‘Bou HQ: Amanda Brinkman on helping companies do well by doing good

Welcome to ‘Bou HQ* – Caribou Coffee’s ongoing series of spotlighting entrepreneurs whose best ideas started where community happens — over coffee. In this edition, we sat down with Amanda Brinkman, Minneapolis-based entrepreneur, brand builder and founder of The Purpose Pursuit. She’s best known for her Emmy-nominated series Small Business Revolution and for helping companies “do well by doing good.” She shared how purpose, connection, and caffeine fuel her work, her passions and her life.

Meet Amanda Brinkman

‘Bou HQ: You’ve built a career around helping companies “do well by doing good.” Where did that philosophy come from?

Amanda Brinkman: It actually started in high school. A teacher once told me, “If people who want to do good in the world go into business, they can prove that business itself can be a force for good.” That idea stuck with me. So often we feel the only option to do ‘good’ is to join a non-profit or cause organization. I had grown up in a family that valued service and giving back, so my goal quickly became about finding ways to bring an energized sense of purpose into business. I’ve been fortunate over my career to work with some really iconic firms and campaigns: at Minneapolis ad agency Fallon on the iconic BMW Films series and later the Small Business Revolution at Deluxe. All of that taught me that companies with vision and passion can do so much – especially when we add purpose to the mix.

Now, with my business The Purpose Pursuit, I help people and companies discover how purpose can show up in their own work and really begin to change the world. It is a keynote I give at companies and conferences, an online course individuals and teams can take and an annual live event every fall in Minneapolis. 

‘Bou HQ: You’ve worked with so many entrepreneurs through Small Business Revolution. What’s your biggest piece of advice for someone thinking about starting their own business or venture?

AB: Three things: two logistical and one emotional. Logistically — you really have to plan your finances. We started saving and aligning our money four years before launching my own business. Most people hesitate because they’re afraid of the financial unknown but if you plan methodically, you can lessen some of the risk and pressure as you pursue your dreams. Second, you have to find your people and place. Where and when are you going to do your best work and who will help you do it. Caribou was one of my favorite spots to have those early-day planning sessions, strategic partnership meetings, idea-generating discussions. There is something magical about the feel and energy there. And emotionally, at some point you just have to leap. A side hustle never gets your full energy until you make the switch. There’s never a perfect, non-disruptive time in your life to become an entrepreneur. But if you prepare, you can remove some of that “terrification,” as I call it, and just go for it.

‘Bou HQ: You talk a lot about connection and community. What does that mean to you?

AB: Whatever we do in life or business, we don’t achieve alone. I think of connection as a constellation — little stars of moments and people that all came together to nudge me forward. When I reflect on that journey, it’s amazing how many of those connections shaped what I’m doing now. I’ve lost count of how many meetings I’ve had over cups of coffee (at Caribou!), discussing ideas, meeting with partners, advisors, mentors and clients. I also like to think the word connecting is so much better and more meaningful than networking. Networking sounds transactional, like there’s an agenda. Real connection happens when people show up genuinely — human to human. That’s where the magic happens.

‘Bou HQ: Your work centers on purpose, but also on balance. What does success look like for you now?

AB: I’m focused on what I call time affluence — having true ownership of my time. That’s one of the biggest gifts of entrepreneurship. It allows me to build a portfolio career — Sunshine Studios, The Purpose Pursuit, speaking engagements, board work — all different, but connected by purpose. And I see purpose as lowercase p — not something you “find” once, but something you live moment to moment. It’s in how we serve others, how we show up, and even how we spend our time each day.

‘Bou HQ: We have to ask — what’s your go-to Caribou Coffee order?

AB: Caramel Espresso Shaker! I mean where has oatmilk been all my life. It’s so good. I also love Caribou’s Chai Tea Lattes in the fall – so cozy!

‘Bou HQ: Finally, what’s next for you and The Purpose Pursuit?

AB: It started as a keynote speech, then became an online course, and now its own annual live event. The dream is to grow it into a national movement — bringing all kinds of people together to talk about purpose, community, and impact. We dream of bringing the Purpose Pursuit Course to more companies and teams and expanding the live event to new cities in the coming years – it’s incredibly energizing. At the end of the day, for me, everything comes back to service. How can we help each other. What can we do to create change? When we see our work and our lives as an act of service — that’s where meaning lives and real reward happens.

Final sip

At ‘Bou HQ, we celebrate innovators who turn coffeehouse conversations into companies that connect people. If you have a story of a business idea or your next big thing that was sparked at a Caribou coffeehouse, we’d love to hear from you. Submit your story – and you could be featured in an upcoming edition. 

*The opinions expressed in this story are those of the individual or organization featured, and do not necessarily reflect the view of Caribou Coffee. Caribou Coffee is not affiliated, does not endorse, or receive a benefit from any organization, business, or individual featured in ‘Bou HQ. All photos are used with permission and remain the property of their respective owners.