Purpose-Led CEO Interview Series, Jonathan Westeinde, CEO, Windmill Development Group

Meet Jonathan Westeinde, the visionary founder and CEO of Windmill Development Group. With a vast experience in finance, corporate strategy and business development, Jonathan is redefining sustainable real estate.

Passionate about green development, Jonathan is a trailblazer in creating alternative financing methods for sustainable real estate, including zero carbon district energy systems and geothermal energy services. 

Under his leadership, Windmill became the first One Planet Living certified corporate entity in North America. In 2021, he was recognized as one of Canada’s Clean 16 for his contribution to clean capitalism in Canada, and in 2018, he received the National Green Building Leader award from the CaGBC.

Here, Jonathan Westeinde talks about his own purpose-led journey.

What was your first job and what did you learn from it?

My parents owned a construction business in Ottawa, and my first job was doing labour work at a commercial construction site during the summers starting when I was 12. From this experience, I learned the importance of setting discrete, well-defined tasks each day, and I saw how accomplishing small batches of work could create a sense of achievement. I also gained an understanding of teamwork and the critical role each member plays in reaching the final goal. Lastly, I learned the value of clear and strong communication in achieving long-term objectives.

If you think back on leaders who inspired you in your career or leadership style, who were they and why were they inspiring?

Throughout my career, I have been inspired by several people. Coming from an entrepreneurial family, my parents, John and Shirley Westeinde, were deeply involved in business ownership. Their open-mindedness and strong work ethic were immensely inspirational to me. My mother was also the first Chair of The Canadian Construction Association.

Another influential figure in my life was my twelfth-grade rugby coach and head of school, Collin Gulliver, at Albert College. I wasn’t the best student, but he taught me the value of putting in more work and effort to make things worthwhile.

After graduation, I started working at a management consulting firm that was setting up Canada Post franchise outlets in drug stores, convenience stores etc. The owner of the firm, Michael Trottier, was a leader that I admired. Michael, an internationally recognized consultant in Leadership, Change Management and Team Building taught me how to resolve complicated situations and work with difficult people. Exposure to his personality and guidance was invaluable during my time there. Sadly, he passed away about three months ago.

Later, I joined Corel Corporation, where CEO Michael Cowpland played a pivotal role in guiding my career into technology. It was during this time that I discovered my passion for entrepreneurship and founded 'Venbridge,' a seed funding service firm for entrepreneurs. This venture began during the 'dotcom' era, a time marked by the emergence of solar farms and clean energy companies. My interest in sustainability and business grew deeper after reading 'Natural Capitalism' by Paul Hawken and Amory Lovins. Inspired by this, I integrated sustainability principles into how we design, maintain, and operate real estate. In 2003, I founded the Windmill Development Group.

What motivates you every day?

Sustainability is an uphill battle in the industry we work in. Existing policies and systems often prioritize the lowest common denominator, which can be frustrating for a company like ours. What drives me today is the urgency - continuing with the status quo means we risk running out of time. Therefore, our approach to sustainability must evolve across all industries, not just real estate. I stay motivated by sticking to my principles. It's clear that without setting early goals and consistently working towards them, achieving long-term targets will remain out of reach. As an organization, our goal is not to be the biggest, but to continue leading by example.

What do you want to change in the world and why?

We often measure success and growth purely in economic terms, forgetting that our planet bears the true cost. This imbalance has skewed our definition of progress, neglecting the essential ecosystems that support us. For example, take the life cycle of a building. It serves as a reminder that we need to adopt a long-term perspective, considering how our actions impact others and the environment. Incorporating this long-term thinking into business decisions is important for achieving a sustainable balance between progress and environmental responsibility.

What is the purpose and vision of Windmill Development Group? And how has being clear about your purpose and vision benefited you and your company?

We strive to create communities that demonstrate how we can live within the resources of one planet. Recently, we became the first One Planet Living certified corporate entity in North America. This One Planet Living framework is based on ten key pillars, covering both tangible aspects like zero carbon and intangible ones like health and happiness. Our culture book is based on the principles of One Planet Living, emphasizing a community that fosters health, happiness, and a zero-carbon lifestyle. Having a clear purpose provides clarity for everyone involved, enhancing teamwork and helping the team understand how their metrics lead to the intended results. Also, decision-making becomes much easier with a clear sense of direction.

I was also a member of the founding board of the Canada Green Building Council, which pioneered the LEED rating system for buildings in Canada. The LEED rating focused on the environmental performance of buildings, and at Windmill, we built the first LEED Platinum mixed use buildings and communities in the country.

What one piece of advice would you give other CEOs and leaders regarding leading with purpose?

Financial metrics are vital for your organization's health, but they are secondary to its core purpose. Your purpose drives your business forward. Therefore, my advice is to maintain long-term thinking and commitment to your organization's purpose, even though it won't be easy. Once prerequisite financial metrics are met, your dedication to your purpose becomes critical for achieving long-term success.

What one question would you like to ask other purpose-led CEOs?

How can we collaborate to support each other and become stronger together?

One question from the CEO we interviewed before you, Chris Ballard, CEO, Passive House Canada.

Are you making the world a better place? What are you doing to leave the world a better place.

Yes, that tension is constant. None of us are truly perfect in our actions. For instance, I recently took a flight, which some might view as unsustainable. However, as an organization, we are trying to move forward in the right direction. Initially, many large development companies were not fully on board with sustainability. Today, however, they proudly promote themselves as leaders in sustainable real estate in Canada. This outcome shows the ripple effect we contribute to - pushing standards and encouraging behaviour change. Looking back over the past 20 years, the data metrics are the proof of authenticity that we have indeed moved the needle.

About Jonathan

Jonathan Westeinde is the founder and CEO of Windmill Development Group. He brings vast experience in finance as well as corporate strategy and business development as they relate to green development practices. Under Jonathan’s leadership, the team has been directly engaged in over $5B in high performing socially responsible real estate outcomes.

Jonathan is specifically interested in creating alternative financing vehicles to create ‘planet fit’ real estate assets. He is a recognized leader in Canada for finding innovative solutions for non-conventional lifecycle financing. These include innovative partnerships to create zero carbon district energy systems and energy services contracts to introduce geothermal and green loans.

Jonathan’s most recent focus has been originating and co-managing The One Planet Living Real Estate Fund alongside Epic Investment Services, a new real estate impact fund which is driving a $1B pipeline of new One Planet Living communities in Canada. He sits on a number of profit and non-profit boards.