Q&A with Top Impact Company CEO, Wendy Gonzalez

Sama ranked No. 48 on the list of 2024 Real Leaders Top Impact Companies.

By Real Leaders

About: Sama is a globally recognized leader in data annotation and model validation solutions for enterprise AI models that require the highest accuracy. The company pioneered an impact model that harnesses the power of markets for social good and meaningfully improves employment and income outcomes for those with the greatest barriers to formal work.

Real Leaders: How does Sama thrive in the impact space?

Wendy Gonzalez: Every decision that you make has multiple facets. That makes every judgment call that much harder. External validation can also help you to be aware of your different bottom lines. By registering as a public benefit corporation, for example, your company will be legally bound to consider your stated mission. B Corp Certification, which requires reporting, can also be a great way to accomplish this. It is no longer enough to simply say you are dedicated to impact. Instead, thriving requires constantly measuring and monitoring specific metrics.

RL: What milestones did the company achieve in 2023?

Gonzalez: In 2023, Sama released Platform 2.0, which is a re-engineered computer vision platform to reduce the risk of machine learning algorithm failures. Platform 2.0 can deliver a 99%-client-acceptance rate for AI training data through SamaAssureTM, the industry’s highest quality guarantee, with an annotation delivery rate of up to 300+ million frames, 850+ million shapes and 10 billion annotation points a month. Sama also released its first impact report since becoming a public benefit corporation. In 2022, the company created 1,622 new entry-level jobs, a single-year record. Among these new hires, 35% were unemployed in the six months prior to joining Sama, and 56% were living below the international poverty line. In terms of third-party awards, Sama won a 2023 Business Intelligence Group Innovation Award for its work with food waste reduction company Orbisk; it made the Inc. 5000 list of America’s fastest growing private companies for the fourth year in a row.

RL: What is the biggest challenge Sama overcame?

Gonzalez: As it was for many, spring 2020 was extremely difficult. First, our founder, Leila Janah, passed away after a battle with epithelioid sarcoma, a rare form of cancer. Just eight weeks later, the world began shutting down in the COVID-19 pandemic. As an impact sourcer focusing on hiring people who may otherwise not gain formal employment or who are from low-income communities, moving to remote working was incredibly difficult. For example, we worked with the Kenyan government and ISPs to put high-speed connections into slums in Nairobi, and we did the same in rural Uganda. We delivered battery packs and laptops via tuktuk. We set up hotels for people to get connected when these solutions didn’t work. Like many things at Sama, these efforts also had a ripple effect — they helped our employees’ children to go to school and, by keeping people employed, also ensured they could ride out the pandemic. We came out of 2020 stronger as a company and continued our growth even in those tough times.

RL: What is the company’s best strategy for finding investors?

Gonzalez: It’s simple: Find investors who understand your mission. When Sama decided to convert to a for-profit company, we did so because we wanted to sustain our mission and create a critical mass of funding to make the necessary investments to do that. There are now impact investors, including one of our own investors, Rubio Impact Ventures, specifically looking for companies that are making a difference somehow. Do your research and contact those who are most aligned with your mission, who have previous experience in a similar space, and who have the right tools to get you to the next level. Having a positive relationship with your investors is easier to build when you are on the same page.

RL: What is Sama’s long-term, mission-oriented dream?

Gonzalez: To create a market where social enterprises are part of the standard and social impact criteria are part of the buying process for all businesses. Regulation will catch up, but we need investors and customers to demand this. Those demands will create a feedback loop that constantly reinforces the need for social enterprises and helps them grow. At Sama, we believe business is a force for social change. With issues like alleviating global poverty having been stalled by the COVID-19 pandemic, there is no time to waste in building a better global ecosystem that gives everyone a seat at the table. To that end, Sama’s majority shareholder, the Leila Janah Foundation, supports social enterprises in Kenya and Uganda through initiatives like the Give Work Challenge (GWC), which runs twice a year for both extant and new businesses, and the Growth Fund, which supports former GWC winners with an additional grant. These programs and others like them are helping to build wealth and financial independence in Africa and around the world.

