As business leaders, what responsibility do we have to the communities we serve—or the globe as a whole—beyond profitable bottom lines?
One could argue profit-making is enough. It stimulates the economy, provides jobs and supports families.
Perhaps also giving money in the form of charitable donations is sufficient.
Yet I’ve never been so compelled to drive our business as when I recently served as an assistant to our surgeons in a series of makeshift dental “offices” in Paraguay. As our Smile Brands team performed common, yet life-altering procedures, I realized that we have a responsibility as a business leader not only to drive profits but simultaneously to mobilize our organizations to help in the areas for which we are uniquely qualified.
The trip to Paraguay led to a business epiphany. I want our organization to be as successful as possible, both to serve our stakeholders and also people in need—in our case, people in need of dental care. The more successful we are, the more help we can provide.
My dream is for every business to be able to connect its distinctive competence to its charitable actions. I believe that every business has a responsibility to give back and that there’s no better way than by leveraging the unique capabilities of one’s own organization.
To fellow CEOs and leaders: Ask yourself—what is the single thing my company does better than anyone in the world? Now make that your charitable entrée. Think about what you can do to connect your outward actions to what you already do so well, be it healthcare, homebuilding, Internet services, manufacturing or banking.
If you have a value-based company, as our organization works to be, there are so many opportunities for you to leverage your assets and your employees’ skills to make the world a better place. For the last several years, I’ve wanted to take our distinctive competence of being one of the largest dental service providers in the nation and put our capabilities directly to work at upholding our mission of delivering “Smiles For Everyone.”
First Step
The first step toward achieving that goal was an eight-day trip to orphanages and nutrition centers in Asuncion, Paraguay, with a group of dentists and executives in December. This was the culmination of a vision my wife, Jennifer, had several years ago on our first date, when we talked about the importance of leveraging what Smile Brands does as an organization in a more purposeful way. By making the thrust of our charitable actions intrinsically connected to our distinctive competence in dental care and providing “Smiles For Everyone,” it enables us to unlock the true power of the organization.
We have 1,200 dental providers associated with us, an amazing nexus of skill. On top of that, we have the means to leverage those skills to make a dramatic change in people’s lives. That’s unique to us, and it’s unique to our purpose. With that hugely powerful force, I believe we really can change the world.
Humbled, Empowered
I was only a CEO for a few moments while in Paraguay. The rest of the time, I wore the gloves of a dental assistant, helping my doctors perform procedures. It was both humbling and empowering in a way I never could have imagined.
I’d be out there working in these communities every week if I could. Of course, I can’t do that in my current role as CEO. And in truth, I know there’s an incredible power in this position, if I’m able to keep our people engaged around mission trips like this.
As head of this organization, I can achieve with funds, resources and influence so much more than my own two hands can physically do. We’re currently planning two additional international trips and scores of local efforts this year to keep the momentum going and continue to effect positive change in our local and global communities.
I’ll conclude by asking again—what is your company the best at in the entire world? How can you bring those distinctive skills to those in need? How can you connect your company’s true power with your charitable efforts?
Bilt is president and chief executive of Irvine-based dental practice manager Smile Brands Inc.
