Many mission-driven companies start with strong values. Far fewer succeed in protecting those values as they grow.
In a recent episode of The Conscious Capitalists, Dusan Vujovic, Head of North America at Tony’s Chocolonely, joined Raj Sisodia and Timothy Henry to explore what it really takes to institutionalize purpose.
Tony’s Chocolonely has become known not only for its bold mission to end exploitation in the cocoa industry, but also for the way it has embedded that mission into its business model. The episode dives into the mechanics behind their approach, offering valuable lessons for leaders working to scale their impact without diluting their values.
Here are three takeaways that stood out:
1. Protect the mission with structure, not just culture
Tony’s has established a legal “Mission Lock” that ensures the company’s founding purpose remains intact, even as leadership changes or new stakeholders come on board. An independent group of “Mission Guardians,” including outside experts, has the authority to veto decisions that conflict with the company’s ethical commitments.
Many companies rely on culture to uphold values. But culture can shift. Structural protections like these offer long-term accountability and continuity, a model worth considering for any business serious about long-term impact.
2. Transparency builds credibility, even when it’s imperfect
Tony’s publishes detailed reports on its supply chain, including instances of child labor. Instead of hiding the uncomfortable realities, they put them front and center as a way to demonstrate commitment and build trust.
Too often, businesses wait for perfection before communicating progress. Tony’s model shows that honesty about the journey can actually deepen stakeholder trust and reinforce authenticity.
3. Open your playbook and multiply your impact
Through its Open Chain initiative, Tony’s invites other companies (including competitors) to adopt its sourcing model. It’s a clear example of using influence to drive systemic change, rather than guarding ethical practices as a competitive advantage.
If the goal is systems change, sharing what works may be the most powerful move a business can make. Tony’s reframes collaboration not as a threat, but as a way to accelerate mission outcomes.
Tony’s Chocolonely offers a powerful case study in designing for integrity. Rather than relying solely on good intentions, they’ve built mechanisms to hardwire purpose into their business, and made transparency and collaboration central to their growth.
For conscious leaders, the takeaway is clear: protecting your purpose at scale requires more than passion. It takes thoughtful design, structural safeguards, and a willingness to lead in ways that challenge the norms of traditional business.
🎧 Listen to the full episode of The Conscious Capitalists here!