Even though my father and grandfather were entrepreneurs, nothing can completely prepare you for starting and sustaining a business of your own. So, I did what most entrepreneurs do and Googled my way through those initial stages – creating a business plan, getting the paperwork done for an LLC, contemplating a brand color scheme, and a website design. The purpose of my business at this point was to make money, and that’s it.
It was about the money, and I hustled for it
I got to work focusing on just that – my bottom line. How much money could I generate based on my skillset as a marketing consultant? I chased every client and offered every service, whether or not it was aligned with what I genuinely cared about. But then again, there wasn’t a point in which I actually tuned in to what I truly wanted as an entrepreneur. The question simply never came up for me. It was about the money, and I hustled for it. And believe it or not, I did well. I made a living for myself, and I fully immersed myself in the industry. I worked for a variety of clientele. I contracted with larger marketing agencies. I hosted and taught workshops, seminars, and large-scale events. I experienced it all. But it was starting to wear on me.
I was completely burnt out
By the end of 2018, after I gave birth to my first son, I was completely burnt out. Personally, I faced several health issues and the deterioration of my relationships. Professionally, I resented the work I was doing. I wanted to create something new, something that would allow me to truly change people’s lives, something that would disrupt the marketing industry, and something that would fuel me with vitality, energy, and purpose. I am one of the many that have discovered that focusing solely on the bottom line (aka profits) isn’t the way to long-lasting success and fulfillment. I was missing the “why” from it all. Why help so many people market themselves? Why offer these specific services? Why have a business in the first place? Was it really to make money? No. It was to give my life meaning, to be of service, to be driven by something bigger than me. What I was missing was the sheer purpose of it all.
When you have a business driven by purpose, you are motivated to show up
When you have a business driven by purpose, you are motivated to show up, be seen, and shine by something that comes from within you. It’s emotional. It’s from the heart. It’s the essence and expression of what truly matters to you. What matters to you so much about the field you are in and the work that you do? What matters to you so much about the people you serve and the services you provide?
Having a purpose-driven business means that you have a reason for being the incredible business owner that you are. You have a reason to show up for your business. When your purpose aligns with who you are, your business comes alive in new and exciting ways. It’s no longer a means to get by. You become more creative, more passionate, and more joyful.
I’m sure you can imagine how this affects your bottom line. People buy from people. And if you’re radiating a meaningful purpose, it will show. It will not only impact the way you do business, it will impact the way you are perceived by others in the business.
You may be wondering at this point …How do I build a more purposeful business?
Or how do I integrate more purpose into my business?
People buy from people
Here are a few ways you can start:
Define what success means to you.
First of all, what is your bottom line? And what does success mean to you? What does it look like? What does it feel like? We all have different definitions of success and what it means to be successful. Depending on your definition of success, you may be closer to it than you think, and it may be significantly different from what you previously believed. (And speaking of beliefs, consider the definitions of success that have been handed down or taught to you. Are they representative of what you truly want?)
Think about the value that you’re providing, outside of the services you are offering. Businesses that want to last the long haul not only create and deliver valuable offerings but also create and deliver value through everything that they do. Everything they say and do in and for their business demonstrates value. This has been called many things in the industry. It’s been known as relationship building, the “like, know and trust factor,” thought leadership, etc. However, it all comes down to one common idea: providing value in service of and for the betterment of others.
Enroll in The L.I.F.E. Method mini-course: Here (Plus, it’s free!) The L.I.F.E. Method helps you identify your desired lifestyle, your desired identity, your desired feelings and your desired expression. When you do the method from a personal and professional standpoint, you’ll gain the knowledge and clarity that informs everything from your next steps to your big-picture vision. Clarity is always the foundation for your success. This is about building your life and business with intention.
Now you may be wondering, what happened to me post-burnout?
My goal changed to alignment, and The L.I.F.E. Method mini course was born. Not only that, I pivoted into e-learning and now offer digital programs that disrupt standard approaches to marketing, and help others show up, be seen, and shine with their souls leading the way. I teach big-hearted entrepreneurs how to soul-power up their businesses to not only benefit their livelihood but also their lives. Personally and professionally, I’m aligned and empowered to thrive.
What could happen to you if you prioritized a purpose-driven approach to business?
About Christina Giordano Consulting, LLC:
Christina Giordano Consulting, LLC launched in 2013 with the intention of providing marketing consulting to practitioners and businesses within the wellness industry. Over the years, the business has evolved from a do-it-all marketing agency to an e-learning provider of soul-led, intentional marketing. Christina now has a signature program that teaches her proprietary approach to build a “soul-powered” business – one that is aligned with your values, driven by what lights you up, and built for success on your terms. Christina empowers you to show up, be seen, and shine (aka market yourself) in the way that is meant for you.