Of course I can’t hold still and have to talk about my truth: that there is more to business than making money. That it is a vehicle to increase the wellbeing of everyone connected to the business (the employees, the clients, the suppliers, our planet).

The argument comes back: Maybe. But without money none of these other things can be done. So it all comes back to money. Therefore the only reason to be in business is to make money.

It took a while until I realised that the opposite is just as true. Without committed employees, delighted clients, dependable suppliers; and in fact a healthy planet, money cannot be earned. Money would have no meaning at all.

Does that mean the only reason to be in business is to fix the world? No. Making money is vitally important. The better any business does that, the better it can serve its employees, clients and the planet.

What it does mean is that we have a choice as business owners about where we put our focus. Just chasing the dollars without any concern for the wellbeing of others cannot work long term. At the same time, running a business without focus on the bottom line is doomed for failure.

The solution: a truly sustainable business. It keeps the different elements in balance: people, planet and profits. None is more important than the other, none is less important. They all have to be kept in harmony.

So for anyone with strong environmental or social passion, I recommend getting someone on your team who comes from the mindset of the only reason to be in business is to make money. As long as there is mutual respect for each other’s position, it significantly enhances your chances of building a great business.

For those that are not convinced, I just want to go back to the bees. Imagine bees deciding to collect pollen just for themselves without sharing it. The colony would die within a few days. They are performing a social role beyond their immediate mission. And environmentally? Without bees, no flowers would be pollinated, no seeds would develop, and no flowers would be there. The bees would die.

So even with a single minded goal of collecting pollen, bees are perfectly sustainable, looking out for people, planet and pollen. The only difference is that we can think about what we are doing and can make conscious choices.

I would say the only reason to be in business is to balance the wellbeing of people, planet and profits. Any imbalance might work short-term, but it will always result in failure, either as an individual, a business or a race.

“I was taught that a company is made up of plant, equipment and capital. Staff is outside the company and just employed to run things,” he said.

He disagreed back then and still does.

“A company is a community of people. Plant, equipment and capital are employed by the people to achieve their vision,” said Mr Cameron. There is no doubt that he is correct.

In 21 years, Rockcote has grown out of a Sunshine Coast backyard shed to a yearly turnover of more than $20 million and 79 employees. Rockcote produces renders and paints that are free of VOCs (volatile organic compounds) and any other toxic
chemicals.

Their operations are based on the concept of Biomimicry, that is, basing business organisation and industrial processes on lessons we see in nature. In nature there is no waste. Everything gets re-used and recycled. Using these concepts Rockcote is achieving some astounding solutions.

What makes this business truly outstanding is that no compromises are accepted. Rather than being green while forsaking profits, the credo is: “The bottom line of green is black.” With its constant growth, Rockcote has always felt the pressure of cash-flow. The solution: focusing on profit from investments with the least capital employed.

This flows on to the production facilities, which are highly adaptable. Not through the use of sophisticated computer system, but through simplicity. Bob explains: “We do not produce to planned targets. Instead our production beats in tune with sales.”

The biggest impact on the company’s success comes from one thing: the community that Bob has gathered around him to turn his vision into reality. Chris Cameron is the heart of that community. She joined the company in 1989 as office manager. While growing into the role of marketing and sales manager (and part-owner of Rockcote), she has developed a great balance of professionalism and personal caring. The highly effective management team is sometimes referred to as a council of elders.

As many businesses are starting to catch onto environmental issues, Rockcote is one step ahead by aiming for a net benefit to the environment in a similar fashion to a tree or forest and therefore producing a surplus of water, energy and resources. Without saying it, it is clear that the vision includes a surplus in profits.