Cultivating Your Creative
Consciousness for Joyful Contribution
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Volume 2011-4, Issue 1
April 12, 2011
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Welcome to the latest issue of the Legacy
We’re on a mission to inspire the development of great legacies
in the world, one person at a time. Your interest, help and feedback
are appreciated! There’s more on our
blog and in the LJ
Archive — we'd love to have you visit and add your comments.
Pursuing activities that
demonstrate social responsibility is becoming more and more prevalent
in business - and it's about time. There's nothing wrong with
making money - it's a great tool. But making money for the sake
of making money and not pursuing what you can do with it, is, well
finally being seen as simply a waste. There is so much waste in
the world, in fact, that our storm drains, rivers, shorelines and even
large patches of the ocean are filled with it.
They say the gap between the haves and the
have-nots in the world is bigger than it's ever been. This problem
isn't so much about redistribution of wealth as it is about changing
the systems underlying business and money-making so that they truly add
value and support the infrastructures important to human life - like
eliminating hunger, promoting education, support for art and beauty,
protecting safe drinking water and food supplies, managing systems of
justice, developing energy sources that allow people to become
self-sufficient, providing disaster relief and numerous other important
You may be doing your best to add real value
to clients and the world with your products and services, operate
ethically and provide supportive working conditions for your staff. You
may recycle, conserve energy use, support local farms, take care
of your family and participate in or support community events.
What can you do to expand beyond those arenas and help support
We hope this issue will give you some ideas
how to answer that question yourself, and the example of how one
woman is doing it will inspire you to action!
Happy upcoming Earth Day which coincides
this year with the commemoration of Good Friday. How can you take the
spirit of both to truly demonstrate love in the world in a greater
way? Here's a hint, it's also National Garden Month, so maybe you
can plant something, help beautify a local park, or cook something
healthy with locally produced ingredients and share some with somebody
less fortunate... instead of buying lots of egg and bunny shaped
sugar. Doing good just feels good, so you benefit, too.
'So great that giving and receiving work reciprocally like they do ...
us on Facebook! And on Twitter: @dollygarlo
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has a place to fill in the world and is important in some respect
whether he chooses to be so or not."
~ Nathaniel Hawthorne
"We are all dependent on one another, every soul of us on earth."
~ George Bernard Shaw
A machine has value only as it produces more than it consumes -
so check your value to the community."
Martin H. Fischer
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TAKING SOCIAL RESPONSIBILITY
For many, legacy is either a subject (1)
they think about in the same breath as they do death (then banish the
thought); (2) they don’t think applies to them; or (3)
they’ve just never thought much about directly. Which might apply
to you? If it’s number three, read on to stimulate some
thinking about your own greatness and how you might contribute it to
the betterment of the world.
Traditionally, legacy comes up in two contexts – large financial
wealth and the related estate planning so it is distributed properly to
one’s heirs. That’s why many people don’t think about
it directly during mid-career or the prime of life. You may have
done some initial estate planning, creating a will and guardianship
provisions for children. You may even have some form of living
trust to make transfer of assets easier outside of the probate
process. Or you may be dealing with estate issues with parents.
Beyond that minimal amount of family estate planning
many don’t think about it much further. They
don’t want to think about anyone’s possible demise, or they
don’t think they have the high levels of financial wealth they
believe is prerequisite for making a legacy level contribution. But it
is amazing what you have to contribute if you only develop that mindset.
By mid-career and especially later, many, many smart and successful
people in developed countries have both the wherewithal and the
opportunity to begin designing and implementing their own legacy
– that is, focusing on what they value and deciding how they will
give back and make a positive contribution to sustain it from their own
good fortune (money and otherwise). People in developing countries,
without such significant resources, are doing it because they see
things from a big picture, long term, many generations from now, when
many in the rest of the world are focused more on immediate
gratification and consumerism.
All that is missing to get started is
raising consciousness. Because yes, you, too, can make a big
Meta-cognition is the term used to describe “thinking about
thinking.” You can begin to design and develop your own
personal contribution to the betterment of the planet by first simply
raising your consciousness level about it. Just notice what you are
thinking about. Then you can choose what you want to focus on
more (and redirect thought away from things you don’t want to
focus on). You might choose to focus on thinking about what you value
and want to see preserved or see more of, or what you’re
concerned about for which you want to see solutions.
That may reveal where you want to make a legacy level
contribution. You will be remembered for your time on this
planet. Will you consciously design and live what that is?
People who are currently successful in business or the professions can
begin living into that design. It doesn’t take waiting until
you’ve amassed great financial wealth to give like Buffett and
Gates. It can become part of how you do business now – by
incorporating what you care about into what you do.
