Which came first: the business or the purpose?

For most companies, the answer is the business. But Tony's Chocolonely turned that formula upside down.

In this episode of Purpose 360, Carol Cone welcomes Douglas Lamont, CEO of Tony's Chocolonely, for a fascinating conversation about one of the world's most purpose-driven companies. Founded by investigative journalists determined to expose child labor and exploitation in the cocoa industry, Tony's wasn't created to sell chocolate—it was created to prove that chocolate could be made differently.

Douglas shares how Tony's has transformed that original act of advocacy into a global brand while staying relentlessly focused on its mission. He explains why the company calls itself an impact company, how its sourcing model and Mission Lock governance structure protect purpose at scale, and why transparency, collaboration, and creativity are essential to driving systemic change.

Whether you're leading a purpose-driven business, building one from the ground up, or simply curious about how business can become a force for good, this conversation offers practical leadership lessons and an inspiring vision for what's possible.

Purpose 360 is produced by TruStory FM.

Full Show Notes & Resources

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(00:00) - Welcome to Purpose 360
(00:13) - Tony's Chocolonely • Douglas Lamont
(03:16) - Childhood Influences
(05:32) - Favorite Flavor
(06:07) - Origin Story
(10:28) - Becoming the Company It Is Today
(11:42) - Shifting Careers
(12:45) - How They Fight Exploitation
(18:42) - Five Principles
(20:11) - Reporting Good and Bad
(21:33) - Advice for Building Brand
(22:29) - Two Governance Tracks
(25:31) - Marketing
(29:34) - The Name
(31:07) - Advice to Young People
(33:21) - Advice for Social Entrepreneurs
(34:11) - Rapid Fire Questions
(36:58) - Last Word
(38:04) - Wrap Up