Purpose Before Profit: Rob Neville Of Goodwill Central Texas On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
Create Sustainable Impact: It’s crucial to balance your social or environmental goals with financial sustainability. A purpose-driven business must be able to sustain its mission without compromising its financial health. This might mean making tough choices, like prioritizing pay increases for employees over other initiatives. The goal is to create meaningful — and lasting — impact.
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders, and I had the pleasure of interviewing Rob Neville.
Rob Neville, President and CEO of Goodwill Central Texas, is an experienced entrepreneur and business executive with more than 30 years of development and operations experience across the life sciences industry and software, healthcare, IT, venture capital, and nonprofit sectors. Neville is a native of South Africa and has lived in Austin for more than two decades. Before Goodwill, he served as managing director at Springbok Ventures, an impact investment and business advisory company. Prior to that, Rob was founder and CEO of Savara Pharmaceutical (NASDAQ:SVRA), which focused on developing therapeutics for rare lung diseases. Neville has served on the Board of Directors at the Austin Chapter of the Cystic Fibrosis Foundation and is currently on the nonprofit board of the Forward Foundation. Under Neville’s guidance in 2023, Goodwill Central Texas has helped nearly 9,000 people change their lives through its mission-based services, including job placement assistance programs for underserved populations; career training through the Goodwill Career and Technical Academy (GCTA); and adult high school education at the Excel Center for Adults.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I grew up in Durban, South Africa, in a community where opportunities were scarce and everyday life was a challenge. My parents never completed high school, and college seemed like an unattainable dream for me. We lived in the projects, surrounded by poverty, where survival was the focus — not ambition. Despite these circumstances, I was fortunate to cross paths with a social worker who saw potential in me. This individual gave me a much-needed “hand up,” opening the door to education and enabling me to pursue a degree.
This chance transformed my life. I went on to build a career that many would consider successful, winning the Ernst & Young Entrepreneur of the Year award, founding several companies, and even taking a company public. But as my career progressed, I realized that the achievements didn’t bring the fulfillment I was seeking. It felt like I was climbing a ladder that was leaning against the wrong wall.
When the opportunity to join Goodwill Central Texas came along, I saw a chance to make a real impact. Helping over 9,000 people each year gain access to education and employment felt like the right wall for my ladder. Here, I found a purpose-driven mission that resonated deeply with my journey and values. Now, I can provide the opportunity I was afforded to others in our community who could benefit from that same “hand up.”
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
I’ve learned how important it is to hire team members who are passionate about and align with our mission. Getting the right team members is crucial for maximizing our impact on the community. Each person plays a role in driving our purpose forward, and their alignment with our values makes all the difference. By choosing carefully and listening to our team, we ensure we’re equipped to make the greatest positive impact.
Can you share the most interesting story that happened to you since you began leading your company or organization?
Since I began leading Goodwill Central Texas, one of the most unforgettable experiences was speaking at a graduation for Project Search. This program, where we collaborate with community organizations, truly embodies our mission of providing education and employment opportunities to those who need it most.
The graduates of Project Search are often kids with disabilities who are coming out of high school with very few options. There isn’t a dry eye in the room at the graduation ceremonies. The families, who may have felt uncertain about their children’s futures, find renewed hope as they see them gain the skills and independence they deserve.
It’s an incredible privilege to witness this transformation. Seeing the pride and joy on the graduates’ faces, alongside their families’ profoundly emotional responses, brings our mission to life. It’s a powerful reminder that our work goes beyond providing jobs; it’s about giving people hope, dignity, and the opportunity to build fulfilling lives despite the obstacles they face.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
As a leader, two core values that I hold close and never compromise on are compassion and accountability.
Compassion is at the heart of what we do at Goodwill Central Texas, and it’s reflected in our corporate value of “Be Caring.” Our mission revolves around helping individuals who face significant barriers to employment and education, and we strive to create a welcoming and supportive environment for everyone we serve. By approaching every person and situation with empathy and understanding, we ensure that everyone feels valued and respected. This commitment to compassion allows us to truly make a difference in the lives of those we serve and stay aligned with our mission of transforming lives through education and work.
Accountability is another essential value that guides my leadership, which is also embodied in our corporate value of “Be Accountable.” To me, accountability means doing what you say you’re going to do, taking responsibility for actions, and being honest when things don’t go as planned. It’s about following through on our commitments, both to our team and the community we serve. By upholding accountability, we build trust and ensure that our actions consistently align with our mission, allowing us to make a meaningful impact and transform lives.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
Before joining Goodwill Central Texas, I started several for-profit organizations in technology, biotech, and financial services. While these ventures were successful in many ways, I realized over time that something was missing. I wasn’t finding the deeper fulfillment I was looking for.
