Social Impact Heroes Helping Our Planet: Why and How Jonathon Cannon of Good360 Is Helping to Change Our World
…Learn to love the journey. Early on in my career, I always set goals for myself to know I was progressing or improving. But the funny thing I learned along the way, is that goals are finite, and when you climb one mountain, you’re at the base camp of the next. It’s not until I learned to focus “on the hike more than the view of the waterfall at the end” that I feel I unlocked my ability to prioritize what means the most in life (family, friends, community, etc.). One of my favorite books goes in tremendous depth on this topic, authored by Simon Sinek, in “The Infinite Game.”…
As part of our series about “individuals and organizations making an important social impact”, we had the pleasure of interviewing Jonathon Cannon.
Jonathon Cannon is the Interim CEO of Good360. As the global leader in product philanthropy and purposeful giving, Good360 partners with socially responsible companies to source highly needed goods and distribute them through their network of diverse nonprofits that support people in need. Good360’s mission is to transform lives by providing hope, dignity, and a sense of renewed possibility to individuals, families, and communities impacted by disasters or other challenging life circumstances.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?
I grew up in Milton, Florida, a small town just outside of Pensacola, where my parents were well-respected figures in the community. My father was a dedicated high school administrator, beloved by his students over a 30-year career, while my mother found countless ways to give back, from volunteering at the polling station and teaching Sunday school to supporting my father’s students at school. Together, they instilled in me the belief that with hard work and dedication, anything is possible. Their support and values initially guided me toward a career in sports, but along the way, I discovered my true passion: purposeful work in the nonprofit sector.
You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?
“More than enough” and “not enough to get by” — two realities that should never have to coexist, yet the gap between them is as wide as ever. The truth is, there is more than enough for everyone: enough mattresses for a good night’s sleep, enough shoes so no child goes barefoot, enough goods for every person to have what they need, and enough goodwill to make it happen. At Good360, we bridge that gap, helping communities thrive while diverting products from landfills. By connecting companies with surplus to nonprofits serving those in need, we help create a world where “more than enough” can reach everyone — a world with enough opportunity, enough joy, enough resilient communities, and a more sustainable planet.
Can you tell us the backstory about what inspired you to originally feel passionate about this cause?
After spending years working within and alongside the nonprofit sector, I kept seeing the same challenge: so many nonprofits are doing incredible work — tackling poverty, feeding the hungry, educating communities — but they’re often stretched thin on resources. Their missions are powerful and impactful, but these goals can’t be achieved without the right support. That’s what drew me to Good360. We provide essential resources to nonprofits that might otherwise struggle to access the tools they need to further their missions. At Good360, we’re committed to amplifying the work of these organizations, giving them a better shot at driving meaningful change. We are making a real impact behind the scenes.
Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?
It’s hard to pinpoint a single moment, but early in my career, I was very focused on setting goals and achieving success. I remember one of my first “real jobs” at a respected software company in business development, where I quickly noticed I wasn’t like many of my peers who were primarily motivated by financial outcomes. Instead, I found my passion in connecting with people and solving problems.
Because the company I worked for developed tools for nonprofits, many of those people were leaders in the nonprofit sector. That exposure changed everything for me. I discovered I could get paid for work that I loved, and at the same time, I learned a powerful lesson: one of the most fulfilling — and yes, even self-beneficial — things we can do is to serve others. As paradoxical as it sounds, every time I’ve volunteered or supported someone in need, I’ve come away inspired to do even more. Giving tends to give back, creating a virtuous cycle of service and fulfillment that has become the foundation of my career in the purpose-driven sector.
Many people don’t know the steps to take to start a new organization. What are some of the things or steps you took to get your project started?
Whether you’re building a new organization or pursuing an entrepreneurial venture within a company, it all begins with identifying a problem to solve. Often, the problems are clear, but what sets you apart is how you approach solving them creatively, drawing on the experiences that brought you to this turning point. Across society and around the world, countless problems are waiting to be solved — and with a little creativity and support, anyone can make a meaningful impact while serving others.
Can you share the most interesting story that happened to you since you began leading your company or organization?
I’ve come to understand that we all can inspire others, though I used to believe that inspiration required being the extrovert on stage, delivering rallying cries or speeches to create legions of followers. While some excel at this and should use that talent for good, I’ve realized that every day is filled with opportunities to inspire in quieter, more personal ways. It could be as simple as saying “good morning” when you start the day or sincerely thanking a colleague who went above and beyond. It might be offering support to a friend facing a tough time or celebrating a colleague’s milestone. Each of these moments offers a chance to encourage one another to aspire for more and to do more good in our communities. By focusing on this spirit of service — not only for those we serve within the social sector but for our teams, colleagues, and everyone we encounter — I truly believe we can create a stronger, more compassionate society together.
It has been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting and the lesson you learned from that?
Not as much of a mistake, but a positive revelation when I visited Ellis Island earlier this year. The words, “Give me your tired, your poor, your huddled masses yearning to breathe free” took on new meaning for me as a representative of Good360.
