Soul of a New Business

January 4, 2010 · Comments

storefront What is the soul of your business? What resides at the center of all that you’re doing? What is the ecosystem that surrounds your business?

In planning my work for 2010, I asked myself similar questions. For New Marketing Labs, we’ve built the business to help larger companies use social media and other online marketing methods to build awareness, improve channels, and deliver more connected business relationships. In my other company (not yet launched), we’re going to empower passionate business, one human at a time through adult education. In thinking about what I’m going to do for [chrisbrogan.com], the soul of this site is where I have to reconsider what I’ve been offering and push forward for what I can do to be helpful in 2010.

Does Your Business Have a Soul?

Does your business seek to be helpful? Do you wake up thinking, “How can I do something that will improve the experience of others?” Will people say they’re better off with your business around than not?

Business doesn’t have to have a soul. It truly doesn’t. But should you want to be passionate about what you do, either as an employee or as the owner, you might consider this question more closely. The purpose of any business, at some level, is revenue. If not, then it’s not really a business. It’s a pursuit, a hobby, a passion, a charity, or something other than a business. But seeking revenue doesn’t preclude having a soul, so let’s banish that thought.

But if you are seeking to work passionately, and you’re seeking to build a business that will sustain you (and/or others), a soul helps. And by soul, because maybe I’ve not been clear, let’s say that a soul is “the moral and intentional guidance and ‘life’ of your company.”

(I bet I just lost a few of you left-brainers.)

What Does Your Business Soul Need to Consider?

In Trust Agents, Julien and I worked to explain that there’s a new way to conduct one’s self on the web. At the end of the book, we revealed that it didn’t really apply only to the web. Our point was simple: we think that the way people do business could stand to evolve into something more human and relationship-based. We feel that this has been lost a bit over the years, and that part of what’s contributed to the economic problems of the western world at least is that companies started seeing people as numbers only.

Putting your intentions and morals and good people skills back into the way you do business, we feel, might be part of a cure. That’s why we talked about the importance of being a human artist, someone who understands the so-called “soft skills.” Treating people like you want to empower them to succeed instead of wanting them simply to buy is a path towards sustained business. Working out how your business fits into an ecosystem and understanding what else your customers are dealing with helps with this as well.

Putting Your Soul To Work

If nothing else, your business soul is a set of questions. Ask yourself whether you would want your mother or spouse to be marketed to the way you are marketing. Ask whether the products you sell are something you’d give to your family. Ask whether there are better/easier/more helpful ways of doing what you’re doing. Ask whether you’re approaching your business relationships in a balanced way, or if you’re just sitting there champing at the bit to sell (people can tell the difference). Ask what kind of price your products and services are worth? Determine whether you’re giving real value or if you’re just selling.

The answers to these questions should help guide you. They can form the core of your vision of your business’s soul. Again, I’m not thinking that every business seeks to have a soul. I’m thinking that you, should you want to be passionate about your work, might think about the soul of your business.

The core of my success over these last years has come from this: be helpful. I got to that by thinking of how a sustainable business can be run with a human warmth. My personal rewards for this kind of thinking are great, and not just in monetary ways. Remember, the reason behind writing Trust Agents was because Julien and I discovered that there are more currencies out there than money and time, and the biggest one we found untapped was trust.

So, does your business have or want a soul? Where do you go with this? And what are your answers to the questions posed above?

It’s the perfect time to have that in mind, and it will drive success, if executed with passion.

Photo credit dbking

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  • It's understandable that agents and brokers want to charge up front. However, the market won't sustain that model unless most brokers use it. As long as contingency fee brokers offer services, buyers and sellers are going to pay for services up front. I frankly don't know what they're offering. Sure, the eventual settlement can result in a lesser fee, but with the fee structure we have, specifically the co-op, the consumer just doesn't see the value in paying up front for less overall fee. Or, lower fees for fewer services . HA! If the need arises, the consumer is gong to want more services and then what????
  • Chris,

    As a "trader in matter & spirit," I understand what you are meaning with "the moral and intentional guidance and ‘life’ of your company.”" I will give moral support and fuel for the soul to business minded individuals on my new site [under construction] EgoSoleTrader. Sole trader is the British English word for a sole proprietor. The site name has a double meaning with the trader part and how you could pronounce the word "sole" (soul).
  • bccochran
    Great post and perspective on business. Organizations that have soul and passion at their core will often outlast most of their counterparts...provided they have sound goals and business strategies in place.

