Episode 5

Steward Ownership: a tool for impact founder freedom

Published on: 10th November, 2025

Struggling to turn your vision into a profitable business? Learn how impact-driven founders can leverage their research to create a sales system that fuels sustainable growth.

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In this episode of Impact Sales Radio, Julie dives deep with renowned steward ownership advocate Peter Depauw to explore how impact startups can harness the power of steward ownership as a means to honor their mission and ideals without sacrificing profitability.

Understanding the split identity of impact founders lies at the heart of this discussion. Julie shares insights into the common struggles faced by purpose-driven entrepreneurs who often feel torn between the 'noble, idealistic' side of their vision and the commercial imperatives of the startup world. With Peter’s expertise, listeners are guided through the critical concept of steward ownership—how it acts as a revolutionary framework to facilitate sustainable growth while preserving integrity.

Key topics covered include:

- The fundamental problem of conventional ownership structures, including shareholder primacy and absentee ownership, which can lead to mission drift and compromise on core values.

- A detailed exploration of steward ownership principles: maintaining self-determination and ensuring that profits serve a purpose—creating a legal and operational framework that places mission and value creation before mere profit extraction.

- Real-life examples of steward-owned companies—both legacy businesses like Bosch and newer impact-driven enterprises such as Ecosia and Signal—that embody these principles, showcasing how they have successfully navigated market dynamics without compromising their mission.

📩 Dive into the insights from Peter Depauw of Steward Owned in this episode - and for founders eager to explore steward ownership further, check out Steward Owned's knowledge hub.

Peter emphasizes that the model empowers companies to prioritize a mission-driven strategy over the short-lived whims of traditional venture capitalists. This brings about a significant transformation in the way businesses approach growth, focusing on long-term viability (en 'Exist' strategy) rather than the relentless chase for an imminent exit.

Not only does the steward ownership model offer strategic benefits, but Peter discusses its capacity to foster a culture of collaboration rather than competition. Impact startups can realize their vision for systemic change seamlessly, as alignment on mission helps facilitate partnerships with others sharing the same goals—something especially relevant in today's evolving impact landscape.

As you listen, reflect on your journey as a founder: Does your current startup's ownership model align with your core values? How do you envision incorporating stewardship into your business?


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🎧 Tune in for a comprehensive look at steward ownership specifically for impact startup founders. Learn how you can create a robust business model that remains true to your mission while efficiently navigating the dynamics of sustainable growth.

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About the Podcast

Impact Sales Radio
Unpacking Impact Startup Sales. Join Julie of Rebels x Geeks to get your impact startup to product-market fit.
Welcome to Impact Sales Radio, the show for untamed entrepreneurs who refuse to follow the traditional startup playbook and want to build a business out of their purpose.

If you’re afraid of sales, tired of being told you need to raise money, or following someone else’s blueprint for success, you’re in the right place. Here, we do things differently.

This show is for impact-driven founders who want to get paid by customers—not investors—and who are serious about turning their vision into a profitable, purpose-driven business.

I’ll take you behind the scenes of what it really takes to build an impact business—from market learning and sales strategies to the mindset shifts you need to trust yourself and take action. No fluff. No overcomplicated frameworks. Just real, tactical insights that help you create your first customer-funded offer with confidence.

You’ll hear solo episodes where I break down the stuff nobody tells you about building an impact business. I unpack product-market fit to the nitty gritty stuff you need to get done today. Occasionally, I'll share unfiltered conversations with founders who are still figuring it out, just like you are.

So if you want to stop second-guessing yourself, learn to sell in a way that feels right, and start making money while staying true to your mission—stick around.

This is Impact Sales Radio, and I’m your host, Julie.
Let’s get into it.


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About your host

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Julie de la Kethulle de Ryhove

Your host Julie is the founder of rebels & geeks, the impact startup community. She spent 10 years getting innovation to market in 25+ countries and industries. Now she applies that expertise to getting impact startups to product-market fit.