The 20% Rule: How to Make Your Business Sustainable, Profitable, and Built to Last!

In Part 2 of our conversation with Ian Peterman, founder and CEO of Peterman Design Firm, we pick up where we left off — moving beyond burnout recovery and team culture into the mechanics of building products and brands that restore rather than deplete.Ian breaks down his "Conscious Design" framework, built on four pillars (observation, impact, connection, and inclusion), and explains why every decision-maker in a company — including the CFO — is a designer whether they realize it or not.We dig into how Ian's design process works the same whether he's serving a funded startup or a Fortune 500 client, why the all-or-nothing approach to sustainability is killing good ideas, and how small businesses can start building more sustainable supply chains without destroying their margins. Ian shares real examples from CES, his own client work, and the research behind his book "Conscious Design" to show that transparency and incremental progress beat perfection every time.Rachel also shares her own experience as a supplier to Starbucks and as a customer who became a lifelong brand advocate — proving that the inclusion and connection Ian talks about aren't just theory. They're the difference between surviving and thriving.You will learn: - The four pillars of Conscious Design: observation, impact, connection, inclusion- Why every decision-maker is a designer (and what happens when they don't realize it)- How the design-to-market process stays the same across company sizes- The all-or-nothing trap that kills sustainability efforts- Building sustainable supply chains on a startup budget- The power of supplier relationships and why startups need to be "the one they like most"- Transparency over perfection: telling your sustainability journey as a marketing strategy- Gen Z purchasing power and the shift toward values-driven buying- Involving customers before they're customers- Why silos and binary thinking are the enemy of innovationGuest Bio: Ian Peterman is the Founder and CEO of Peterman Design Firm, a conscious design studio rewriting the rules of product innovation. Over 15+ years, Ian has helped visionaries and Fortune 500 companies alike turn ideas into sustainable, market-ready brands. He's the co-author of "Conscious Design," host of the Conscious Design Podcast, co-founder of Conscious DesignHaus, and Chair of the IDSA LA Chapter. His firm operates on a 4-day work week, generates 7-figure revenues, and proves that purpose and profit are essential partners.Resources Mentioned: Conscious Design book — Available on AmazonPeterman Design Firm — petermanfirm.com IanPeterman personal site — ianpeterman.comConscious Design Podcast & Book — consciousdesignhaus.comCES 2025 (referenced for startup examples)EU Digital Product Passport (referenced re: supply chain transparency)Follow the Host, Rachel Bernier-Green:LinkedIn: https://www.linkedin.com/in/rachelberniergreen/Website: www.instagram.com/jointhryvo/Instagram: www.instagram.com/jointhryvo/LinkedIn (Company): www.linkedin.com/company/jointhryvo/Twitter/X: x.com/jointhryvoFacebook: www.facebook.com/jointhryvoTiktok: www.tiktok.com/@jointhryvoListening Links:Spotify: https://open.spotify.com/show/0kmrlBqo4QHftlfmqo2Q32Apple: https://podcasts.apple.com/us/podcast/the-purpose-profit-shift/id1829627732Youtube: https://www.youtube.com/@PurposeProfitShift If this episode resonated with you, subscribe, leave a review, and share it with a fellow business owner who needs to hear this.