Here are three ways to consider.
You might engage in tithing via
a self-designed charitable giving program, create a separate social enterprise to focus on
community contribution, or simply more fully incorporate corporate social
responsibility principles in your workplace as part of beginning
your own legacy development personally, or through your business. That
may well create a ripple effect by passing along the idea to others ...
Many people give back in
the form of tithing, the direct giving of money typically to religious
organizations. Some suggest and even require participants set aside and
contribute 10% of gross income to the organization. The history of
tithing goes back to the Old Testament and maybe beyond as part of a
king’s tax, sometimes in exchange for services and sometimes
forced. Some people truly believe in the power of tithing, though, in
line with the philosophy “you will reap what you sow” and
the importance of keeping money circulating.
But tithing can be done on your own terms, too. As a personal effort or
as charitable or community support, part of your legacy might include
setting aside a sum of money each month from your business or personal
income to contribute to one or several causes that move you. Providing
that support based on what you value, speak volumes about who you are
– which is a major part of your legacy. As Lynne Twist says,
“What you appreciate, appreciates.” You can use such
contributions to help preserve or create more of the things you care
about – or to simply give to things that inspire you.
Tithing in the form of donations to charity are tax deductible
expenses. These donations can reduce your taxable income and lower your
tax bill, if deductions are itemized and proper documentation is kept.
In that way, they can also benefit you.
Your Own Social Enterprise?
While there is a lot of buzz these days about incorporating social
responsibility into business, it’s not new. The notion has
been around for a hundred years or more, originally representing work
that incorporated a concern for employee welfare. One of the earliest
pioneer social entrepreneurs was Florence Nightingale, who lived from
1820-1910 and is widely known to have developed modern nursing
practices and founded the first school of nursing.
The notion varies slightly in different regions of the world today, but
generally refers to a business that maintains a focus on social as well
as commercial objectives, on cooperative operations and possibly even
social rather than individual ownership. Growth and development
of the business, its workforce or the community it serves is emphasized
over and above profit making. Rather than measuring performance
solely in terms of profit and financial return, success is measured by
the impact on society. Social enterprises can be organized as private
for profit organizations, nonprofits and citizen groups, or even
The social enterprise approach is being pursued by business leaders and
philanthropists seeking to add value to the world through more
transparency in operations and higher levels of accountability.
Beyond employee welfare, it now also includes a focus on the three
P’s (People, Planet and Profits) or the E4 movement – to
address the crises of crises of ecology, economy, equity and ethics.
See more about the E4 Declaration developed by the November 2008
Schumacher College Think Tank on Holistic Economics here.
Another approach is incorporating some form of corporate social
responsibility (CSR) focus in your business or professional
practice. CSR essentially means business decision-making linked
to ethical values, legal compliance, and respect for people, community,
and environment. Like the concept of ethics (to contrast law), it
is defined by ‘obedience to the unenforceable’ – a
higher standard. It embodies a conscious focus on fairness and
respect for employees, customers, suppliers, lenders and others –
to respect human rights, protect the environment and essentially be a
good community “citizen.” There are myriad ways for
you to design your delivery of products and services around this
Benefits of Embracing Corporate Social Responsibility Standards
In 1980s, a network of
companies in the UK came together to establish Business in the
Community (BITC), now a business-led charity with more than 800
members. BITC developed a set of indicators for companies wanting
to measure and report CSR, which address four impact areas: workplace,
marketplace, environment and community. The indicators include a core
group of 27 basic indicators on which all the companies are expected to
report and 6 that are considered more difficult to measure. They have
also defined a second group of 17 specific indicators that may not be
relevant to all companies. Access them here.
More and more companies have incorporated CSR principles into their
operations to demonstrate their commitment to their community and
society, or to focus on sustainability (offsetting their carbon
footprint or energy use or replacing raw materials – like timber
– if they use large quantities of timber in their operations, for
example). They may document that commitment in their annual
report or publish a separate one to demonstrate it.
The International Organization for Standardization is the
organization responsible for many thousands of industry standards for
business, government and society. The shorthand reference for the
organization in any country is “ISO” derived from the Greek
meaning "equal". ISO participation is voluntary. In November of
2010, ISO published the voluntary International Standard ISO
26000:2010, Guidance for Social Responsibility.
ISO 26000 aims to help private and public sector organizations to
operate in a socially responsible manner. The standard goes into great
detail to identify 7 core subjects of social responsibility (human
rights, labor practices, the environment, fair operating practices,
consumer issues and community involvement and development). The object
of this focus is to contribute to sustainable development.
Numerous related sub-issues provide an in-depth outline of areas on
which to focus that could be used to create a framework for your
existing business or professional practice. Where can you incorporate
any or all of them in your work?
