Fortunately, you can learn much of what you need to know about purpose-finding and marketing strategy from a 99 cent box of Trader Joe’s tissue.

Every Aspect of the Trader Joe’s Tissue Box is a Purpose and Marketing Role Model

If you don’t have a box of Trader Joe’s Tissues in front of you, click here for pictures of everything but the bottom panel.

Notice the quirky, fun design. Notice how you feel as you read each side panel message. “I’m here for you when you need to pick up icky things … you’re sick, …you’re sad … run out of toilet paper,” followed by Tissue’s signature, like “you’re welcome, Tissue.”

Notice the friendly reminder at the top of the box (like something Mama would have said when you still listened) not to leave Tissue in your pocket when you do the laundry.

Purposeful Marketing (Not Advertising) Makes Trader Joe’s a “Firm of Endearment”

“You know me better than most of my relatives do.  You care about what matters to me and the world we live in.”  That’s how I feel every time I walk into Trader Joe’s.  So many others concur and love spreading the word about how cool it is to shop there.

You can’t buy authentic endorsements like that.  But you can develop happy customers who are happy to spread your good word, according to the book Firms of Endearment, you start by caring not just about stockholder returns and CEO pay but also about all stakeholders.  Or as Firms of Endearment authors David B. Wolfe, Jagdish N. Sheth, Rajendra S. Sisodia call it , SPICE:  Society (including the earth), Partners, Investors, Customers, and Employees.

As a Firm of Endearment, you’ll undoubtedly pay your CEO’s and upper managers way less than the norm while paying employees and lower managers way more. You’ll spend little on advertising, lots on community and customer service. Not surprisingly, you’ll have astounding employee and vendor loyalty, so they’ll stick with you in hard times and help create much more profit than the norm.

Trader Joe Tissues Tips for Becoming a Firm (or Nonprofit Agency) of Endearment

Here are some tips my business planning clients and I have created:

1.    Enlist customers, donors, employees, future employees, and others to help you brainstorm all the ways you can truly say, “We’re here for you when…”

2.    Be authentic. My husband, who provides personal services for busy people, is there for you when you when you want to free up time for more important things … you want to be better organized … you want your animals cared for when you are away.

John’s also there for you when you want something translated into and out of Latin.  He doesn’t get many Latin gigs, but this service tells others that he’s intelligent, he’s willing to study things well, and he’s got a sense of humor.

3.    Be specific and focused. If we’re not careful, we overload a message with “this is how I do it” statements” or “this is the story of how I discovered this” or just too many sentences, all loaded with clause after clause after clause.  Boring!

4.     Know What Matters Most to People You Want to Serve. In business, it’s called marketing research.  Miss Manners might call it getting to know someone.  So, meet with current or potential clients.  Discover what matters to them, how they express what matters, where they hang out, and so on.  Listen at least 6 times as much as you speak.  Then listen some more.

5.      Walk your Values Talk; Talk the Values You Walk Without Proselytizing. On the bottom of the Trader Joe’s box (not pictured on the link above) an 1890′s woman tells her man how she can make him feel better by accepting her offer of a Trader Joe’s tissue.  The statement that the product is 100% recycled, and no chlorine bleach was use in making the tissues simply states values that are important to the Trader Joe’s crowd.

What Can You Learn from the Trader Joe’s Tissue Box?

Over the next few weeks, discover how some friends and colleagues are being inspired to clarify their purpose and do better marketing. Now, here’s a challenge:  how much more clear could your purpose be, how much more juicy and fun could your marketing be if you let the Trader Joe’s Tissue Box inspire you?

As always, many blessings, and please add your comments below,

Pat McHenry Sullivan

What to do?  Perhaps its time to take a closer look at starting your own business.

Small business is actually the backbone of America.

According to the Small Business Administration (SBA),  small firms generate 60% to 80% of all new jobs.  For almost every one of the last 10 years, the birth rate of small businesses has exceeded their death rate, while for large firms the death rate has been greater than their birth rate.

