From values to ventures: Building a purpose-driven business
What does it take to build a profitable business without compromising your values?
In this episode of Vistage LIVE, Stephanie sits down with Vanessa Cullen—founder of Forward Thinking Design and a pioneer of sustainable, values-led leadership. With over 20 years in commercial and not-for-profit sectors, Vanessa shares how she turned ethics into enterprise. She designs spaces and strategies that create meaningful impact.
We explore what it really means to be a social enterprise, how circular economy thinking is reshaping the future, and why aligning values from day one was her most strategic decision. Vanessa also talks about her early challenges, the role of peer support, and the quiet power of doing business differently.
Key takeaways
Leadership that minimises waste and maximises meaning
Her philosophy follows permaculture principles—creating regenerative systems, thinking long-term, and aligning human experience with ethical, practical design.
A social enterprise built on values, not buzzwords
Vanessa founded Forward Thinking Design in her early twenties with a strong ethical foundation—long before “social enterprise” was a defined term. She blended commercial work with pro bono services to create social and environmental impact.
Social enterprise vs. B Corp vs. NFP — Know the difference
Social enterprises are for-profit but legally bound to deliver social outcomes. B Corps certify overall impact but may not focus on social purpose. Charities rely on donations or grants instead of commercial work.
Circular economy is more than recycling
Vanessa prioritises reuse, durability, and minimising resource extraction. She designs systems that elevate materials to their highest value and regenerate resources. It’s not just about reducing waste.
Purpose and profit can coexist
She built a profitable business, paid off her home, and created a stable workplace. Vanessa proves values-led businesses can succeed financially while generating positive impact.
A business leader forged by ethics, resilience, and lived experience
Her leadership reflects her immigrant heritage, family values of thrift and generosity, and experiences overcoming trauma. She also draws strength from endurance sports, having represented Australia in triathlon and long-distance running.
The power of peer support
Joining a Vistage (then TEC) group early in her career gave Vanessa confidence to lead on her own terms. Even as the youngest and one of few women, she was respected and encouraged. This support proved pivotal.
Advocacy and giving back are core to her mission
Vanessa sits on multiple boards, mentors others, and drives change in health, animal welfare, and design. Her business lets her dedicate time to advocacy, education, and systemic improvement.