3 Luxury Sustainable Destinations We’d Love to Visit

It can be easy to get caught up trying to cram as much as possible into a trip. After all, this may be the only time you visit the destination.

Though a packed itinerary may seem ideal on paper, you’ll likely spend most of your vacation rushing from one place to another. So while you may tick off many bucket-list sights, you’ll miss out on getting to know the destination. This fast-paced hit-and-run style of tourism is a surefire recipe for stress. Instead, give yourself more time to explore the destination. Instead of taking multiple shorter trips each year, opt for just one, longer vacation.

Life’s too Short to Stay at Home

If you’re looking for tourism that truly has a positive impact but unsure where to go, Earth Changers connects you to the most sustainable tourism worldwide, engaging with the people behind places to reveal their true passions and purpose. Instead of sending a check to charity in a far-flung destination, go there yourself and show your support. London-based Earth Changers’ unique destination and human stories demonstrate commitment to community and conservation for sustainable development through tourism. On the same day, her oldest friend’s partner was hospitalized with a terminal illness and another friend was in a car accident, left in a coma, founder Victoria Smith decided in her 20s that she had to have something serious on her resume. “Life is too short not to explore, pioneer, and follow your heart and adventure with passion,” she says. “We should experience the world, extraordinary people, and awe-inspiring places.” Many people think of tourism just as lovely holidays instead of a complex and extensive sector of an economy, but tourism supports 10% of the world’s jobs and GDP. Help plant trees at the Lapa Rios Ecolodge in Costa Rica; work alongside communities in Madagascar on their sustainable solutions for health, conservation, education, and livelihoods; or see firsthand how high seas research, coastal conservation, education, and marine filming is done on a marine conservation yacht.
Earth-Changers.com

Your Childhood Treehouse in the City of London

Retreat into the reclaimed wood walls of Treehouse Hotel in London, a cloud-brushing escape where you’ll encounter a green paradise. Rooms are a portal back to childhood —silver birch tree trunks pierce through bathroom tiling, endearing sloth toys sit on organic bedding, and cushioned window nooks are perfect for sipping tea while gazing at views of cinematic city landmarks. Treehouse Hotel was founded on the ideas that inspire a child to build a treehouse. Adventure, independence, cozy spaces, and repurposing crafty things are what make a place warm and special. The hotel celebrates found objects, nostalgic tunes, handmade details, and locally sourced treats. The owners have minimized single-use plastics, committed to a recycling and composting scheme, and placed locally sourced products around the rooms. TreeHouseHotels.com

A Luxury Vacation that Gives Back

After setting up Cambodia’s first private marine sanctuary, Song Saa Private Island founded its own nonprofit organization, the Song Saa Foundation, which works to protect the natural habitats of the Koh Rong Archipelago and improve the welfare of people who live there. The resort has been pioneering luxury tourism in Cambodia for many years and has always done so with sustainability in mind. To date, the foundation has provided 3,000 locals with vital healthcare; distributed stationery, vitamins, and clothing to 6,000 schools; distributed water filters throughout the archipelago; and protected more than 10,000 hectares of mangrove forest. “We have a 700-foot marine reserve around Song Saa where the underwater wildlife is thriving like never before,” says general manager Donald Wong. The resort is proof that luxury can be done responsibly, bringing benefits to both visitors and locals. SongSaa-PrivateIsland.com

Mastercard CMO: “How to Master the New Marketing Mindset for Tomorrow’s Consumers”

So, what should we know about the consumers of tomorrow, and what messages will resonate with them? One of the biggest cultural transformations happening around the world is that consumers aren’t expecting brands to sell them stuff anymore.

Instead, customers now expect brands to create societal good. They want companies to be honest, transparent, operate with integrity, and not take them for a ride. In addition, a new generation of young people from around the globe are more socially conscious and demanding change like never before. These people are willing to pay a premium to companies that behave responsibly, and marketers can no longer focus solely on product message and market share. Like a double-edged sword, technology can disrupt people’s lives for better or worse.