Small business expert and author Pat McHenry Sullivan has been counseling potential entrepreneurs for more than 15 years.  Through her workshops and individual consultations, she has helped hundreds of people write business plans which launched successful and satisfying enterprises.  I asked her assessment of the current economic times.  My questions are in bold; Pat’s answers are in italics.

Is this a good time to start a new business?

If you have the need now, and the passion now, and your products or services are needed now, then now is the time to do it.  Historically, many of the most enduring and profitable businesses began in an economic downturn. Starting to explore by writing a business plan can be valuable for 3 reasons: a) to see if your idea is feasible; b) to discover the best ways to turn your idea into reality, including having a clear vision of your market and how you can best serve them; and c) discerning whether or not you really want to follow your fully-fleshed business idea.  Also, if you start planning now, you will be ready to launch or expand when the economy improves.

Where is the opportunity in this chaos and suffering?

Right now, you can get terrific deals on work space, great employees, etc.  Friends, family, and potential business partners who are also unemployed have more time to brainstorm with you. And you may have more time to see more clearly who you are and what you want to do with you life now that you are free of the daily grind.

What is the new economic framework?  How is it different from the old which nearly brought the collapse of our whole economy?

A lot remains to be seen, especially if Obama can lead a return to solid regulation of the banking and financial industry.  Here are some trends that affect everyone:

• People are saving more, buying less, so you need to be much clearer about what you offer, who needs it, and how they will benefit from what you sell.
• People are more concerned with value they can see and touch
• People  want something they can trust — which means they want more authentic communication from you.
• Traditional small business lending is way down, though it might ease over the next year; creativity and resourcefulness are required to overcome minimal capital.
• People want more ownership in the economy; many are shifting from the larger banks to community ones.

What are the new rules that can rebuild our lives and the economy?

The more your business is anchored in your deepest values, the more solid—and successful—it will be. Here are some ways to do that:

• Cooperate more with others — e.g., build alliances with people you might think of as competitors; look for win-win solutions everywhere.
• Think respectfulness with clients and employees — this will draw and keep them with you, and not cause legal or other problems.
• Know and live your values in everything.  Do what you say, say what you do.
• Take full responsibility for your own choices.
• Build sustainability into your company.  Look for role models, support, and practical tips in the Business Alliance for Local Living Economies (BALLE).

Are you intrigued but a little timorous?  There are lots of places to reach out for help.

Comments from Ellen:  The SBA website is full of useful information, including a basic business plan outline.  SCORE is a national association whose purpose is to help small business owners form and grow their businesses.  SCORE has 364 chapters in the U.S.; their volunteers have been involved in all aspects of business.

You can also reach Pat Sullivan, President of Visionary Resources, at: visionpat@aol.com, 510-530-0284.  Her free webinar, “Inspired Strategy: How to Turn a Vision into A Practical Plan,” given Feb 10 through the William & Mary Alumni Association, is archived at https://www.wmalumni.com/?Webinarhome.

This interview by Ellen Augustine, M.A., originally appeared in the Bedford Ohio Standard on January 29, 2010 and is reprinted with permission.  Ellen is a speaker and author on national currents and the emerging sustainable economy. She may be reached at ellenaugustine@earthlink.net, 510-428-1832, www.storiesofhope.us.

Comments!  Please add your tips, questions and resources.

Today, the best most new businesses get from the bank is not a loan but the advice to start a business by bootstrapping.  But what if your bootstraps are kind of puny?  If just can’t get enough from your credit cards, your savings, your family, friends or any payout you got when you were laid off?

Out of Oakland and Berkeley, CA come some powerful insights from one of the best bakeries anywhere and from a local law firm that focuses on sustainable, socially responsible businesses.

Arezmindi Bakery:  How It Launched with Minimal Capital a Few Years Ago and Last Year Increased Profits in a Down Economy

Arizmendi has an unusual business structure.  In this worker co-op, everyone makes the same income (currently almost $20/hour), depending on profitability, plus a share of last year’s profits (which could add $3-10 more per hour) plus great benefits.  Because everyone is responsible to make the business work, and  all voices are heard, the quality of the goods are superb.  So is customer service.

