals and Key Performance Indicators (KPIs) to personal visions and values. Imagine a government organization where each person's personal vision is intertwined with the department's vision, creating a harmonious collective pursuit. Or envision a family that has crafted a shared vision where each member's deepest values are acknowledged and honored.

In a business setting, it's not enough to simply understand the client's vision. True integrity lies in aligning the personal visions and values of employees with both the company's vision and that of the client. By ensuring that each employee can actualize their personal vision while contributing to the client's ultimate satisfaction, a business cultivates a culture of authentic engagement. It becomes a place where individuals are empowered to be their best selves and make meaningful contributions. When everyone lives in integrity with their personal vision and values while standing for a larger shared vision, it creates a transformative culture that brings out the best in everyone involved.

Integrity is not just a buzzword; it's a guiding principle that holds immense transformative power. It's time to unleash the true potential of integrity within families, businesses, and organizations. By nurturing a culture where personal visions and values are honored and everyone is united in pursuing a common vision, we can create a world where integrity thrives and extraordinary success becomes the norm.

Diversity + synergy = together, we are better.

Imagine a world where everyone looked, thought, and acted the same. It would be a world lacking creativity, innovation, and progress. Fortunately, diversity is what makes the world an exciting and dynamic place. When we bring people from different backgrounds and perspectives together, we create synergy that can lead to amazing things.

The formula for success is simple: Diversity + Synergy = Together We Are Better. It means that when we bring together individuals with diverse backgrounds, skills, and ideas and harness their collective strengths, we create something greater than the sum of its parts. This is because diversity breeds innovation, creativity, and problem-solving skills that lead to better decision-making.

Research has shown that diverse teams outperform individual decision-makers 66% of the time. Gender-diverse teams are even more effective, making better business decisions 73% of the time, compared to 58% for all-male teams. When teams also include a wide range of ages and different geographic locations, their decision-making improves even further, to 87% of the time.

The benefits of diversity are not limited to the workplace. Bringing diversity into our personal lives can also lead to positive outcomes. By being open to diverse ways of thinking and collaborating with others, we can create stronger relationships and a more fulfilling life. Whether it's in our household or in our community, embracing diversity can lead to greater understanding, acceptance, and unity.

So, how can we create diversity? It starts with being intentional about seeking out diverse perspectives and voices. This could mean actively recruiting for diversity when forming a team, seeking out collaborations with people who have different backgrounds and skill sets, or simply asking for the opinions of others. By doing so, we can unlock the power of diversity and create a better future together.

In the words of Harvard Business School Professor Francesca Gino, "That our decisions get sidetracked by biases is now well established. While it is hard to change how our brains are wired, it’s possible to change the context of decisions by architecting the composition of decision-making teams for more diverse perspectives." Embracing diversity is not only the right thing to do; it's also the smart thing to do. Together, we can achieve greatness.

Navigating the path to win-win: overcoming challenges and embracing transformation

In the quest for a win-win-win scenario where businesses thrive while generating positive social and environmental impact, numerous challenges stand in our way. These obstacles, woven into the fabric of today's business landscape, demand our attention and ingenuity. Let's explore the hurdles that must be surmounted and the transformative actions needed to overcome them.

The short-term profit predicament: Many businesses find themselves trapped in a short-sighted pursuit of immediate financial gains, sidelining long-term sustainable success. This myopic focus hampers investments in initiatives that could yield broader social and environmental benefits. Striking a delicate balance between short-term profitability and long-term impact becomes a formidable challenge, demanding bold strategies and visionary leadership.

The knowledge gap: Some businesses remain blissfully unaware of the boundless potential that arises from integrating social and environmental impact into their operations. They fail to comprehend the positive outcomes that emerge when business practices align with stakeholder needs and address pressing societal challenges. Bridging this awareness gap becomes paramount, empowering businesses with the knowledge to unlock their transformative potential.

The resistance to embrace change: The path to purpose-driven strategies often entails shaking the foundations of existing business models, processes, and mindsets. This disruption can elicit resistance from internal stakeholders who fear the unknown or cling to the comforts of familiarity. To surmount this hurdle, an unwavering commitment to change must be coupled with persuasive narratives that inspire collective courage and showcase the benefits that lie on the other side of transformation.

The complexity of balancing trade-offs The intricate dance between financial viability and social and environmental considerations presents a multidimensional challenge. Navigating the maze of trade-offs and identifying synergies that harmonize profitability and sustainability requires both strategic acumen and innovative thinking. Only by embracing this complexity can businesses find the sweet spot where purpose and profit converge.

