FROM RIPPLES TO WAVES: A KEYNOTE REFLECTION ON LEADERSHIP FROM THE B CORP CHAMPIONS RETREAT IN MILWAUKEE

Reflections by Jessy Servi Ortiz, Executive Director, Sustainable Business Council 

At this year’s B Corp Champions Retreat in Milwaukee, one idea surfaced again and again, across sessions, conversations and the spaces in between: more is being asked of us. 

Not incremental change. Not quiet alignment.

But a deeper, more courageous form of leadership. One willing to reimagine what business can be in service of all people and the planet.

A keynote from Dr. Michael McAfee, CEO of PolicyLink, helped crystallize that call. His message stayed with me after the event. 

CENTERING “THE ALL”

What would it look like if we truly designed systems where everyone could reach their full potential?

Not as an aspiration, but as a baseline.

The invitation was to move beyond selective inclusion and toward something more expansive: a just and fair future that centers all. That requires seeing the humanity in everyone, even when it’s uncomfortable. It requires letting go of the instinct to protect likability over impact.

At one point, the challenge was put plainly: Can we get over the fear of “pissing people off” and step fully into our power?

Because meaningful change, especially at the systems level, rarely comes without tension.

A DIFFERENT KIND OF LEADERSHIP

The keynote pushed us to consider a provocative framing: What would it look like to lead as if you were founding a nation yet to be realized?

That question shifts the scale. It moves leadership from organizational thinking to systems thinking. It asks us to operate not just as managers or executives, but as architects of a future that doesn’t yet exist.

And it reinforces a fundamental truth: as long as we are here, we have the ability, and responsibility, to keep making things better.

That starts internally. It starts with mindset.  

We lead from the inside out.

THE CAPACITIES THIS MOMENT REQUIRES

To meet this moment, Dr. McAfee outlined a new leadership portfolio grounded in capacities that go beyond traditional business skills:

• Foresight — the ability to see beyond what is currently known or “proven,” and to act in service of all.

• Radical Imagination — expanding the boundaries of what we believe is possible.

• Audacity — setting a bold vision for the future and pursuing it with intention.

• Humility — recognizing that transformation happens collectively, not individually.

• Love for All — a commitment to people and planet rooted in care, not extraction. (Or, more simply: can we stop hurting each other?)

• Self-Renewal — the discipline to let go of what no longer serves, even when it’s familiar or comfortable.

These are not abstract ideals. They are practical leadership muscles and many of them run counter to how we’ve been conditioned to operate. 

As a steward of vision, I understand the power of its craft. I find myself reflecting on how we can lead more boldly at the Sustainable Business Council, especially in a polarized time for sustainability. 

HOLDING JOY AND PAIN AT THE SAME TIME

One of the most honest questions raised during the keynote was this: How do we hold both the joy and the pain of this work?

Because the reality is, building a more just and regenerative business, community, or economy requires us to confront hard truths about inequity, harm, and the limits of current systems.

And yet, there is deep joy in the possibility of what we are building together. The vision remains alive and so does the strength of the community of practice we’ve built. That is true for the B Corp movement, and I believe it’s equally true for the Sustainable Business Council community. 

The work is not about choosing one over the other. It’s about building the capacity to hold both, and to continue forward, bit by bit toward the vision.

STEPPING OUT OF THE SHADOWS

There was also a clear call to visibility.

Do not work in the shadows. 

Raise your head. 

Do not be ashamed of the values you stand for.

And I’ll add: share your vision. Start with a friend, a colleague, and then your community.

Your voice is needed here.  

In a time where speaking up is risky, the reminder was simple: Don’t worry about being liked. Focus on being aligned with your truth. 

Because this is not a time for quiet conviction. It’s a time for us all to grow in our leadership and express our vision.

A DAILY QUESTION TO MOVE INTO ACTION 

If there was one question that lingered with me after the keynote, it is this:

What possibility will I enact today that allows me to better love others?

It’s deceptively simple and deeply demanding.

Because it asks us to translate vision into action. 

To move from intention to embodiment. 

To make the work real, in small and large ways, every day.

The keynote didn’t offer easy answers. But it did offer clarity: If we are serious about moving from ripples to waves of systems that work for all, it will require more courage, more imagination, and more honesty from all of us.

SEEING YOURSELF IN THE WORK

To our SBC community, I offer this reflection:

The future we’re working to build is not separate from us. It moves through us, through our choices, our courage, and our willingness to lead.

And leadership, in this work, may look quieter than we expect. 

It may look like having that hard conversation. 

Like holding your values when it’s inconvenient. 

Like choosing love for people and planet, even when it’s not the easiest path.

You don’t have to have it all figured out. 

But you do have to begin.

Again. And again. 

So, take a moment. Look inward. Begin. 

Where are you being called to lead right now? 

And what would it look like to answer that call, fully?

The work is already yours. 

CONTINUE THE WORK TOGETHER

If this reflection resonates, you’re not alone.

At the Sustainable Business Council, we’re building a community of leaders committed to doing this work, together. Leaders who are asking hard questions, testing new approaches, and supporting one another in turning intention into action.

If you’re looking for a place to deepen your practice, expand your thinking, and connect with others navigating this same path, we invite you to join us.

Learn more about becoming a member and get involved. 

Let’s make things better. Together! 

ABOUT THE AUTHOR

Jessy Servi Ortiz is the Executive Director of the Sustainable Business Council, where she works with business leaders to advance more just, regenerative, and sustainable practices. She is a steward of vision and community, focused on helping organizations lead with purpose in complex and evolving environments.

ABOUT THE SUSTAINABLE BUSINESS COUNCIL 

The Sustainable Business Council (SBC) is a business-first sustainability partner, empowering companies to move from good intentions to measurable, lasting impact. Through membership, consulting and our proprietary Green Masters Program®, we help organizations advance along their sustainability journey, supported by a strong peer network, actionable resources, and expert insight.