Are you a Happy Business Owner?

Finding Bliss in Business: The Path to Becoming a Successful & Happy Business Owner

Today I’m talking to Christine, a Humane Marketing Circle member and Creative Start-Up Coach about passion and happiness.

Join us for a thought-provoking conversation with Christine Michaelis, author of the book “The Happiness Formula.” We explore the intriguing question of why some business owners find greater happiness in their endeavors than others. Throughout our discussion, we uncover a treasure trove of insights, examining the transformative power of habits that promote happiness, the art of setting achievable goals that foster fulfillment rather than disappointment, and the joy derived from being part of a vibrant community. Drawing from her extensive research and expertise, Christine offers practical strategies and illuminating anecdotes that are sure to inspire and motivate listeners to unlock their own path to happiness in business and beyond. So tune in as we embark on this captivating exploration of what it takes to be a truly happy and fulfilled business owner.

"I would say find something that brings you joy outside of business also. You should have joy in the business and what you're doing. But make sure you do find hobbies and groups and things that have nothing to do necessarily with… Click To Tweet

In this episode, Christine and I share a conversation on:

  • Why some business owners are happier than others
  • Habits that make us happier
  • How to set achievable goals that make us happy and not disappointed
  • The happiness that comes from being in community with others
  • Her new book ‘The Happiness Formula’ 
  • And much more

Christine’s Resources

The Happiness Formula Book

Christine’s Website

Start-Up Student Podcast

Find Christine on LinkedIn

Find Christine on Twitter

Find Christine on Facebook

Sarah’s Resources

(FREE) Sarah’s One Page Marketing Plan

(FREE) Sarah Suggests Newsletter

(FREE) The Humane Business Manifesto

(FREE) Gentle Confidence Mini-Course

Marketing Like We’re Human – Sarah’s book

The Humane Marketing Circle

Authentic & Fair Pricing Mini-Course

Podcast Show Notes

We use Descript to edit our episodes and it’s fantastic!

Email Sarah at

Thanks for listening!

After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There’s no opt-in. Just an instant download.

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Imperfect Transcript of the show

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[00:00:00] Sarah: Hello, humane marketers. Welcome back to the Humane Marketing Podcast, the place to be for the generation of marketers that cares. This is a show where we talk about running your business in a way that feels good to you, is aligned with your values, and also resonates with today’s conscious customers because it’s humane, ethical, and non-pushy.

[00:00:23] I’m Sarah z Croce, your hippie turn business coach for quietly rebellious entrepreneurs and marketing impact pioneer. Mama Bear of the Humane Marketing Circle and renegade author of marketing like we’re human and selling like we’re human. If after listening to the show for a while, you’re ready to move on to the next level and start implementing and would welcome a community of like-minded, quietly rebellious entrepreneurs who discuss with transparency what.

[00:00:52] Works and what doesn’t work in business, then we’d love to welcome you in our humane marketing circle. If you’re picturing your [00:01:00] typical Facebook group, let me paint a new picture for you. This is a closed community of like-minded entrepreneurs from all over the world who come together once per month in a Zoom circle workshop to hold each other accountable and build their business in a.

[00:01:15] Sustainable way we share with transparency and vulnerability, what works for us and what doesn’t work, so that you can figure out what works for you instead of keep throwing spaghetti on the wall and seeing what sticks. Find out more at, and if you prefer one-on-one support from me.

[00:01:37] My humane business coaching could be just what you need, whether it’s for your marketing, sales, general business building, or help with your big. Idea like writing a book. I’d love to share my brain and my heart with you together with my almost 15 years business experience and help you grow a sustainable business that is joyful and sustainable.

[00:01:58] If you love this podcast, [00:02:00] wait until I show you my mama bear qualities as my one-on-one client can find out more at And finally, if you are a Marketing Impact pioneer and would like to bring Humane Marketing to your organization, have a look at my offers and workshops on my

[00:02:32] Hi, friends. Welcome back. I hope you’re doing well. Today’s conversation fits under the P of Passion, so we’re back to the first P of the Humane Marketing Mandala. If you’re a regular here, you know that I’m organizing the conversations around the seven Ps of the Humane Marketing Mandala. And if this is your first time here and you probably don’t know what I’m talking about, you can download your one page marketing plan with the [00:03:00] humane marketing version of the seven Ps of slash one page.

[00:03:07] That’s the number one and the word page. This one page marketing plan comes with seven email prompts to really help you reflect on these different piece for your business. So it’s not a, you know, six step plan here, do this. But it’s more like prompting you with questions that help you reflect on your different piece.

[00:03:29] On today’s show, I’m talking to Christine, uh, Michael’s, uh, humane Marketing Circle, member and creative startup coach about passion and happiness. But before I tell you a little bit more about Christine and today’s show, I’d like to tell you about our upcoming storytelling, like We’re Human Workshop that takes place on June 7th.

[00:03:52] As you may have noticed, I have this series of workshops, live workshops, with the theme of being [00:04:00] human. Something being human, right? And the idea is to look at these different concepts. Marketing strategies, et cetera, from the perspective of humane marketing and marketing like we’re human. So this, uh, time we’re looking at storytelling and rather than looking at storytelling from this, Hero’s perspective, right?

