EP221 – Becoming B Corp… And the Difference It Made To My Business - Success Stories with Gildas Jones & Ian Luckett

For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are. 

Gildas explained that he’s always been passionate about running a business with strong values, prioritising ethical operations over simply making money. However, the decision to pursue B Corp certification came after a lost sales opportunity. His team had gone through the entire sales process with a target client, only to be told at the final stage that they were choosing another provider—solely because they were B Corp certified. That moment was the catalyst for Gildas to explore what B Corp involved and how it could position Dial A Geek as the kind of IT provider that purpose-driven businesses want to work with. 

The process of becoming B Corp certified, however, was no small feat. Gildas likened it to an ISO certification but with a much broader focus—covering sustainability, employee engagement, client relationships, and governance. The certification isn’t just about proving that you operate ethically; it requires a deep dive into your business, documenting every policy, process, and decision that affects people and the planet. Every company is scored based on their impact, and maintaining certification requires continuous effort, including annual impact reports and a full recertification every three years. 

One of the biggest surprises for Gildas was the amount of work involved. Initially, he assumed it would be a straightforward project, something his marketing manager, Nina, could handle. But as they progressed, it became clear that B Corp certification touches every part of a business. There were unexpected complexities, like being classified as a retailer due to the volume of laptops they sell, which required additional scrutiny of their supply chain. The lesson here? If you’re considering B Corp certification, you need someone with a process-driven mindset to take the lead, and you must ensure your entire team understands why you’re doing it and what’s expected of them. 

The investment in time and money was significant, and I asked Gildas whether it’s actually made his business more profitable. His honest answer? Not immediately. If you’re looking for a quick financial return, B Corp isn’t the way to go. But what it has done is professionalise the business, putting structured governance in place that benefits everything from HR policies to long-term strategy. And, crucially, it’s opened doors to new clients—particularly those who prioritise ethical and sustainable partnerships. 

One of the unexpected benefits has been the influence Dial A Geek has had on its own clients. Several businesses they work with have now started their own B Corp journeys after seeing the impact it’s had. This highlights an important point: B Corp certification doesn’t just affect the business that earns it; it creates a ripple effect, inspiring others to step up and improve their own business practices. 

There’s also the exclusivity factor. In the UK, there are only a handful of MSPs that hold B Corp certification. This gives Dial A Geek a unique advantage in networking and business development. In a room full of B Corp-certified businesses looking for an IT provider that aligns with their values, Gildas’ company stands out without even having to pitch. As he pointed out, working with businesses that share your ethical stance not only makes business smoother but often allows you to command a premium because those clients are looking for long-term, trusted partnerships—not just the cheapest option. 

So, what’s the takeaway from this episode? If you’re an MSP thinking about B Corp certification, start by visiting the B Corp website and reviewing the questions. Understand that it’s a commitment—not just a badge. You’ll need buy-in from your team, a clear leader to drive the process, and a willingness to review and refine your operations. It’s not a quick win, but if values-driven growth is part of your long-term strategy, it could be one of the most rewarding decisions you make. 

 

For further information on The MSP Growth Bootcamp starting on 1st April - Click HERE 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads. 

OR  

To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE 

Until next time, look after yourself and I’ll catch up with you soon!