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Robyn Smith

Values-Based Business 

Robyn Smith, founder and CEO of Faithful to Nature, shares in this recipe the hard work and focus needed to build and run a values-based business. 

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Straight out of university, Robyn Smith landed the perfect job in London, working for a company that had been voted - twice - the best place to work for in the UK and Europe. It was, however, not enough to make up for the routine and structure of the corporate world, and the disconnect Robyn experienced from working with clients whose values didn’t align with hers.
She therefore returned to South Africa in 2006, determined to be an entrepreneur who makes the world a better place. This calling led to the birth of Faithful to Nature as a values-based online retailer that enables ordinary people to choose honest, ethical and affordable products.


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10 Tasty Bites 

Below is a preview of what you can expect to learn in this recipe. 

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About This Recipe


When Robyn Smith returned to South Africa from the UK in 2006, she knew she wanted to be an entrepreneur that contributes to a better world. How she would achieve this wasn't clear, but guided by her own penchant for organic and natural products, she discovered the wealth of green innovation in the country - and the difficulty in separating the wheat from the chaff.

As its founder and CEO, Robyn recounts Faithful to Nature’s journey as a values-based business that holds itself to its brand promise, which is that the company’s procurement processes guarantee the integrity of the products it offers.

The recipe is a powerful testament to the importance of company values, radical transparency and a focus on long-term profitability when it comes to building customer loyalty and brand equity.

What You'll Learn


The many valuable lessons in this recipe include why trust is a more valuable offering than any product or service, and how to approach a mistake as an opportunity to acquire a customer for life.

You will also get ideas on how to ensure your company values are lived and breathed by your entire team, the vigilance required to remain true to a policy of radical transparency, and some practical ways in which to demonstrate respect for your customers.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.

Get Learning

This entrepreneurial micro-course will take you only a few minutes per day (or you can binge if you want to). Feel free to skip around and please let us know what you think. 

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Deep Cuts 

Love this recipe? Here are some additional videos to delve even further into the topic.


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