From Values to Ventures: How Vanessa Cullen Built a Purpose-Driven Enterprise

What does it take to build a profitable business without compromising your values?

In this episode of Vistage LIVE, Stephanie sits down with Vanessa Cullen — founder of Forward Thinking Design and a true pioneer of sustainable, values-led leadership. With over 20 years’ experience across the commercial and not-for-profit sectors, Vanessa shares how she’s turned ethics into enterprise, designing both spaces and strategies that create meaningful impact.

We explore what it really means to be a social enterprise, how circular economy thinking is reshaping the future, and why being values-aligned from day one was the most strategic decision she ever made. Vanessa also opens up about her early challenges, the role of peer support in her journey, and the quiet power of doing business differently.

Key Takeaways 

1. A Social Enterprise Built on Values, Not Buzzwords
2. Social Enterprise vs. B Corp vs. NFP — Know the Difference
3. Circular Economy Is More Than Recycling
4. Purpose and Profit Can Coexist
5. A Business Leader Forged by Ethics, Resilience and Lived Experience
6. The Power of Peer Support
7. Advocacy and Giving Back Are Core to Her Mission
8. Leadership That Minimises Waste and Maximises Meaning