[00:04:22] Hint, hero’s journey. We’re actually looking at it from being human. So how are we going to tell stories that feel like we’re human? Uh, I think we are kind of tired of the, uh, heroes, uh, stories and we’d watch, rather hear from a human level. Connect on this human level and in order to get ideal clients, we know that we, uh, need to bring more of us to our marketing, more of us to our story, but.

[00:04:55] How, that’s the question, right? In which stories are relevant? [00:05:00] Well, that’s exactly what we’re discussing in this 90 minute live workshop on June 7th, and I’m so thrilled that Hillary Ria, uh, my co-host will help you find your five word life story. And I’m really super excited about this because I. I’m so happy to have found a storytelling expert that agrees with me that, you know, the, the typical heroes journey story type is kind of outdated.

[00:05:29] We need to bring more of us to our story, and that’s what we’re gonna do in this live workshop. So it starts from within. That’s actually what we’re doing. Instead of trying to fit our story into the story arc, the hero’s journey arc we’re coming from within. And there’s still a, you know, framework.

[00:05:47] There’s still structure, but it really comes from within. So please have a look at the details at and uh, join us for only [00:06:00] $27 for this confidence boosting workshop. Cuz once you. Own your story. That’s when you’re really going out there and resonating with your ideal clients.

[00:06:09] Right? Of course, if you’re already a Humane Marketing Circle member, you can intend all our workshops for free. Okay, back to today’s episode. Let me tell you a bit more about Christine. Christine Marketing and creative startup coach, founder of the Creative Startup Academy, author of multiple books, public speaker, podcast and workshop facilitator.

[00:06:33] She has worked in marketing and advertising for more than 12 years before she decided to start her own business supporting startups. When her hands-on approach, she has helped hundreds of individuals validate their. Business idea and create a successful startup, as well as working with small businesses, supporting them, getting clarity and marketing their business.

[00:06:56] She sees entrepreneurship as a way of life and [00:07:00] loves the passion that comes from working in that industry. In our conversation today, we talked about why some business owners are happier than others and how to help, uh, those who are not always happy to get to more happiness. Some habits that make us happier.

[00:07:20] How to set achievable goals that make us happy and not disappointed. The happiness that comes from being in community with others. Her new book, the Happiness Formula, and so much more. So let’s dive in and be happy with Christine McKays.

[00:07:40] Hi Christine. Thanks so much for being on the Humane Marketing Podcast. I look forward to this conversation about happiness and bliss.

[00:07:48] Christine: Yes, thank you. I’m very excited to share Rod It and um, Hopefully make some people happy. At least smile,

[00:07:56] Sarah: at least. We’re definitely smiling. Uh, I just said [00:08:00] offline, I spent most of my day in nature.

[00:08:02] We saw these little ducklings and you know, it’s finally spring. Yeah, I’m definitely happy today. So, but let’s, let’s start with you like, you know, it’s, um, I’m basically featuring this episode under the P of Passion, which is the first P of the Humane Marketing Mandala. And so when you said that you’re coming out with a book about happiness, I’m like, well, happiness, passion, you know, it’s all these good feelings that we want to have more of.

[00:08:31] So tell us yeah. What you are passionate about and, and then also obviously then we go into the, the whole definition of happiness and how do we get more happy as autism.

[00:08:43] Christine: Yes. Um, well, thank you. First, uh, for having me. I’m, I’m very excited. Um, I know we’ve done so many things together and I know there will be so many more collaborations coming out of that.

[00:08:56] Uh, and I think you can’t find a more passionate person [00:09:00] about, uh, what they do. I know everyone is, but I really explode with passion when I, when I talk about, um, What I do and, and I just love it. Uh, and always I say I’m an accidental entrepreneur because I never wanted my own business. Um, but it had just happened and I absolutely love it.

[00:09:19] And I only basically work with people because I work with entrepreneurs, um, that are really passionate about what they’re doing. And that’s lovely. That wraps off on me. And it really gives you energy, I think, um, when you, uh, yeah, when you work with people that are passionate. So what am I passionate about?

[00:09:39] Work. Mm-hmm. In this case, my own company. Um, if we are looking from a business perspective, I’m really someone who loves getting things done and crossing things off the list. I, I really love, I’m, I’m like kind of, I’m really passionate about having this and I used to not anymore, uh, have to-do lists for [00:10:00] personal life.

[00:10:01] Okay, do the sports, uh, go out for, for a walk, wash the dishes and stuff. Now I don’t do that anymore, and I’m learning more and more to also sometimes do nothing, uh, which is really difficult for me because I love to finish things also. That’s not very strange. But I love to finish a shampoo bottle or to, to finish a product or something.

[00:10:24] I have to, that’s fine with me. Um, I know what you

[00:10:27] Sarah: mean. Yeah, I know what you mean. It’s kind of like that’s. Oh, okay. We finished this, you know, and it’s like, oh, we can move on to the next thing.

[00:10:35] Christine: Yeah. And challenges work really well for me. If you give me a 30 day challenge, I will do all 30 days. Um, But what I’m really passionate about is as well, um, is making people smile.