The next big part of the industrial revolution is artificial intelligence. If applied to the medical sciences, it’s a brilliant tool; on the other hand, it can be terrible if intrinsic biases from the past creep into AI and unleash a Frankenstein scenario into the marketplace. We’re faced with a long list of new technologies today: virtual reality, blockchains, 3D printing, 5G, drones, autonomous driving vehicles, the Internet of Things, Bluetooth speakers, and wearables. All these things have the potential to disrupt people’s lives in good and bad ways in the very near future.

As a business leader or brand marketer, you need to ask yourself how these millions of small innovations will affect your business and how you might adjust your strategies accordingly. The future will be so radically different that the current strategies, concepts, and frameworks of selling our brands will no longer work.

We’re currently on the cusp of the fourth and fifth paradigm of the technology revolution. Each one was ushered in by disruptive technologies. For example, the third paradigm was ushered in by social media platforms and connected mobile devices that have changed our lives. The fourth paradigm has built on the third by adding location-based marketing, social media marketing, and influencer marketing to our devices. Unfortunately, this has been at the expense of user privacy, and many consumers now feel digitally harassed and are turning away from these marketing techniques.

The solution? Quantum marketing. Business leaders must now completely reimagine marketing and reinvent it for the immediate future. Leaders need to become true general managers with a command of data, finance, PR, and other disciplines to transform marketing’s ecosystem. Quantum marketing will demand that business leaders adopt a new mindset and leave behind dated models, such as loyalty. Today’s consumers are fundamentally disloyal, so brands need to end the habit of spending hundreds of millions of dollars on customer loyalty programs. Loyalty must instead evolve from an era of winning and keeping consumers by winning each interaction. The brands that leaders build now must embrace consumers rather than the converse, turning old marketing methods upside down.

Last year, a study in the U.K. asked participants who were married or in a relationship if they would ever consider cheating on their partner. Seventy percent said they already had, and a large percentage of the remainder said they would if they knew they wouldn’t be caught. So, as marketers, are we foolish to believe that customers will be loyal to our brands and loyalty programs when their personal relationships — with serious levels of explicit commitment — are not solidly based on loyalty? Harping on customers from an elevated platform about how they should be loyal to your brand is not a good strategy.

I travel extensively as a senior executive of Mastercard and belong to loyalty and reward programs of almost every major airline. Is that real loyalty? No, it is simply a great way to get some cheap or free rewards. Real brand loyalty is something else.

We’ve seen the rise of chief experience officers in many companies who create seamless and unforgettable experiences for customers. This is a relatively new skill that will become critical to retaining customers. Dumping marketing messages onto consumers without pausing to consider how they will take it is a grave mistake.

To get people to love your brand, you need to adopt a social purpose. This is not something you can easily fake, and consumers will recognize the authenticity. It’s not about grabbing a short-term politically correct issue to get consumer attention for a few weeks either. Consumers are not stupid and will quickly see through your act. So instead of pursuing profits as your purpose, pursue social purpose. This should become your North Star, and the profits will follow.

Raja Rajamannar is the chief marketing officer and president of the healthcare division of Mastercard. He is responsible for successfully leading the company’s marketing transformation, including the integration of the marketing and communication functions.

Electric “Elephant” In Germany De-ices Aircraft

The fleet of de-icing vehicles at Munich Airport has received powerful and environmentally friendly support. Recently, an all-electric “Elephant e-BETA” from Danish manufacturer Vestergaard has been used for de-icing aircraft.

According to the manufacturer, the “Elephant e-BETA” is the first electric de-icing vehicle. The spray arms and nozzles driven by electric motors perform the de-icing of aircraft silently and effectively and the heart of the vehicle is a large lithium-ion battery power pack that enables the electric de-icing of around 10 to 15 aircraft. The battery allows the de-icing vehicle to complete around two to three hours of operation without recharging.

The vehicle still drives to the de-icing areas with a conventional diesel engine, but at the aircraft site itself, the engine is switched off, and the all-electric de-icing begins. Elephants are known to have great endurance and exceptional sensitivity, and the Danish manufacturer adopted the Elephant e-BETA name to demonstrate that these attributes of nature can be applied to technology and machines that perform important jobs, while reducing environmental footprints.