I’ve always been inspired by Nelson Mandela — particularly his belief that “what counts in life is not the mere fact that we have lived; it is what difference we have made to the lives of others.” This quote resonates deeply with me and has been a guiding force in my life. I realized that I wanted my work to have a meaningful impact on others, not just generate profit.
I get tremendous joy from seeing others succeed, and I knew I needed to be in a place where I could directly contribute to making a positive difference in people’s lives. That’s why Goodwill Central Texas is the right place for me at this stage of my life. Here, I can channel my energy and passion into a purpose-driven mission, helping transform lives through education and work, and making a real, lasting impact on our community.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Goodwill Central Texas is a nonprofit, but has many business units and profit-generating endeavors that directly support our mission. Leading a purpose-driven business or nonprofit organization empowers us to make deeply meaningful contributions to both the individuals we serve and the entire communities in which we work. One of the most significant impacts is offering hope and opportunity to those who may have felt left behind. Nonprofits often step in where other systems have failed, providing crucial resources, education, and support to help individuals find their footing and build better lives.
For many, this support goes beyond just meeting immediate needs — it’s about empowerment. We offer individuals the tools and skills they need to become self-sufficient, giving them the confidence to pursue their dreams and contribute to society in meaningful ways. This transformation doesn’t just change the lives of the individuals we serve; it ripples out to their families, friends, and the wider community, creating a cycle of positive change and growth.
Nonprofits also play a vital role in fostering a sense of belonging and community. By bringing people together around a common cause, we create spaces where everyone feels valued and included. This strengthens community bonds and cultivates a shared sense of purpose that can drive collective action and resilience.
At the heart of it all, nonprofits are about building a better world — one person, one family, one community at a time.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
One of the most rewarding aspects of leading Goodwill Central Texas is hearing the life-changing testimonies of those we serve. These stories are so important to us that we make them the first item on our agenda at the start of every significant meeting, as they remind us of why we do what we do.
We serve a diverse group of individuals in Central Texas, including people who are re-entering society after incarceration. For many, Goodwill is their first job after leaving the prison system. We’re committed to helping them not only survive — but thrive. Through programs like Upward Coaching, we assist team members in setting and achieving personal development goals.
One story that deeply resonates with me is about a team member who worked in one of our retail stores and, unbeknownst to us, was living out of her car for nine months. When we learned of her situation, we were able to support her through vocational training at our academy and provide her with an opportunity for an internship. She excelled and is now in a critical role at our corporate offices.
For her, moving into her own apartment and being able to get a Christmas tree for her children was a monumental step. It’s moments like these that remind me of the profound impact purpose-driven organizations have — not just in providing jobs, but in transforming lives. Many of us take the roofs over our heads for granted. Knowing the part we played in this team member’s story is deeply humbling and reaffirms my commitment to our mission.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
There have been moments when our commitment to purpose and creating a positive social impact has clashed with the financial realities of running a business. A recent challenge was deciding to increase the base pay for our lowest-paid team members. With our organization operating on very slim margins, even a minimal pay increase can cost us millions of dollars annually.
Our frontline workers in Austin were earning less than a livable wage, which did not align with our values of being caring and accountable. We recognized that we needed to do more to support our team members. So, we made the decision to increase the base pay for all our employees in 2024, even though this meant leaving little room in our budget for other strategic initiatives.
This decision wasn’t easy, as it significantly impacted our finances and meant putting other plans that were also important to our work in the community on hold. However, it was the right thing to do. Ensuring our team members are paid fairly and can afford to live in the communities they serve is fundamental to our mission. Sometimes, tough decisions are necessary to stay true to our values and prioritize the well-being of our people.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business? What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.”
Starting a purpose-driven business is a rewarding journey, but it requires a thoughtful approach. Here are five things you need to create a highly successful purpose-driven business:
- Clarify Your Purpose: Start by clearly defining what your business stands for beyond profit. Identify the societal or environmental issues that you are passionate about and consider how your business can address these. Your purpose will be your North Star, guiding every decision you make. At Goodwill Central Texas, our mission to transform lives through education and work drives everything we do.
- Integrate Purpose into Your Business Model: Ensure that your purpose is not just a statement but a core part of your business model. This means embedding it into your product development, marketing, customer service, and operations. Purpose should influence every aspect of your business. For example, our focus on community impact is reflected in our hiring practices, training programs, and the way we serve our customers.