The resource dilemma: For smaller businesses or startups, resource constraints and a lack of specialized expertise pose significant barriers. The intricacies of impact measurement, sustainability practices, and stakeholder engagement can be daunting, necessitating access to essential resources and knowledge. Breaking down these barriers is imperative to empower purpose-driven entrepreneurs and level the playing field.

The maze of regulations: Existing regulations and policies may inadvertently obstruct purpose-driven business models. Navigating this regulatory labyrinth requires a collaborative effort between businesses and policymakers to advocate for supportive frameworks that encourage sustainability and innovation. By aligning regulations with the pursuit of a win-win-win paradigm, we can remove the shackles holding back transformative change.

The battle against skepticism: Traditional stakeholders, fixated solely on financial returns, may raise skeptical eyebrows at business approaches that prioritize purpose alongside profit. Winning them over demands compelling evidence and showcasing the undeniable value of a win-win-win approach. Shattering misconceptions and fostering a new understanding of the power of purpose is a vital step towards collective buy-in.

The awakening of market demand: In a market where purpose-driven products and services remain relatively unknown or undervalued, generating demand becomes an uphill battle. Educating customers, creating awareness, and effectively communicating the value proposition of purpose-driven offerings are critical elements in sparking a groundswell of support. By aligning consumer preferences with the greater good, we can transform market dynamics and drive change from the ground up.

Addressing these formidable challenges demands a united front, as businesses, policymakers, investors, and consumers must converge to forge a new path. Collaborative actions are essential: crafting supportive policy frameworks, increasing awareness and demand for purpose-driven products, and equipping businesses with the resources and education needed to navigate this brave new world. Together, we can create an environment where win-win becomes the norm and transformative change blossoms at every turn. The time for action is now, for the challenges we face are opportunities in disguise, waiting to be seized.

Unlocking the path to win-win-win: Strategies for Transformation

Shifting towards a win-win paradigm requires deliberate actions and a collective commitment to foster positive change. Let's explore key strategies that can propel us forward on this transformative journey.

  1. Long-term value education: Spread awareness about the enduring value and benefits of integrating social and environmental impact into business practices. Educate entrepreneurs, executives, and future leaders about the positive outcomes that arise from sustainable and purpose-driven strategies. Showcase inspiring case studies and success stories to ignite a passion for long-term value creation.
  2. Incentivize Incentivize sustainable practices: Develop regulatory frameworks and policies that provide incentives for businesses to adopt sustainable practices. Encourage governments to offer tax incentives, grants, or funding opportunities for initiatives that generate social or environmental benefits while ensuring financial viability. By aligning economic incentives with purpose-driven actions, we can create a more conducive environment for transformative change.
  3. Foster collaboration and knowledge sharing: Cultivate a culture of collaboration among businesses, experts, and organizations. Facilitate platforms and networks that promote the sharing of best practices and expertise in sustainability, impact measurement, and stakeholder engagement. Encourage mentoring, knowledge exchange, and capacity-building initiatives to empower businesses with the tools they need to thrive.
  4. Innovative financing mechanisms: Explore alternative financing options that support purpose-driven initiatives. Foster partnerships with impact investors and impact-focused financial institutions to bridge the funding gap. Embrace innovative financing mechanisms such as impact investing or social impact bonds to provide resources and support for businesses committed to making a positive difference.
  5. Consumer education and demand creation: Invest in consumer education to raise awareness about the importance of supporting purpose-driven businesses. Illuminate the value and positive impact of purchasing products or services that align with social and environmental values. Develop compelling marketing strategies that effectively communicate the purpose and impact of offerings, captivating conscious consumers who seek meaningful choices.
  6. Stakeholder engagement and communication: Engage with stakeholders, including shareholders, investors, employees, and communities. Foster open dialogue to cultivate understanding and alignment with purpose-driven approaches. Communicate the compelling business case for integrating social and environmental impact into operations, emphasizing the long-term benefits and potential competitive advantages. Nurture relationships based on shared values and aspirations.
  7. Foster industry collaboration: Encourage collaboration within industries to address common challenges and develop industry-wide sustainability standards. Foster a sense of collective responsibility and shared purpose. By pooling resources, knowledge, and efforts, industries can drive positive change at scale, ensuring a sustainable future for all.
  8. Supportive policy advocacy: Advocate for policies and regulations that align with purpose-driven business models. Engage in constructive dialogue with policymakers, industry associations, and advocacy groups to influence the development of supportive policies. Highlight the importance of sustainable practices and prioritize social and environmental impact in policy discussions. Be a catalyst for change by actively participating in shaping a regulatory landscape that nurtures purpose-driven businesses.

