How people, planet and profit drive sustainable success

Let me share something that might sound radical in our "move fast and break things" digital world: the most powerful growth doesn't come from choosing between profit, people and purpose—it comes from weaving them together into something stronger. After over 15 years of building and scaling digital businesses, I've learned that sustainable success isn't about trade-offs. It's about harmony.

You might recognize this concept as the "Triple Bottom Line," first introduced by John Elkington back in 1994. Here's why it’s still relevant: today's digital entrepreneurs aren't just adopting these principles—we're revolutionizing them for a new era of conscious business. We're proving that when you align what I’m calling the “Three Ps”—people, planet and profit—you create something extraordinary.

Why traditional growth models are failing us

If you haven’t already felt it, somewhere down the line, you’ll experience the pressure to "scale at all costs." But this mindset is breaking more than just records; it's breaking spirits, relationships, and our connection to what matters most. The traditional growth model isn't just unsustainable—it's outdated and increasingly dangerous in our complex digital ecosystem.

I've seen the devastating impact of prioritizing short-term gains firsthand. Companies celebrate record-breaking quarters while their teams silently crumble under the weight of impossible expectations. CEOs touting top-line growth in board meetings while their Slack channels fill with resignation notices. Culture statements proudly displayed on office walls while toxic behaviors simmer beneath the surface.

The pattern is painfully familiar. A promising startup hits its stride, investors pile on the pressure, and suddenly everything becomes about hitting the next big number. In the rush to scale, leaders forget that sustainable growth isn't just about revenue curves pointing up and to the right—it's about building a foundation that can support that growth without sacrificing the humans making it happen.

I've watched countless promising startups and CEOs flame out because they prioritized speed over sustainability. The cost isn't just financial. It's human, environmental and ultimately impacts the business. When burnout becomes the norm and disengagement spreads like wildfire, no amount of growth can save you. We need a better way forward.

People are your greatest asset

When we talk about putting people first, we need to move beyond surface-level perks and dig into the real work of human-centered business. Every decision, from launching new products to setting quarterly goals, should start with one question: "How will this impact our team?" I've learned—sometimes the hard way—that sustainable growth requires honest reflection about people. Before pushing for that ambitious launch or taking on that exciting new client, we must ask: Do we have the right team in place? Are they equipped with the tools and training they need? What support systems need to be built first?

This isn't just about preventing burnout, though that's crucial. It's about creating conditions where people can do their best work. Sometimes, that means slowing down to invest in comprehensive training programs. Other times, it means bringing in experienced mentors to guide emerging leaders. Often, it means having the courage to say "not yet" to opportunities that would overwhelm your current team structure.

Real people-first leadership means:

• Mapping out clear career development paths before they're needed
• Budgeting for professional development as a non-negotiable expense
• Creating meaningful mentorship programs that go beyond casual check-ins
• Building buffer time into projects for learning and growth
• Regularly assessing team capacity and well-being before adding new initiatives

When we commit to putting people first, we stop seeing training, mental health support, and professional development as costs to minimize. Instead, they become essential investments in our foundation for growth. 

Because here's the truth. No amount of meditation apps or unlimited vacation policies can make up for a fundamental mismatch between your team's capacity and your business demands.

The planet is your business partner

"But my business is digital!" I hear this all the time.

Here's the truth: sustainability isn't just about environmental impact—it's about creating systems and practices that contribute to a better world for future generations. When we think about the planet in the digital space, we're really talking about our collective future.

This means rethinking how we build and scale our digital products. It's crucial to create solutions that solve today's problems and evaluating their long-term impact on society, culture and our environment. It's about questioning the "growth at all costs" mindset and considering how our innovations ripple through communities and across generations.

During my time at Stocksy United, I witnessed how a digital platform could redefine sustainability through intentional curation and community impact. As a co-op dedicated to authentic visual storytelling, they didn't just create; they built a platform that actively challenged stereotypes and advanced meaningful social progress, moving beyond the stock photo marketplace. By prioritizing diverse perspectives and authentic representation in their content collection, they proved that a business could scale while staying true to its values and creating positive cultural change.

Similarly, my work with the Truffles Group demonstrated how true sustainability extends far beyond environmental considerations. By partnering with Synergy Enterprises, a team of progressive sustainability consultants, they have embedded sustainable thinking into every aspect of their growth strategy. From their hospitality ventures to their community initiatives, they showed that when businesses think holistically about their impact—considering everything from local food systems to workforce development—they create lasting value that extends far beyond their bottom line.

Creating profit with purpose

Let's have an honest conversation about profit. Too often, we chase revenue targets and EBITDA goals without asking the fundamental question: "Why are we growing?" If your answer is simply "because that's what businesses do," it's time to dig deeper.

Here's what I've learned from both scaling startups and transforming established companies—profit isn't a solo act. It's the result of people working together, bringing their whole selves to a shared mission. When we treat profit as separate from the humans creating it or the systems supporting it, we miss the bigger picture.

Think about it. Every dollar of revenue comes from somewhere. It comes from teams putting in discretionary effort because they believe in what they're building. It comes from customers choosing you because they trust your approach. It comes from communities supporting you because they see your positive impact. Nothing happens in isolation.

I've seen companies hit impressive revenue targets while their culture crumbles beneath the surface. I've watched others maintain steady, sustainable growth by treating profit as what it really is; a measure of how well you're serving your people, your purpose and our planet. The latter are still in business today, growing stronger year after year.

When we reframe profit as an outcome rather than the primary goal, something shifts. We start asking better questions:

• Are we growing in a way that energizes our team rather than depletes them?
• Do our financial targets support or undermine our larger purpose?
• What's the true cost of our growth, and who's bearing that cost?
• How can we create value that benefits all stakeholders, not just shareholders?

Putting the “3 Ps” work into practice

I’ve witnessed the impact of the “Three Ps” firsthand. One way to start practicing this approach is to ask yourself these questions:

• How does this decision affect our team?
• What's the greater impact of this choice on the world around us?
• Is this profit sustainable and purposeful?

The key is to integrate these questions into every decision-making process, from daily operations to long-term strategy. It's about building a culture where considering people, purpose and planet becomes second nature.

You don't have to choose between doing good and doing well. The “Three Ps” framework shows us that the most sustainable path to success is one that honors all three elements equally.

So here's my challenge to you. Look at your business through the lens of the “Three Ps.” Where are you strong? Where could you create a better balance? What would change if you truly harmonized all three?

In a world that often asks us to choose between purpose and profit, choosing both is possible—and it's essential. When we align people, planet and profit, we create something truly sustainable. Something that doesn't just grow, but flourishes.

The future of business isn't about choosing which "P" to prioritize. It's about creating a symphony where all three play in perfect harmony. And that's a future worth growing toward.