Pausing on purpose
Many of the purpose-led founders we work with want to see a better world. John Pritchard is no different and took a literal approach with Pala Eyewear, which sought to address the world's inequities through ethical glasses.
He recently took the difficult decision to close the business he launched in 2016. The challenge of sustainable fashion and running a company that was yet to turn a profit took its toll on John, and he’s now contemplating his next move.
This one’s for you if…
You want to create a business around a cause you’re passionate about
You’re struggling to build a sustainable fashion business
You’re facing burnout, and need permission to close your business
You’re driven to make a difference and create a lasting legacy
Watch this episode
Here are nine takeaways from the conversation:
1. Notice when comfort becomes uncomfortable
Many of the founders who join our Vision 20/20 programme are successful in their roles, but their soul calls for more. Despite a privileged position at Microsoft, John was no exception. Voluntary redundancy gave him a unique opportunity.
“I just knew I had to put some actual purpose into my work. I wanted to have a more direct impact.”
2. Make a ripple, not a splash
When we want to change the world for the better, it’s easy to bite off more than we can chew.
John's approach to addressing poverty in Africa was to start with a specific, manageable entry point, which felt empowering rather than overwhelming. Rather than attempting to change an entire system, he chose to create a ripple effect from a modest beginning and help people connect with what he was doing along the way.
3. Build your business around your cause
John never intended to start a fashion brand. But through his travels in Africa, he discovered that glasses are one of the most cost-effective tools to alleviate poverty. Pala was built as a way to support and build eyecare centres rather than a great product or brand idea.
“I had a cause, and then retrofitted a business around that.”
4. Partnerships are paramount...
John lacked the resources to build infrastructure in Africa that would have increased access to eye care. But teaming up with NGOs and organisations like Vision Action meant he could leverage his position to raise funds.
Through this, he helped refurbish a centre in Zambia and created a legacy of 28,000 people who have benefitted from better vision and the economic advantages that it offers.
5. .. And so are new friendships
It’s not just about connecting to other organisations. John met the founder of Careful Baskets, Jib Hagen, who runs an organisation that weaves discarded plastics and discovered a friend for life.
“I could never have sought that relationship. It was a “connection of a connection of a connection” kind of thing, and you have to feel very lucky that that happens from time to time.”
6. Putting your face out there can pay dividends
A number of business owners want to look bigger than they are by hiding behind their branding. But John took to social media more as his business wound down, and noticed an uptick in sales that perhaps wasn’t just due to the reduction in prices.
John follows Finisterre and a Scottish distillery himself, both of which reveal the people behind what he’s buying and giving him a deeper sense of connection.
7. Pricing for mutual sustainability is tricky
John prioritised fairness and ethical business practices over aggressive price negotiations. Not easy in a market dominated by factories that produce a vast share of what’s available.
Pricing is a complex challenge for any purpose-driven business. Finding the right balance between covering costs, making a profit, and staying true to your mission can be a significant struggle, and sadly John was never able to turn a profit.
8. Your shoulders can only carry so much
Not making a profit and doing it all himself finally took its toll. At the start of the year, he felt he was slipping into ‘burnout’ and his output was suffering.
John is a creative person by trade but became a ‘jack of all trades’, constantly firefighting and working long hours. Bank Holidays were seen as bonus days to catch up. He was unable to unlock the benefits of scaling due to the cost of hiring.
9. Let go and set yourself free
John’s sadness at closing his business also brings with it relief and clarity:
“It's reinforced what I want to do with my working life, which is basically, to be involved in sustainability.”
He ends by reminding us of Bronnie Ware’s work, and the top regret she discovered amongst those dying: “I wish I'd had the courage to live a life true to myself, not the life others expected of me.”
What might you do differently if you want to avoid that regret?
John’s story highlights the challenges many in our community face - wanting to do good, run a financially fair and sustainable business, and make time for themselves.
Having a mission gives us the energy to make things happen, but it’s also key to know when to quit. Feeling paralysed when facing what needs to be done is a sign of burnout. Sustainability isn’t just about ecological or financial matters, but about whether what we’re doing is a good fit for us and our own needs.
Do you know if you need to stick, twist, or quit? Come along to an event, join our community, or learn more about our Vision 20/20 program.
And reignite your courage to live true to yourself.
Notes
Thanks to John for his time. Find him on LinkedIn.
If you’d like to find the work-life balance that works for you, our next tribe of our Vision 20/20 program starts March 2023.