    I think this also crosses over to the communications realm. Marketers who produce content with the primary goal of educating, building relations or providing something of value (rather than just to sell) will capture a more engaged audience.

    People can spot authenticity from a mile away. It's time organizations small and large start paying attention to this.
  • Our principal talked about the soul of our business with this New Year's Email that we sent out today:

    10 Things to be in 2010--
    be strong
    be humble
    be patient
    be grateful
    be honest
    be sincere
    be just
    be loving
    be forgiving
    be there.

    May you be blessed in the New Year!
  • If there is a human in the business then I think there must be a soul. Most people work for bookstores because a special few books changed the way they think. Every business can have this feeling.

    I'm working hard on teaching people the value of feeling good while they work. I think it's a must to doing great work.

    I would love to help you in any way as you start this company. I can work nights and weekends. I'll work for free (for the first few months :) ). With all the research I've done in this area I can be a grrrrrreat asset. You can email me or contact me on my blog.

    I'm a big fan of your concepts and I believe that I can really learn a lot from you ideas. Think about it.

    I wish you all the luck with this new business. I know it will be a hit.
  • KateNasser
    From: Kate Nasser, The People-Skills Coach

    Well Chris, you tapped my passion when you encouraged everyone to improve their soft skills and treat people as to empower their success not just to buy. Love your concept of the "soul of the business" and it does help distinguish businesses from others that don't. 20 years ago I built my training and consulting practice on the basic tenet "I am here to help you succeed" and I am still going strong.
    Kudos on this post and I will RT on Twitter for sure.
    Warmest wishes,
    Kate
  • 1day1brand
    "Would want your mother or spouse to be marketed to the way you are marketing?" Excellent question! For me this reaffirmed the way I / we do business. I engage rather than disturb, look to connect not sell, make a friend not a quick buck.

    Marketing is like Christmas. Often you get the most when you give what you have without asking for anything back.

    This approach gets you, connections, potential partners, fans and friends. Those things are far more sustainable than a quick sell.

    @Andrewfstewart @1day1brand
  • amcordeau
    Thank your Chis for the insparation. I have commented your article on my blog so that French entrepreneurs and business people may benefit from your insight.
    http://tinyurl.com/ydqk76h
  • amcordeau
    Thank you Mr. Brogan for the inspiration. I have published an article on my blog so that French business leaders and entrepreneurs may benefit from your insight. http://tinyurl.com/ydqk76h
  • Chris I love this post. I think that once again you're ahead of the curve. I believe (and am working to ensure) that 2010 is the year of the radical entrepreneur.

    I've spent over a decade helping people find and live their passion and purpose. For the truly dedicated, business is almost always a major vehicle for this. But, it's only been in the past few years that people have had a lower barrier of entry to combining their passion/purpose with their business endeavors.

    Here are some of the bullet points I've developed to help people know if they’re radical entrepreneurs. You're a radical entrepreneur if at least a few of the following sound like you (or you want them to sound like you):

    * Success begins with personal satisfaction. I want to do more than make money, I want to make money doing something that is deeply satisfying – something with Purpose.
    * I am a big picture thinker. I use my company as an instrument through which to directly impact and co-create the future.
    * I want to do something good for the world.
    * Uncompromising integrity is the only way to run a business.
    * I am an early adopter. I adapt quickly, leveraging new technology to connect people to good ideas in useful ways.
    * I am a connector. I know that in entrepreneurship as in community 1+1=3 and I like to connect people whenever there seems to be value.
    * I always seek the win-win-win. The game is won when everyone wins including the system in which I’m playing.
    * The bottom line at my company includes the health and safety of my children and grandchildren and the world in which they will be living. I like making a lot of money but I’m never willing to sacrifice the future for immediate gains.
    * The idea of separating my ‘business life’ from the rest of my life seems ridiculous. My business is part of my life. In fact, it’s one of the most important parts.
    * The future happens first in my imagination, the in will, then in reality.

    For bonus points, radical entrepreneurs are also aligning with a unified global vision but i'll leave that for another time.

