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Devin: What is your superpower?
Doug: Love
Climate change solutions can sometimes feel either too small to matter or too big to engage with individually. That’s why World Tree’s innovative approach to carbon capture through a remarkable natural technology, the Empress Splendor tree, stands out.
Doug Willmore, CEO of World Tree, explained on today's episode how their model leverages the fastest growing hardwood tree in the world to address climate change while creating real economic opportunities. "World Tree represents the most complex, technologically advanced carbon capture system on the planet, and it's called a tree," Doug said. "It's the fastest growing hardwood tree in the world... and will have a 60-foot tall tree within eight to ten years."
What sets World Tree apart is not only the speed and effectiveness of its tree-based carbon capture, but also the company’s commitment to sustainable, long-term impact. When harvested, the Empress Splendor trees regrow from the stump, offering five harvests from a single planting. The lumber is used to create high-value products like musical instruments and furniture, locking away carbon for generations.
In addition to their environmental impact, World Tree is making waves in the investment world. The company is currently raising capital through a regulated investment crowdfunding campaign, allowing individual investors to participate directly in their annual "vintages" of tree plantings. Doug noted, "Little old World Tree has partnered with now 370 small farmers and 1,500 small investors over these nine years. The value of the assets that we have planted: more than $300 million."
Doug will be speaking at SuperCrowdLA, May 1-3, sharing his powerful insights with the SuperCrowd community live and in-person. Get your tickets today! Save 20% with the discount code SUPER20! Save 50% when you buy two or more tickets! Can’t attend? Register for free to watch the livestream!
The EcoTree program offers a triple-bottom-line impact: profits for farmers, returns for investors, and massive climate benefits for the planet. "We call it putting your money where your heart is," Doug shared.
Investors can participate in World Tree’s EcoTree program by visiting ecotreeprogram.com. It offers a powerful opportunity to align investments with values while potentially earning attractive returns.
Today’s episode showcases how climate solutions can be tangible, accessible, and profitable, thanks to innovative models like World Tree.
tl;dr:
World Tree uses the Empress Splendor tree to capture carbon and create valuable long-lasting products.
CEO Doug Willmore shares how World Tree partners with small farmers and investors for mutual benefit.
World Tree is raising capital through regulated crowdfunding, offering individuals a way to invest in climate solutions.
Doug identifies his superpower as "love," applying trust, passion and positivity in leadership and business.
Doug encourages embracing love, possibility and trust to build more impactful and fulfilling professional relationships.
How to Develop Love As a Superpower
Doug Willmore defines his superpower as "love." He explained in today's episode that love is "the most underused word in business" and emphasized its importance not just in ideas but in people, partnerships and daily work. Doug shared, "Love shows up when you dwell on possibility... it's love of people, love of the things you get to wake up and do every day." He noted that truly loving your goals and the work you do ensures the resilience needed to weather difficult times.
Doug illustrated this superpower with the story of how he joined World Tree. After a successful career in healthcare and public service, Doug was drawn back into the private sector by his passion for fighting climate change. When he met Wendy Burton, World Tree's founder, they "fell in love" — not romantically, but with each other's vision and mission. Doug emphasized that their shared love for the idea of scaling a nature-based climate solution became the foundation for building a thriving organization that now manages over $300 million worth of trees.
Doug offered actionable tips for developing love as a strength:
Look for reasons to say "yes" rather than "no" in business decisions.
Dwell on possibility instead of focusing immediately on barriers.
Choose to trust people and give them opportunities to succeed.
Stay connected to the passion behind your goals to maintain motivation.
Avoid letting money-driven decisions crowd out purpose and heart.
By following Doug's example and advice, you can make love a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.
Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!
Guest Profile
Doug Willmore (he/him):
CEO, World Tree
About World Tree: World Tree is focused on nature-based solutions to some of our biggest global challenges. We develop carbon forestry projects for the purpose of native forest protection, renewable timber production and carbon sequestration.
World Tree funnels private capital into the regeneration of undervalued farmland through Empress-based forestry.