[00:10:47] I think really people always say, oh, what’s your purpose in life and stuff? And this sounds very cheesy now, but I, I love making people happy because it makes me really happy and it’s all interconnected and it’s lots of science behind it [00:11:00] as well. Um, however, that really, that may, that, that’s what I’m passionate about, spreading some happiness in, in swan’s life.

[00:11:09] Hmm. Yeah.

[00:11:10] Yeah.

[00:11:11] Sarah: So, so let’s talk about this happiness. Um, what, what I was thinking about is like, you know, how come what makes some entrepreneurs, business people happier than others? And, and then how can we help those who are not currently happy in their business or in their life? But since we’re on a business podcast, we can talk about business.

[00:11:37] Um, Yeah. How can we help them to find back to being happy?

[00:11:44] Christine: I think the very first thing, I mean there’s also official definitions of happiness and stuff. The very first thing is obviously to know and understand, um, which probably people do that. Happiness means different things to different people. Um, however, there’s also science [00:12:00] that shows what doesn’t make happy.

[00:12:01] Um, but we are gonna focus, of course, also on the things that. Will make people happy and also, um, business owners. So, um, I, I would say you would need to define first, what does happiness mean to you? What does success mean to you? Because therefore, for, um, entrepreneurs are often interlinked, um, let’s say saying, okay, if I have success, That makes me happy and that makes also the business sustainable.

[00:12:28] But what does that mean? It does not necessarily mean, uh, a lot of money. It might mean I help X amount of people with what I do, or I have an impact on society, on an, the environment, whatever. Uh, a specific, uh, success definition. I think everyone, uh, as a business owner should have. I, uh, again, I appreciate that we all have to pay the bills and that is a business.

[00:12:54] Um, so it, um, it’s thinking about the money, but not in, in the connection with [00:13:00] happiness really. So understanding what does happiness mean to you and your, in your business, um, and what does success mean to you? It’s the very, very first thing. And then if we go into a few really practical things and steps into what, um, science has shown, what really works, um, and what helps with happiness and increasing your happiness, Is, um, investing into experiences in instead of materialistic things.

[00:13:29] So because they create lasting memories and give you the sense of personal growth as well, and that overall can contribute, um, to a deeper understanding and satisfaction and fulfillment. And, um, basically when you do that, you prioritize time. Over resources. You prioritized, uh, your time and resource in a way that really align with your values as well and your personal interests.

[00:13:58] So in business [00:14:00] or in personal life as well. And again, this can give you this sense of fulfillment, fulfillment and feeds into the purpose that you might not have defined yet for yourself because it’s a very difficult question. What’s your purpose like? Mm-hmm. I just talked to someone else who said, I don’t believe in that stuff.

[00:14:17] I don’t think we have any purpose. And I was like, okay. Uh, that’s okay. Everyone has their own view. Um, but really you can, you can do that. And investing into experiences. You also invest in relationships with other people. You create memories together. And, um, you also share that, that success with, uh, other ones.

[00:14:36] And in that case, um, you can share successes, for example, that you had or the company had with the team, with co-founders. With, uh, freelancers that you, that you work with, if you outsource something with suppliers, with clients, you can share this. If, if the client had a success, you should celebrate that.

[00:14:54] Mm-hmm. Not because, oh, I’m so great. That was me, but really because you’re happy for that person. [00:15:00] Mm-hmm. And it will make you happy. So that would be the next experiences.

[00:15:04] Sarah: I really like that because I just come back, uh, from, from an experience. So, so basically we have a mastermind, uh, where we meet every, uh, every month and every month that somebody else hosts the, the get together.

[00:15:18] And so today, I hosted and so I just, I said, instead of staying at our place, let’s go down to the forest because I’m. Lucky enough to live next to a forest, next to, um, a little water, uh, stream as well. And so, um, you know, it takes time though to take time of our, out of our busy lives, right? Mm-hmm. And so, uh, only five out of the 10 people could make it, but those who made it, we just appreciated it so much.

[00:15:47] And then, like I said, we saw the ducklings, we created memories together, right? And, and yeah, we just. Felt really happy. Where had we stayed in our office and, you know, [00:16:00] maybe, yeah. Made more money or, you know, had another client that it wouldn’t have given us the same feeling of happiness. I’m sure. Yes. It’s, yeah.

[00:16:11] It’s really those times where you step out of the. Normal kind of, um, things that, that you feel these moments of awe and, and experience what you, what you said.

[00:16:23] Christine: Another thing that, and also with others. I mean with others, exactly. You, you can go by yourself and you have a great experiences, but if you share this moment with others, the shared moment again as another.

[00:16:32] Yeah. Um, yeah. So another

[00:16:34] Sarah: layer of happiness. Yeah. Mm-hmm. Yeah. Another, um, point you make in the book that contributes to happiness is about building. Habits. Um, so talk to us about these habits. Why do habits, one could say, well, habits make it more boring. So, so how do habits make us more happy?

[00:16:57] Christine: Yes. So building habits is [00:17:00] another thing like you just mentioned.

[00:17:01] Uh, I just wanna mention three quickly other things as well. Um, before we jump into the habits, maybe because it’s about the experiences, uh, that jumps back into that is the savoring the moment. Meaning that you really see and, and stay in that moment and see the positive side and aspects of things. And what you can do is you can share that with others.