Arizmendi was inspired by the popular Berkeley, CA business, the Cheese Board, which helped launch Arizemendi.  Cheeseboard staff trained the first Arizmendi staff, shared recipes, and even passed on used equipment. That, plus a lot of old-fashioned elbow grease, helped them get off the ground in the cooperative model, which bankers don’t understand or appreciate.

For a full article on the Arizmendi success story, see /www.eastbayexpress.com/ebx/running-a-business-with-26-ceos/Content?oid=1577035.

Are Investors Your Best Small Business Finance Model?

If you’re careful and creative, you might generate plenty of money for your small Main Street business by seeking investors.  But before you imitate Wall Street, Oakland attorney Jenny Kassan of the Katovich Law Group  suggests you be very careful to avoid inadvertently running afoul of state or national securities laws. Contrary to popular belief, securities laws can apply even if someone lends you money for your business, even a small group of local investors who want you to succeed.

Katovich suggests four options for raising funds that don’t require extensive, expensive securities-compliance work.

• Form a cooperative.
• Get donations.
• Sell memberships.
• Pre-sell a product.

For more about funding pitfalls, plus tips and examples of the four options above, see Kassan’s article, “How to Raise Money But Not Break the Bank.”

How to Tap More Creative Ideas from Oakland and the Rest of the East Bay

Oakland, CA and the rest of the cities on the east side of the San Francisco Bay are a hotbed of creative innovation, with a focus on green and socially responsible businesses.

A local free weekly, the East Bay Express,  just launched a new monthly small business issue containing the two great articles mentioned above.  (Full disclosure — I’m one of many small business owners in the area to advertise here.)

Stick with this blog as we explore more about the socially responsible and green businesses.  If you just can’t wait, check out three more of my favorite East Bay resources:

Sustainable Business Alliance: a great model for getting together with fellow green wizards in your area.

East Bay Green Tours, a mind-blowing experience of what can happen when businesses, local government, entrepreneurs and social organizations unite to create a thriving “Green Corridor.”

The Hub Bay Area, a recent addition to a fast-growing international network of gathering places where people with ideas gather to make those ideas happen — and have fun!

As always, many best wishes for your successful, creative work.

Pat McHenry Sullivan

Imagine, to use another John Lennon pet phrase, that it’s true.  Love IS all you need to bring more integrity, more purpose, more joy, more peace in the world through the ways  we work and deal with money.  Actually, I’m far from the first person to pose this idea.  One of the best discussions of love, business and money was Tim Sanders’ wonderful article, “Love is the Killer App” in Fast Company Magazine.

Imagine the Most Powerful Force in Work and Money is Love — Not Greed, Fear or Unbridled Competition

It’s been almost 8 years since Sanders wrote this in the “Love is the Killer App” article:  The most powerful force in business isn’t greed, fear, or even the raw energy of unbridled competition. The most powerful force in business is love. It’s what will help your company grow and become stronger. It’s what will propel your career forward. It’s what will give you a sense of meaning and satisfaction in your work, which will help you do your best work.

Since Sanders wrote this, there have been more examples of how disastrous the results of greed, fear and unbridled competition are for everyone than anyone could have imagined in 2002.  Yet, there have also been numerous examples of a movement toward sustainability.  The field of spirit and work (which one prominent publisher told me around 2000 had peaked and was dying), has grown and become mainstream.  Movements in socially responsible capitalism are growing. Millions, probably billions of us, have put our finances on sounder footings of reality and meaning rather than fear and the chase for the latest shiny thing.

Today, Market Forces are Moving Us Towards More Integrity — An Essential Element of Love

Workforce Management recently published “10 Ethics Trends for 2010“  by attorney Stephen M. Paskoff which started with the trend towards even greater public scrutiny for the misdeeds of corporations and their celebrity spokespeople.  I was most excited by the impact of the last two trends he noted:

• Organizations will increasingly come to recognize that uncivil, abusive treatment—whether legal or not—causes business risks that exceed the economic costs of employment claims. These must be reined in during a period of diminished resources. This realization can be found in the health care field and will continue to spread to other industries.

