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Simon Griffiths — $10M Donated By Making Toilet Paper 'Sexy'

38 minutes

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From 50 hours on a toilet to $10 million donated

Can toilet paper be 'sexy'? The half a million people who joined Who Gives A Crap's waiting list in the 2020 toilet paper shortage would probably say yes. With jokes like, "Do more 1s & 2s" and activities like, 'Where's The Loo?' on their toilet paper packaging, Who Gives A Crap has transformed the toilet paper industry for good.

Starting from their Co-Founder Simon Griffiths sitting on the toilet for 50 hours in their initial crowdfunding campaign, to now 10 years down the track, they've donated more than $10 million towards building toilets in the developing world. How exactly has he and his team been able to do that?

Hear Simon's strategies, lessons and stories from the past decade that have helped Who Gives A Crap become one of the most recognised social enterprises in the world on this first episode of Season 3 of The Make It Happen Show. This is the #1 podcast that shares million dollar insights to help small business owners like you make it happen too. Check it out.

Questions asked in this episode:

  • 1:36 - You've had some crazy times over the last 2 years. With growth comes challenge so how has it been?
  • 3:38 - How has your team gone through this whole process during COVID?
  • 6:59 - Your team are connected to the mission of the business, but is that enough?
  • 10:04 - Before COVID, it wasn't overnight success, right? You've had 10 years before that of making toilet paper sexy. What have been some of the building blocks to that?
  • 13:00 - Who Gives A Crap is really good at delighting its customers. Do you want to dig into that?
  • 17:31 - Do you think it's a benefit to you that your product has been toilet paper, allowing you to innovate the emotional experience instead?
  • 19:10 - What's been the best campaign or thing you've done?
  • 20:53 - How has your team evolved? Early days you would've been doing everything. I'm interested to know what are the big levelling ups of the team? And what's it like now?
  • 27:17 - What are you doing in the meantime to amplify the culture?
  • 30:13 - Make It Happen In A Minute



In this episode, you will learn:

  • The effect of the pandemic on global supply chains
  • What happens when you get culture wrong in business
  • The risk of purpose-led businesses
  • Innovation through creating unique experiences in your industry
  • The #1 driver of new customers for Who Gives A Crap
  • How to create emotional attachment to your products
  • How Simon went from Chief Do-er to Chief Visionary
  • The top question to ask when it comes to creating impact at scale
  • And more!
Photo of Simon Griffiths, Who Gives A Crap for The Make It Happen Show

"Forget what you sell and think about how you can deliver delight, whether if that's to your employees or your customers. You'll start to see amazing things happen."

— Simon Griffiths




Great insight for business owners and super practical takeaways!

Bruce Casanovic

Amazing guests, great insights into their journey and what has helped make their businesses successful. Great to hear how some of the guests have navigated challenge as well. Loads of good practice takeaways.

Perfect for the Monday commute


Great to listen to on the commute to work on Monday mornings. Great content, well delivered and plenty of insights from industry leaders in a variety of fields. Good to see the entourage getting out there with a podcast series

Top-shelf guests. Top-shelf conversations.


This is so awesome, so helpful, and so fresh. Right from the get-go, the team at The Entourage have brought out the big names in the Aussie entrepreneur and business space to have conversations that every business owner should listen to. I can't wait to see who they bring on next.

Amazing guests


Loved the episode with Tim Fung, Airtasker CEO! You guys are getting some awesome guests in! Thank you!

Entourage on point again!

Adz Rodger

Great content again from The Entourage! Particularly like the 1st episode and the points Tim Fung made about making sure you make time to map out the future and don't get stuck on day to day 'work', as well as the observation that you really need to be strategic about your people management and not just try to save money. Two awesome take homes I have already taken action on!

For entrepreneurs and non-trepeneurs alike


Well this was one of the best things I’ve heard in a while. I’m by no means the target demographic, having zero business or entrepreneurial experience at all. Luckily the advice given for business growth and success is remarkably applicable to personal growth and success. Loved the conversational style, by the end of the podcast I felt like I knew both Tims personally, which is a great mark of engagement. And I loved hearing about the humble beginnings of Airtasker from the founder himself. Give this a listen if you’re craving a bit of personal or professional inspiration.


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