[00:17:23] So if it’s an experience that you had yourself, um, to have a bigger impact, you can share this with others as well via the phone. Maybe a video, maybe a quick call, video call or something. Um, that can help that. Um, You can physically jump up in the air and, and be happy about things and, uh, stuff like that.

[00:17:42] But anyway, just to, to, uh, combine that again with the experiences, so with the habits, um, because habits, um, enhance, can enhance if you’re talking about good habits. Um, so, and these might have to be defined, but they, um, enhance really [00:18:00] your physical health, your mental health. Um, your emotional resilience and can really contribute to, uh, again, to this greater sense of purpose and fulfillment.

[00:18:12] Mm-hmm. Now, creating habits, I’m gonna talk about this in a second, but, uh, engaging in hobbies or activities that bring you joy and there’s a difference between joy and happiness. Officially there’s this definition. Happiness is like the longer state and, uh, of something. The joy is the one that you have in that moment.

[00:18:32] Mm-hmm. Um, but I would say find something that brings you joy outside of business also. Um, of course you should have joy in the business and what you’re doing. But make sure you do find hobbies in, um, groups that you, um, go out with in nature and things that have nothing to do necessarily with your business.

[00:18:56] Because I think as entrepreneurs as well, we [00:19:00] have difficulties to detach from work because it’s always there and it’s our baby and we’re passionate about it so that we. Mm. Don’t see that we overwork ourselves sometimes. So, uh, take some stuff out of there as well and create habits around it. Um, have regular working hours is a habit that I think everyone should have.

[00:19:20] Um, when you ha work for someone else or if you work for yourself, have your own business. Make sure you have working hours set and don’t work after those hours. There might be exceptions cuz maybe there’s a podcast recording that you’re doing with someone else after hours or. Um, you speak at an event and it’s not possible to do otherwise, but the norm should be that you have regular set hours.

[00:19:45] That’s, I think, a good habit to have. Um, to have a end of work routine is something that I never had. And after I worked with someone, um, that was also a remote coach, basically that was one of the first things she said, [00:20:00] you should have. A habit, a routine when finished working because you can signal your brain.

[00:20:06] Okay, that’s it. That’s the end of the work today, especially if you’re working from home, right? Because, and you might be even in the same room and where you do other things, um, in the not have extra office. That’s another great habit. Um, morning routines. I’m a massive fan of morning routine. Um, you don’t have to be extreme, but having some kind of routine to start your day to wake up in a slower way.

[00:20:30] I get up very early. I have almost two hour morning routine. Um, but where you involve different kind of senses, bit of exercise, doesn’t have to be a massive exercise. Can be also yoga, some breathing exercise. Maybe people like to do visualizations in the morning, maybe to ride whatever you feel, what works for you, which gives you the time.

[00:20:50] To wake up and to set up for the day. I think that would be a good habit to have. Um, healthy eating, which can be sometimes [00:21:00] challenging if you are in, in this run of getting things done. Um, Eating very fast. Even if you eat healthy stuff, uh, is also not, uh, recommended. And I’m still eating too fast. I’m, I’m done in six minutes with my whole, uh, lunch, which is, uh, not good.

[00:21:19] I take an hour because then I do a walk and things like that, but the actual eating part is too short actually. Mm-hmm. Um, But eating healthy because it will give you energy, it will be good for your body. Um, and it will really have a big impact on your health and wellbeing and your happiness as well.

[00:21:37] Sarah: What I hear is like there’s a lot of habits that are actually more life related than they are business related. Um, and those are the ones who are really established as. Solid foundation. Right. Of course. Then we could also be speaking about, you know, create a habit to write every day, you know, [00:22:00] write blog posts every, like mm-hmm.

[00:22:01] All of these other habits. But it sounds like the ones that really build a foundation and that make you happy, happy are, are more life related

[00:22:12] Christine: habits. Yes. Yeah, because they, they impact you. Yeah. And the same with getting enough sleep. If you don’t get enough sleep, you won’t be able to focus enough during your day and get stuff done that you want to get done.

[00:22:22] Right? So everything impacts your, um, impacts your work as well. If you don’t eat healthy, you probably don’t have enough. Uh, if you don’t drink enough water, if you’re not eating healthy, you don’t have enough energy to get through the day, you will have a down point as well. Um, if you. If you don’t give yourself enough time to wake up in the morning with a morning or dinner, that will impact your day.

[00:22:44] Yeah. Um, of course these cutoff days and stuff that I mentioned are more work related, but yes, for sure. Yeah. I’m also

[00:22:51] Sarah: a big fan of, um, I think it was Tim Ferris, at least that’s who I heard, uh, talk about it. Uh, first is, is you know, kind of. [00:23:00] Minimizing the decision fatigue, like making, we we’re making so many decisions every day as entrepreneurs, right?

[00:23:08] Mm-hmm. So if you can just cut a few of these decisions and just have the habits, uh, for example, you know, I have oatmeal every morning, and that’s just. Who I am now, it’s basically who I am. It’s like I’m Sarah who eats oatmeal with, um, turmeric every morning. And so then it just becomes part of you. I do yoga every morning.

