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The Anthropreneur Angle: delivering a good life through other-focused business culture
By tara gentile on 02/07/2012
A good life is one rich in, above all, “human potential,” the capacity to seed, nurture, and harvest all the many different kinds of wealth.
– Umair Haque, Betterness
Building your own business on your strengths, passion, and self-determination goes a long way towards generating wealth on many levels.
You’ll find your reserves of creativity rising, your relationship accounts overflowing, and your energy reports firmly in the black. Raking in a nice profit doesn’t hurt, either.
This is old news.
You Economy businesses must not only support their owners but support others.
This is not as simple as “do no harm.”
It means working in a way that leaves your commercial ecosystems qualitatively & quantifiably better. As Haque describes it in his book, Betterness, it’s a positive paradigm of economy – not simply a “not negative” one.
The positive economic paradigm isn’t just based in the trade of financial assets but the growth of real wealth in all its forms.
In this system, your business thrives because you’re not just solving problems for your customers but helping them live richer lives. Your business doesn’t make life “not bad” it makes life better.
You know your business can make your life richer in many forms: relationally, creatively, financially, intellectually, emotionally, etc.. But have you designed it to make your customer’s lives better in all those ways as well?
Do you make business decisions with the intention of making your customers richer?
I don’t doubt that some of you already do this. However, in striving to make our businesses work “better,” we often crack open the annals of Them Economy business. We assume the answer lies in the dots that remain unconnected in our non-MBA-trained brains. We assume the answer is hiding in more persuasive marketing copy, finely tuned profit & loss statements, and better launch strategy.
But you are not just another cog in the Them Economy machine.
I love persuasive marketing copy, finely tuned P&L statements, and rocking launch strategies, but the basis & understanding for those facets of business must now arise from an other-focused culture. Your overall business culture must emerge from a focus on generating multidimensional wealth for those you come in contact with.
What is business culture?
Your business culture (and yes, you have one!) is the point-of-view & values that make up all business decisions, communication, and development.
“The thing is, every business has a culture. It may be strong or weak, positive or negative, or just plain hard to spot, but it’s like a form of internal brand in a way. It’s the collective impression, habits, language, style, communication and practices of the organization.
– John Jantsch, Duct Tape Marketing”
You’re not an entrepreneur, you’re an anthropreneur.
An anthropreneur is part of & is creating a commercial culture that serves human beings to their full potential. The language, habitat, rituals, and beliefs of service & those you serve are at the center of your business culture. As an anthropreneur, you are concerned with building wealth into every facet of life – beyond mere profit – both yours & your customers’.
This is why you find the usual answers to business questions lacking. It’s not that those answers are wrong. It’s that in a different time, a different economy, a different culture, you could start with those answers & build from there.
In the You Economy, you must start with your other-focused culture. You must start with the intention to build wealth on all levels for all parties involved. You must know what that looks like, feels like, tastes like. And then you can layer the business-as-usual answers on top of that context. You can evaluate them. You can mold them & manipulate them to work for your business culture.
Consider social media. No, really.
I am a lover of social media. Both for what it has allowed me to access in commerce & for what it has allowed me to communicate to a mass audience. But I’m not a “how to” social media strategist. I’m a user. And maybe a bit of a philosopher.
But social media is an acute & accessible example of the generating multidimensional forms of wealth.
The gurus will tell you how often to tweet, when to post updates, and what types of headlines will generate the most response. That’s fine. There’s even research to prove it, which I highly recommend reading.
You can construct tweets & updates that have no purpose, no greater message, no call to action. They’ll get retweeted. But does that give your business traction? Is anyone really paying attention? Or is it simply part of a paradigm that rewards competitive behavior? I, of course, would argue the latter.
Instead, starting a movement around a single ideal – even for entertainment, internet memes, FTW! – encourages others to build on the conversation. Develop a #hashtag around something you’re passionate about, use it, and watch others add their own emotional & intellectual wealth to the conversation.
Your output is valuable, sure. But the spontaneous conversation created around your output is exponentially more valuable. If that conversation is tied to a business and you leverage it for sales, your financial wealth increases. If that conversation is tied to a nonprofit and you leverage it for action, social wealth increases. There is greater value for you, your customers & compatriots, and those you all touch in the shared wealth than there is in the value of a single source output.
What I’m not suggesting is that we build other-focused cultures at the expense of profit. Sometimes, these cultures will impact profitability – or our ability to squeeze every last cent out of the business model. Businesses & anthropreneurs should be encouraged to profit – lots of it – as one simple indicator of the wealth they are building into the system.
Responsibility to generating all forms of wealth doesn’t negate your responsibility to generate a profit. And it will probably help.
Yes, building your own business is a big step towards you living a better, more fulfilled life. But to get there in the You Economy, you must begin with making the lives of others better. Unleash their human potential – they’ll help you unleash yours.
What’s your anthropreneur angle?
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Posted in Art of Earning, New Economy, Philosophy of Social Media | Tagged betterness, social media, umair haque, you-centered economy | 5 Responses
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You had me at “anthro”….loved this from your post, “In this system, your business thrives because you’re not just solving problems for your customers but helping them live richer lives. Your business doesn’t make life “not bad” it makes life better.” Word.
Brilliant Tara! I am not quite sure what my anthropeneur angle is, but now I know that is what I’ve been struggling to define! That is huge.
Tara, this is REALLY GOOD. I’m with you!!! My anthropreneur angle is to, once again, make faith our business.
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