Our goals are to:
- Build the value and improve productivity of under-utilized farmland
- Create robust returns for investors and landowners
- Introduce a new, sustainable hardwood lumber to the U.S. market.
- Protect and rebuild eco-systems through regenerative farming practices
- Generate nature-based carbon offsets to tackle the climate crisis
World Tree employs regenerative farming practices that restore ecosystem function, soils, and biodiversity. These practices serve as the foundation for our ultimate goal to restore and reforest millions of acres of land into productive agroforestry landscapes.
Website: worldtree.eco
Company Facebook Page: facebook.com/WorldTreeEco
Other URL: ecotreeprogram.com
Biographical Information: Doug Willmore is the Chief Executive Officer of World Tree – an international agroforestry company providing large scale solutions to climate change.
Doug has had an accomplished career in both the public and private sectors. Previously, Doug was chosen to lead the turnaround at the City of Bell, CA after the disastrous administrative scandal that left the City on the verge of bankruptcy. After almost three years at the helm, the City of Bell had fully recovered financially.
Prior to that, Doug was the Chief Administrative Officer of Salt Lake County, UT for 6 ½ years. He managed more than 4000 employees and an annual budget of more than $800M. He also led the County during the financial downturn of 2008, and producing one of the most amazing public finance success stories of the great recession in the US according to Standard and Poor’s.
Doug is also the former Chief Executive Officer of Reference Pathology Services – a leading research pathology laboratory. Doug led the growth of the company before its sale to Ameripath, Inc.
He also worked for USAID in Central America for three years earlier in his career, and has also been a sought-after consultant in breakthrough performance to Fortune 100 companies. He has a BS in Public Administration from George Mason University and a Master’s Degree in Public Administration from the University of Utah.
Personal Facebook Profile: facebook.com/WorldTreeEco
Linkedin: linkedin.com/company/world-tree-technologies-inc
Instagram Handle: @worldtree.eco
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Upcoming SuperCrowd Event Calendar
If a location is not noted, the events below are virtual.
SuperCrowdLA: we’re going to be live in Santa Monica, California, May 1-3. Plan to join us for a major, in-person event focused on scaling impact. Sponsored by Digital Niche Agency, ProActive Real Estate and others. This will be a can’t-miss event. Has your business been impacted by the recent fires? Apply now for a chance to receive one of 10 free tickets to SuperCrowdLA on May 2nd and 3rd and gain the tools to rebuild and grow!
Impact Cherub Club Meeting hosted by The Super Crowd, Inc., a public benefit corporation, on May 20, 2025, at 1:00 PM Eastern. Each month, the Club meets to review new offerings for investment consideration and to conduct due diligence on previously screened deals. To join the Impact Cherub Club, become an Impact Member of the SuperCrowd.
SuperCrowdHour, May 21, 2025, at 1:00 PM Eastern. Devin Thorpe, Champion of Social Good and CEO of The Super Crowd, Inc., will lead a session on "The Secret to Higher Investment Returns via Impact Crowdfunding." He’ll share powerful strategies and real-world examples that show how aligning your investments with your values can lead to strong financial and social returns. If you're an investor looking to maximize impact or curious about the growing world of impact crowdfunding, this is a session you won’t want to miss! Don’t miss it!
SuperCrowd25, August 21st and 22nd: This two-day virtual event is an annual tradition but with big upgrades for 2025! We’ll be streaming live across the web and on TV via e360tv. Soon, we’ll open a process for nominating speakers. Check back!
Community Event Calendar
Successful Funding with Karl Dakin, Tuesdays at 10:00 AM ET - Click on Events.
Crowdfunding Addict: Lessons Learned from a Year of Daily Investments, Wednesday, May 14, 2025, at 2:00 PM ET.
Regulated Investment Crowdfunding Summit 2025, Crowdfunding Professional Association, Washington DC, October 21-22, 2025.
Call for community action:
Please show your support for a tax credit for investments made via Regulation Crowdfunding, benefiting both the investors and the small businesses that receive the investments. Learn more here.
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