[00:23:30] It’s becomes part of you. And so you don’t have to decide, should I eat yoga today or should I not? And so that in a way that it’s not boring to me. It just makes me happy. I look forward to my oatmeal every day. Right. Yeah. So,

[00:23:44] Christine: and that’s exactly the, the point of habits and, and because it becomes a habit, it’s effortless.

[00:23:50] You don’t have to take a decision. It’s just part of what you do. Yeah. And it’s also okay, and I’m someone who also struggles with that because I’m so, [00:24:00] um, Chiefer mindset, uh, if you want to call it and crossing off things to this, but. It’s also okay to be flexible if you stayed up longer, wake up later to get enough sleep and don’t compromise on that part just to get your habit in.

[00:24:17] Um, so I think this flexibility around habit building. Um, so they become part and become easy and you don’t have to take the decision to do something. However, if for whatever reason you can’t do it at one day, that’s also okay. Yeah. And I think it,

[00:24:33] Sarah: you have to struggle with, with yourself and say, okay, fine today, and don’t do that habit.

[00:24:38] Christine: Exactly. And just a, a couple of tips there. Um, maybe. And people have heard that before probably on how to actually build habits and how to create habit and to make it effortless and there’s lots of science behind it. How long does it take? If some people say 21 days? Some people say, uh, 30 something, some 70 something, I think depends on the person, depends on the habit.

[00:24:58] Hmm. Uh, getting rid of [00:25:00] habit is even more difficult than creating healthy habits. Um, but starting small. Is of course the, the really, the biggest thing. If you say, I wanna meditate every day, one hour, you won’t, if you’ve never meditate before, if you say, I’m gonna take a mindful breath every day before I get out of bed, I can do that.

[00:25:20] That’s the smallest thing you can do. Take one mindful breath, that’s like a meditation, or I do a five minute guided meditation from YouTube or stretching or something that probably you can do. Um, accountability can be something that can help. So find someone, uh, that you share this again, shared experiences.

[00:25:39] Mm-hmm. They maybe the habit with, um, or you, some people like use tracking apps. Uh, right. Strangely enough, I don’t, but, uh, I know there’s a lot of happy tracking apps and stuff. Some people, for some people that works. Um, again, tracking the progress. Um, if you do yoga, like you mentioned, for example, if you.[00:26:00]

[00:26:01] Um, you see, you get more flexible and, uh, it’s, it’s better and you have probably as back pain because, uh, we probably sit a lot in front of the computer with a lot of zoom meetings, things like that. A good habit to have is also have taking screen breaks, for example, um, not to be in front of the screen for eight hours a day.

[00:26:20] Taking the breaks. Make sure your eyes can relax. Um, celebrating when you’ve done one of the habits, okay? You, you created something. So if you wanna do yoga, if you take a breath, whatever it is, then in the end, that habit is you celebrate that you did that. And that doesn’t mean you have to then go out and drink something, or you, you go on a holiday every time you do a habit.

[00:26:42] But it can be just like a Well done, Christine, a head on the shoulder. Maybe you wanna hug yourself. Maybe you look in the mirror and say, yes. Yes, I did that. Thank you. Good. That was good. That’s like little celebration to signal your brain, that little success moment as well. [00:27:00] Yeah. Feeling more accomplished.

[00:27:02] Um, and a final thing is, um, finding the situations and the support and the surroundings that help you to implement your healthy habits. So if you wanna establish something and your life and the people around you is not, just not set up for that. Then think about it and doing it consistently will help you to do that.

[00:27:23] And um, I think the last thing they always say is, make sure you attach it to something that you already do. So someone said to me, oh, if, if you wanna do five sit ups in the morning, if we talk about physical exercise and you attach that to when you stopped brushing your teeth, Then you will do it more likely than trying to do it outside of something that you already do.

[00:27:46] You wanna drink more water. That’s why some

[00:27:47] Sarah: people have their running shoes already out when they go to bed. Right, right next to the bed.

[00:27:53] Christine: Yeah. Also, yes. Yes. Mm-hmm. Yeah. Yeah. So, yeah, this, uh, would be like, good, good tips. Thanks. Thank

[00:27:59] Sarah: you. [00:28:00] Yeah. I, there’s another thing I really wanna make sure we have time to talk about.

[00:28:05] Mm-hmm. Um, which is goals. Because in a way, it kind of probably ties into our definition of success because we, as entrepreneurs, we set ourselves sometimes quite aggressive goals, right? Mm-hmm. And then we’re not happy or we’re sad if we’re not achieving them. And so you talk about this idea of making sure that we set achievable goals.

[00:28:34] Mm-hmm. Talk to us about that and how that makes us happier.

[00:28:39] Christine: Yes. Um, well, because if we feel, um, first of all, if we are achieving goals and then we talk about how I usually set goals as well, um, then it gives us this sense of fulfillment that we achieved something, uh, we should always celebrate, we achieved the goal.

[00:28:55] So it, it gives us a sense of moving forward. I think if you do not [00:29:00] set goals, it can be very demotivating in business. Um, and I always say, if you don’t set yourself a goal, how do you know you achieved something? If you never wanted to achieve something because a goal is nothing else, then okay, I wanna get something done if we, okay.

