Purpose Before Profit: Eulois Cleckley Of ‘Friends of The Underline’ on The Benefits of Running a Purpose-Driven Business
An Interview With Chad Silverstein
Hiring the Best People: As a leader, you don’t need to be the smartest in every area. Your job is to put the best people in the right positions and empower them to succeed. Surround yourself with talented individuals who complement your skills and help drive the organization forward.
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 Eulois Cleckley.
Eulois Cleckley serves as Friends of The Underline Chief Executive Officer. Cleckley, formerly the Director and CEO of the Miami-Dade Department of Transportation and Public Works (DTPW), brings 20 years of leadership and expertise in the transportation industry, holding numerous executive positions in major metropolitan areas throughout the country. As CEO of Friends of The Underline, Cleckley is responsible for the overall management and leadership of the organization’s finances, fundraising, programming and advocacy. He also drives strategic partnerships by working with public and private stakeholders to ensure The Underline’s continued growth and lasting impact on Miami’s urban landscape.
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” and how you grew up?
I grew up in the Washington, D.C. area. My family roots are in South Carolina and many family members now reside in New York. I’m the youngest of three boys, all of whom are doing well in their respective fields. I went to North Carolina A&T State University, where I earned my degree in Transportation and Economics. I also completed a Global Logistics Professional Designation from California State University. After college, I started in the logistics industry, but eventually transitioned into the public sector, where I held various roles at the federal, regional, and local levels.
Throughout my career, I’ve focused on maximizing opportunities for people to succeed within the organizations I’ve led. I’m people-oriented, driven, and known for accomplishing significant projects and improving organizational performance and culture. It’s something I truly enjoy and have done across both public and private sectors.
Can you share the most interesting story that happened to you since you began leading your company or organization?
One of the most heartwarming stories comes from our team member, Dominique, who does a lot of outreach along The Underline, particularly with the unhoused population. At the onset of assuming the position of CEO of Friends of The Underline, I learned we had a dedicated team responsible for coordinating outreach and providing services to help unhoused individuals find shelter or medical care. I’ve heard numerous stories of Dominique having helped countless people along the Underline, connecting them to hospitals or shelters in the county. It was exciting and deeply rewarding to see the direct impact of our work in ways I hadn’t realized.
We often learn the most from our mistakes. Can you share one you made that turned out to be one of the most valuable lessons you’ve learned?
There have been many lessons learned along the trajectory of my career. One which stands out to me wasn’t necessarily a mistake but more so a huge challenge that I learned from, particularly how to negotiate in circumstances where there may be a lot of complexity or significant stakeholder interests involved. During my time in D.C., I worked on a project which involved negotiation with one of the railroad stakeholders to fix an infrastructure conflict in the region. This project involved a 100-year-old freight railroad tunnel that needed to be expanded. The challenge was navigating the complexities of land ownership and stakeholder interests. The most important lesson I learned was about negotiation — understanding when to hold firm and when to let go. In this case, we had to balance the city’s needs with those of the freight railroad without delaying their work. The key takeaway was realizing that successful negotiations often require flexibility and mutual understanding to reach a win-win solution for all parties involved.
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?
In leadership, to build a strong team, three principles are essential: respect, trust, and consistency.
- Respect: You must show respect for your staff, no matter their role or type of position they hold. Whether you’re working with someone doing manual labor or an engineer designing plans, everyone has a vital role to play within the organization. As a leader, it’s your responsibility to respect each individual’s roles, responsibilities, and overall contribution.
- Trust: Leading with integrity and doing what you say you are going to do is crucial. If I commit to something, I must deliver. Be transparent if you can’t do something. Being trustworthy ensures your team believes in you and follows your vision forward because they know you have their best interest at heart.
- Consistency: Being steady and ensuring every day you treat people in the best and most respectful way is essential. Have an even temperament, and treat people the way you would want to be treated. Doing this consistently creates a sense of reliability, and positions you as a trusted source who people feel confident they can come to with challenges and get results.
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?
Years ago, I started a nonprofit focused on educating underserved communities about transportation-related projects. I’ve always been passionate about social entrepreneurship, using business to make a positive impact. My career in both the public and private sectors has been about making people’s lives better. Friends of The Underline aligns perfectly with my personal philosophy. The Underline is one of the most innovative transformational projects in South Florida and the country. It’s not just about developing a space; it’s about creating a destination that provides opportunities for businesses, residents, and visitors while promoting health and wellness, all through economic development. It’s a fantastic opportunity to do good while putting my entrepreneurial spirit to use at the same time.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
A purpose-driven business allows for far-reaching impact, well beyond the typical for-profit model focused solely on the bottom line. While financial stability is still essential, the breadth of impact that a purpose-driven organization like Friends of The Underline can have is transformative. You attract stakeholders who share similar values, which leads to powerful partnerships and collaborations. These alliances enable you to advance both your mission and that of others, creating an ecosystem of positive change. It’s the difference between selling a product and creating lasting social value.
