What’s the point of business? For some, it’s pure profit. For others, it's something deeper—a chance to make a mark, uplift communities, and still earn a healthy bottom line.

Dr. Julie Smith David, a dynamic speaker, academic innovator, and purpose-driven strategist, recently visited Lambda to explore this very question. Her talk, “Finding Your Purpose While Making Money,” challenged business leaders to rethink success as something more than just quarterly earnings and shareholder returns. Instead, she made a compelling case for purpose—not just as a moral compass, but as a strategic advantage.

The Purpose Payoff

Using hard data, Julie walked attendees through why companies that embrace a meaningful purpose actually outperform their profit-only peers. According to recent studies by McKinsey and Harvard, companies with diverse leadership teams—often a byproduct of strong purpose-driven cultures—are significantly more likely to be financial top performers. Businesses that embed purpose into their DNA tend to attract better talent, adapt more quickly, and cultivate customer loyalty that translates to real-world results.

And when companies abandon that purpose? The consequences can be just as stark. Julie shared a telling example: after one major retailer publicly pulled back from its DEI commitments, its stock plummeted by nearly 30%, while a purpose-steady competitor saw gains. The message was clear: in today’s market, authenticity matters. Waffling on your values comes with a price tag.

The Strategy Behind the Soul

Of course, passion without a plan doesn’t get you far. That’s why Dr. Smith David introduced a practical framework that helps organizations map their activities across two axes: purpose and profitability. Attendees participated in an exercise that visualized whether their key initiatives were advancing their mission, making money—or ideally, doing both.

This portfolio approach reframes how leaders evaluate programs and initiatives. Some events may not be moneymakers but have a strong community impact—those are investments in the organization’s soul. Others may be financial workhorses that fund deeper-impact work. The real value lies in seeing the bigger picture and being honest about trade-offs.

Case in Point: Blueland

Julie highlighted companies that have nailed the balance. One standout: Blueland, a sustainable cleaning product company whose mission is to reduce single-use plastics. From refillable packaging to full ingredient transparency, Blueland doesn’t just talk the talk—they live it.

What sets them apart isn’t just their values, but how effectively they communicate them. Their customers know exactly what they stand for, and their business performance shows it pays to be clear, credible, and committed.

It’s Not Just Good Business—It’s Smart Strategy

Dr. Smith David emphasized that there are three levels to how companies can communicate purpose:

  • Compliance (the bare minimum),

  • Cause (purpose-led storytelling for external stakeholders),

  • Action (integrated operations and internal alignment).

Only the third builds long-term credibility and competitive edge.

By the end of the session, Lambda members weren’t just thinking about purpose—they were mapping it. With a little help from handouts, pens, and reflection, Julie’s session prompted a deeper understanding of how to link values with value creation.

About the Speaker

Julie Smith David, PhD, brings a rare mix of corporate savvy, academic rigor, and human-centered design. From early days in tech consulting to 17 years as a professor at Arizona State University, and later as Chief Innovation Officer for the American Accounting Association, Julie has made it her mission to fuse data, strategy, and heart. Recently certified in Design Thinking through IDEO U, she now helps organizations chart their futures with purpose at the center.

To learn more about her work, visit https://patheworks.com.

Takeaway? In a world where customers, employees, and stakeholders are all paying attention, being purpose-driven isn’t just feel-good—it’s future-proof. And thanks to experts like Dr. Julie Smith David, Lambda is helping business leaders in our community build companies that don’t just make money—they make a difference.