IBM taught Richard Dickson how to conform. The patterns he couldn't stop seeing had other plans.

In this episode, Jonathan sits down with Richard Dickson, founder of Play It Green, on a mission to make sustainability commercially irresistible.

Richard's neurodiverse wiring kept spotting connections everyone else missed — and made conformity feel like a costume. He took it off, building a company where profit and social impact aren't a trade-off, powered by three pillars: reduce, repair, re-give.

This conversation goes deep — storytelling as a driver of change, and an economy built on value and empathy.

If you've ever felt the perspective you were told to suppress might be your greatest contribution — this one's for you.

In this episode:

• Richard's early signs of neurodiversity and how pattern recognition shaped his worldview
• The story behind leaving IBM's conformity culture for purpose-driven entrepreneurship
• Making sustainability commercially irresistible through behavior change, not guilt
• The three pillars of climate action: reduce, repair, re-give
• How storytelling and narrative drive societal change and consumer behavior
• Leadership, role clarity, and building relationships that challenge you to grow
• Empathy, patience, and long-term thinking as tools for addressing global issues
• Practical advice for aligning personal values with business through incremental change

Timestamps:

01:24 — Understanding Neurodiversity and Individuality

02:38 — The Journey of Entrepreneurship and Self-Discovery

07:00 — Building a Sustainable Business Model

11:01 — The Shift Towards Conscious Capitalism

13:19 — Creating Societal Change Through Education

15:29 — The Role of Consumer Behavior in Sustainability

17:11 — The Importance of Perspective and Cognitive Differences

18:22 — Facilitating Change in Commercial Systems

20:27 — Surrounding Yourself with the Right People

22:38 — Intensity and Its Impact on Relationships

23:11 — Embracing Differences and Finding Strength

24:17 — Navigating Emotions and Relationships

26:23 — Harnessing Unique Thinking for Business Success

29:11 — Translating Passion and Managing Frustration

35:54 — Overcoming Self-Doubt and Embracing Values

42:01 — The Mission of Play It Green

Connect with Richard Dickson:

LinkedIn: https://www.linkedin.com/in/richardiandickson/

Website: www.playitgreen.com

Connect with Jonathan:

LinkedIn: https://www.linkedin.com/in/richardiandickson/

Website: https://untangled-coaching.com/

YouTube: https://www.youtube.com/@ThePattern-SeekingEntrepreneur