When structure wasn’t enough, Thrive Farmers turned to System & Soul. Hear CEO Michael Jones share how facilitation, recognition, and connection reshaped leadership at every level.
The Challenge
For years, Thrive Farmers, a leader in the coffee and beverage industry, operated within a traditional business framework that provided structure but lacked soul. While EOS gave the leadership team rhythm and accountability, it didn’t fully address the deeper needs of communication, trust, and alignment across the company.
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Leadership communication often felt mechanical and transactional.
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The self-led operating system limited full participation, as one member had to facilitate while contributing.
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Core company values weren’t consistently integrated into daily operations or recognized in meaningful ways.
“The mechanics were there, but there’s a different layer of connection, unity, and communication that we’d been missing.” — Michael Jones, CEO & Founder
The Solution
In 2023, Thrive Farmers transitioned from EOS to System & Soul, a framework that blends disciplined structure with human connection. Michael Jones made the shift after years of knowing System & Soul co-founder Benj Miller and trusting the purpose behind his new approach.
The move was more than a system upgrade—it was a cultural evolution.
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Adopted the System & Soul framework, emphasizing both organizational clarity and emotional connection.
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Engaged an external facilitator (Benj Miller), allowing every leadership member to fully participate in meetings rather than splitting focus between facilitation and contribution.
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Introduced weekly recognition rhythms to celebrate when team members lived out company values—creating a documented record that reinforces culture and accountability.
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Held quarterly facilitated sessions that helped articulate and document the founder’s long-term vision for the first time, transforming abstract ideas into shared goals.
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Aligned mission, metrics, and values through consistent dialogue, ensuring that strategic objectives were supported by a sense of purpose and belonging.
“Once the soul part comes alive, it actually makes you care more about the system itself.” — Michael Jones
The Results
Within the first year of implementing System & Soul, Thrive Farmers saw measurable cultural and operational transformation. Communication among leadership became more cohesive, and alignment between the company’s mission and day-to-day execution deepened.
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Leadership communication improved significantly, fostering openness and trust.
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Team unity strengthened as leaders connected more authentically to each other and the company mission.
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Values recognition became a weekly ritual, reinforcing positive behaviors and deepening cultural pride.
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Vision clarity improved as the founder’s long-term goals were formally documented and discussed as a team.
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Strategic engagement rose as leaders became more connected to the “why” behind their work.
“System & Soul has allowed us to make progress as a team—both in the tangible and intangible ways.” — Michael Jones
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