Innovation with Purpose: Dr Sarai Koo of Project Spices On The World’s Most Successful Purpose-Driven Business Models
An Interview With Russ McLeod
Discover your true purpose in life because knowing that will align you as your best self no matter where you work, what you do, who you are, or what you are called.
In today’s business landscape, companies that integrate purpose into their core strategy are gaining significant traction. These businesses go beyond profit to create positive social and environmental impact, proving that doing good and doing well can go hand in hand. What are the key elements of these successful purpose-driven business models, and what can other companies learn from them? I had the pleasure of interviewing Dr. Sarai Koo.
Dr. Sarai Koo is CEO and Founder of Winning Pathway, a division of Project SPICES LLC, a human capital development company that improves the productivity of and increases the profitability of mid-sized companies. Through coaching, consulting, training, and speaking, Dr. Koo has empowered people to live out their purpose, achieve clarity, attain wholeness, and obtain success in their personal and professional lives. She helps leaders and entrepreneurs in the public and private sectors realign their core purpose so they cultivate purpose-driven, impactful lives and business models.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you share a bit about your background and what has led you to this moment in your career?
I was born and raised in Southern California, one of the most diverse locations in the United States. People have always fascinated me. I am intrigued to learn what they are living for: Why do they do what they do? How they do it? What is the impact?
This fascination with people has led me to work in a range of industries: in the federal government (Central Intelligence Agency), education (preschool to graduate level universities), financial institutions, business, nonprofits, entertainment, health, and wellness. In each industry, my aim was to understand better the culture and structure of how people within those industries create a system that either fosters or stifles opportunities for their employees. My big takeaway? People are people.
When people are supported, feel safe, and engaged, their productivity improves and profitability increases, too. Did you know that according to Gallup in the first quarter of 2024 only 30% of part/full-time US employees were highly engaged? I ask, what about the other 70%?
My emphasis is helping the whole person. I see productivity and motivation tied to a person’s ability to tap into their true purpose.
I created Project SPICES™ in 2006 because I saw the connections between the SPICES parts of ourselves. These six parts are intertwined into what I call the “dynamic interplay” of the whole person.
SPICES stands for:
Spiritual (Self-realization and Self-awareness)
Physical (Physiological and Physical)
Interpersonal (Intrapersonal and Interpersonal)
Cognitive (Cognitive and Creative)
Emotional (Emotional and Economical)
Social (Social and Service-oriented)
Can you share a pivotal moment in your career that inspired you to integrate a sense of purpose into your professional journey?
My pivotal moment was seeing first-hand company leaders waste money on training programs that did not work. They were satisfied with only surface-level issues instead of the root issues causing a decrease in the productivity of their people. They needed something different — an inclusive culture, positive team, and engagement to increase profitability — a deep solution. I am dedicated to identifying the root issues and delivering the solutions needed to bring about real change.
Can you describe your company’s mission? What societal problems are you solving? What customer problems are you solving?
Winning Pathway (A Division of Project SPICES LLC) is a socially-conscious and purpose-driven company. Our mission is to increase productivity by developing a belonging culture for purpose-driven, socially conscious leaders through coaching, consulting, teaching, and more.
We are solving the problem rampant across society — as the Gallup poll shows — of people only existing and not living lives with purpose.
Do you have a big hairy audacious goal for your organization and its impact on the planet?
Yes! Our vision is to have every person be whole, balanced, and transformed so they are walking in their purpose-driven life.
Most of us spend a large portion of our lives at work so the workplace and quality of life there is essential. When we focus on the whole person who is purpose-driven, we can address people in teams, companies, and communities positively. People are purpose-minded in the workplace; they become more motivated and engaged. They experience less burnout, stress, strife, and other toxicity in the workplace.
Can you please describe some of your successes to date?
Two come to mind. The Office of the Director of National Intelligence’s Insider Threat Task Force contacted me. Insider threats have been and still are a serious issue for our nation. They said they have heard of my organizational expertise and wanted me to provide tangible organizational change strategies vertically and horizontally that would shift the mindsets of over 200 senior officials from over 40 federal departments and agencies, such as the CIA, FBI, and Department of Homeland Security. I provided my Project SPICES Transformational Model™ and specific strategies. They said my work was very powerful, and I was nominated for the National Intelligence Community Award.
