As part of its rebrand in 2020, the Austin, Texas-based hardware, software, and services company NI (formerly National Instruments) updated its brand purpose to reflect the company’s commitment to making a positive impact on humanity. The purpose calls on all innovators, from individuals to enterprises, to Engineer Ambitiously. It’s about connecting the bold people, ideas, and technologies required to solve the world’s most pressing challenges, while celebrating the contributions of engineers.

By 2030, NI hopes to hit several moonshot goals, including building a more diverse, inclusive, and equitable workplace and achieving zero waste at company-owned buildings.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with two leaders at NI to discuss the company’s higher-order purpose and drive to change the world for the better: CMO Ana Villegas and Tabitha Upshaw, senior director of brand, reputation, and impact.