The Spiritual Enterprise
As I wrote about last week, almost all of the systems we live and work in are designed for and by the lower self. This includes what is commonly referred to as corporate or consumerist capitalism.
People often, justifiably so, distrust corporate capitalism due to the perception that profits are prioritized over employee well-being and community interests, leading to environmental harm and contributing to climate change. Income inequality, with vast disparities between executive pay and worker wages, further fuels this distrust. Additionally, the excessive influence of corporations on politics and policies, lack of transparency in operations, and poor working conditions are significant concerns. The focus on short-term gains over long-term sustainability and ethical considerations also undermines trust in corporate capitalism.
All of this shitty, harmful behavior has given capitalism a deservedly bad name. As often I’ve said, the reason there are socialists is because there are asshole capitalists.
Corporate capitalism is a system, and systems either die or evolve. The next evolution of capitalism will embrace a business philosophy and model built by the Higher Self, that supports the Higher Self of others, and maybe most importantly, does not manipulate the lower self of others for gain.
Two of the earliest modern era advocates for this concept of Higher Self capitalism were Peter Drucker and Muhammed Yunus:
Drucker, the godfather of business consulting, was an insistent advocate for what we now call “corporate social responsibility”. He believed deeply in the idea that a corporation is not separate from society, and in fact is responsible for the community as a whole.
Yunus used this philosophy to launch Grameen Bank in 1983, which became a banking model adopted by over 100 countries (including the US). As of 2022, Grameen Bank had provided 9.5 million micro-loans, of which 97% of the recipients were women
Whole Foods founder, John Mackey, helped popularize this Higher Self brand of capitalism through his book "Conscious Capitalism: Liberating the Heroic Spirit of Business," which articulates a way of thinking about capitalism and business that better reflects where we are in the human journey, the state of our world today, and the inherent potential of business to make a positive impact on the world.
“I think it's a responsibility of any CEO, any entrepreneur, to recognize that having a social conscience is good business." - Mark Cuban
An entrepreneur or business leader with a level of social consciousness can follow the principles of Higher Self capitalism. I observe that higher levels of consciousness always include a social justice component. If you are a higher conscious business person, it makes sense that you would see the systemic issues in the world and feel called to do something about it.
But there is an entirely different level to reach …
The Spiritual Enterprise
First, let’s discern that I’m not referring to a religious institution (although they should be taxed as business enterprises). Nor am I referring to a business that is very public about its religious views (i.e. Hobby Lobby).
I am referring to a business that integrates spirituality into every aspect of its operations, from its brand identity and business model to its organizational culture. A Spiritual Enterprise is one that does not treat the soul as a side-gig. As such, they do not view corporate social responsibility or philanthropy as add-ons of financial success but puts spirituality and purpose at the center of its existence.
In doing so, it attracts customers and employees who seek deeper meaning, prioritizes ethical practices and sustainability, and fosters a culture of respect and personal growth. This holistic approach ensures commercial success while serving as a catalyst for the potential of massive systemic change.
At its heart, a Spiritual Enterprise is a “Namaste” enterprise. Seeing their own soul, they are able to see the souls of others.
A clear calling
Spiritual Enterprises are often founded by modern versions of mystics or prophets. These founders possess a profound sense of purpose and vision, driven by an inner calling that transcends conventional business motivations. Much like prophets, they are inspired by a higher mission and a deep commitment to creating positive change in the world. This sense of calling imbues their enterprise with a unique and powerful energy, attracting like-minded individuals who share their passion and dedication. By leading with a clear and compelling vision, these modern prophets inspire their teams, foster a strong sense of community, and guide their organizations toward meaningful and impactful goals. This profound sense of purpose not only differentiates spiritual enterprises from traditional businesses but also ensures a lasting legacy of positive transformation.
At its core, a Spiritual Enterprise is built by and for the Higher Self. Just as the individual Higher Self has a set of standards and behaviors, so does the collective Higher Self of a Spiritual Enterprise. While each Spiritual Enterprise will look and operate in their own unique way (like in nature), there are a common set of principles and traits.
The Three Pillars of a Spiritual Enterprise
A Spiritual Enterprise is a school of philosophy A Spiritual Enterprise, much like a traditional school of philosophy, is a collective guided by shared values, principles, and a distinctive approach to engaging with the world. This goes beyond conventional business practices and branding; daring to ask fundamental questions about existence, purpose, and spirituality in business and in life.
A Spiritual Enterprise practices Brand Poetry: At its core, Brand Poetry is about transcending manipulative and/or boring marketing language to turn every message into an opportunity for a profound, shared human connection.
A Spiritual Enterprise feels like a spiritual experience for others: A Spiritual Enterprise goes way beyond “satisfaction” to intentionally creating joy, delight, and belonging in every engagement.
Traits of a Spiritual Enterprise
Higher Self culture: Aligning actions with a higher purpose, this trait involves connecting with one's inner wisdom and ethical compass to guide business practices and decisions - especially the senior leadership.
Feel first, think second: In a Spiritual Enterprise, decisions are guided by intuition and emotional intelligence before logical analysis, ensuring actions are aligned with core values and heartfelt intentions.
Strategic intuition: This approach views intuition as data; blending intuitive insights with hard data for strategic planning and day-to-day decision making. It liberates people to trust their intuition to be more innovative, adaptive, and resilient.