• “Lean and clean” will replace “lean and mean.” Too many people and organizations have suffered too much because of greed and corporate corruption. There will be a renewed focus on values such as integrity, and these will replace the “greed is good” mentality prevalent in many organizations over the past 25 years.

“All You Need Is Love” May Sound Simplistic, But It’s a Great Starting Point

I discovered the “All You Need Is Love” singout through an e-mail from my friend Francine Brevetti.  “All You Need Is Love” certainly works for our friendship.  Not love in a passive “I think nice thoughts about you” kind of way, but in an active relationship where we are there for each other professionally and as buddies, for richer or poorer, in laughter and pain, in sickness and in health.

This morning, while I was viewing “All You Need Is Love,” my husband John joined me.  Later, we came up with these thoughts:

• All you need is love to guide you from hate or confusion towards caring and clarity.
• All you need is love for yourself to give you the courage to speak out when others harm you and to get help to deal with workplace bullies.
• All you need is love to create a richer foundation for any workplace or financial challenge that just your left brain or business as usual.
• All it takes is love to move from a state of “my heart just isn’t in it” to a commitment to do your best for yourself and others.

How Can You Put Love to Work Right Now?

Obviously, I hope you listen to the video and let it move you.

I hope you savor the articles listed above, as well as an earlier post in this blog, “True Love of Money is the Root of Many Blessings.”

To repeat the blog post’s  central thesis, what if  true love of money returns many benefits spiritual and material, including a more sane, kind and profitable economy for everyone? What if you love money according to the definition in Paul’s 1 Corinthians 13, where love is defined as patient, kind and many more wondrous things?

As always, many blessings, and please add your comments.

Pat McHenry Sullivan

“Can you give me more tips and resources for how to put more of my values into my business?” asked a participant in a class I taught on business planning at the San Francisco Small Business Administration www.sba.gov/localresources/index.html). That led to the following list, which I’ll use in tomorrow night’s class.  Links are kept visible, in case you want to print out the list and share it.

1.  Be very clear about what matters most to you:  what and who you care about, how you’re called to serve and use your talents.  Focus a vision around your values, then build your business plan around your vision and values.  Resource: “Finding Visions for Work and Life” at www.workwithmeaningandjoy.com/html/your_work_vision.html

2.  Read biographies of people who do business profitably in a way that excites you. Take a walk and imagine your role model giving you practical advice and inspiration.  This process can be magical.  Just ask any kid who becomes more courageous by imagining she is more like her hero. Business consultant C.J. Hayden‘s (www.cjhayden.com) public service website (http://www.howtobecomeahero.com) is loaded with tips.

3.  Think quadruple bottom line:  profits, people, planet and purpose. Research the conscious capitalism and socially responsible business movements; find meetings and gatherings.  Resources:  Fast Company Magazine and its Ethonomics online channel (http://www.fastcompany.com), Heart of Business (www.heartofbusiness.com), Ode Magazine (www.odemagazine.com), consciouscapitalism.com, www.livingeconomies.org and quite possibly your local business school.

4.  Go green! The Sustainable Business Alliance (www.sustainablebiz.org) is a membership organization for companies committed to greater environmental and socially responsible business practices. This San Francisco East Bay, CA group is a role model for any sustainable, socially responsible member group.  Gil Friend’s book and talk on The Truth about Green Business are outstanding.  See www.youtube.com/watch?v=fKB20j4sWAE  Also see his free newsletters at http://www.natlogic.com/approach/new-bottom-line/.

5.  Make integrity your bottom line. (http://spiritworkandmoney.com/creating-a-culture-of-integrity-for-work-and-money/).\   Using your mental inner compass, North Start, gyroscope, or carpenter’s level and plumb line, note how to measure when you are on true with your deepest self and on the level with others.  Then stick to your principles.  Elizabeth Doty’s new book:  The Compromise Trap, How to Thrive at Work without Selling Your Soul, is totally practical.  (See www.worklore.com/CompromiseTrap and  spiritworkandmoney.com/how-to-thrive-at-work-without-selling-your-soul.

