Julianna Doherty is the CEO of Recycle Away, helping organizations design intuitive waste and recycling systems that align sustainability with branding, human behavior, and operational efficiency across corporate campuses, universities, and public venues.

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Guest Resource

Recycle Away – Check out Julianna’s website to access waste audit tools, sustainability resources, and planning guides.

3 Value Bombs

1. Sustainability succeeds when systems are designed around human behavior, not appearances.

2. The most visible proof of an organization’s environmental commitment is the waste system people interact with every day.

3. People-first leadership creates stronger teams whe n leaders model the balance they want others to achieve.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Why Waste System Design Is the Most Visible Way to Communicate Your Organization’s Commitment to Sustainability

[1:20] – Julianna shares something she believes about becoming successful that most people disagree with.

You can have it all and do it all when expectations are clearly communicated and aligned.
Success comes from intentionally balancing family, leadership, and community responsibilities.

[2:09] – Julianna talks about her entrepreneurial journey from natural foods to sustainability.

She shares her path from consulting to raising four children before launching a natural food company.
After selling the business, she worked with scaling brands before transitioning into sustainability leadership.
Her experience revealed that customer behavior drives success in both B2C and B2B environments.

[4:03] – Julianna tells why recycling systems fail, and what are the biggest mistakes organizations make.

Many systems are designed for appearance rather than user behavior.
Inconsistent bins across facilities create confusion and contamination.
Separating waste streams encourages incorrect disposal decisions.
Organizations often ignore operational realities and frontline waste-management expertise.
Poor signage prevents users from making informed decisions.

[5:20] – Julianna talks about how organizations fix broken recycling systems.

Start with a waste audit to understand the unique needs of the facility.
Design systems around user capabilities and behavior patterns.
Create clear, consistent, and branded signage.
Use waste systems as a visible demonstration of environmental commitment.

[6:51] – Julianna shares a real-world success story.

Northeastern University stands out for its consistent investment in waste infrastructure.
The university prioritizes standardization, clear signage, and continuous improvement.
Leadership remains willing to adjust systems when results reveal better solutions.

[8:04] – Julianna gives another example of an organization getting sustainability right.

The New York Yankees committed to zero waste long before it became mainstream.
Yankee Stadium simplifies choices by emphasizing composting and recycling.
Successful sports organizations align operational systems with fan expectations and sustainability goals.

[9:44] – A timeout to thank our sponsors.

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[12:17] – Julianna talks about who should own sustainability inside an organization.

Responsibility varies based on organizational structure.
Sustainability initiatives may be led by facilities teams, sustainability directors, or dedicated coordinators.
Success depends on cross-functional buy-in and informed decision-making throughout the organization.

[14:17] – Julianna talks about her philosophy on people-first leadership.

She believes authentic relationships build trust and credibility.
Hiring should focus on alignment and values, not just credentials.
Culture strengthens when leaders demonstrate the behaviors they want reflected in their teams.

[16:55] – Julianna talks about her five-minute rule with her children.

Every child calls Julianna for at least five minutes each day.
She pauses meetings and work commitments to prioritize those conversations.
Modeling family priorities helps reinforce a people-first culture throughout her company.

[17:41] – Julianna talks about what the future of sustainability inside organizations looks like.

Sustainability efforts must move beyond symbolic commitments and focus on measurable impact.
Organizations need behavior-centered infrastructure that makes sustainable choices easy.
Better design creates better environmental outcomes and stronger brand trust.
Stakeholders increasingly expect sustainability efforts to be visible and authentic.

[19:20] – Call to action.

Recycle Away – Check out Julianna’s website to access waste audit tools, sustainability resources, and planning guides.
Explore LEED certification opportunities and practical sustainability frameworks.
Learn how to build systems that support environmental goals and operational efficiency.

[20:32] – Thank you to our Sponsors!

Nexus Install: Have a high-ticket offer? Nexus Install builds you a custom LinkedIn prospect booking system designed to generate more quality sales calls. Email JLD at John@EOFire.com to learn more.
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!