Compared with conventional de-icing vehicles, the electric version can avoid up to 87% of the CO2 emissions caused by traditional vehicles. The vehicle is the latest initiative to be added to Munich Airport’s climate strategy, which envisages the airport operating in a CO2-neutral manner by 2030.

How to Achieve Your “Why” With the S.P.E.A.R. Method

PODCAST PEOPLE: A Summary from the Real Leaders Podcast

Kuda Biza is an entrepreneur, building companies to deliver profit and value while empowering vulnerable people everywhere to become the best versions of themselves. He is also the author of The S.P.E.A.R. Method: 5 Simple Steps to Balanced Success and Fulfillment.

The following is a summary of Episode 158 of the Real Leaders Podcast, a conversation with author and entrepreneur Kuda Biza. Watch, read, or listen to the full conversation below.

The S.P.E.A.R. Method

Kuda shares how his career journey parallels the five steps of the S.P.E.A.R. Method, which offers insights on how to maximize success and impact while attaining personal fulfillment:

Seek Your Why

“The first step is seeking your purpose, seeking your why, your calling in life. Because if you’re living your life, but you’re living someone else’s calling, you’re never going to be fulfilled. The thing that will give you fulfillment is you pursuing your purpose.”

Plan

“We need to demystify the whole notion that plans are static. A lot of people feel that you just create a plan once, and then that’s it. No, plans are actually dynamic. There’s so many ways where you can create a plan, and some people might take the effort in understanding their purpose, but never take that step to actually sit down to say, okay, how am I going to achieve this?”

Listen to Episode 158 on Spotify, Anchor, Crowdcast, and Apple Podcasts

Execute

“Feed your faith and starve your fear. Whenever you embark on accomplishing something big, there is an element of fear that approaches anybody — we’re humans, right? In Africa, we like to say the way to eat an elephant is one bite at a time. So that’s the first key thing about execution: understand the big, hairy, audacious goal, but break it down into small milestones that get you there.”

Achieve

“Sometimes when you set out to achieve something, maybe you’re only going to achieve 20 percent. But does that mean that you give up, or do you continue pushing until you hit 100 percent? Do not be afraid to not only dream big, but to actually take the action to achieve those big dreams.” 

Repeat

“There are three important days in any life. The day you are born, the day you find out why, and each day you act on your why. So just make sure that every single day, you’re taking some action in achieving your why.”

 

Transcript

Martin Luther King III: “Leadership Starts With You”

The son of Martin Luther King Jr. shares his insights on how your family can grow and sustain a mission-aligned leadership culture that transcends the next generation and beyond.

Martin Luther King III describes what family leadership looks like against a landscape of global problems:

Where to focus family leadership efforts. There are monumental world issues that we should focus on as a society. Climate change is among the most important because if our water and air are polluted, then everything else is for naught. If we don’t find ways to address it, we’re going to all be in trouble.

Second is the eradication of poverty in the world and certainly, within our own nation. Our nation has an inordinate amount of poverty based on the amount of resources that exist here. My parents used to talk about the eradication of poverty, racism, and I’d say violence – although my dad used to call it militarism. Those triple evils are where leadership-oriented families must focus. 

The King family’s leadership focus. Society has embraced a culture of violence. It’s in our cinemas and in the gaming industry targeting our children. It’s in our homes as domestic violence. Leaders have to think about how to create a culture of non-violence because non-violence is sustainable. Our culture cannot sustain itself if we continue to operate this way.

If we can live a day in peace, why can’t we live a week in peace? If we can live a week in peace, why can’t we live a month? If we can live a month, why not a year? And if we can achieve a year, why not a lifetime?

So many people look to the United States for leadership, but we are the most divided we’ve ever been. We can’t focus on one political interest — we have to look at what serves humanity. Leaders need to help communities get above the noise and think at a different level. 

As a family, we are focusing on peace, justice, and equity. While that’s furthering the legacy of my parents, it’s also the legacy of our family in general, and our 11-year-old daughter is working with us on it, too.

