How Could You Not? Building Business With Purpose to make the world a better place

What happens when a business puts purpose ahead of profit—even when it means manufacturing products in the middle of a war zone?

On this episode of Change the Frequency, Steve Olensky sits down with Perry Kamel to explore the extraordinary decision to establish a manufacturing operation in Ukraine to deliver life-changing products to people injured by war. After an initial shipment demonstrated remarkable clinical results across four hospital systems, the team faced a seemingly impossible challenge: how to get more products to the people who needed them. The answer? Build locally, in a country at war.

Perry shares the story behind that groundbreaking decision, the nine-month journey to make it happen, and the incredible people on the ground who helped turn an audacious idea into reality. But this conversation goes far beyond Ukraine. It challenges conventional thinking about, leadership, corporate culture, and the role business should play in society.

Perry makes a compelling case that profit isn't the goal—it's the result of meeting real needs, empowering people, and doing the right things for the right reasons. From building purpose-driven organizations to creating meaningful work that unlocks human potential, he explains why businesses that genuinely serve humanity can achieve something far more valuable than financial success alone.

In this episode, you'll discover:

• How one unconventional idea led to a groundbreaking manufacturing operation in a war zone.
• Why purpose-driven leadership starts with asking “How can we?” instead of “Why should we?”
• The connection between meaningful work, employee engagement, and business performance.
• Why authentic purpose must be embedded in a company's culture—not just its marketing.
• How businesses can help build healthier communities and create lasting human impact.

This is a powerful conversation about rethinking what's possible, challenging the status quo, and remembering what business is ultimately meant to serve: humanity.

Because sometimes, the most important question isn't “What's the ROI?” It's “How could you not?”