We became a B Corp in June of 2018. It was the culmination of six months of hard work to evaluate, improve upon, and measure our processes and business practices. When we began, our goal was to complete our certification as a B Corp within a year. However, in the end, it only took about half that. We’re lucky to be a small business and to have previously established great habits, but the process of becoming a B Corp meant taking stock of everything we were doing and not just the things we thought we should be. I sat down to talk with our CFO and co-owner, Corrie Herman, about her personal experience in becoming a certified B Corp agency.
How did you first hear about B Corps?
We were asked to look into becoming a B Corp by a close friend and business colleague, Cameron Madill, Founder and CEO of Pixelspoke. We had begun the process a couple of times early on, but it wasn’t until our team grew and voiced a strong interest in becoming a B Corp that we were able to get it done.
What resonated with you about becoming a B Corp?
What resonated with me was its roots in creating a community of businesses that are more than a vehicle for making money. Ben and I started Mad Fish Digital to create a different work experience for ourselves. The fact that it was profitable was a bonus, as our primary motivation was to develop a business that would provide the life we hoped to create for ourselves and our team. B Corporations are businesses that see the big picture—what a business can be and the change it can create in the lives, communities, and environments we serve.
What made you choose to start pursuing B Corp Status?
We had enthusiastic individuals on our team who’d also heard about B Corp certification. They brought up the idea as a potential goal to help solidify our culture, values, and business objectives. It was a natural step to continue to innovate and elevate the work experience.
What was the hardest part of getting certified?
The process was long since we didn’t have anyone who could dedicate their full attention to the survey. We had to pull together data we hadn’t been consistently tracking. None of it was “hard” exactly, just time-consuming, despite the fact we did beat our timeline goals.
How does becoming a B Corp impact your business?
Our B Corporation status has opened the door to many new opportunities to collaborate with other like-minded businesses. Our team members have been able to share and collaborate with peers at other B Corp certified companies to raise awareness and get fresh business ideas. We have also received positive feedback from potential clients who consider our B Corp certification a reason to work with us.
What values do you think align with both B Corp and Mad Fish Digital?
Putting people over profit has always been something we have strived to hold true. It is the people that work with and for Mad Fish Digital that create our success. We have always tried to put policies into place that encourage empathy, honesty, and transparency when it comes to the people we work with and for every day.
What’s the best part of becoming a B Corp?
The positive feedback we have received from our staff on the value of the certification and their excitement in using it to guide our strategic business plans. Their engagement and belief in the certification are what make it successful.
What advice would you give those seeking B Corp status?
The effort you put into the application and survey is well worth it. By really looking at your business practices through that lens, you get such a great perspective on the values of your company and the added impact you can have through policies and work practices.
Thanks for taking the time to sit down and chat, Corrie! Read more about our B Corp journey here, and how we’re continuing along the journey of becoming better for the world. Curious about becoming a B Corp? We’d be happy to chat more about our experience if you want to talk, or head over to the experts at B Lab to get started.