    Of greatest importance: Radical entrepreneurs are the new breed of business. They will be the next generation to emulate. Those who arrive early will be able to take advantage of their position in a new territory. It's still a vacuum at this point. But, a year from now, the landscape will have changed...radically. These entrepreneurs and their companies will be the new face of business. And they'll be leading the charge in democratizing - not just media - but reality. The future will be co-created by radical entrepreneurs.

    I'm excited for the development of your new company Chris. If there are any ways in which I can be of assistance please don't hesitate to reach out. You're of such constant assistance to everyone else, it would be an honor to help.
  • Excellent list, Devon. You made me take out my sketchbook to mindmap a few ideas. Thank you for the great thoughts.
  • Happy New Year Chris.

    This is by far, one of the most important trends I see not only for small business and entrepreneurs but also for the giant corps. They may not all use the "soul" word, but that's what's happening. I've been blogging on "vocation" or "rightlivelihood on my blog for about three years now. At first - it was considered "woowo." Now, that more human - or values driven characteristic - is no longer laughed at - it's actually longed for.

    People are thirsty for authenticity - not just the brand kind but the inner kind. When we come from - and I hate to be corny - passion and purpose toward the bigger picture, people's inner GPS picks up on that.

    That's soul-driven communication, absent of rhetoric. Yes - I'm a cheer leader right now, but this topic makes my "Soul Soar."
  • It's all good, Judy. Your soaring soul is a tool for the good guys. : )
  • two words...Servant Leadership.
  • Crumble a bit dramatic (restructure)!!
  • We love drama here, Dara. Thank you! Crumble it is!
  • Very tight and informative writing, I was just discussing this topic with a group in London. Surely as economies of scale crumble this message will permeate
  • Chris,

    Really appreciate, and personally connect, with what you say in this post. I particularly relate to the "p" word. Passion is one of those traits that doesn't get enough play as it relates to business. But I couldn't (my company) doesn't live a day without wearing it on our sleeves. We've characterized it for us as Everything Starts With Desire…

    Back to your larger idea, I think the implications for business are very important, as I don't think "soul" will be a characteristic that businesses have the luxury to consider going forward. Either you have it (or better find it) or you'll suffer as a result.

    Here's to a healthy, happy and soulful 2010.

    Eric Brody
    www.twitter.com/ericbrody
  • That's the big hope, Eric. : ) Glad you're part of the story.
  • Chris:
    This is a great starting point for how to change the culture of western business. I know that I've been appalled by how companies operate as abject greed has adversely affected us all. Building humanity and soul into how a business deals with customers is only part of the problem. It should also be about how it treats its own employees.

    I've been disgusted as I look at spiraling CEO salaries of 20, 30 or 40 million dollars. Nobody is worth this kind of salary, but it's especially horrible when the same company is asking its employees to take pay cuts, endure layoffs and be asked to fill in and work harder to fill in for fewer employees.

    Business with a soul is a starting point for discussion and I know I welcome the conversation. I wish you great success and hope that people like you can help transform the way we do business in this country because I don't believe the current philosophy of greed uber alles is sustainable.
  • I love money, Ron. I just want people to earn it in a more love-and-support based way. Maybe I yearn for the cottage industries. I think they're coming back.
  • You have a soul of 1000 people! looking forward to see your new product
  • Fantastic post Chris!

    IMHO, there are 2 questions to ask, how to create soul within your business and how do businesses project that soul outwardly into the market place.

    It always helps if the owner(s) of the business have soul in the first place because that will set the tone for how they want to resonate into the market place.

    Just like tuning forks are used to determine if one is hitting the right keys, the tuning forks in this case are the set of criteria people use to assess if your business is worthy of investing their dollar. The market will determine if you're hitting the right notes.

    Let your soul glow brother.
  • Tuning forks. What a great visual for that. Thank you. : )
  • your welcome ;-)
  • mdeboard
    Chris, this post brought to mind a chat I was fortunate enough to have with Anil Dash (namedroppin' like whoa!) about what makes a PR person a good PR person, and he said the best thing you can do in PR is to be genuine, and real, and treat people with respect:

    anyway, there are a few key things about being good at PR
    and not "fake good" like most of the names you hear
    you have to have a fundamental understanding of narrative, and of what drives people
    what motivates them, generally, but also specifically what topics a particular reporter likes or what things an editor wants to see covered
    and what their constraints are for time/attention/etc.
    then also, you have to be willing to be subordinate to the story
    this is the thing that every male PR person i've ever met fucks up. they want to see their name in lights


