This next guest is so impressive and a pioneer in many ways.  She thinks differently, she questions the status-quo, and she goes through uncharted territory.  

Madeleine Shaw is an award-winning serial social entrepreneur based in Vancouver BC. She founded and co-founded multiple for- and non-profit organizations, and she is best known as the co-founder of Aisle (formerly Lunapads), one of the first groundbreaking ventures in the world to commercialize reusable menstrual products.  She has just released her first book, The Greater Good: Social Entrepreneurship for Everyday People Who Want to Change the World.

In our interview, she says that many people say they want to launch a product or start a business, but then they say ‘I’m not an entrepreneur” – they put limits and labels on themselves.   At the end of the interview, we were chatting about writing a book and I joked, ‘I’d love to write a book, but I’m not a writer’.  She immediately picked up on that.  I was limiting myself to what I think I am and am not.  What an aha moment. 

After listening to this interview, I hope you’ll realize that you too can question the status quo, be and do whatever you feel called to do, and also create a greater good and change the world.

We discuss 

  • The challenges of marketing a new behaviour
  • B-Corp certification
  • Collaboration over competition – challenging business norms
  • How to get know if social entrepreneurship is for you
  • Including social and environmental impact as part of your brand promise
  • And more…

Enjoy this episode!

Links mentioned in the show:





Her favourite book: Finding the Mother Tree, Suzanne Simard

Connect with Nicole de Larzac

Join the free Facebook Community:






Since it’s the beginning of the year and we all love a fresh start, we are hosting a 2022 planning workshop so that we can create a 2022 plan together.   We’ll set our goals, strategies and create a plan for 2022 so that we can hit the ground running.  Sign up here – limited spots available:

Love the episodes?  Consider sharing this episode and giving a 5-star review on Apple Podcasts.  Or if you have an Android, try using this link: Thank you in advance!  It helps other amazing people like you find the show! 

Like the show?  Get updates on our newsletter via our website