Purpose Before Profit: Joe Fijol Of ETHOS Event Collective On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
Find team members who share your purpose.
Building a purpose-driven business starts with having the right people around you. When your team is aligned with the same values and direction, it makes it easier for them to follow your lead and be just as invested in your mission. For example, at ETHOS, our team is deeply committed to giving back and creating impactful events, which ensures everyone is working toward the same goal.
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 Joe Fijol.
Joe Fijol, CMP, is a Principal of ETHOS Event Collective, where he leads with a vision to revolutionize the event industry through Purposeful Planning™ and sustainable practices. With over two decades of experience in the meetings and events industry, Joe has a proven track record of creating impactful programs that connect clients to local communities while delivering exceptional results. As a passionate advocate for the power of events to inspire change, Joe also serves as a 2025 IRF Board of Trustees member, contributing to advancing research and innovation in the incentive travel sector.
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 was born in a tiny town in Northern Michigan, with just a few hundred people, and the nearest city was forty-five minutes away. When I was 5, we moved to Denver, Colorado, where I spent most of my childhood. While I’ve lived over half of my life in Florida, both the
U.P. (Upper Peninsula of Michigan) and Denver still hold a special place in my heart, as they shaped so much of who I am today.
One thing that stands out when I reflect on my childhood is my parents’ resilience and dedication to building a better life for our family. We moved several times as I was growing up, and while I didn’t fully understand it then, I now realize that each move was a step up in terms of opportunities-better schools, safer neighborhoods, and more space.
I recognized this even more vividly when I visited one of my early childhood homes in my 30s. It was a modest house-just two bedrooms for our family of five-and no garage. But what I appreciate most is how my parents worked so hard to improve our lives with each move. Every house was a little bigger, the schools were a little better, and they made sure my sisters and I always had the best they could provide.
Can you share the most interesting story that happened to you since you began leading your company or organization?
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?
Early in my career, I made the mistake of prioritizing work over everything else. My priorities were completely out of balance and because of these many areas of my life were in suffering from lack of attention and priority. Over time, I realized that true success comes from putting things in the right order-God first, then family, and finally, my business. Once I made that shift, I was able to show up fully and effectively for everyone in my life.
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?
The first principle that comes to mind is transparency. For me, transparency means sharing the knowledge I must help others succeed, taking ownership when I’m wrong, and actively listening to my team’s feedback. It also involves keeping open lines of communication with everyone I interact with. I believe in having difficult conversations because they build trust and create a community where people can truly thrive. Three words that are now part of my vocabulary are “I don’t know”. For the longest time as a husband, father, and business owner I felt like I should know everything. Nothing could be further from the truth. Those three words have allowed me to learn, grow and build trust in those closest to me.
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?
Through my faith, I feel a deep calling to use my life to do good in the ways I’m able. After spending over 30 years in my industry, I saw incredible potential to use business as a force for positive change. When COVID hit in 2020 and I watched my community and colleagues face massive disruption, I realized it was the moment to make the change I had been contemplating. With ETHOS Event Collective, we are able to make a real impact by supporting local vendors with consistent business and by partnering with nonprofits in our communities. For the first time ever… I understand the role our team plays in providing for our local communities, our local businesses and connecting the people and places where all of these amazing events happen! It’s more than just an event.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Purpose-driven businesses are where employees build meaningful careers. From an employee’s perspective, they know their work is making a difference in ways that matter to them. Many people want to give back to their communities but often don’t know where to start or feel they don’t have the time. Leading a purpose-driven business that offers these opportunities is incredibly fulfilling.
On the company side, the benefits include increased employee engagement. When people love what they do and feel good about the impact they’re making, they’re more productive and invested in the success of the company. The days of clocking in and out just for a paycheck are behind us-people are looking for fulfilling, meaningful ways to spend their time.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
Our mission is to revolutionize the way events are planned, executed, and experienced, and we achieve this through our trademarked approach called Purposeful Planning™. This process serves as a detailed guideline for our team to create tailored events that not only meet our clients’ needs but also deliver meaningful impact. I believe ETHOS has experienced rapid growth in just four years due to our team’s unwavering commitment to this approach.
Our clients continue to trust us with their programs because they see the value in Purposeful Planning™. To measure the success of this strategy, we partner with the ROI Institute to provide measurable data that our clients can use to gauge the impact of their events and apply those insights to future programs. This method allows us to offer clear, quantifiable results that highlight the effectiveness of our purpose-driven approach.
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?
A pivotal moment for me was the week we officially launched the Passion Project Initiative. During that first week, we donated over $10,000 to nonprofits in the program. When I founded ETHOS in 2021, one of my goals was to create unique ways to connect our clients with local nonprofits, and seeing that vision come to life was incredibly fulfilling but what was even more amazing is that some of our clients learned what we were doing and matched our giving during their meeting. It was a powerful confirmation that ETHOS is on the right path, and it also reinforced how much more we can achieve. This experience showed me that our purpose-driven approach is not only resonating but also making a tangible difference, and it is only the beginning of what is possible.