Good360 has a mission to Close the Need Gap to Open Opportunity for All, and we have the same opportunity to serve those who need support to help themselves. For Good360 to succeed, we must collaborate with donors who support the mission, and our nonprofit partners who work directly with communities, and engaged along the way through volunteerism, employee efforts or Foundations — together, we can tackle societies biggest challenges.
None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?
My first mentors were my parents, who encouraged me to pursue my interests freely, though I now realize, as a husband and father myself, they likely bit their tongues often to provide that support. Beyond my family, I’ve been fortunate to learn from many others. One of my earliest mentors, Dr. Richard Lapchick, known as the “racial conscience of sport,” taught me to exercise empathy as a skill, to recognize the strength that diversity brings to decision-making. Having voices from different backgrounds sharpens our perspective, making our choices more empathetic, well-rounded, and future-focused.
Another mentor, Rich Harwood of the Harwood Institute for Public Innovation, emphasized “looking outward” to understand community needs firsthand. This approach prevents the “white knight fallacy” in well-intentioned organizations by prioritizing local leaders who drive lasting change. Within Good360, I’ve had many influential mentors who left a positive legacy, particularly the CEOs who came before me. Each one shared wisdom that guides us to this day, shaping Good360’s mission of closing the need gap to open opportunity for all.
Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?
My first recommendation to any leader is to connect with a local nonprofit and volunteer for a cause close to your heart. After that experience, take some time to reflect on what you learned about the community the nonprofit serves and think about how your work, social circle, family, or church could extend their skills and support to those who need it most.
Next, check if your employer offers benefits that support local nonprofits. Many companies encourage community engagement by offering perks like Volunteer Time Off (VTO) or matching donations for employees who give back. If your employer doesn’t have such programs, consider finding a colleague who’s interested in starting one to increase the impact your organization can have locally.
Finally, “help the helpers.” Many impactful nonprofits around the world are already addressing urgent needs in disenfranchised communities. Before starting a new initiative, look for established organizations dedicated to the causes you’re passionate about. Resources are readily available to help you find nonprofits in your area, and I can assure you, they’re always in need of helping hands!
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
Good360 works with the majority of Fortune 50 retailers and non-grocery corporate donors to direct the products provided by each of our corporate partners to those who need it most through our national network of local nonprofit organizations. By so doing, products that were either unsold, or manufactured for the purpose of donation go to a number of recipients unable to purchase those goods via retailers carrying those products. As our partner companies highlight the good work they do with us, primarily within their CSR, DEI or Sustainability reporting, they are able to expand their future customer base, by supporting those supporting themselves with a “hand up,” not a “hand out,” doing their part to break the cycle of poverty.
As humans, and specifically those faced with challenging life situations, we remember those who help in those impossible times of need. And as those individuals, along with community and nonprofit support, make a better life for themselves, and eventually patronize those same companies that provided the “hand up” when they were at their lowest point.
What are your “5 things I wish someone told me when I first started” and why? Please share a story or example for each.
- As your career grows, so should your empathy and perspective. After each promotion or level, you reach another level to take in a new perspective.
- Never stop learning. If you’re doing it right, you should be learning at each step of the way, challenging previous knowledge and beliefs.
- When challenges arise, seek multiple and diverse opinions. I’ve wasted so much energy wondering why decisions were made without seeing perspectives other than my own, and often the solutions to those challenges exist in places you’d never think to look.
- Go beyond embracing challenge. For those who are faith-based, you hear the adage that “when you pray for patience, the way you get it, is only through being tested, thus eventually gaining more patience.” In another example, if you crave structure and organization, learn to seek chaos, so you may put your strength to good work, and along the way, “exercising that muscle” so you can eventually master it.
- Learn to love the journey. Early on in my career, I always set goals for myself to know I was progressing or improving. But the funny thing I learned along the way, is that goals are finite, and when you climb one mountain, you’re at the base camp of the next. It’s not until I learned to focus “on the hike more than the view of the waterfall at the end” that I feel I unlocked my ability to prioritize what means the most in life (family, friends, community, etc.). One of my favorite books goes in tremendous depth on this topic, authored by Simon Sinek, in “The Infinite Game.”
If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?
The most “selfish” thing you can do is volunteer. And while that may sound crazy, it’s true. In fact, research has advanced tremendously over the last decade showing the positive mental health benefits we derive from being of service to others and making an impact. Simply put, giving back to others is a great way to give back to yourself.
Can you please give us your favorite Life Lesson Quote? Can you share how that was relevant to you in your life?
I love the Marcus Aurelius quote, “The impediment to action advances action. What stands in the way, becomes the way.” Or simply summarized by Ryan Holladay, “the obstacle is the way.”
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why?
I would most like to spend time with leaders across the last few decades that achieved what many would consider their “pinnacle of success,” largely due to their ability to challenge norms of corporate thinking and to solve a consumer problem and, by doing so, catapulting to corporate success. The late Steve Jobs, Jeff Bezos, Warren Buffet and others would top my list, and I can’t help but imagine if the very skills they leveraged to navigate their financial success were directed to solve societal challenges the world faced.
How can our readers follow you online?
To find us, go to www.good360.org to learn how you may support those doing great work in communities around the world.
Social Impact Heroes Helping Our Planet: Why and How Jonathon Cannon of Good360 Is Helping to… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.