Henry Gordon-Smith talks with Jason Barnard about green ventures. Henry Gordon-Smith, founder and CEO of Agritecture, shares with Jason Barnard how he turned a personal blog into a global consulting firm focused on climate-smart agriculture. He explains that his early blogging efforts built his personal brand and authority in the sector, helping attract clients who were drawn to his innovative, sometimes controversial insights. Henry reflects on the evolution of his business, from accepting any client to focusing on premium partnerships and launching a SaaS tool for broader impact. He emphasizes the importance of aligning with the right clients, pricing based on value, and learning from mistakes during the scaling process. A key part of their strategy includes offering pro bono work and free educational content, enabling global access to urban agriculture knowledge while maintaining a triple bottom line: environmental, social, and economic impact. Henry also shared with Jason Barnard the leadership and cultural balance required in his team—blending visionary thinking with conservative execution. He encourages calculated experimentation while managing skepticism from his left-brain-heavy team of scientists, engineers, and economists. What you’ll learn from Henry Gordon-Smith 00:00 Henry Gordon-Smith and Jason Barnard 02:21 What Shows up on the Brand SERP for Henry Gordon-Smith When Jason Barnard Searched His Name? 03:18 Why is the Personal Brand of Henry Gordon-Smith Important to His Business? 03:32 What Reputation Did Henry Gordon-Smith Gain That Has Influenced His Business Since 2011? 04:22 How Did the Blog Play a Role in Building a Positive Reputation and Growing the Business? 04:30 What Advice Did the Mom of Henry Gordon-Smith Give Him About Branding Himself? 05:20 What Mindset or Approach Can You Adopt to Effectively Build Your Reputation? 05:45 How Did Taking the Blog Offline Through Workshops Help Improve Understanding of the Customer? 06:19 What Realization Led Henry Gordon-Smith to Decide to Start a Company Instead of Joining One? 06:30 Who Did Henry Gordon-Smith Hire to Help Build His Agritecture Consultancy? 07:01 What Changes Led to the Shift of Agriculture Away From Local Communities in the Developed World? 07:52 What Challenges Does Climate Change Pose to Traditional Food Production and Supply Chains? 08:05 What Social and Global Factors Have Contributed to the Weakening of the Food System? 08:33 How is Technology Helping to Strengthen the Food System in the Face of Modern Challenges? 08:51 How Can a Company Measure Its Impact to Ensure It Makes a Meaningful Difference Globally? 09:21 How Can a Business in a Niche Sector Manage Growth Carefully Amidst Industry UPS and Downs? 10:07 What Solution Was Developed to Help Maintain Impact and Make Farm Planning More Accessible? 11:07 What Does the Triple Bottom Line Mean in the Context of Sustainability and Business? 12:19 What Role Does Sharing Knowledge and Serving Premium Clients Play in the Triple Bottom Line? 12:40 How Can a Digital Company Evaluate and Reduce Its Environmental Footprint? 13:35 Why is it Important for Companies to Measure More Than Just Profit When Assessing Their Impact? 14:55 How Did the Company Evolve From Accepting Any Client to Offering a Premium Self-Service SAAS Model? 15:25 How Did Learning, Observing, and Experimenting Help Uncover What Clients Truly Needed and Valued? 16:13 What Role Did Early Clients Play in Refining Pricing, Methodologies, and the Company Structure? 17:08 How Did Attracting the Right Clients Help Leverage the Company Portfolio and Deliver Quality? 18:13 How Can a Leader Manage a Team’s Nervousness and Help Them Overcome It? 19:15 How Can a Leader Manage Conflicts and Different Perspectives Within a Company Culture? 20:23 What Message Can a Company Communicate to Remain Accessible and Guide Potential Clients?