Role of individual leadership in moving the needle on world problems. Start by deciding what kind of society you seek for yourself and your family, and then identify where you can make a contribution. Some of us are concerned about the climate, so they should focus there. Some are concerned with police brutality, so they should focus there. Some are concerned with reproductive rights, so they need to engage and get involved there. All of us have a contribution we can make.

Importance of listening to young people. The truth is that young people are leading the rest of us. The Parkland students are a perfect example. They worked very hard to mobilize people around the country so that the needle can move on responsible gun legislation. These young people are totally engaged and leading us. I haven’t seen a movement like that since 1963 when 3,000 kids were arrested
in Birmingham attempting to desegregate the city.

Then we’ve got young people like Greta Thunberg leading us around climate issues. And even younger children like Little Miss Flint leading us around the water crisis in Flint, Michigan.

I go to schools and ask kids what they are worried about. Too often, they say they’re concerned someone will come into their school and shoot them. Think about that: Our children have to practice what to do if someone comes into the classroom shooting at them. Our society has accepted a culture of violence. Instead of focusing on eradicating violence, we are focused on teaching our children how to cope with it.

I’m inspired by children and how easily and naturally they take action. Unfortunately, adults don’t tend to get involved until they are affected by it directly. When there’s a catastrophe, we get engaged. But the kids are showing us that we can get engaged at any time. Adults just have to learn how to disagree without being disagreeable.

On encouraging a culture of leadership within families. I’m always telling my daughter, Yolanda, that she has to be authentic. She’s been around leaders in her family for generations — parents, grandparents, great-grandparents, aunts, and uncles — we’re all involved. But I tell her she has to find her own authenticity. You don’t have to be like us. Be your best self. You’ve got to find your way.

She got a chance to speak at the March for Our Lives, and she went way beyond what I would have said because I am regimented by the laws of our land. At the event, she said she had a vision, her own dream (see sidebar, “Yolanda Renee King: I Have a Dream, Too.”) We did not help her with this speech or give her any guidance. She said, “I know what I want to say.” 

Lessons learned from my daughter. From day one, she’s had an interest in homelessness and poverty. I never pushed her, but I’m thankful she has this interest. Families that lead let their child be who they want to be. And what if your kid is not focused on being their best self? Exposure is everything. Every kid has a gift, and when they find their gift, they are motivated to work on it because it’s what inspires them. 

Yolanda knows what’s happening and why there’s a need to focus on U.S. poverty. If a kid comes to school hungry, they won’t have the energy to do anything. Principals tell me they have many transient students. There are apartments out there where you get your first month’s rent free, so after that, they move. They are constantly moving because they can’t afford to stay, and the kids never get a chance to adjust. Many in our society are completely unaware that these kinds of things are going on. How do we inspire kids to be leaders until we fix these problems?

Some time ago, I visited a school in Sudan. The school was in a tent — in fact, the whole place was a tent village. Our sponsor provided us with a shiny black Mercedes to drive out there. We got out of the car, and the kids started running out and pointing at the car and then running back in and bringing out more children and pointing at the car. And I thought, “Wow, materialism has even made it out here to these kids in Sudan.” But then I realized that the car was so shiny they could see themselves reflected on it. They had never seen a mirror before and were seeing images of themselves for the first time.

You may think you know what’s going on, but it’s all a matter of perspective. American kids often don’t realize how bad other kids have it. Exposure helps them realize, and then from that comes the desire to help others. Parents want to protect their children’s innocence, and that is preeminent. But we still need to let them grow up. Leadership-oriented families expose their kids to things so the kids can embrace the problems and become part of the solution.

Hardest thing about living a consistent life of  leadership. Most challenging is staying authentic in a nation where everything is quickly changing. You have to maintain your values and not let society change who you are and who your family is. But you do have to compromise to stay relevant.

We are focused on creating partnerships to align people and families who can help us with what we want to achieve. That’s what it’s going to take. No one person, no one organization can do all this work. It’s going to take a collective.

That’s what leadership is about — building this collective of collaborators. My dad would have called it creating the beloved community. And that’s what my wife and I, and even Yolanda, are focused on right now: creating these collaborations to continue the legacy and unfinished work of my parents.

