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 true pioneer of sustainable, values-led leadership. With over 20 years’ experience across the commercial and not-for-profit sectors, Vanessa shares how she’s turned ethics into enterprise, designing both 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 being values-aligned from day one was the most strategic decision she ever made. Vanessa also opens up about her early challenges, the role of peer support in her journey, and the quiet power of doing business differently.
Key take-aways
1. 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” became a defined term. The business model was always purpose-driven, blending commercial work with pro bono services to create social and environmental impact.
2. Social enterprise vs. B Corp vs. NFP — Know the difference
Vanessa offers a clear explanation of how social enterprises differ from charities and B Corps: social enterprises are for-profit but legally bound to deliver social outcomes, while B Corps are certified for their overall impact but aren’t necessarily focused on social purpose in their operations.
3. Circular economy is more than recycling
Vanessa explains how her approach — which prioritises reuse, durability and minimising resource extraction — aligns with circular economy principles. It’s not just about waste reduction; it’s about elevating materials to their highest value and designing systems that regenerate.
4. Purpose and profit can coexist
She shares that she’s built a profitable business, paid off her home, and created a strong, stable workplace — proving that values-led business can also be financially sustainable. For Vanessa, success is measured in wellbeing, impact and the ability to give back.
5. A business leader forged by ethics, resilience and lived experience
Vanessa’s leadership is deeply personal — influenced by her immigrant heritage, family values of thrift and generosity, and overcoming trauma. She also draws strength from her background as an endurance athlete, having represented Australia in triathlon and long-distance running.
6. The power of peer support
Joining a Vistage (then TEC) group early in her career gave Vanessa the confidence to lead on her own terms. Despite being the youngest — and one of few women — in the room, she was treated with respect and encouraged to contribute, which proved pivotal.
7. Advocacy and giving back are core to her mission
Today, Vanessa sits on multiple boards and advisory committees, mentors others, and continues to drive change in areas like health, animal welfare, and design. Her business enables her to devote time to advocacy, education and systemic improvement.
8. Leadership that minimises waste and maximises meaning
Vanessa’s philosophy is grounded in permaculture principles — creating regenerative systems, prioritising long-term thinking, and always seeking to align human experience with practical, ethical design.