    Anil's dfinitely a trust agent for me, so the fact that you and he agree here is important!
  • This is a good chat. Thanks for sharing it. : )
  • Chris

    I am not so sure I am with ya here. I think that you have to have soul to really engage people. Passion is a part of that too. The saying I put my heart and soul into the company is or should be evolving into passion and soul taking it away from I. Yes how can I be helpful to people is I again but it is taking the focus off of the I. I think of it this way as an agency that works with small companies, if there is not passion or soul that is being received but the client or potential client then they will go elsewhere to find it. As an agency, we are helping them to achieve their goals and of course increase revenues as it is business but if we do not put a piece of that passion and soul into it then I am not sure that the goals can really be achieved.

    I also see that if you are not helping people each day or for some a good part of the week then we are missing the mark. Helping does not have to be where you are emailing, blogging or talking to someone - it can be sharing of an article with your community that you think is good. That goes to commitment to being helpful but how can you be committed without passion or soul? Maybe I am being a bit over the top but I am not sure that cut corners per se and still have people trust you.

    Asking if you would sell something to your family is a big question that I think gets lost when people are trying to monetize. When talking with potential clients if I am not feelin it I walk away. That is personal preference and maybe a bad business model to some but again if I cannot put a piece of the passion into it then there is a red flag to not work on it.

    Thinking more ...
  • So you think there's a limit to how much soul you can share? Do I read that right?
  • Originally that is not what I meant but now I am thinking. If a client comes to me and I do not either like their product or support it the I walk away as my amount of soul is limited and that is not fair to the client. So, now thinking about it in that instance yes the amount of soul is limited.

    In other scenarios it is not. You can share 100 articles a week or something with your community/friends/followers, etc and that may still not be enough as there is a lot out there. The passion and soul for what you do for your company and then for clients that are the right fit better not be limited.
  • Another great topic Chris. Great comments from your readers too. As a chamber of Commerce president, I deal with small businesses everyday. Most of them do have soul. Those that don't don't seem to last too long. You can almost smell the the ones that are in it entirely for themselves. They talk a big game but when push comes to shove they stand alone and fade away. I think it is easier for a small business where the owner is the face and heart of the company.

    In larger firms, it really takes a special leader to make it a point that the company has heart and has everybody's best interests at heart.
  • I think you're right about smaller businesses. They HAVE to have soul. They trade on it. At my local coffee shop, if Adele doesn't know our orders and doesn't ask about the family, etc, we don't have as much of a reason to come back.
  • This is a fantastic post. I believe that business owners and leaders, asking themselves if they recognize the soul of their enterprises, is a good thing to do especially in this economy. Last year was rough, bad and soul-less in a way for business. I think it's sad that one of the movies being considered for an Oscar this year is one in which the main character's job is to help companies fire or lay off its workers. Where's the soul in that? Seek to make money, yes, that is commerce, but also inject the person into the business. Good thoughts.
  • Wow. Can you imagine bigger companies like, say, IBM, asking about the soul? Maybe they do. I think the reason the Clooney flick is relevant, by the way, is because it feels so defeatist. We feel like we're already dead, in some ways.
  • stevepoppe
    Soul is a good word, but brand strategy -- a little better. With a tight (soulful) brand strategy everyone at a company can add to brand and marketing value. Even those people who don't have Gary Vee-type passion, or Chris Bro social skills,or Seth Gee writing skills.

    Everyone is different. A good brand strategy is the same. Peace!
  • randyschrum
    Chris, thanks for the reminder. I needed that.
  • You make a most profound, yet simple statement, Natalie. "Social media has done a great job of revealing which businesses prove helpful."

    I don't have anything to add, just needed to say that out loud. That, in a nutshell, is what makes social media real power. In fact, I had to post about you your statement at my darkbluesun.com blog... Hope that's ok. ;)
  • Glad you did. Glad you're here, as always. : )
  • Great post Chris. I love what you wrote about the "trust" currency. I believe this is more valuable and important than ever, especially when it comes to services where you have too much competition going on. Trust is the one that will buy a long-term relationship with your customers...
    Thanks
    Fred
  • I love this! I am starting a class in a couple of days on business and this is going to be required reading for the class.

    I think this is an amazing post. I love thinking of trust as a currency.