People around the world are becoming increasingly aware of both the
need for and benefits of socially responsible behavior. It
reflects recognition of our planetary need to promote healthy
ecosystems, social equity and sound organizational governance. In
addition to benefiting the planet (and thereby ourselves and future
generations) by choosing to operate from this perspective, doing so
also benefits the organization or business. It may enhance your
- competitive advantage in the marketplace
- ability to attract and retain workers,
members, and clients or customers,
- workers’ morale, commitment to the
organization and productivity,
- support of investors, owners, donors and
others in the financial community, and
- relationships with various stakeholders,
the media, and the community in which it operates
To start, consider what you care about most
and then do something about
it. If what you want to do is a big project, and you want help
getting it designed and implemented, please let us help you get it done
faster and easier than you may think is possible! (DMG)
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Healthy People - Healthy Planet, Naturally!
In 1971 Barbara Jaffe was a wide-eyed 17-year-old, enchanted with a free and easy life style including everything from its music to natural foods. As reported by Northbay Biz, a monthly business magazine serving Sonoma, Marin, and Napa, California, she "was a 1960s flower child who wanted to drop out of the establishment. In an effort to keep her from running off to a commune or becoming a roving Grateful Dead groupie, her father encouraged her to open a small natural foods bakery." According to this account, Jaffe used the money intended to pay for her college education on bakery equipment and rent on a small storefront.
Others say that Jaffe launched the business Barbara's Bakery "mostly because she declined going to college but loved to bake." But her family did set her up in the one person business, where she experimented and created bread recipes that were manufactured and packaged by other companies. Barbara's Bakery started out with a storefront and a dozen products, and built its reputation on natural breads. The original business moved to several locations from Palo Alto to Santa Clara, South San Francisco, Novato, Marin, and finally in 1988 established its headquarters and main plant in Petaluma where it is today.
From 1971 to 1986, the business grew to a multi-million dollar company. By the time Barbara's Bakery made its way to Petaluma big changes had taken place –
- the company produced cereals, crackers and snack bars and a few loaves of bread.
- the Jaffe family sold Barbara’s Bakery in 1986 when sales were in the $5 million range.
Barbara's Bakery was bought by the United Kingdom baking giant Weetabix, a company started by a family with similar values. Barbara Jaffe stayed on as an adviser and consultant until 1992, when she left to start up another food company that would develop low-fat, low-cholesterol, all-natural ice cream toppings, instant chocolate milk powder, and puddings. Barbara certainly held fast to her values. She stayed committed to producing high quality foods that taste great, growing a successful company, and giving forward to build a strong community.
The company’s slate of products settled around 100 items, divided between four categories: cereal, snack bars, cookies and crackers, and salty snacks, which relied on sea salt instead of processed salt. For sweeteners the company relied on fruit juice concentrate, and as many organic ingredients as possible were also used, including organic flour milled from wheat grown without pesticides, replacing standard whole wheat flour. The new corporate parent also used its marketing strength to grow sales by taking Barbara's Bakery beyond the independent health stores where the brand had made its name and into the national health food grocery chains.
With the infusion of significant funds from Weetabix, Barbara’s was able to expand in a host of areas, including nutritional and market research, recipe and ingredient formulation, manufacturing technology, and improved packaging. They took a long-term approach to Barbara’s Bakery, providing support, and reinvesting profits into growing the business rather than declaring a dividend. Due to commitment, well defined markets and gradually adding healthy products, annual sales for the company have steadily increased from $25 in 1992 to $65 million in 2001. As a result, Barbara's Bakery was listed as the fifth largest agriculture and food products company and the 80th largest company overall in Sonoma County. It became more mainstream after that as more consumers became to strive toward healthier eating.
When the company expanded based on an expectation of growing sales, investing $3.5 million in a new distribution center in Petaluma, another $500,000 was spent to upgrade the parking lots, reduce the company’s carbon footprint and enhance the greening of their corporate offices.
Today the company continues with Barbara's commitment to create the best-tasting organic and natural products free and clear of artificial preservatives, artificial ingredients, hydrogenated oils, or refined white sugar. The company philosophy is to invest in "healthy" actions across the board with:
- the creation of wholesome products
- their commitment to environmental and sustainable programs
- the types of recyclable packaging they use
- strict ingredient standards
- giving forward for healthy community through Barbara’s for a Brighter Future
Barbara’s values and great ideas led to business success, financial leverage and the capacity to expand corporate social responsibility, deepen community development and support collaboration programs to promote healthy people for many generations to come. The Brighter Future partnership programs include
- The Teaching Garden - greener communities through organic gardening and teaching children the wonders of nature
- The Lunch Box Project directed by Chef Ann Cooper – a program for healthy school food
- Barbara’s Millennium Program – a significant community partnership program that pays non-profit organizations for every hour that Barbara’s employees volunteer
- The Puffin Project – a partnership with the Audubon Society to restore, protect and preserve Puffin colonies and their natural nesting environment
- Sustainability programs that include eco-friendly packaging, protecting wetlands and the surrounding company site environment, and promoting the local Recycle Bank.
