'Be whole-hearted in whatever you do' is the key to success, says David Philip Boynton who chose principles over paycheck when he joined L'Occitane

Renowned for its natural ingredients luxury products, L'Occitane en Provence has been active in Burkina Faso since the early 1980s, when its founder, Olivier Baussan first discovered the properties of shea butter.

Since then, L'Occitane has continued to build a strong relationship focusing on development and fair trade with local communities which was strongly accelerated and developed since early 2000.

Today the company is actively working with unions and cooperatives representing more than 15,000 women in 10 provinces. David Philip Boynton is the current CEO of L'Occitane Inc – the company's US affiliate and the regional managing director for L'Occitane in the north Atlantic, Australian and South African regions. He is responsible for 330 boutiques in six countries (including the US) generating over $360m in total sales revenue.

What was the impetus behind your BCtA initiative?

It is in L'Occitane's DNA to be engaged and active in helping to make things better. Our founder Olivier Baussan started our relationship with Burkina Faso 25 years ago and we have tried to make a difference since then. As we have become bigger and more successful, we have been able to do more

What would you describe as the current state of business and development?

The world in which L'Occitane operates is being changed massively by the societal disruptions of the digital world. Making sense of these changes and predicting what our companies will look like in five years' time is the biggest preoccupation of executives all over the world.

In times of uncertainty it can be easy for organisations to take their eye off the wider role they play in the world – this is definitely a risk today for development.

What was your ideal job before your current role?

Running my own company!

What was the tipping point in getting into your current professional role?

As an experienced executive in my early 40s I decided I was going to choose the kind of organisation I wanted to be part of; one that better reflected my own values, rather than the one that paid the best. That mindset seems common today among "millennials" but among my peers at the time it seemed odd.

I chose L'Occitane, a small company at the time, because I admired the people I met and appreciated both their values and the way those were reflected in the company and they allowed me to feel I was running my own company!

What is the single most important thing to do in order to be successful?

Be whole-hearted in whatever you do

What qualities do you most admire in a person?

Intelligence, humanity and a relentless drive to get things done and make things better

Who would you describe as your international business hero or villain?

Reinold Geiger, the chairman of L'Occitane, he built an incredible international organisation with strong shared values. Also Mickey Drexler – a great merchant and his passion for product (which I share) is all over J Crew.

What do you regard as the lowest depth of misery in either business or development?

Being under pressure to do things you don't believe in.

Who is your favorite author?

William Boyd – funny, moving and beautifully elegant writing style.

What is your personal motto?

Action is character.

Content on this page is provided by Business Call to Action, and originally appeared on the The Guardian Business and the Sustainable Development Goals Hub