For us, creating a positive social impact is woven into the very fabric of our company culture. Our team believes deeply in doing good and giving back, and that commitment is never something we compromise on. While I haven’t experienced a direct clash between profitability and purpose, there is a key decision we made that could be seen as financially impactful: committing to give 1% of our profit back to local charities.
But for us, it’s not just a financial decision-it’s a core value. We’ve built this commitment into our budget as a permanent line item, and it’s not something we ever question or consider reducing. Once we made the decision to give back, it was never a challenge because we’ve always viewed that 1% as something that belongs to the community. That money was never truly ours; it was always meant to do good.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
First and foremost, don’t compromise on your beliefs. As a purpose-driven entrepreneur, you’ll receive a lot of opinions and advice along the way, but remember, you’re the one taking the risk. Compromising on your core values might seem easier in the moment, but it can come back to haunt you down the road. Stay true to your purpose and lean into it at every opportunity-your business will be stronger for it.
I’d also encourage you to connect with other entrepreneurs. Every business, especially purpose-driven ones, faces its own challenges and opportunities. Consulting with others who have been in similar situations can offer valuable insight that might help you avoid missteps or make better decisions. Surround yourself with people who believe in the importance of purpose as much as you do.
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business.” If you can, please share a story or example for each.
- Find team members who share your purpose.
Building a purpose-driven business starts with having the right people around you. When your team is aligned with the same values and direction, it makes it easier for them to follow your lead and be just as invested in your mission. For example, at ETHOS, our team is deeply committed to giving back and creating impactful events, which ensures everyone is working toward the same goal.
- Have a clear vision and communicate it effectively.
It’s essential to have a vision that not only drives you but can be easily shared and understood by your team. If your team is clear on the “why” behind the business, they can fully support and help you achieve the goals you’ve set. In our case, our Purposeful Planning™ approach is central to everything we do, and making sure the entire team understands that has been key to our success.
- Surround yourself with experts who complement your skills.
You can’t do everything yourself, and you shouldn’t have to. Surround yourself with people who have the skills and expertise that you may lack. This not only strengthens your business but also makes everyone’s life easier. At ETHOS, we’ve been able to scale and deliver high-quality results because we have experts in every area, from logistics to creativity, allowing us to focus on what we do best.
- Practice humility to get things done.
Humility is key in running a purpose-driven business. It’s easy to talk about, but much harder to practice consistently. Being open to learning, admitting when you don’t have all
the answers and listening to your team will help move your business forward. I’ve found that the most meaningful progress often comes when I’m willing to take a step back and let others lead where they excel.
- Remember it’s about the purpose, not you.
At the end of the day, it’s not about you or even the business itself-it’s about the purpose behind it. Keeping that front and center will help you stay focused, especially when things get tough. When you lose sight of your purpose, everything can become more difficult. For ETHOS, our purpose is to give back and make a positive impact, and we never let that slip out of focus.
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?
Creating a culture where everyone feels connected to our mission starts with genuine commitment and clear actions that reflect our purpose. One of the most impactful decisions I made was to hire a full-time employee dedicated to identifying local charities and developing our Passion Project initiative. This move sent a strong message to the team that we weren’t just talking about giving back-we were fully committed to it through our time, resources, and financial contributions.
By making this a core part of our business model, it created a ripple effect across the team. Our employees felt more connected to the mission, knowing that the work they were doing had a direct positive impact on the communities we serve. It wasn’t just about the events we were planning-it was about contributing to something bigger. This purpose-driven approach motivated the team to put even more care into their work, knowing that their efforts were tied to making a real difference.
One specific example that stands out is when we partnered with a local nonprofit to provide resources for underserved communities. The team rallied behind this initiative, going above and beyond to ensure the project was a success, not because it was required, but because they believed in the mission. That level of buy-in has been one of the most rewarding outcomes of creating a purpose-driven culture at ETHOS.
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, I would be thrilled to see our giveback initiative grow beyond the 1% we currently dedicate to local charities. Expanding our social impact has always been a key goal and seeing that percentage rise would be a clear sign that we’re continuing to make a meaningful difference.
Additionally, I’d be incredibly proud if our clients increasingly sought our guidance on how to incorporate giving back into their programs when visiting our unique destinations. It would mean that not only are we committed to Purposeful Planning™, but we’re also helping our clients leave a lasting, positive impact wherever they go. Facilitating more opportunities for clients to engage with local communities through their events would be a major accomplishment for me.
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.
I would love to inspire a movement within our industry where everyone embraces the responsibility to be purposeful in everything we do-not because it’s expected, but because it’s the right thing to do for our industry, for each other, and for the communities we serve. If more of us in the event and hospitality sectors prioritize giving back, sustainability, and making a positive impact, we could collectively create lasting change that benefits everyone. I truly believe that when we align our work with a sense of purpose, we elevate not only our industry but also the world around us.
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 is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Purpose Before Profit: Joe Fijol Of ETHOS Event Collective 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.