Mission Forward with Carrie Fox

Laurence Evans is the CEO of Reputation Leaders and a global thought leader in building trust and reputation. This week on the show, he joins Carrie for a conversation that challenges long-settled leadership assumptions.

Laurence's journey into purpose-driven work began early, inspired by his father's example as a mayor who made a significant difference in their community. His experiences at Edelman, working on groundbreaking projects like the Dove Report on Real Beauty Self-Esteem and the "Dirt is Good" campaign, solidified his belief that companies can pursue a purpose while also benefiting their brand. This realization led him to establish Reputation Leaders, with the aim of helping companies build positive reputations that create a virtuous circle.

Carrie and Laurence delve into the challenges CEOs face in speaking out on important issues without alienating key audiences. Laurence shares fascinating research revealing that while conversations around diversity, equity, and inclusion have increased since George Floyd's death, many CEOs lack a plan for addressing these topics. He emphasizes the importance of listening to employees, board members, and customers, as well as setting clear values and commitments to sustainability and DEI.

"Diversity is good for business," he says. "Why do I believe that?"

First, embracing diversity opens up new, underserved markets. Second, bringing together people from diverse backgrounds leads to different perspectives and better decision-making.

"We rush into the emotional side of it, and we don't actually say, 'You know what? There's a very good reason why we're doing this. It's just good for business.'" The lesson, then, is that by framing DEI as a strategic business imperative rather than a moral obligation, we can more effectively communicate the value and necessity of our DEI initiatives to a broader set of stakeholders.

For Laurence, leadership lessons boil down to the wisdom of everyday Americans, who increasingly believe CEOs should speak to environmental issues, refrain from taking sides on geopolitical issues, and address social issues that relate to their company's values. Put simply: "When we asked people back in November, 'What do you want companies to do most in 2024?' The answer was integrity. We just want them to do what they say."

This week's show brings invaluable guidance for purpose-driven CEOs navigating a polarized world. The issues we face are many and they are significant. But if we learn anything from Laurence's experience, sometimes simple statements of authenticity—repeated clearly—are the most valuable in building trust that lasts. Our great thanks to Laurence and Reputation Leaders for making this conversation possible.
  • (00:00) - Welcome to Mission Forward
  • (01:06) - Introducing Laurence Evans
  • (09:00) - The Duality of Character and Charisma
  • (10:50) - The Data Supporting Corporate Good
  • (23:54) - Who's doing it well?

What is Mission Forward with Carrie Fox?

Mission Forward: An award-winning podcast for communicators on a mission.

Hosted by social impact expert and B Corp leader Carrie Fox, each episode of Mission Forward explores the power of communications. With just the right mix of practical and thought-provoking content, we take on the issues that matter to you, and that support your work as a communicator for change.

Together, we talk through topics that you’re likely experiencing right now: from how to tackle tough conversations; to how to best challenge stereotypes; to how we can build bridges across the issues that divide us. If you’re working to become a more inclusive and thoughtful communicator, there’s nothing holding you back—except you.

About Season 9

Communication is essential to moving missions forward. Whether you’re trying to advance a strategic goal, drive change in an organization or raise funds to increase your impact, how you communicate matters. And with the noise of today’s world, it matters even more that your message be delivered, heard, remembered, AND acted upon. Getting there requires more than words.

We’ve entered a consequential year. Every decision will matter. Care, courage, and civility will matter too.

On season 9 of the Mission Forward podcast, host and social impact communications expert Carrie Fox will be with you through it all. With episodes dropping every Thursday, this season will feature a host of thought leaders who will share their take on this critical year and how they navigate the issues ahead. We’ll dig into key issues you’re facing, we’ll inspire you with fresh ideas and practical insights, and we’ll show you how to apply the key practices of courageous leadership to your work. Come along as we practice a more-than-words approach to communications and leadership.

* About the Host (https://www.missionforward.us/about-carrie)
* Listen to Past Episodes (https://www.missionforward.us/episodes)