What happens when a startup dares to disrupt Big Soap—and saves over 190 million plastic containers in the process?

In this episode of The Conscious Capitalists, hosts Timothy Henry and Raj Sisodia speak with Brad Liski, co-founder and CEO of Tru Earth, the eco-cleaning company revolutionizing the industry with its ultra-sustainable laundry detergent sheets. Brad shares how a side-of-the-desk idea evolved into a $100M+ global brand by leaning into innovation, empathy, and a relentless drive for impact.

Tru Earth isn’t just selling laundry sheets - they’re building a movement. From redefining success beyond profit, to pushing legacy giants like Unilever and P&G toward cleaner business models, Brad takes us inside the messy, courageous journey of creating a triple-bottom-line business that actually scales.

You’ll also hear about Tru Earth’s Tru Giving Program, which has provided clean laundry to over 10 million people facing hygiene poverty, and how the company has made social responsibility core to its DNA—even spending more on ESG than EBITDA.

Listeners will gain insights into:

• How Tru Earth is disrupting the $100B cleaning industry with no plastic jugs
• Why calling their customers changemakers is more than just branding
• The bold decision to evolve company values as they scale
• Building a culture of risk-taking and psychological safety
• Brad’s definition of a “critical cause” vs. a typical mission statement
• How meditation and humility shape Brad’s conscious leadership approach
• Lessons from rapid growth, failure, and staying agile in radical uncertainty

Whether you’re a purpose-driven founder, sustainability advocate, or future-minded leader, this episode is a raw, honest, and inspiring look at what it really takes to lead with values in a competitive world.

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For transcripts and show notes, please go to: https://www.theconsciouscapitalists.com

This show is presented by Conscious Capitalism, Inc. (https://www.consciouscapitalism.org/) and is produced by Rainbow Creative (https://www.rainbowcreative.co/) with Matthew Jones as Executive Producer, Rithu Jagannath as Lead Producer, and Nathan Wheatley as Editor.

Thank you for your support!

- Timothy & Raj

Time Stamps

00:00 – Welcome & Introduction

02:10 – How Tru Earth Started: A Side Project That Took Off

04:21 – Customers as Changemakers

06:15 – Competing with Big Soap: From Rivalry to Collaboration

08:42 – The Hidden Dangers of Knockoffs & Greenwashing

10:29 – Whose Responsibility Is Sustainability?

13:22 – Innovating Beyond the Knockoffs

15:37 – The Tru Giving Program: Scaling Through Impact

20:11 – Purpose vs. Critical Cause

22:26 – Evolving Core Values for a Scaling Team

27:57 – Marketing to Changemakers, Not Just Consumers

31:50 – Expanding the Stakeholder View

34:10 – Brad’s Leadership Philosophy: Be Humble, Be Kind, Get the Work Done

36:31 – Building in Radical Uncertainty

41:57 – Empowerment, Trust & Risk-Taking in Leadership

44:12 – Mistakes, Shiny Objects & Global Expansion Lessons

46:14 – The Right Investors Make All the Difference

48:41 – Brad’s Top 3 Lessons as a Conscious CEO

51:23 – Meditation, Resilience & Self-Care as a Founder

54:32 – Brad’s Book: Clear the Mind for Success

57:00 – Rapid Fire: Books, Mantras, and the Chore He Loves

59:19 – What Else Should We Clean Off the Planet?

1:00:58 – Advice to His Younger Entrepreneurial Self

1:02:00 – Closing Thoughts & Reflections