[00:29:15] Goal setting is a harsh, harsh thing and I know we all do it and, and stuff, and we’re in business. Um, however, I think getting to a specific point where you want to be, It’s already setting yourself a goal. And we all want to be somewhere. We all want to be, have specific impact. We all want to have a certain amount of money to support a lifestyle that we want.

[00:29:36] We all, um, want to make work with X amount of people because then we know, again, we have that impact in that kind of way, so that that really can support making us happy. But one thing is extremely important. Goals might change. Goals are not written in stone like they say you can, it’s your goal. [00:30:00] Well, I always say you have three questions.

[00:30:02] Um, is it your goal, yes or no? Is it maybe put onto you by someone else? Um, especially when you work in a company and it’s, you are not a business owner, then you often get goals set by other people. Um, does the goal excite you? And, um, if any of the answers to these questions is no. Revisit the goal because you will get demotivated.

[00:30:27] Mm-hmm. And then there’s obviously a lot of acronyms and formulas and stuff that you can use to set goals and, uh, one of the most used ones is smart. I actually don’t like that too much, even though it does work. But I, I just don’t like it too much because it’s always used in corporate situations and stuff like that.

[00:30:47] Um, so I, um, use actually a different one, which is called Achieve, which already has a great word in it. Okay, so the acronym like that much better? Yes. Um, so it’s basically stating a goal as if [00:31:00] it already happened. So not I want this, but, um, as as it, I have a successful business. Let’s start with that.

[00:31:08] Instead of saying, oh, I don’t want to be in a full-time job. Um, then we have the C, which is clear and specific, so you need to know what that means. What does a successful business mean to you? Where is it with whom is it? How much many clients do you have? The turnover, because you will have to think about the money side as well.

[00:31:26] Um, and then, um, be very clear and specific on that. And then the age is actually the hittable, which is. Achievable. Um, is this actually realistic? Too often I hear people that, oh, I’m gonna have, uh, this company that will have 2 million turnover at the end of, uh, year two. This is not realistic. Um, probably depends on the company.

[00:31:49] Um, the I in Achieve is in a positive direction. So state what you want rather than what you don’t want. Also has a bit to do with how the brain works. [00:32:00] Um, because they, uh, the brain does not understand negatives. Um, and if you give it what you already want, then there’s a lot of research done that you will actually be more likely to achieve that e uh, so achieve, uh, is exciting.

[00:32:16] So it should be exciting for you. If it doesn’t excite you, I would not recommend. You’re not gonna Yeah. Call, go for it. Yeah. And then the V is actually value-based. Um, and I think that’s really important because, um, it should align with your values. You need to be clear on your values, what’s important to you, what don’t you want, what do you want in life, um, and it needs to align with that.

[00:32:40] And then we have the last E, which is ecological. And basically what that means is who and what is affected by you achieving that goal. Because maybe you say, I want to have this company and I wanna run it in New Zealand. If you have a family, For example, or also friends or uh, husband [00:33:00] or children, they will be affected by you moving to New Zealand.

[00:33:04] So you should check if they’re okay with you achieving that goal. You might have less time for anyone because all of a sudden you have to work more. Um, and you check if they’re okay with that. And if they are not okay with that, are you okay with them not being okay with that? That makes sense because it’s your goal, it’s your life.

[00:33:24] But you,

[00:33:24] Sarah: you’re part of a bigger ecosystem and Exactly. You need to check in with them. Yeah, yeah, yeah. I like, I like that achieve much better than the the smart. Yeah. Mm. It’s, yeah. It’s somehow outdated and Yeah. It’s maybe it’s also bigger. It’s overused. It’s like from the corporate day, so we’re like, nah, we’re getting Exactly.

[00:33:44] Christine: Exactly.

[00:33:47] Sarah: I love that. Yeah. Um, We both have communities. Um, and so I’m just wondering also what happiness and community, where they [00:34:00] overlap what they have in common. Um, yeah. You wanna talk about your community and then we can also talk about the circle a little bit.

[00:34:09] Christine: Yeah. Yeah. So in, in general, I would say just, um, to answer the question, what do communities have to do with, um, happiness?

[00:34:17] Um, it’s actually scientifically proven as well that soul through connection, doing things with others, um, is extremely important for happiness and it’s crucial for your over overall wellbeing, um, and happiness. And I talk in, um, my book about that as well, a lot. Um, and they actually found that it’s. If you are connected in a community, so that’s even in a church or in our cases, right?

[00:34:46] Sarah: Professional communities. Real life communities or

[00:34:48] Christine: online? Yeah, online communities. Yeah. Yeah. Um, it, they, they’ve shown the studies have shown that you’re less likely to experience, um, uh, premature, uh, [00:35:00] death and have more chances to survive fatal illnesses. Because it, it is a bit strange, but it’s really, makes, makes total sense to me.

[00:35:10] Yeah, yeah, yeah. I think so because, um, it will also build up for more resilience and, um, you will have a support system when you’re going through difficult times. You will, um, less likely feel loneliness and isolation, have this sense of belonging and you can discover your purpose there as well. Um, and usually you are part of a community that you have shared values with, right?