By embracing these strategies and working together, we can unleash the transformative power of the win-win approach. Let's pave the way for a future where business success is intertwined with societal progress and environmental stewardship. The time for action is now, as we embark on a journey towards a better tomorrow.

Case Study 1: Who Gives A Crap?

Who Gives A Crap is a remarkable example of a company that has successfully implemented the win-win-win model. Founded by Simon Griffiths, Danny Alexander, and Jehan Ratnatunga, the company was inspired by the shocking fact that 2.4 billion people lack access to proper sanitation facilities. Determined to make a difference, they launched a crowdfunding campaign with a unique twist. Griffiths sat on a toilet in a warehouse until they raised enough money to start production.

Who Gives A Crap sells toilet paper online, but what sets them apart is their commitment to social impact. They donate a staggering 50% of their profits to building toilets and improving sanitation in the developing world. This aligns their business operations with a higher purpose, transcending the traditional profit-centric model. By doing so, they have not only created a strong and sustainable brand, but they have also become one of the biggest names in the social enterprise scene.

But their commitment to sustainability and ethical practices doesn't stop there. From their choice of eco-friendly materials for their products to their packaging made from recycled materials, Who Gives A Crap operates sustainably and ethically from top to bottom. Their success demonstrates that businesses can thrive by integrating purpose and profit, making a tangible difference in the world while generating financial success.

Case Study 2: TOMS

TOMS, founded by Blake Mycoskie, revolutionized the way we think about for-profit businesses and their potential for social impact. Mycoskie was deeply moved by the lack of shoes in impoverished communities, particularly in Latin America. In response, he created TOMS with a simple yet powerful concept: for every pair of shoes sold, the company would provide a free pair to someone in need.

This business model captured the public's attention and became an overnight sensation. In their first few months online, TOMS sold nine times their available stock, demonstrating that consumers were not only interested in quality products but also valued the social impact behind them. By aligning their business with a purpose beyond profit, TOMS not only experienced rapid growth and success but also became a symbol of conscious consumerism.

TOMS' innovative approach challenged the prevailing notion that businesses could only focus on profit or philanthropy. They showed that it was possible to create a symbiotic relationship between profitability and the common good. Their success prompted other companies to reconsider their own models, sparking a shift towards purpose-driven business practices.

Case Study 3: Patagonia

Patagonia, the outdoor apparel company, has long been recognized as a trailblazer in sustainable and socially responsible business practices. From the beginning, founder Yvon Chouinard set out to build a company that not only created high-quality outdoor gear but also prioritized environmental conservation. Patagonia has consistently demonstrated its commitment to sustainability by using recycled materials, reducing its carbon footprint, and advocating for environmental causes.

What sets Patagonia apart is its unwavering dedication to its mission statement: "Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis." This purpose-driven approach has resonated with consumers who value sustainability, leading to loyal brand advocates and continuous growth for the company. By aligning their business practices with their environmental values, Patagonia has proven that profitability and positive impact can go hand in hand.

Case Study 4: Seventh Generation

Seventh Generation is a leading provider of environmentally friendly household and personal care products. Founded by Jeffrey Hollender, the company's mission is to inspire a consumer revolution that nurtures the health of the planet and its inhabitants. Seventh Generation differentiates itself by offering products that are free from harmful chemicals and made with sustainable materials.

Beyond its product offerings, Seventh Generation actively advocates for policies that support environmental sustainability and social justice. The company promotes transparency in its operations, ensuring that customers have access to detailed information about the ingredients used in their products. Through these initiatives, Seventh Generation has built a strong brand identity centered around sustainability and responsible consumption. Their success demonstrates that purpose-driven companies can thrive by providing consumers with eco-friendly alternatives that align with their values.

Case Study 5: Interface

Interface, a global leader in modular carpet manufacturing, has redefined the concept of sustainability in the business world. Founder Ray Anderson made it his mission to transform Interface into a company that "treads lightly on the earth" and operates in a socially and environmentally responsible manner. Under his leadership, Interface set ambitious goals to eliminate waste, reduce carbon emissions, and implement sustainable manufacturing practices.