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?
Friends of The Underline’s success is deeply tied to its mission of revitalizing spaces and promoting community well-being. What started from a concept and crazy idea our Founder Meg Daly had in wanting to figure out a way to reuse and repurpose space beneath Miami’s existing Metrorail tracks, has transitioned into what we have today. The Underline is a vibrant, multi-use area where locals and visitors can take transit, walk, bike, and connect with nature. Today, we have about three miles worth of redeveloped space which has been turned into an art, nature, health and wellness, and business destination, with an additional seven miles which will be complete by 2026. We’ve already seen incredible success, with over 2.1 million visitors last year alone. The project is transforming the neighborhood by offering amenities that promote health, wellness, and economic development. With over 120,000 residents and 20,000 businesses in the surrounding area, The Underline is becoming a key destination for locals and visitors alike where they can enjoy not only a beautiful space to walk, bike, and enjoy scenery, but also participate in any number of activities.
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 impactful stories comes from our Green Leaders program, funded by a grant provided by Bank of America. The program trains local residents in horticulture, allowing people to engage in real life training, teaching them skills they can eventually use to acquire the certifications they need to pursue careers in this field. It’s a direct example of how Friends of The Underline is contributing to workforce development, creating jobs, and empowering individuals to fulfill their potential. This program is a testament to how purpose-driven initiatives can create long-lasting economic and social impact.
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?
Yes, balancing programming that meets the needs of the community with financial sustainability is always a challenge. As The Underline continues to grow, we must ensure that activities and events align with both the community’s desires and our mission. While it’s important to provide engaging programming, we also need to maintain long-term financial viability. This requires careful planning, collaboration with our staff, and making decisions that ensure we’re delivering high-quality experiences while remaining fiscally responsible.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
My advice is to take the time to clearly define your purpose. Whatever idea you have, write it down, organize your thoughts, and create a realistic plan for achieving your goals. Having a well-thought-out business plan will help you navigate challenges and keep your vision focused. Then, talk to as many people as you can. You’d be surprised how many people in your network, or even strangers you meet, will be willing to support your mission if you articulate it well. Passion, perseverance, and clarity are key to driving your idea forward.
What are the “5 Things You Need to Create a Highly Successful Purpose-Driven Business?”
- A Clear Vision: It’s crucial to define what your mission is and what you aim to achieve. In my previous role, we didn’t have a clear vision when I started. We spent significant time developing one that aligned our entire department toward a unified goal of becoming the best provider of transportation services in the world. A clear vision gives everyone something to rally around.
- A Strong Mission Statement: Your mission should support your long-term vision. It should be concise, actionable, and easy for your team to understand. For example, at the Miami-Dade Department of Transportation and Public Works, we revised our mission to focus on safety, reliability, efficiency, equity, and sustainability — key values that guided all of our efforts.
- Strategic Priorities: Identify what actions are necessary to achieve your mission. Prioritizing your efforts is essential to avoid chaos and focus your team on the most important tasks.
- Measuring Success: Set measurable goals to track your progress. Whether it’s through data points or other indicators, measuring success ensures you stay focused and improve continuously.
- Hiring the Best People: As a leader, you don’t need to be the smartest in every area. Your job is to put the best people in the right positions and empower them to succeed. Surround yourself with talented individuals who complement your skills and help drive the organization forward.
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?
Communication is key. I pride myself on being available and approachable. I make an effort to have an open-door policy, and I coach my team through challenges. Whether explaining a project or helping them develop their own solutions, I aim to be transparent, patient, and supportive. This creates a culture of trust and collaboration where everyone feels valued and motivated to contribute to our shared mission.
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?
A major milestone would be completing the final phase of The Underline, transforming 10 miles of space into a first-class destination that offers innovative programming, immersive wellness activities, and ample opportunity for community engagement. I envision The Underline will continue to be seen as a must-visit place for anyone who lives, visits, or works in Miami — a space where people feel connected and inspired, and one that they need to experience.
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 see tremendous opportunity to help the current and future generations in being prepared to lead. With that in mind, I would advocate for developing strong, ethical leaders who can maximize the potential of those around them. Leadership has a profound impact on people’s lives, and good leadership can expand opportunities for individuals and organizations, while poor leadership can diminish them. I’d love to see more people take leadership seriously and commit to nurturing the next generation of leaders who will drive positive change in society.
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 with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Purpose Before Profit: Eulois Cleckley Of ‘Friends of The Underline’ 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.