HOME - SoulBranding℠ Aligning human values, corporate strategy and brand experience

"What's a 21st Century Capitalist To Do?!"

Get human. Like Bill McDonough says, 'human, humus, humble, same rootword.' We call it Earthy.

Your Identification with the web of life will guide you to new opportunities to thrive.

“Elsie Maio, a leading Business Values Guru says we [already] see this happening in a handful of companies around the world,” Phil Kotler

And frontrunners in the new growth sectors have migrated from yesterday's frontiers. On certain corners of Wall Street, in materials and the built environment, in management practice and in disruptive skunkworks of legacy corporations and social impact teams on the ground.

Watch 3 leaders talk about how, in the language of Investors, the Executive Suite and the Underserved.

In "The Flip Side of ESG Risk: How the Majors Create New Streams of System Value," Elsie moderates the conversation and audience Q+A with Peter Fusaro, Bill McDonough and Joan Lamm-Tennant 's breakthrough paradigm of Impact Insurance for the underserved (BlueMarble)

Not only business but cities too are embracing the holistic needs and promise of humanity.

More openings across sectors, here. And, this video shows how business leaders can avoid the trap of trust-busting marketing speak and rather create Core Mutual Value as authentic, human partners with society. We think you'll be inspired with these examples from Paul Polman's era at Unilever; IBM; and Triodos Bank's operationalizing its values into a new paradigm for banking and its CEO Peter Blom's founding of the Global Alliance for Banking on Values:

Nothing Short of Your Heart and Soul Will Do

Feels like Business is being yanked from all sides these days -- whether it's weaponized national politics or the 'Global Digital Demos' insisting that its collective interests be honored, for the environment and social justice -- while the global financial structure groans with the weight of internal rot. The Great Dictator called it decades ago, brashly.

And as widespread Distrust in all institutions threatens global stability it would be imprudent for Business not to employ the currency of trust it still enjoys to step forward to secure its license to operate. Business leaders are grasping for a bridge to such stability. Individuals are scrambling, too, for an immediate toehold on their livelihood, and some insight into how to thrive in the future.

Deep down, we've all known all along it's going to take transformation from the inside out. From mechanistic, compartmentalized acquisitiveness toward more equitable give-and-take with the web of life, including each other. It's going to take a different state of being, a different stance toward each other and natural systems. A new identity, even.

Performative rhetoric, the default superpower of the current paradigm, only accelerates cynicism. Hundreds of billions of dollars spent on 'sustainability branding' since 2000 has put a fine point on the dismal ledger of business' inauthenticity, when it says the right thing and refuses to do it.

Nothing short of leading from the heart and soul of our humanity will do. To restore trust as well as release the imagination, creativity and enthusiasm to innovate for a thriving future.

Already, yesterday's experimental business models are mature enough to bridge into the new. One we practice is Core Mutual Value, and its ready methodology, SoulBranding℠. Yes, there are use cases. But your organization's transformation path will come from the heart and soul of your community, your sticky stakeholders, or what Doug Smith calls 'thick We's'. The watchword is embodied heart and soul. That's the true guide in this uncharted future.

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