Barbara’s original dream was to bake and contribute in her way to the growing natural foods movement in northern California. Holding onto that vision of good health, and continually incorporating additional elements of corporate social responsibility, it expanded in remarkable ways that contribute to local and global communities in countless ways. Thank you Barbara for demonstrating a commitment to people, planet and profits in such a beautiful way!
Your dream, your vision can come true and take hold in ways you might not even imagine at first. You don’t need a financial fortune to dream big or start designing the impact project that’s yours to create. Sometimes all you need to do is reclaim your heart’s desire, write it down or tell someone about it. If it seems way too big to handle alone, great - ask for the support you need to get into action! We’re here to help you live into your magnificent legacy, which may well develop first expanding your existing business to incorporate social enterprise principles.
Where would you like to start? (EBC)
us an e-mail about someone you know who is living or building a
legacy. We’d love to feature their story. Maybe it’s you?
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Planning for Enduring Social Impact: A Social-Entrepreneurial Approach
to Solving Social Problems
~ Andrew Wolk and Kelley
a social enterprise? Here’s a practical guide for nonprofits
that want to incorporate business ventures and for businesses that
choose to focus on benefitting society. The authors define
social entrepreneurship as "the practice of responding to market
failures with transformative, financially sustainable innovations aimed
at solving social problems." They provide practical resources for
getting it done, this book has been called the “gold
standard” by Edward B. Roberts, Professor at MIT Sloan School of
|Building Social Business: The New Kind of Capitalism
that Serves Humanity's Most Pressing Needs
Hot off the presses - set for release in May! Yunis says ’Social
business is about joy.’ We agree! The author and Nobel Peace
Prize winner should know - he's the practical visionary who
pioneered microcredit and established Grameen Bank. The book
masterfully shows how social business can be put into practice to
both generate economic growth and fulfill important human needs - and
hopefully take us all beyond what the free-market economy alone has
failed to deliver.
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WHAT WOULD HELP YOU MOST?
We love hearing from you.
So we'd love to know what
- What's next for you?
- Where would you like to go with your life
- What is the contribution you'd truly like to make from deep
in your heart and based on your greatest interests or the people,
places or things you love the most?
- What might such a project look like - or
where would you start?
- What does reading the Legacy Journal
bring up for you, and what would you like to do about that?
We're working to get our Creating Legacy
work out to more people, and innovate our offerings. So, we'd
love to hear from you so we
know where to go next! Please let us know.
Email us - click here for
Dolly or click
here for Elizabeth.
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Dolly M. Garlo,
RN, JD, PCC, Editor of the Legacy Journal is the Founder & Creative
Partner of Creating Legacy™ — a program devoted to
empowering business owners and entrepreneurially minded professionals
make their positive impact in the world — with joy and
meaning. For 30 + years she has supported clients in many
different arenas — healthcare, law and business. Her current
focus is helping clients with business and strategic marketing design,
social enterprise development, professional career transition, and
leadership for enlightened business owners and social entrepreneurs.
Eliza Crouch, RPT, PA-C, CPCC, is
Creating Legacy’s Development Partner, a life coach and community
developer with a background in physical therapy, primary care, surgery
and rehabilitation medicine. After 25 years of experience developing
client-focused, team medicine models to deliver healthcare services,
she began using coaching skills and models to enhance and improve
client-family-healthcare provider interaction. She now works with
teens, young adults, physicians, emerging and established leaders in
diverse professions and organizations, with a strong interest in
enhancing intergenerational collaboration.
Is it time for you to design your work and create an exceptional life
so both reflect your personal integrity and values, greatest level of
wellness, highest and best contribution, and individual sense of
abundance — for which you can feel exceedingly fulfilled and
grateful? We believe these are the keys to true, lasting satisfaction
and happiness from which you can also "make a positive difference that
lasts for generations."
And we look forward to getting to know you.
absolutely share this newsletter with people you think may enjoy it.
When doing so, please forward it in its entirety, including our contact
and copyright information.
The Legacy Journal newsletter is published by Dolly M.
Garlo. Please send inquiries and comments to: Dolly@CreatingLegacy.com ~ www.CreatingLegacyNetwork.com
© 2011 by Thrive!! Inc., all rights