Steve is the founder of Good Belly Probiotics and White Wave Foods. You may know White Wave by all the non-dairy, plant based “Silk” products that you see all over the place. This episode means so much to me because when I first met Steve in Costa Rica and heard his message of “Right Livelihood” and how he built a business rooted in virtue, I truly wished that everyone could hear his incredible story. When you learn Steve’s story, I think you’ll understand. Our conversation in the jungle was a big reason why I even started this podcast because I came home and tried to explain everything he taught me and my words couldn’t do justice. I remember writing down in my journal everything that I was looking for in a mentor, and just a few days later I was fortunate enough to meet Steve. For me, it was a big confirmation that I had made the right decision to follow my gut and head down to Costa Rica, because I felt what he shared was invaluable. Steve embodies what I look for in a leader. He does what’s right for his people, he does what’s right for his customers, and he does what’s right for the planet.
In this episode, Steve will explain how the Buddhist ideology of “Right Livelihood” gave him a pathway to prove to himself that Capitalism was not as flawed as he had come to believe. He’ll teach us about “Right Livelihood” and expand on how it brought him from living in a cave in India to building a company that was sold for over $300 million. That number is not the point; it’s the biproduct of Steve’s intentions. You need to check out this episode to hear why he did it, how he did it, and what he did to make sure that “Right Livelihood” came full circle for everyone involved. I believe that if everyone instilled this kind of intention into their business, the world would be a better place. I hope you enjoy!
Steve Demos Show Notes:
(4:13) Steve discusses the basis of “Getting it Right” through Right Livelihood:
“Good for me, good for you, good for everything it touches” - Steve
(5:55) Steve explains how he was a product of the 60’s, the collective disdain for capitalism, and how he left America to live in a cave in India without plans of returning
(8:40) We learn how Steve found The Eightfold Path and Right Livelihood
(9:43) Steve shares his epiphany regarding Right Livelihood and capitalism and how he and his friend were mistaken for “saintly beings” by pilgrims in the forest
(10:55) Steve explains why he left the cave in India as a responsibility to demonstrate to himself this new form of capitalism
(13:13) We learn what Steve’s product or service would need to be in order to be living by Right Livelihood
(13:55) Steve tells us about transitioning back into the states in an Ashram in New Hampshire, and how he began to fall in love with bean curds (tofu)
Steve’s practices during this time:
(18:30) Steve dives into a story about doing a 76 day Vipassana course in Santa Barbara, making tofu for the community, and explains how tofu became his idea for a channel to demonstrate Right Livelihood
(20:20) How Steve came up with the logo, the name, and the product line for White Wave
(21:32) Steve explains why soy met his criteria to demonstrate Right Livelihood
(22:54) Steve shares some of the concerns people bring up about soy
(24:30) We get into the story of how White Wave went from a $500 investment in Kitchen supplies to $300+ million
(26:21) We learn the importance of why a business should be “purpose first and business second”
Authenticity, honesty and transparency, treating everyone respectfully within the value chain
(28:45) Steve explains the elements of “getting it right’ through a tree metaphor
The fruit: The product
The canopy: The administrative, sales, and accounting team
The trunk: the heart (operations)
The roots: The spirit, the intention, it comes from a seedling (Right Livelihood)
(31:26) Garrett brings up living with intention and being unconventional, and Steve finds irony with this, as he believes and explains that what he’s done would not be considered “unconventional” as it was in harmony with the earth
(35:18) Steve gives some advice for the younger generation:
Patience and perseverance
Learning by experience via J Krishnamurti
Steve calls this experience: Scar Tissue
(37:37) Steve dives deeper into his Vipassana experiences and some of the principles
(44:20) Steve talks about the tipping point in Vipassana for him
(48:40) Steve shares his views on the younger generation’s search for meaning
(50:50) We learn Steve’s greatest accomplishments including:
1) “My greatest accomplishment was demonstrating that making a livelihood rooted in virtue is as profitable or more profitable in the world of capitalism, than what I’ll call opportunistic capitalism”
2) Giving $10 million back to the employees who helped build the company
A truck driver received a hefty & unexpected bonus for all the years he put into the company
(54:50) Steve explains why doing this would be the only way to bring Right Livelihood full circle
(58:50) Steve’s three truths:
1) Transparency
2) Authenticity
3) Values
Steve Demos:
More on the companies Steve Founded:
“Good for me, good for you, good for everything it touches”
