Values drive value. That's the claim at the center of this compilation, and these conversations from Season 1 put numbers behind it. The “Halo Effect” is something our team spent real time trying to prove: how advocacy work lifts everything around it, including the commercial stuff it has nothing to do with.

Chris Miller was a big part of pushing us to investigate it, and he opens the episode with what Ben & Jerry's saw when it put several million dollars into low-propensity voter turnout in Georgia. Work with nothing to do with ice cream, outperforming an ice cream ad on short-term sales ROI. His read on why: if they'd designed the campaign to sell ice cream, it would have failed at both.

Jay Tandan explains the same effect at the post level, where advocacy content reliably outperforms product content and leaves algorithmic reach behind it that the next post inherits.

Alan Mahon and James Hughes describe what happened when Brewgooder stopped staying quiet and launched Sun & Stone with Palestinian brewery Taybeh—highest online sales they'd ever seen, inbound from 16 countries, and a decision they weren't sure they'd survive commercially.

Peter Dering closes it out with the version that shows up on an actual balance sheet: goodwill, built over 16 years, and the people who stop him in airports to talk about a backpack.

Featured in this episode

• Christopher Miller, SVP of Sustainability and Advocacy at Aspen One: https://www.linkedin.com/in/christopher-miller-7b733668
• Jay Tandan, former Global Digital Lead at Ben & Jerry's, now at Protect Our Winters: https://www.linkedin.com/in/jay-tandan-21017592
• Alan Mahon and James Hughes, co-founders of Brewgooder:
  https://www.linkedin.com/in/alan-mahon-7659b15a
  https://www.linkedin.com/in/james-hughes-80bb5b55
• Peter Dering, founder and CEO of Peak Design: https://www.linkedin.com/in/peter-dering-54760718

Links & Resources

• Ben & Jerry's: https://www.benjerry.com
• Protect Our Winters: https://protectourwinters.org
• Brewgooder: https://www.brewgooder.com
• Taybeh Brewery: https://www.taybehbeer.com
• Peak Design: https://www.peakdesign.com
• The Change Climate Project: https://www.changeclimate.org
• LooseGrip: https://loosegrip.net
• The GRASP Impact Framework: https://www.graspyourimpact.com