[00:35:35] And, uh, this is where our communities and especially also yours come in and we just be a part of something and we can create new experiences together. So that’s based again, of the shared experiences. Um, so having social connections and groups and communities that you belong to really play a massive role in health.

[00:35:57] Physical health really. Um, but also in the [00:36:00] mental, um, health and wellbeing and, um, what my community is, uh, for entrepreneurs in the first three years to support them with all kind of things, uh, support, uh, in, in resources and life support and with the community. Um, and yours obviously is a fantastic community of professional people, but that are not.

[00:36:22] Mm. Because sometimes when people hear the word professional, they’re a bit put off because they think it’s like that kind of person that just thinks, uh, uh, about numbers and about, uh, how many followers do I have and, um, how much money do I make? And stuff like, it’s not that you can, in my point of view.

[00:36:39] And also I know everyone in your community you can be professional, meaning reliable. Um, Exchange knowledge. So you’re knowledgeable as well in what you’re doing. And I think your community’s amazing for that because I’ve met so many amazing people, started already collaborating with them. And I remember the very first [00:37:00] session that I attended life, I had so much that I took out of that that I then implemented into my business, which really works as well.

[00:37:08] Um, and you. All the focus is obviously all on humane and gentle, um, marketing techniques as well. And it, it’s really, it’s really lovely and it, it does give me that sense of, I found a tribe that I belong to because I can feel that we have, um, shared values, we create these experiences. It’s very relaxed and, um, but.

[00:37:34] Still professional. Like I say,

[00:37:36] Sarah: I love to highlight that. Right. It’s this idea, well, I guess we do speak a lot about being human, right? Mm-hmm. Marketing, like we’re human. And so that’s really what I’ve wanting, wanted to create is a place where we can be human. Mm-hmm. And yet still be professionals or talk about marketing and business and, and I think that’s what also [00:38:00] creates the happiness because we are.

[00:38:02] All being our authentic selves. I think that’s what you also meant by the community where you feel like you can be yourself,

[00:38:10] Christine: right? Yes. And you can feel that passion that everyone has. Yeah. So coming back to the passion that everyone has for their business, and again, if you, if you talk to people that are passionate about something, this will wrap off on you because it’s positive energy and it will really, really gives you energy.

[00:38:28] Because I, I know it can be sometimes difficult to attend a meeting after hours. Um, right. But every time I, I attend, for example, one of yours, which will be for my time, for example, at five o’clock, sometimes once a month, um, or twice a month. Then I do think, oh yeah, I had a long day. Yeah. But I do know after this meeting, I will be energized actually.

[00:38:51] Right. I will be energized because of the people

[00:38:53] Sarah: in there. It’s experience, again, it’s how we started, right? Yeah. It’s more of an experience rather than just like, [00:39:00] oh, let me listen to another meeting, or, yes, yes. Because it’s not that. Yeah. And, and I just, because you started talking about, um, you know, other communities, church, or mm-hmm.

[00:39:12] You know, faith-based or whatever. It’s almost like, at least in Europe, that’s kind of diminished, right? Mm-hmm. We don’t have. Or a lot of us are not really in faith-based communities anymore. And I remember talking with my husband about it, and it’s like, we’re not craving the church, but we are thinking, you know, at least his parents, they were very, um, involved in church and he’s like, yeah, we had a place to be on Sunday.

[00:39:43] Mm-hmm. And, and it, and we, you know, we did things together and stuff like that. And it’s true that. It’s almost like we need to replace that now.

[00:39:53] Christine: Mm-hmm. And there is actually someone who is doing that across the world also very successfully. Uh, they’re called Sunday [00:40:00] Assembly Uhhuh, and they’re on purpose, uh, not religious based.

[00:40:03] So, um, he’s actually saying, I don’t believe in any gods or anything, but he believes in community and he creating those places where people go every Sunday. And have fun together. So I went to a lot of these in when I was in the UK because the guy who founded it, um, Who’s also was hosting some of my events that I was doing across Europe, actually, because he’s a comedian.

[00:40:27] Um, they’re really amazing events because people go there, you meet the same, and they, they’re like a franchise. So people, they pop up everywhere. Also around the world, also in the US and stuff. And people go and you sing along to a someone to a karaoke song of, uh, of queen. Then there’s someone who’s, um, There’s always a theme of the day.

[00:40:48] Mm-hmm. Someone who has written a poem about that theme. Then there’s someone who gives a talk about something. And then, um, so I, I actually also did a talk there about community building because of another project I was working on. [00:41:00] And then people stay together and they go together in the pub and, and stuff like that.

[00:41:03] And that is really exactly what you mean. Yeah,

[00:41:07] Sarah: yeah, yeah. It’s so needed, so yeah. Yeah, I think so. I’m happy that you are creating your community for your people and, and yeah, I think there needs to be more opportunities for people to, to

[00:41:22] Christine: commune, to get together. Yes. And also to get together, uh, in person.