Interface's commitment to sustainability goes beyond mere compliance with regulations. The company adopted a holistic approach called Mission Zero, aiming to have zero negative impact on the environment by 2020. Through innovative design, responsible sourcing, and extensive recycling programs, Interface has made significant progress towards achieving its sustainability goals.

This purpose-driven approach has not only garnered industry recognition and numerous awards but has also positively impacted the company's bottom line. By integrating sustainability into their core business strategy, Interface has created a competitive advantage by attracting environmentally conscious customers and driving innovation within the industry.

Case Study 6: Ben & Jerry's

Ben & Jerry's, the iconic ice cream brand, is widely recognized for its commitment to social responsibility and progressive business practices. From the beginning, founders Ben Cohen and Jerry Greenfield prioritized creating a company that integrated social and environmental concerns into its operations. They established a three-part mission that focused on product quality, economic reward, and a commitment to social and environmental justice.

Ben & Jerry's actively supports various social causes, such as fair trade, climate justice, and racial equity. They source their ingredients from sustainable and ethical suppliers, ensuring that farmers and workers are treated fairly. The company also champions issues through its activism campaigns and engages in community initiatives to foster positive change.

By staying true to their mission and values, Ben & Jerry's has built a loyal customer base that appreciates their delicious ice cream and their commitment to social issues. Their success demonstrates that purpose-driven companies can have a significant impact on society while generating profits.

Case Study 7: Natura & Co.

Natura & Co. is a Brazilian multinational beauty company that operates under a unique business model that combines purpose, profit, and sustainability. The company encompasses three major brands: Natura, The Body Shop, and Aesop. Natura & Co.'s overarching purpose is to create positive economic, social, and environmental impact while providing high-quality beauty products.

The company places a strong emphasis on sustainable sourcing and uses natural and biodegradable ingredients in its products. They also prioritize fair trade and support local communities by partnering with small-scale producers. Natura & Co. actively works towards reducing its environmental footprint, aiming for carbon neutrality and zero waste.

Natura & Co.'s success lies in its ability to integrate purpose and profit seamlessly. They have built a reputation as a socially responsible beauty company, attracting customers who seek ethical and sustainable options. By operating with a strong sense of purpose, Natura & Co. has achieved remarkable growth and international recognition in the beauty industry.

Case Study 8: Tesla

Tesla, led by visionary entrepreneur Elon Musk, has revolutionized the automotive industry by combining sustainable transportation and cutting-edge technology. The company's mission is to accelerate the world's transition to sustainable energy. Tesla's electric vehicles are designed to be environmentally friendly, have zero tailpipe emissions, and offer high performance.

By creating innovative electric cars that are both desirable and environmentally conscious, Tesla has disrupted the traditional automotive market. Their success has extended beyond vehicles, with the company also focusing on energy storage and renewable energy solutions through products like the Tesla Powerwall and solar panels.

Tesla's purpose-driven approach has resonated with a growing segment of environmentally conscious consumers. Their commitment to sustainability and their ability to deliver groundbreaking products have not only propelled the company's growth but have also influenced other automakers to prioritize electric vehicles and renewable energy.


This is an excerpt of the best-selling book by Samantha J. called "Illuminator; click here for the full copy:

About Samantha j.

Samantha J. is the sought after “Illuminator” - the world’s only luxury business strategist and medicine woman, that merges spirituality, strategy and self expression to help coaches and personal brands to scale to 7-8 figures and become fulfilled in all areas of their life along the way! Samantha is also a multi 8 figure award winning entrepreneur, 6 x best-selling author and soulful speaker.

Her unconventional approach, helps coaches stand out with a luxury brand, and social impact focus, to build an empire that merges purpose and profit, unifying the world by solving some of the world’s most pressing challenges such as poverty, climate change and eradicating sex trafficking. Samantha has been named as one of the Top 20 Entrepreneurs on the Rise by Fox in 2021, and one of the Top 7 Women Paving the Way of Success in 2022 by Disrupt Magazine, for her efforts, with a vision to help 100 million purposeful and profitable empires in her lifetime through her business school Humanitarian B-School and her luxury business agency, Illuminator.

Learn more

Share & Comment:

More blogs

From Aspiration to Ascendancy: Elevating your brand and offer to the realm of luxury

“Luxury business models provide the profitability for entrepreneurs, to have the time and freedom for their love and family life, so they are deeply fulfilled, as they leave the largest social impact on the planet”. - —Samantha J.

Read More
Innovating in a Squeezed Market™

In today’s dynamic business landscape, markets can often become squeezed,

Read More