    Thanks

    Iyabo
  • Dawn
    Chris, thank you for clearly articulating the internal business philosophy I've been working at for the past decade. It isn't always understood, accepted, or praised in corporations, but I believe it's the best way for me. It's nice to know I'm not alone.
  • Thanks Chris - it took me 20+ years to finally figure out that driving revenue AND having a soul (helping others) can work in concert together... not easy, but very possible and so worth it.
  • Love it, Donna. Glad you're helping. A Retirepreneur. Brilliant name.
  • I completely agree with your post and I think that social media has done a great job of revealing which businesses prove helpful. A true passion for your work encourages the empowerment of others.
  • spinhead
    Ah, it's fun to come here and read a well-written post that sounds a lot like something I wrote in my first book 18 months ago. Somehow, the message didn't completely surface during 2009 (I think the banks foreclosed on it) so we'll have another shot this year.

    Business needs to be more human. It's not hard, but it sure can be difficult.
  • What's the title of the book? We should check it out! : )
  • spinhead
    It's 'The Commonsense Entrepreneur'

    http://commonsenseentrepreneur.com/ has various versions like the audiobook, and Amazon has the paperback

    and thank you so very much for asking! (Go on; ask me about the three I have coming out this year . . . )
  • Great post, Chris!

    I think it's time for a change. In order to be best you need to be more considerate; more responsible for what you do.. yes, in a word: more passionate with what you do.

    That way all you produce/create/donate is excellent. If you're driven from within, your values just won't allow you to go after quick victories at the expense of trust.

    Passion and consideration for others are the key for success in 2010!
  • Very good points... I want to set up my blogs to have the small town experience. Where everybody is important and when you walk into the drugstore to get a malt, everybody knows your name.

    I know it's not possible but every reader I have should feel important because they are important to me.
  • The soul of our business is to help people achieve financial freedom quickly and effectively.

    I think it is super critical for our businesses to have souls. Otherwise they just become another job and who needs that?
  • You can actually see the soul in each post from passionate bloggers. It resonates with nearly every word and it's obvious.

    And wow, I read a lot of posts with no soul.
  • A great read (especially on a Monday morning). You've really touched upon the importance of striking an emotional connection with prospects, customers and staff. By touching the heart first, the mind will soon follow.

    Best wishes for a happy, healthy and successful 2010.
  • Identifying the soul of a business defines its humanity. We are all seeking a human experience, a relationship. Based on your definition, all businesses have a soul. Some are simply more appealing than others. As with us as humans, self-awareness is key. And through awareness can come change and growth.

    Thanks again for sharing!
  • Empowering clients can be tough.

    What we think may be empowering for clients might be a pain in their butt.

    For example, I help people with self-hosted WordPress installations, website creation and maintenance.

    Empowering, right?

    Everything the client needs to do, right at their fingertips. No more paying big bucks to some web developer to change the phone number on a web page. Freedom!

    But maybe not.

    This comes with it's own set of shackles. Now, the client may have to take more time than it's worth to them to learn more technology than they have any remote interest in learning.

    A conundrum to be sure.

    I have no easy answer.
  • Very true. I've learned enough HTML to muddle through... but I realized I hate it! So, I've turned the heavy lifting over to someone else. Meanwhile, I can still change a phone number if I have to.
  • Really great point, Dave. I think the trick is to ask them, right?
  • I find more and more that I want to know someone in a business that I do business with. I have formed relationships with quite a few people over the years and I like to promote their businesses because those people are good people wanting to help. I steer clear of companies that treat people like crap, hence my boycott of Marriott properties for their horrible handling of a situation at IZEAFest that cost a dear friend of mine over $500 in unnecessary fees.
  • just to make sure - i'm gonna play James Brown on the stereo when i'm driving clients around!

    all cuteness aside this paragraph of our resonates in a goosebump-ish kind of way:
    "Putting your intentions and morals and good people skills back into the way you do business, we feel, might be part of a cure. That’s why we talked about the importance of being a human artist, someone who understands the so-called “soft skills.” Treating people like you want to empower them to succeed instead of wanting them simply to buy is a path towards sustained business. Working out how your business fits into an ecosystem and understanding what else your customers are dealing with helps with this as well."

    realtors often get a bad rap about just working for the commish - i don't care about that bad rap, i need to make money of course to feed my kids, but LOVE people and i pretty much am working if i'm awake without even trying
  • Super happy to hear it, Nanette. You're right to be awake. That's a POWERFUL word for 2010.
  • How about a New Marketing Labs for small business that is not just empowering adults (your new idea) but actually focusing on "executing" on specific objectives in the area of social media and online marketing? We can all read blogs and things we neeed to do, but getting it done is the key.
  • Ken Gregg
    You may may want to check out the work that Mark Silver is doing at http://www.heartofbusiness.com.
  • I can only launch one business at a time. How about someone else (you?) start that company. : )

    At NML, we are all about execution. We just aimed at bigger companies.

