In a recent LinkedIn post, Dan Sherrard-Smith shares the compelling story of Johnny Georges, founder of Tree T-Pee, illustrating how an unwavering commitment to ethical principles can lead to significant business success. Sherrard-Smith uses Georges’ experience on the television show Shark Tank to highlight a critical tension between maximizing profit and serving the needs of customers, particularly those in agriculture.
The Shark Tank Dilemma: Profit Margins vs. Farmer Affordability
The core of Sherrard-Smith’s narrative revolves around Georges’ appearance on Shark Tank to pitch his innovative Tree T-Pee product. This device, designed to drastically reduce water consumption for trees, was highly praised for its environmental impact, cutting water usage from 25,000 gallons a year to a mere 800 gallons per tree. However, the potential for profit presented a conflict.
“The Sharks LOVED the invention. What they didn’t love? His profit margins.”
As Dan Sherrard-Smith explains, the investors, including Kevin O’Leary and Mark Cuban, pushed Georges to increase the price of his product significantly, from $4.50 to $12. This, Sherrard-Smith points out, was an attempt to extract maximum financial gain at the expense of the end-users.
Georges’ principled refusal to inflate the price is a central theme. According to Dan Sherrard-Smith, Georges’ response to the sharks’ demands underscored his commitment to the farming community.
“Yeah, but you’re selling to farmers.”
Johnny stood by his principles: “I’ve always tried to be right.”
Sherrard-Smith emphasizes that Georges’ decision was not about rejecting profit entirely, but about maintaining a fair price point that respected his customer base. This ethical stance, Sherrard-Smith suggests, was ultimately validated.
The Power of Purpose-Driven Business
The narrative takes a positive turn with the involvement of guest shark John Paul DeJoria, co-founder of PatrĂłn tequila and a known philanthropist through organizations like Grow Appalachia. DeJoria, understanding the agricultural sector, recognized the value of Georges’ mission and invested without demanding exploitative profit margins.
Dan Sherrard-Smith contrasts this approach with the sharks’ focus solely on financial returns, framing DeJoria’s investment as a validation of a business model that integrates purpose with profit.
“DeJoria knows farmers and got the impact value right away. He invested in Johnny’s innovation without forcing him to rip off anyone.”
The post details the subsequent success of Tree T-Pee, with the company expanding internationally and reportedly reaching valuations near $100 million with substantial annual revenue. Sherrard-Smith uses this outcome to argue that prioritizing ethical practices and customer well-being does not preclude significant financial achievement.
Founders Who Give a Sh•t
Concluding his analysis, Dan Sherrard-Smith celebrates founders like Johnny Georges who demonstrate a commitment to their stakeholders – employees, customers, and the planet. He frames Georges as a “Founder Who Gives a Sh•t,” embodying the idea that business success can and should be aligned with positive societal impact.
Sherrard-Smith concludes by posing a question to his audience, seeking nominations for other founders who successfully combine profit with purpose, encouraging a broader recognition of such ethical leadership.
📝 About This Content
This article is based on insights shared by Dan Sherrard-Smith on LinkedIn.
📅 Originally posted on March 1, 2026 | View original post on LinkedIn →