Building a Company That Has Impact

Ryan McKenzie is the Co-founder of Tru Earth, a company that offers a zero-waste laundry detergent alternative in a revolutionary strip form. In less than a year, Ryan helped grow the company to an eight-figure monthly run-rate. His mission is to save the planet by eliminating plastic detergent containers from landfills. In addition to this, Ryan also runs an adventure club with his Tru Earth co-founders that helps families around North America get off their screens and spend more time together outdoors. 

Before co-founding Tru Earth, Ryan ran a subscription box company, growing premium boxes to multimillion-dollar businesses. He was also the Vice President of Content & Marketing at Canada Wide Media and the Owner and Marketing Director at Hinzie Media Inc. 

Here’s a glimpse of what you’ll learn: 

• What does it mean to build a company that has impact?

• How Ryan McKenzie and his co-founders came up with the idea for detergent strips and started their business, Tru Earth

• The number of plastic detergent containers Tru Earth has eliminated from landfills

• How Ryan and his business partners are working together to manage the company's explosive growth

• Ryan's strategies for building an effective team and how he delegates work

• Tru Earth's secret to success: powerful storytelling

• Ryan talks about his experience with the halo effect and how he’s scaling Tru Earth

• How Tru Earth is dealing with competition from other detergent companies

• Ryan's top resources for learning how to create impact with your business

• Where to learn more about Tru Earth

In this episode…

How do your products impact your customers' lives, or the lives of your employees and their families? Are they creating a positive impact on your community, your consumers, and the world? And, how does this impact affect your company’s success? 

As a leader, building a company that has impact can be critical for your business’ success. While every business has its highs and lows, a strong purpose can help you overcome any obstacles in your way. As Ryan McKenzie, the Co-founder of Tru Earth, says, if you don’t have a real reason for wanting to build your company, it can be almost impossible to achieve consistent success. By focusing on impact rather than revenue, Ryan has found it easier to move past difficult points and reach his company’s goals. 

Ryan McKenzie, the Co-founder of Tru Earth, joins Martin Hunter in this episode of What CEOs Talk About to discuss the ins and outs of building a company that has impact. Ryan explains how his eco-friendly laundry detergent company was formed, the massive impact it's had on the environment, and why he’s more focused on his company’s mission than its competitors. Stay tuned for more. 

Resources Mentioned in this episode

• URGEO

• Contact email: info@urgeo.com

• Martin Hunter on LinkedIn

• Tru Earth

• Ryan McKenzie on LinkedIn

• Brad Liski on LinkedIn

• Kevin Hinton on LinkedIn

• Entrepreneurial Operating System (EOS)

• Scaling Up: How a Few Companies Make It...and Why the Rest Don't by Verne Harnish

• Traction: Get a Grip on Your Business by Gino Wickman

• The Hero's Journey: Joseph Campbell on His Life and Work (The Collected Works of Joseph Campbell) by Joseph Campbell

• Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller

• StoryBrand

• This Is Marketing: You Can't Be Seen Until You Learn to See by Seth Godin

• Ready, Fire, Aim: Zero to $100 Million in No Time Flat by Michael Masterson

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