6.  Turn every business task into an opportunity to implement your deepest values. For more than thirty years, a growing spirituality and work (also called “faith and work” or “spirituality and business” or “workplace spirituality”) movement has sought to heal the split between work and what matters most:  integrity, purpose, joy, time to pet the cat and be with people we love, etc.  For an overview of this movement and many resources, see www.spiritandworkresourcecenter.com.

7.  Be absolutely respectful in implementing your values at work. The wisdom of our diverse faiths needs to be practiced, not preached.   (spiritworkandmoney.com/all-faiths-are-rich-in-wisdom-for-money-and-work-part-1/  Etiquette for spirituality and work is thankfully a growing field (www.workforce.com/archive/feature/25/96/27/index.php?ht=)  When in doubt, be kind.  http://spiritworkandmoney.com/kindness-the-best-workplace-spirituality-practice-ever/

Just What is Conscious Capitalism and Why Is It So Beneficial to Us All?

The conveners of last summer’s conference on conscious capitalism at Bentley University offered these three key elements of conscious capitalism:

• companies have a purpose that transcends profit maximization;
• companies are managed for the benefit of all stakeholders in their ecosystem, not just shareholders; and
• companies are led by spiritually evolved, self-effacing servant leaders.

Companies that practice conscious capitalism embody the idea that profit and prosperity go hand in hand with social justice and environmental stewardship. They operate with a systems view, recognizing and benefiting from the connectedness and interdependence of all stakeholders. They tap into deeper sources of positive energy and create greater value for all stakeholders. They utilize creative business models that are both transformational and inspirational, and can help solve the world’s many social and environmental problems.

Over Half the Fortune 500 Companies Are Already Profiting by Embracing At Least One Aspect of Conscious Capitalism

That’s the view of Patricia Aburdene, author of Megatrends 2010: The Rise of Conscious Capitalism (Hampton Roads 2005).  As she recently reported,  whereas the unconscious form of profit-worshiping, short-term profits mentality has led to economic meltdown, conscious capitalists are profiting now while creating a sustainable economy that “responsibly embraces all of its stakeholders- – investors, customers, communities, employees, and the environment.”

In her groundbreaking Megatrends 2010: The Rise of Conscious Capitalism, Aburdene reported seven powerful trends (backed up by statistics and compelling stories from many Fortune 500 companies) that are at the core of conscious capitalism:

• The Power of Spirituality – From Personal to Organizational;
• The Dawn of Conscious Capitalism;
• Leading from the Middle;
• Spirituality in Business;
• The Values-Driven Consumer;
• The Wave of Conscious Solutions;
• The Socially Responsible Investment Boom

Missed the Bentley Conference on Conscious Capitalism? See it Free and Online.

The conference featured a who’s who of leaders in the field of conscious business and spirituality in the workplace. Among the themes the conference covered are:

1.   The Need for a New Approach to Business
2.   Business and Higher Purpose
3.   Stakeholder Management and Alignment
4.   Feminization of the Culture
5.   Work as Calling
6.   Conscious Marketing
7.   Measures That Matter
8.   Contemplative Practices in Management
9.   Reforming Business Education

To view the various topics, click here, and scroll down the list of topics and presenters. Click on a program you’d like to view, and you’ll be privy to the wisdom of people like John Mackey, founder of Whole Foods, or Judith Neal, the founder of the Association for Spirit and Work and now director of the Tyson Center for Faith and Spirituality in the Workplace.

Needed: a Way To Better Way to Measure Value

One thing that’s holding the growth of conscious business back is the shyness of many prominent business leaders to speak openly about such matters as spirit and work, out of the fear that such thoughts will be considered flaky or unprofessional. Another is the lack of solid, respected ways to measure the impact of consciousness to the bottom line. This blog recently covered that topic and will cover it often in the future.

What are your thoughts on how conscious capitalism could benefit you and your world?

How do you measure what matters most to you?

As always, many blessings, Pat McHenry Sullivan