It really is about helping people. I was called in to work with a corporation that needed to boost employee morale and engagement. Many of their employees had social and emotional issues that affected their work performance. I came in and created a tailored two-month engagement and transition program designed to improve their performance. In one of my workshops, an employee who had been embittered for a number of years came to the program with a frown on her face and was reluctant to participate. However, her mindset changed during the program. Afterward, she told me that her bitterness left, she was smiling with a renewed sense of belonging, which naturally translated over time to her productivity and engagement improving. The executive director thanked me, and the whole team thanked me.
How would you describe your business model? How is impact engrained in the business model?
My business model is about reframing one’s perspectives. It is focused on identifying the root issues that affect team productivity and performance. We provide proprietary strategies that align people’s values and aspirations with the company’s values and expectations.
Leaders and employees have clarity, improved attitudes, and a renewed sense of purpose. As a result, people perform better, are more motivated, and are more engaged. We use pre- and post-surveys to identify change and a data analytic approach where we can identify statistical significance.
Can you share an example of an innovative solution your company developed that aligns with your core purpose?
Our innovative solutions are short but powerful. We focus on creating long-lasting, impactful change. Below is one example:
Ten years ago, I was brought in to shift the mindset of over 250 employees. The focus was to improve the productivity of employees. The executive wanted to improve staff performance. Despite previous training and program efforts, performance remained stagnant. I delivered my signature program; a director who had been working there for 10 years approached me and said my work was the most impactful and unique he had experienced. He said that no program had been able to change his mindset, until he took my program. He said that “starting today” he would change. For the first time, he recognized the importance of his role in helping his team become more productive and committed to helping them, too.
Many purpose-driven businesses have struggled to achieve growth. What are some of the biggest mistakes purpose-driven businesses make in their business model and approach to selling to customers?
The first mistake is when founders and investors lack a clear definition of their purpose — beyond financials — and the values that drive their decisions.
Second, company leaders forget that their employees inevitably generate profit for the company. Company leaders would fare better if their purpose is aligned with creating opportunities for their employees to thrive. Focus on people first and provide the conditions to succeed.
The third mistake is misaligning strategies and operational processes with company values. For example, many companies say that they value their diverse employees and want to create opportunities for all to thrive; this is often viewed as a commitment to diversity, equity, and inclusion (DEI). However, the company may yield on DEI as a value when facing pressure, be it financial, social, or political.
Lastly, companies are often content with surface-level approaches that “check the box” without substance –they hire a token minority, launch affinity groups, and/or celebrate cultural events. Yet resources and personnel often fall short when there is a slight momentum to create inclusive cultures with the hope of real change. There is a lack of real progress toward creating a psychologically safe, inclusive, and belonging culture.
With the design of your business model, what has allowed your organization to achieve growth and deliver on impact?
I am a Chief Visionary and IDEAS Officer, and IDEAS stands for Inclusion, Diversity, Equity, Accessibility, and Sustainability. People are often focused on the appearance, which should not be the case. Focusing on performance, character, and leadership (i.e. the whole person) at the deeper levels is what brings about lasting change. It is for this reason that my model has had many non-minority males advocating to use my Project SPICES Transformational model™ — because we include all people.
“Culture” is a word used often, but rarely understood. I define “culture” as a set of learned behaviors and specifically a set of norms, beliefs, principles, and rules acceptable in their respective communities. It can be distinguishable from one group to another. It can be functional or dysfunctional. It can be visible and invisible, such as the virtual culture on social media and the internet culture.
It is time to help people identify their values and see if these values are congruent with how they show up. Let’s focus on developing leaders who cultivate a culture where every employee is driven by purpose, by belonging, and by contributing.
What are your “5 Things You Need To Create a Successful Purpose Driven Business Model”?
1 . Discover your true purpose in life because knowing that will align you as your best self no matter where you work, what you do, who you are, or what you are called.
People with purpose are more motivated, engaged, and productive. Purpose-driven companies focus not only on their bottom line but also on doing good. For example, my friend Charles is the CEO of Ideation, and his company focuses primarily on high-impact strategy and creative execution projects that align with its core vision for creating meaningful impact.
2 . Identify your top five personal and professional core values that show up consistently in your life. These values will determine whether you and the company are aligning with your true purpose. You want to be in alignment with these values.
One of our executive’s core values is communicating clearly with his employees. Our executive took over a department at a former company. The executive he replaced was a bit of a narcissist, was not transparent, and withheld information.
Our executive was the opposite. He laid out the direction and explained the purpose behind it. He talked to each of his new team members. He then implemented a weekly one-hour meeting with three SMARTIES — Specific, Measurable, Attainable, Realistic, Timely, Inclusive, Equitable, and Sustainable — deliverables that needed to be done. He explained what good performance looked like and how to achieve it. He did not discriminate based on how they looked. This one approach improved performance, morale, and culture at the same time.