Living the Big 5 (Love, Grace, Wisdom, Creativity, Compassion): These fundamental principles drive every aspect of the business, especially related to how people are treated. They become the spiritual experience aspect of the brand mentioned above.
There’s no one way to do things: Embracing flexibility and openness, a spiritual enterprise values diverse approaches and encourages unique solutions tailored to specific contexts and individuals.
Generative vs consumptive: This trait about creating value based on values; shunning the short-term hustle and resource drain. It's about crafting a legacy of sustainability and long-term relevance, not just quick wins. This mindset ensures that success isn’t individualistic but a shared victory that echoes through communities and generations.
Timing: Trusting in natural rhythms and synchronicities, this trait involves allowing the right opportunities and actions to emerge organically rather than forcing outcomes. It is grounded in the belief that the soul of the business will tell you what to do next; leading to more timely and effective decisions that align with both market needs and internal initiatives.
Choice: Autonomy through choice is central, encouraging individuals to make decisions that align with their higher purpose and contribute to the collective well-being of the enterprise. This empowerment boosts morale and ownership among employees, inspiring new ideas, deeper trust, and less managing.
Evolution: Continuous growth and adaptation are embraced, recognizing that both the business and its members are on an ever-evolving, ever-iterating journey of self-improvement and spiritual development. This commitment to growth ensures that the enterprise remains relevant and competitive while fostering deep personal growth.
Slow down to speed up: Prioritizing mindfulness and reflection, a spiritual enterprise understands that taking time for contemplation and intentional action leads to more effective and sustainable progress. This approach reduces burnout and improves the quality of decision-making, resulting in more consistent and meaningful achievements.
Embrace the Art of Unfinishing: This is the title of a workshop I give on how a Spiritual Enterprise embraces change differently. See gentle pitch at the bottom of this essay.
“A business is successful to the extent that it provides a product or a service that contributes to happiness in all of its forms.” - Mihaly Csikszentmihalyi
Out of Business
Spiritual Enterprises will significantly benefit from giving conscious humans what they really want: solving the world’s problems. Instead of pitching the latest distraction, coping gadget, or ego-soothers, Spiritual Enterprises are offering to contribute to the advancement of humanity and the planet. This will attract the best talent and the best customers to build a conscious form of wealth and influence; one that puts pressure on stale institutions to change or die.
As such, I firmly believe we are on the cusp of rendering the traditional corporate capitalism model obsolete. Ironically, this will largely happen by using the tools built by soulless companies - social media, content distribution, AI, marketing automation, cloud-based software, and so much more. Further, it will happen through a kind of brand jujitsu: using the inherent flaws of corporate capitalism to out-hustle, out-maneuver, and, most of all, out-love these old models.
Whenever this finally happens, the future won’t look like the Minority Report or Blade Runner. It will likely look like this …
Imagine a world where businesses radiate purpose and integrity, transforming the landscape of commerce into a harmonious, thriving ecosystem. In this new era dominated by Spiritual Enterprises, sleek glass towers and sterile office parks are replaced by eco-friendly campuses and vibrant community hubs. These spaces are designed to nurture creativity, collaboration, and well-being, blending nature with cutting-edge technology in seamless harmony.
Inside these businesses, the atmosphere buzzes with a sense of shared mission and joy. Teams are composed of diverse, passionate individuals who bring their whole selves to work. Meetings begin with moments of mindfulness, ensuring that decisions are made with clarity and compassion. Workspaces are adorned with art and greenery, fostering inspiration and tranquility.
Companies prioritize transparency and ethical practices, with supply chains that are local, sustainable, and fair. Products are crafted with care, designed to enhance life and protect the environment. Every transaction is an exchange of value that benefits all parties involved, from the producers to the consumers.
Customers feel a deep connection to the brands they support, seeing their purchases as investments in a better world. Marketing is no longer about manipulation but about storytelling and genuine engagement. Social media channels are filled with uplifting content, showcasing real stories of impact and transformation.
In this world, business is a force for good, actively contributing to solving global challenges. Enterprises support education, healthcare, and community development, creating a ripple effect of positive change. The focus shifts from short-term profits to long-term sustainability, ensuring that every action taken today benefits future generations.
As Spiritual Enterprises become the norm, traditional corporate capitalism fades into the background, seen as a relic of a bygone era. The economy flourishes with conscious wealth, where success is measured not just in financial terms but in the well-being of people and the planet. This vibrant, equitable, and sustainable business landscape is the opposite of the dystopian visions of the past—it's a hopeful, thriving world where humanity and nature coexist in balance.
I hope I’m there for it.
The Art of Unfinishing
Leading and Innovating in the Face of Constant Change
Business is a mystery; half of it unfolds in radically unexpected ways. True leadership means stepping into the unknown, not clinging to certainty. Yet, we've become addicted to data and pretense. This provocative workshop challenges these norms with the philosophy of Unfinishing—embracing the idea that we're never done and that there is no final destination. Unfinishing pushes you to question assumptions and embrace the mystery of the unknown.
Key takeaways/learnings:
How “Smokestack Thinking” influences organizational cultures
The 5 Mantras of Unfinishing and how they apply to leadership
Key traits of an Unfinished leader
Why neurodivergent people make the best leaders
How traditional branding and marketing make things worse
The ROI of Unfinishing
Want to bring this radical idea to your company? Book a call with me here.