    Want to serve the small business world? There are TONS of opportunities.
  • Really good post, Chris.

    I look at running a business like a marriage. My passions, dreams, aspirations need to be very in partnership with the entity of the "business." When those things are matched well, business works well. When they are not, you need to get a divorce from your business.
  • Once again Chris you've articulated the very essence of how I think business works best. The soul of my business is that all people need to be valued! Pursuing my dream of helping others requires leadership development and constantly re-inventing myself.

    I believe that our passions can more than pay our bills but allow us huge success if we learn the necessary skills and be disciplined to make it a business. We will have the most success when we help others succeed. That is what partnership is all about and why I love online communities.
  • This is a shallow comment for such a wonderful and deep article... But I LOVE Ben's Chili Bowl...
  • I've now used that picture twice (it's off Flickr), and people say that all the time. Great to sneak in a passion association, eh? : )
  • I was going to call you out on using that photo 4 months ago. ;) David King is a great photographer in the DC area and there is a thorough history on Ben's Chili Bowl if you click through to the photo page on Flickr.
  • If you enjoy good junk at all and have spent any length of time in Washington, DC, Ben's is a Must!

    One of the few places in the World that Thugged-Out Gangsters, Conservative Office Workers, Tree-Hugging Hippies and US Senators will mix without complaint or discrimination... All in the Name of a Fantastic Bowl of Chili....
  • grchapman5
    I agree with you and John Paul below. Social media enables people to pick and choose their business partners more effectively. Most people are put off by the cutthroat, money-hungry approach of the past and would rather work with people who discuss numbers that will help them (revenue generation, media impressions, etc) rather than the retainers/commission they'll have to pay. And most importantly, particularly in this economy, people want to work with people who share a common passion and vision for the future which is where your emphasis on soul comes in. Clearly, as you pointed out, you have to bring proven results to the table to establish credibility and enter the conversation but once you are a legitimate factor in the conversation it is a shared vision, philosophy, and, ultimately, soul, that usually sparks productive partnerships.
  • This is why I follow you and recommend that others do too.
  • Chris, I agree that a personal touch goes a long way in business today. In our own business, we strive to always put our personalities into our products and create a unique business soul -- and I think it makes a difference. I know I personally love reading "About" pages that really tell me about the person behind the business, not just the usual BS.

    People like to do business with other people. Period. And there is a benefit for me as a business owner too. As we build relationships with our customers, they appreciate us as people and are more forgiving for any imperfections. I like that!

    - Tara
  • Agree with your points completely. Business definitely benefits from having a soul, especially when you are focused on the need to be helpful. The question becomes not "What can I sell you?" but rather "How can I be of service to you?" To put it another way, we sell more when we stop selling and start helping.
  • Building bridges between people ~ Designing Success ~ That's the soul of my business whether I am designing a high-end residence for you, designing a (start up) company, mentoring an entrepreneur or marketing a product.

    CASUDI
  • Building your business with soul or passion is the only way you will ever truly be helpful and happy.

    Chase happiness, not money. People will feel that, making you and your biz more appealing.
  • sytaylor
    Be helpful, be responsive and be consistent.

    There is value wherever there are smart people, yet we as a species have a whole bunch of communication issues. It is little wonder that businesses systemically suffer from the same thing our families likely do.

    Provide a consistent image, a rapid response (even if it's "I can't respond yet) & be helpful when you can add value.

    Google hit a nerve with "Don't be evil", people like to become attached to a brand. By giving your brand a soul you make it sticky for your customer.
  • Great post Chris, love the idea here. I think people resonate with businesses that have a soul because it's human.

    On the other end, injecting a soul into your business gives it purpose and life...it's not just something that pays the bills.
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