3 . Determine how you define success. The company leaders define success and the path.
A very large agency made strides to modernize its organization. They were focused on improving talent and organizational culture. They had already started this before I joined. I asked the executives “How do you define success?” They didn’t know. A senior executive literally said, “We’ll just all go and hope we make it to the end.” That is surviving, not thriving.
I came in to identify and align the big culture (whole organization) and the little cultures (divisions/departments).
4. Improve character by developing good leadership skills. This enables people to live out their purpose and values in alignment with their definition of success. If this does not occur, people can become toxic and create dysfunctional teams and a culture of fear and distrust.
If we are honest, we all have worked for “that person” who was only working for themselves. There was a supervisor who wanted to be in the executive suite. He talked about service, collaboration, and family. He delegated work to his team, but as soon as the finished products were submitted, he took the credit, flaunted his work, and lied to others about his success, undermining his team. He used flattery, “treated” superiors to coffee and lunches, and was more available to his bosses than he was to his team. Do not be that person.
5. Change yourself to change culture. Culture change is more than just change management. It happens at one’s core, which I call the “Innermost system”. True change starts at the core of who we each are; this impacts how you think, feel, and behave. Such personal change cultivates the desire for organizational culture.
One of our executives shifted a dysfunctional team and culture to an inclusive culture. He had buy-in from the CEO, which led him to map out his action plan strategically. Within 12 months, people were working well in teams, and the environment shifted from negative to positive. They had unprecedented growth and made 13% profit.
What advice would you give to other entrepreneurs looking to create a successful purpose-driven business model?
Winning Pathway Strategic Formula to Improve Business Success:
Individual purpose (IP) + Individual values (IV) + company values (CV) + Success definition (S) + individual change (IC) = Purpose-Driven Business Model.
This model has helped businesses grow substantially.
Can you share a story of a mentor or a leader who inspired you in your journey?
I have many mentors and leaders who have been part of my journey. Dr. George T., John P., and Dr. Greg T., MBA, JD, who are my business partners, are three men who have supported me as I pursued my purpose journey. They come from different backgrounds. One person is an Omega Psi Phi member and a former executive leader in higher education. The second is a marketing executive. The third was a former professor, business executive, researcher, and social justice advocate.
For more than a decade, these men have stood by me and my purpose — and have not wavered. In the highs and lows, they have stood by me, shared information, and encouraged my professional growth. I have learned the value of collaboration, the importance of listening, and the significance of celebrating successes small and large.
What do you envision for the future of purpose-driven businesses, and how do you see your company contributing to this vision?
We all experience difficulties in life. In those pivotal moments, hardships reveal our true character.
My hope for purpose-driven businesses is do better and be better, particularly when it hurts.
Implementing the Project SPICES Transformational Model™ and our Winning Pathway Strategic Formula can ensure their success.
Let’s work together to refocus how business is conducted, realign people with their purpose, and see profitability increase.
How can our readers further follow your work or your company online?
Check out Winning Pathway, a division of Project SPICES LLC. Find me on LinkedIn and Instagram.
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
Thank you.
About the Interviewer: Russell McLeod is an experienced business leader, social entrepreneur, and mentor. A champion of profit with purpose, the circular economy and of collaboration for positive progress. Russell is the founder of Mightyhum a Toronto-based impact enterprise dedicated to supporting growing organizations. And, while it’s not a requirement, the Mightyhum team has a passion for collaborating with purpose-driven businesses. Mightyhum specializes in providing consulting services and turning hairy audacious concepts into achievable ventures & projects. The Mightyhum team work with C-suite executives and leaders, developing new product offerings, effective go-to-market strategies, building for profitability, and streamlining operations. Before Mightyhum, Russell was involved in the world of social enterprise as the Executive Director of ME to WE, one of Canada’s best known and most awarded social enterprises. While at ME to WE, the team demonstrated that being profitable and impactful was indeed possible. During his tenure, ME to WE delivered $20M in cash and in-kind to WE Charity, helping transform the lives of over 1 million people through access to clean water; the lives of 200,000 children with access to education; and 30,000 women-led businesses launched globally.
Russell’ personal mission is to inspire others that there is ‘a better way to do business,’ ‘that through business we can solve some of the world’s problems at the same time.’ You can follow Russell’s work at https://www.linkedin.com/in/russell-mcleod1/ or www.mightyhum.com.
Innovation with Purpose: Dr Sarai Koo of Project Spices On The World’s Most Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.