"Products and businesses in harmony with the world shouldn't be niche" Tom Greenwood, MD Wholegrain Digital

A founder who doesn’t see himself as a salesman, targeting purpose-led companies that don"t identify that way, to tackle a problem that people don"t think exist. Recipe for success... And exactly what Tom Greenwood did with Wholegrain Digital, the company he founded and which, in sustainability stakes, was a way ahead of the curve. Tom"s concern for the environment started when it was still very much a minority sport. Certainly long before it became mainstream to talk about it, let alone make it the default business model. When he turned that concern to the business he founded, he did so with three goals in mind. First, to push making digital sustainable. The received wisdom at the time was that the internet and digital were benign actors in terms of environmental impact. Very early on, from his own research, Tom was aware that its environmental impact was anything but minimal. Second, to work with purpose-led companies to create a positive impact - to do good things with good companies. And finally, to do it all in a way that creates a sustainable business. What could go wrong! 16 years on, he"s only gone and done it! Wholegrain is thriving. Tom"s authored and published a widely read book about the decisions technologists and designers can make to minimise the environmental impact of their web sites. And awareness of sustainability is rising. Tom is one of humanity"s genuinely lovely people. He"s making a difference in his own unassuming, determined and impactful way. And it was a real pleasure to hear his story on this episode of the Karmic Capitalist. Listen in. _______________ I host a weekly online workshop with CEOs of SMEs (10 to 100 employees approx) about scaling up, allowing them to step back and do more strategic work, and doing it in line with their values. Max 6 per session so we can have a real conversation. If you"d like to join me, find a date that works for you here. They aren"t charged for - you and I will both get value from the conversation. Only CEOs / MDs apply - strictly peer-level conversation.