Morton Solar & Electric

Ranking: 144

Industry: Renewable Energy

Mission: A solar energy EPC that presents cost-effective renewable energy solutions for the residential, commercial, municipal, governmental, and utility sectors. They aim to expand the use of renewable energy for the benefit of the Environment, Economy, and Earth. Pioneering projects such as the first Net-Zero Elementary School and Library in the U.S. 

Back to the full list

Miyoko’s Creamery

Ranking: 36

Industry: Food Production

Mission: An American food producer revolutionizing the dairy industry by combining proprietary technology with age-old creamery methods to craft cheese and butter from plants. Dedicated to reducing the world’s consumption of animal products by making a Phenomenally Vegan lifestyle accessible to everyone. Crafting organic foods with artistry, integrity, and ethics.

What quote best exemplifies your company?

“Miyoko’s Creamery is leading the animal-free transformation of the dairy industry for the urgent salvation of the planet and all living beings. Since its launch just five years ago, Miyoko’s has introduced a wide range of award-winning dairy products 100% made from organic plants, that set a higher standard for taste and quality within the dairy industry, are cruelty free, and are radically better for the environment, producing 98% less greenhouse gases than their animal based counterparts.”

How is your product or service having a positive social and/or environmental impact?

Miyoko’s Creamery is known for its delicious, award-winning cheeses and butters that are healthier, more ethical, better for the environment, and 100% made from organic plants. Miyoko’s is a Certified B Corporation, having completed the rigorous certification process that ensures the company is meeting the highest standards of social and environmental performance, public transparency, and legal accountability. Going a step further in our sustainability efforts, Miyoko’s commissioned a third-party to complete a life-cycle analysis of the environmental impact in the production of our cashew-based line of cheeses, which proved Miyoko’s products are up to 98% lower in GHG emissions than dairy cheese. With innovation and compassion at its core, Miyoko’s developed a line of cheeses made from American-grown crops of legumes and potatoes and is working with domestic501(c)(3) organizations that help farms transition from dairy farming to plant agriculture for human consumption.

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Ben & Jerry’s

Ranking: 7

Industry: Food Production

Mission: An ice cream manufacturer that uses high-quality ingredients from family farmers who do not treat their cows with synthetic hormones. They have additionally established a foundation that supports grassroots businesses that help their communities. Seeking to meet human needs and eliminate injustices while producing nearly 1 million pints of ice cream per day. 

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‘Sesame Street’ Unveils Rohingya Muppets to Help Refugee Children

Children’s TV show “Sesame Street” has unveiled its first Rohingya Muppets to help thousands of refugee children overcome trauma and tackle the pandemic’s impact in the world’s largest refugee settlement in Bangladesh.

Six-year-old twins, Noor and Aziz Yasmin, will feature alongside the show’s famous characters like Elmo and Louie in educational videos in Rohingya language in the camps, according to Sesame Workshop, the non-profit organisation behind the show.

“Noor and Aziz are at the heart of our efforts to bring early education … to children and caregivers … impacted tremendously by the dual crises of displacement and the COVID-19 pandemic,” Sherrie Westin, president of social impact at Sesame Workshop, said in a statement.

“For most Rohingya children, Noor and Aziz will be the very first characters in media who look and sound like them… (they)will bring the transformative power of playful learning to families at a time when it’s needed more than ever before.”

According to U.N. figures, children make up more than half of about 730,000 Rohingya who arrived in Bangladesh in 2017 after a mass exodus from Myanmar and now live in camps in Cox’s Bazar.

Earlier this year aid agencies said the risks of child marriage and trafficking had increased in the camps as the pandemic led to scaling back camp activities and shutting youth services.

Sesame Workshop described Noor as a passionate and curious girl who loves to make up funny new rules for games, while her brother is a storyteller whose creativity can, at times, distract him from his daily tasks.

Bangladeshi non-government organisation BRAC, a partner of the programme, said the video segments would begin “soon”.

“This will definitely help the Rohingya children stay connected to their roots,” said BRAC spokeswoman Hasina Akhter.

By Naimul Karim @Naimonthefield; Editing by Belinda Goldsmith;