by Carolyn Campbell, MA, CPPC

As entrepreneurs, we either create a business in ‘reaction’ to what we don’t like about the world, or we create a business out of a vision for change we want to see in the world. I am an advocate for the latter. It is far more inspiring and, I believe, can make the greater difference. This is especially true when it comes to developing partnerships. Who would you rather listen to, someone who is ranting about the negative aspects of what is, or someone inviting you into the possibility of what can be from a place of clarity and strength?

That is the heart of Business—or what I more affectionately call Soul-Centered Business. What I love about soul-centered businesses is that our work in the world is born from and related to the work we are doing within ourselves. It is a way of living rather than a ‘clock-in’, ‘clock-out’ mindset. Soul-centered business owners carry their mission into every aspect of their lives and have chosen to do work in the world that honors the beliefs they live by.

The challenge for many soul-centered business owners is believing that their service is wanted (and sought) by others. I’d love for you to know that, especially in confusing times, soul-centered leaders are ever more important and sought after. It doesn’t matter what “industry” you choose. What matters is how you do your work—how you engage others in your vision and mission.

What would it be like to believe that what you are doing is really desired and wanted? And, what’s more, that YOU and your kooky, brilliant approach is your greatest asset? If you started out with the knowledge that what you bring to the world has immense value, how would you reach out to and connect with others?

A soul-centered business is far less about selling. Instead, it’s about offering a service (or product) that both solves a ‘problem’ AND shifts a life perspective. Without understanding the importance of both (and incorporating both into your outreach), your ability to truly connect in meaningful ways and provide that shift in perspective is limited. You simply become a marketing commodity.

Many have asked me for a formula for building connections that feed their business and their vision, but sadly (well, actually, happily) I can’t provide a template or a how-to. We each come to relationships in such a different way. But I can offer a few guiding points.

1) Know what you want. Not just what you want to ‘feel’ but what you want to DO.

Feeling: To make a difference.
Doing: To travel internationally speaking about transformative engagement.

2) Know who inspires you as clients, colleagues and partners.
These are often referred to as ‘psychographics’. I call them ‘your tribe’.

Some people are so steadfast in their personal convictions that they naturally orient to their tribe. For people who have not lived in alignment with their truth, it can be very helpful to write out a few so you can start to name who you seek to serve.

Examples of psychographics or tribes:
*** Dynamic, successful women who succeed in love the way they do in business
*** Battered women determined to reclaim their lives
*** Ardent DIYers who want solutions to challenging fix-it projects
*** Fiercely independent seniors who need help downsizing their lives

It is important that you know who really inspires you and your work. If you know your tribe, it is much easier to find them.

3) Believe that your purpose has essential value.

Here is where I’d like to be exquisitely clear. You may doubt your Self, but if you are clear about your purpose and believe in your vision, your purpose can guide the way when your Self is uncertain. (Curious, eh? See the quote in Questions for the Coach for more on this.)

4) Create community.

Please know that you are not alone in struggling to create community. It’s hard to stand for and stand in our truth.

From that place, there is no formula. There is just a calling to connect with others who are also community connectors and culture creators. The key here is that you can SPOT who is successfully serving the community you want to serve, who shares a similar mission and drive. And begin a conversation…not a sales pitch.

This is where many struggle: You have the vision. You have the passion. But in the midst of some frantic attempt to get people to see you, like you, want you, you turn into a cartoon version of a marketing fiend. You spend your time churning out advertising copy, and running here and yon to speak with anyone who might be interested.

Instead, stop. Really ground yourself and say…Who shares a common vision? Of those people, who are strong in leadership and successful in business? What do I really respect about their work? Remember your vision and your mission. From there, start a conversation.

***********************************************
Carolyn Campbell has more than 30 years’ experience working with non-profit and for-profit businesses. In creative and connecting ways, Carolyn melds her expertise in community outreach, education and business development to help clients expand their reach and increase their impact…using their unique approach to life. Her areas of specialty include leadership, visioning, outreach and community building.