[00:41:28] I mean, we’ve never met in person. Hopefully we will next, uh, next year around this time, of course. Um, because I know you’re organizing something, but. Everything is online and everything. It can be very difficult as well to activate a community and to get together and to have this community feeling, even though you’re on the screen for zoom fatigue, this new word that came out, this new illness that all of a sudden happened.

[00:41:50] But yeah, I think, yeah.

[00:41:53] Sarah: Well, obviously everything we talked about here is, is kind of, well not everything, but a lot [00:42:00] of what we talked about here came from your book. So yes, please do. Tell us. Uh, and for those of us who are watching on YouTube, you can hold it up because you just got it today. Oh,

[00:42:10] Christine: yes, wait, I have it here.

[00:42:11] It’s a first printed copy. Yay. The Happiness Formula. Thank you. Uh, you can get it on Amazon, basically on Amazons, but, uh, there is, uh, greatest startup where you can find that if in case you would be interested. Um, however, um, we are also for, for you, for the sense of this podcast, I would like to offer.

[00:42:34] The Kindle book, at least the English version in this case are for free. So, Ooh. Thank you. Yeah. So, so when this one is, uh, aired, which, uh, is on the 2nd of June, I think. Yeah. Um, which is the Friday. So Friday, Saturday, Sunday, this book will be available, the Happiness Formula for three on Kindle. Wow,

[00:42:55] Sarah: amazing.

[00:42:55] So I’ll make sure I use the right link where we can, uh, [00:43:00] download that and, and read about the habits and the goals. And there’s so much else we had prepared but didn’t have time to talk about. So yes, I’m just gonna have to read the book. Wonderful. Well, do you tell us, um, where people can find you, uh, your website again, where you most often hang out on social

[00:43:20] Christine: media and all of that?

[00:43:21] Uh, I think LinkedIn. Um, would be, um, one of the preferred ways to get in contact with me. Um, but you find everything on my website. Also the LinkedIn link on, on the bottom, uh, and the footer, um, to my profile. So if you go to creative startup, there you find everything, the book and also my LinkedIn.

[00:43:40] Link the books

[00:43:41] Sarah: because you’ve written like 20 books, right? Yeah. This is the

[00:43:45] Christine: 20th. Yes. I got a bit

[00:43:47] Sarah: obsessed. Make sure you celebrate because you tell everybody else to do it. So

[00:43:52] Christine: make sure I, I, I, yes. I already celebrated when I unpacked earlier. Uh, and, and actually was running around and, and dancing and put a song on.[00:44:00]

[00:44:00] And also my, my boyfriend was dancing with me, but we will celebrate more this weekend.

[00:44:05] Sarah: Yes. Nice. I always have one last question on my podcast, and it’s actually also, uh, another thing we skipped, which is gratitude. Uh, so what are you grateful for today?

[00:44:17] Christine: Um, uh, this week apart from being grateful to have, uh, this opportunity to spread more joy and happiness, uh, in people’s life, I think.

[00:44:26] One, there’s two big things I’m very grateful for. First, I, uh, I found love. Mm-hmm. Finding, uh, the person that you want to stay with for hopefully for the rest of your life that will be hopefully long and healthy. Mm-hmm. Um, that’s one massive thing I’m massively grateful for, and that’s always going in my gratitude journal every day.

[00:44:46] Um, and the other thing, uh, is really to have these new opportunities, meeting so many lovely people. So there’s so much support out there emotionally and um, with business [00:45:00] advice practically and everything, and I’m really, really grateful for that, that people are so openly sharing and supporting.

[00:45:09] Sarah: Nice, nice.

[00:45:10] Two things to be grateful for. Yeah. I’m grateful for this conversation. Thanks for being here. Thank you.

[00:45:26] Thanks so much for listening to this episode. I hope it put a smile on your face and maybe got you curious about Christine’s book to learn some more Happy. Habits so you can get her book, and as she said, she’s offering it for free until June 4th, 2023 at creative startup

[00:45:53] So go there now and download, uh, your free version of the Kindle book for free until June 4th. [00:46:00] You can find out more about Christine and her work at Creative Startup Academy. Dot com. And if you’re looking for others who think like you, then why not join Christine and I in the Humane Marketing Circle?

[00:46:14] You can find out more about, uh, this at, and I also hope to see a few of you at the storytelling like we’re human craft, your five word life story workshop. On June 7th with Hillary Rio, you can find out more about that at You’ll find the show notes of this slash 1 65.

[00:46:47] And on this beautiful page, you’ll also find a series of free offers, such as my Saturday newsletter, the Humane Business Manifesto, and the free Gentle Confidence mini course, as well as my two books, marketing like [00:47:00] we’re human and selling like we’re human. And if you’re an audiobook fan, I have good news marketing like We’re Human is.

[00:47:07] Available on, uh, audible or everywhere else you get your audio books. So if you are kind of tired of reading, especially now as we are heading into the, um, nice sunny season, at least on my side of the world, maybe you just want to go for a walk in nature and listen to the book while you’re walking. Uh, again, you can look that up on Audible or anywhere else where you find.

[00:47:32] Uh, audiobooks, of course, read by yours truly. Thanks so much for listening and being part of a generation of marketers who cares for yourself, your clients, and the planet. We are change makers before we are marketers. So now go be the change you want to see in the world. Speak soon in.

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