Business with Heart

How to Build a Humane Business That Feels Good and Does Good

The world of business is shifting.
Many of us can feel it — the old way of doing things no longer fits.

For decades, business was about profit above all else. Growth at any cost. Masking our true selves behind “professional” personas. Competing instead of collaborating. Extracting instead of regenerating.

No wonder so many of us — the changemakers, healers, bridge-builders — have felt out of place in that world.

But here’s the good news: a new way is emerging.
A way to do business that honors people, planet, and purpose.
A way to work with heart.

I call this Business Like We’re Human.

It’s not just a catchy phrase — it’s a deep shift in how we see ourselves, our clients, and our role in the world. It’s about doing our life’s work in a way that feels good, sustainable, and aligned with our values.

And it begins with recalibration.

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The Three Roots of a Business with Heart

Over nearly 20 years of running my own business and walking alongside hundreds of clients, I’ve seen three key areas where we need to recalibrate if we truly want to leave behind the old world of business and step into a new one.

Think of these as three roots of a living, breathing ecosystem — the foundation for a business that feels whole and alive.

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1. The Ubuntu Mindset: We Rise Together

In the old business paradigm, scarcity ruled.
We were taught that there’s not enough to go around, so we must compete fiercely, “kill the competition,” and grab our share before someone else does.

This mentality creates isolation, fear, and burnout.

But there’s another way.

I’ve been deeply inspired by the African concept of Ubuntu, which translates roughly to:

I am because we are.

Ubuntu reminds us that we are all interconnected — humans, animals, nature, even the businesses we run.

When we bring Ubuntu into our work, everything shifts:

• Our clients become partners, not transactions.
• Our so-called competitors become collaborators.
• Our work becomes an offering of service rather than a battle for survival.

This mindset moves us from scarcity to abundance. From fear to trust. From me to we.

🌳 Reflection Exercise:
Imagine an Ubuntu Tree:

• The roots are your ancestors, mentors, and all those who came before you in your field.
• The trunk is you, standing strong and grounded.
• The branches and leaves represent the people, animals, and natural elements you care about — your clients, loved ones, pets, forests, oceans.

See how everything is connected.
This is the web you’re part of. This is the ecosystem your business belongs to.

When we operate from this awareness, we naturally make more compassionate, sustainable choices.

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2. Authentic Relationship Culture: No More Masks

The corporate world often talks about “company culture,” but for solopreneurs and small businesses, culture starts with one simple thing: authentic relationships.

There are two levels to this:

First, the relationship with yourself

This means living in integrity with your values — not just listing them on your website, but truly embodying them. It’s about:

• Setting healthy boundaries.
• Trusting your intuition.
• Believing, deep down, that you are enough.

When you know and love yourself, you can show up whole. No masks. No splitting into a “business persona” and a “real self.”

Second, the relationships with others

I use the term New Business Intimacy to describe this.

It’s not about oversharing personal details or blurring professional boundaries. It’s about realness.
Your clients should feel like they’re talking to a whole human, not a role or a script.

“Every human being wants to be seen and heard.
Without even a glimmer of intimacy, interactions feel robotic — like talking to a chatbot.”

The pandemic showed us how the old walls between “business” and “life” were never real. Now, more than ever, people crave genuine connection.

When you cultivate authentic relationships, you naturally build trust and resonance.
You no longer need to “persuade” or “convince.” People choose to work with you because they feel the alignment.

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3. Humane Business Practices: The Gentle Sales Path

The third area of recalibration is where things get practical.

This is about designing business practices — from marketing to selling to client care — that reflect your values and feel good to you and the people you serve.

For example:

• Instead of a sales funnel, you create a Gentle Sales Path that guides ideal clients with respect and care.
• Instead of talking about “target markets,” you focus on understanding the real humans you want to support.
• Instead of endless hustle, you build rhythms that honor both your energy and the natural world.

These practices are not just about doing business differently.
They’re about being different — showing up as a whole, integrated human being.

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Why This Matters

Business is one of the most powerful forces shaping our world.
If we keep doing business the old way, we’ll keep getting the same results:

• Burnout
• Exploitation
• Environmental collapse
• Deep disconnection

But if we — the changemakers, healers, bridge-builders — bring heart and humanity back into business, we can create something entirely new.

This isn’t just about making a living.
It’s about creating livelihoods — ways of working that nourish us, our communities, and our planet.

“I am because we are.
Together, we rise.”

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Take the First Step: Build Your Business with Heart

If you’re ready to step into this new way of doing business, here are two simple ways to begin:

1. Get the First Free Chapter of Business Like We’re Human

Dive deeper into these ideas and discover how to align your marketing and business practices with your values.
Download your free chapter on this page.

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2. Create Your 1-Page Marketing Plan

Build a clear, compassionate plan for reaching your ideal clients without overwhelm or pressure.
Get the 1-Page Marketing Plan here.

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Your Business Can Be a Force for Good

You don’t have to choose between making a living and making a difference.
You don’t have to hide behind a mask or follow formulas that feel wrong.

You can build a business that reflects who you truly are — and in doing so, you help reshape the world.

Let’s be the generation that says:

• No to extraction.
• Yes to connection.
• Yes to healing.
• Yes to doing business with heart.

Because business is not just about money.
It’s about life.

Business Like We’re Human: the book

If any of the above resonates, I think you might enjoy my third book ‘Business Like We’re Human‘ where I go deeper into these topics. You can find it on Amazon or directly on my website. Click on the picture below to get there.

Humane Marketing to Reimagine Business

The 7Ps of Humane Marketing and its 1-Page Humane Marketing Plan is a roadmap for Changemakers who want to market from an Ubuntu heart & mindset.
Rooted in reflection, they start with the P of Passion to think about our bigger WHY and then continue to help us figure our very own Personal Power: what’s our story?, how are we wired?, what are our values and our worldview? Picture this journey as an exploration of our vision, mission, values and the unique strengths we bring to the table. By intertwining Passion, Personal Power, People and Partnership with traditional elements like Product, Price, and Promotion, the 7Ps of Humane Marketing carve a path that not only resonates with our ideal clients but also amplifies the impact of our business.

It’s a holistic approach, where every marketing decision reflects the depth of our commitment, echoing the principles of a truly humane and conscious business.

>> Read more about the 7Ps of Humane Marketing.
>> Read more about Marketing for Changemakers

Other Resources You Might Enjoy

Blog post: Find Your People in Business: A Guide for Entrepreneurs

Blog post: I’m Struggling to Find My Niche – Here’s a Different Approach

Blog post: Unlocking the Power of Human Marketing: Strategies for Success

Blog post: Authentic Relationships: How to Be Human in Business

Podcasts

Podcast: Conversations for Change

Podcast: The Humane Marketing Podcast, conversations with guests, organized around the 7Ps of Humane Marketing

Downloads

• The Humane Marketing Glossary: Humane Marketing Words we love
• Manifesto: The Humane Business Manifesto (no opt-in)
• Creed: The Humane Marketing Creed (no opt-in)
• The One-Page Marketing Plan (email opt-in)

Books

• Business Like We’re Human, Sarah Santacroce
• Marketing Like We’re Human, Sarah Santacroce
• Selling Like We’re Human, Sarah Santacroce