539: Saving Lives with Clean Water Solutions with Kurt Avery

How do you create world-changing impact and lasting profits at the same time?

In this inspiring episode, host Nicole Jansen sits down with Kurt Avery, the founder of Sawyer—the company renowned for its cutting-edge products protecting people against sun, bugs, waterborne disease, and injuries worldwide. But Sawyer’s story isn’t just one of innovation and growth: it’s a powerful example of what happens when service, strategic thinking, and generosity fuel a business model. Since 2008, Sawyer has donated over 90% of its profits annually, working alongside 40 charities in 80 countries and transforming the lives of more than 28 million people.

Kurt shares the trials, pivots, and timeless business truths that took Sawyer from struggling startup to global leader, while holding firmly to a purpose-driven, people-first legacy. Dive into this deep-dive on the intersection of profit, philanthropy, and disruptive innovation—and discover how unconventional thinking, mastery of business math, and service create waves of positive impact you can replicate in your own business.

What We Discuss in This Episode

• Did you imagine Sawyer would have such a global impact from the start?
• Persevering through failure: What really happens before overnight success?
• The real job of marketing and changing human behavior
• Innovation, patents, and teaching the world to use new products
• Why creative destruction is essential for continued growth
• The impact of AI on data analysis, decision-making, and future skills demand
• How to hire and develop thinkers—not just doers—across generations
• Sawyer’s product breakthroughs: Life-saving water filters, repellents, and more
• The surprising truth about maximizing profits and margins in any business
• How to instill legacy into your organization, step by step

Podcast Highlights

0:00 - Profitable Social Change Through Business

5:38 - Adapting to Retail Market Changes

7:13 - AI's Impact on Middle Management

11:41 - Sports Role Reflects Thinking Style

12:52 - Valuing Experience Over Credentials

16:13 - Ultimate Water Safety Assurance

20:47 - Decision-Making Matrix Explained

25:11 - Reinvesting Profits and Vendor Credit

27:54 - Advice on Business Finance Structure

30:56 - QR-Integrated Filter Support System

32:55 - Incredible Team Drives Success

36:01 - Legacy Over Selling Out

10 Key Takeaways

1. Business for Good Is Scalable – Sawyer gives away 90% of profits, showing that philanthropy and profitability can grow hand-in-hand.
2. Overnight Success Takes Decades – True impact often follows years of trial, learning, and perseverance.
3. Changing the World Means Changing Behavior – Selling great products isn’t enough; teaching people how to use and benefit from them is essential.
4. Creative Destruction Drives Lasting Growth – Businesses must embrace constant change in laws, culture, and technology to thrive.
5. Future-Proof Skills Are Decision-Driven – With AI taking over analysis, the most valuable skill will be high-level decision-making—learn how to think, not just what.
6. Hiring for Thinking, Not Just Doing – Assess candidates’ real-world logic, not just their credentials; team diversity in thinking styles is critical.
7. Find Profit In the Denominator – True profitability usually comes from reducing capital investment and inventory, not just upping your sale price.
8. Keep Your Equity—Use Vendor Financing and Loans – Giving aw