The problem with most marketing parlance is that it's dehumanising. The language causes marketers to think of people not as human beings with real human needs, but as a resource of potential consumers to be

‘Faith is taking the first step even when you don't see the whole staircase'.

What are the communities that you impact? How do you engage with them? How do you work with them so everybody wins? How do they become your most powerful advocates so you never have to adopt push- and mass-marketing tactics ever again?

Conscious business leaders understand that a sustainable business is built on purpose and people (and the planet) before products and profit.

It's about working out who you really want to serve and then asking how you can best serve them, way before you even start to build the product or service.

because I believe that if you continuously focus on the other four elements, the promotional activity becomes less crucial to your success and sustainability. The promotional task becomes simpler, and less time-consuming and costly, as new business comes through word-of-mouth and reputation.

There's a long list of inspirational Certified B Corporations you can research too; visit www.bcorporation.net

The Soul of Money was a life-changing book for me that put an end to many years of fear around the fact that I never seemed to have enough. The

The price-war culture affects every stakeholder in the chain of delivering a service or product to the market, including employees, suppliers, shareholders, customers, investors and society at large.