Buzz: The Power Behind Sustainable Business with Noah Wilson-Rich
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Buzz: The Power Behind Sustainable Business with Noah Wilson-Rich

Exactly two years ago, I was greatly encouraged when I learned how 136 publicly-traded companies signed The Business Roundtable’s pledge. They were committing to a broader definition of corporate purpose: to share stakeholders, not just shareholders. 

Now this move is viewed as no more than a failed PR ploy and brand leadership strategy. 

Thankfully, I remain inspired by leaders in my community who are taking small, lasting steps, and skipping the big bold declarations. 

As we witness wildfires, floods, and hurricanes causing irreparable damage and economic hardship, we cannot give up, or become cynical. We  still need to address the urgent cry for building sustainable practices within organizations. 

One of my 100 Coaches colleagues, Noah Wilson-Rich, is a cause for optimism. And he’s much more than a sustainability pied piper.

He’s the CEO of The Best Bees in Boston, MA, a scientist, and a TEDx speaker who has created some real buzz around the sustainability movement. Noah’s passion for honeybee research fueled a successful business that has stirred a global movement to protect the bees and our delicate ecosystem. 

In The Mindful Marketer Life Stream, I invited Noah to join me. 

And along the way, Noah discovered many indelible leadership lessons from these intricate, cooperative colonies.

Click here for the replay. 

Here are highlights from our discussion: 

✔️ Sustainability is the new mandate for businesses. Let’s acknowledge that we're shifting to a green economy, whether you like it or not. As we witness massive innovations in transportation, hybrid work environments, and other carbon emission reduction pathways, we need to explore new, healthier ways of cooperating and collaborating with customers and teams. 

With today’s labor shortages, top employee candidates now have many career options. In most cases, they will choose a purpose-driven organization over a “profits over people” culture. 

✔️ Your customers expect it. Data show that 88% of consumers want brands to help them live a more sustainable life and 25% of consumers can name a brand just based on their sustainability reputation. I have colleagues who work at some of the world’s Most Sustainable Brands, and it played a key role in their search. 

✔️ Worker bees, not queen bees, can drive change. Wilson-Rich shares how we can learn from what goes in a beehive: leadership, change, and communication with enthusiasm. The power of a worker bee is similar to how one individual out of tens of thousands can drive real significant change.

✔️ Leaders sometimes have a misconception that they have to “move the majority.”  Wilson-Rich explained that getting 12.5 percent of a population to believe in change is enough to drive transformation. You can create impact by starting small - such as harvesting your own honey right from your rooftop or backyard. is a great way to get started.


My wish is to create buzz around sustainability at every level of a marketing organization. This is the ultimate brand leadership strategy that could take the sting out of climate change.


Click here for the replay. 


Lisa Nirell of EnergizeGrowth™ LLC helps courageous marketers and CEOs accelerate growth and get promoted faster. She was recently inducted into the Marshall Goldsmith 100 Coaches Community. Her clients include Google, Hilton, AARP, LinkedIn, and Skillsoft. You’ll find her e-courses on LinkedIn Learning, Skillsoft, and 


Download your Mindful Marketer learning bonuses at You will also join the “know ahead” list for our upcoming Life Streams.

About Noah Wilson-Rich

Chief Scientific Officer Noah Wilson-Rich, PhD., began The Best Bees Company as a way to continue his research in honeybee immunology. His passion for bee health, research, and data-based solutions drove The Best Bees Company forward from his apartment in Boston to 12 cities nationwide. Learn more at 

Copyright 2021, Lisa Nirell. All rights reserved.


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