- Create Sustainable Impact: It’s crucial to balance your social or environmental goals with financial sustainability. A purpose-driven business must be able to sustain its mission without compromising its financial health. This might mean making tough choices, like prioritizing pay increases for employees over other initiatives. The goal is to create meaningful — and lasting — impact.
- Stay Adaptable: The world is constantly changing, and so is the landscape for purpose-driven businesses. Be prepared to adapt and evolve your strategies as you learn more about your market, where you can act as a catalyst for change, and the true impact you’re making. Flexibility and a willingness to pivot when necessary will help you stay relevant and effective.
- Maintain Passion and Perseverance: Building a purpose-driven business isn’t easy, and you’ll face many challenges along the way. Staying passionate about your mission and resilient in the face of obstacles is essential. Your commitment will inspire your team and carry you through difficult times. For me, the joy of seeing lives transformed keeps me motivated and focused on our purpose, even when the path is tough.
Ultimately, the key is to stay true to your purpose while balancing the practicalities of running a business. With a clear mission and a solid strategy, you can create a powerful force for positive change.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
Goodwill Central Texas’ mission statement and core values serve as our North Star, guiding every decision and action we take. To foster a strong sense of connection to our mission among our team members, we emphasize living out these values every day. We actively recognize and celebrate those who embody our values through various initiatives, helping to nurture a culture where everyone feels aligned with our purpose.
One way we do this is by integrating “Recognition Moments” into our board meetings. Alongside “Mission Moments” that showcase stories of the lives we’ve impacted, we also celebrate team members who have excelled in exemplifying our core values. This highlights the incredible work being done and also reinforces the importance of living our values.
Recently, we celebrated a team member who started with us 10 years ago at minimum wage and has grown to become a district director overseeing about $30 million in revenue. She received the “Be Innovative” award, reflecting our value of continuous improvement and creativity. Her journey is a testament to the power of aligning personal growth with organizational values. Recognizing achievements like hers motivates others on the team, showing that when we all commit to our mission and values, we can achieve remarkable things together.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
Two years from now, as I look back on our organization’s progress, there are several specific accomplishments that would make me truly happy.
First, I want to see a shift in mindset and performance. One observation I’ve had is that nonprofits often accept less-than-optimal organizational efficiency, partly due to limited resources and the inability to pay competitive wages. We’ve started challenging this mindset, aiming to operate with the efficiency and drive of a for-profit company. Over the next 24 months, I’d like us to have made significant strides in adopting this approach, creating a more streamlined, effective organization.
One of my top priorities is ensuring that we pay our team members a livable wage. This would involve not just incremental raises, but a clear and achievable plan to reach this goal, demonstrating our commitment to valuing and supporting our workforce.
Additionally, I hope we will have successfully expanded our retail footprint, increasing our ability to generate funds for our mission. More stores mean more resources to transform lives through education and work.
Finally, I envision a significant expansion of our Excel Center Adult High School locations across Texas. Providing education, especially to those reentering society, is crucial — and I want to see our reach grow, helping more individuals gain the skills they need for a brighter future. Accomplishing these goals would mean we’ve made meaningful progress toward a more impactful and sustainable future.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could inspire a movement that would bring the most good to the most people, it would be centered around Empowerment Through Education, Work, and Innovation. This would focus on equipping the most underserved among us with the tools and opportunities needed to narrow the gap between the “haves” and the “have-nots,” especially in the age of rapid technological advancements like AI.
One powerful way to achieve this is by deploying AI technologies directly into the hands of our clients. By doing so, we can help them become more competitive in the job market, ensuring they aren’t left behind in a world increasingly driven by artificial intelligence. It’s about leveling the playing field and giving everyone, regardless of their starting point, the chance to thrive.
Another goal of this movement would be to educate our communities about the importance of sustainability. Every time you shop or donate, you’re contributing to the circular economy and helping save our planet. I want to inspire a new generation of companies to see the waste of others as the building blocks for their innovative ideas. By promoting sustainable practices and encouraging businesses to leverage resources more creatively, we can foster an economy that benefits everyone while also protecting the environment.
This movement would drive a shift towards a more equitable and sustainable future, where education, technology, and environmental stewardship work hand-in-hand to empower all individuals and create a more just and prosperous world.
How can our readers further follow your work or your company online?
You can follow us on social media — we are @austingoodwill on all platforms — and you can check out more information about our programs at https://www.goodwillcentraltexas.org/.
I would also love to connect with Authority Magazine readers directly on LinkedIn at linkedin.com/in/robertneville.
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Purpose Before Profit: Rob Neville Of Goodwill Central Texas On The Benefits Of Running A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.