If you’ve been following my business journey over the past nearly five years, you’ll know I work with forward-thinking businesses to help them make sense of their marketing — not just to grow, but to build momentum for their mission.

To me, this work is about more than strategy or sales. It's about using business as a tool to transform our economic systems and help shape a regenerative Aotearoa — one with healthy, thriving, connected urban centres.

Because here’s the thing: good businesses need great marketing to stand out in a world dominated by massive corporate budgets. And I don’t just mean effective marketing, I mean marketing that supports better ways of being in business.

As I’ve been going on this journey I’ve often been surrounded by people who understand this. They already get it. But, I’ve been lucky to be in a bubble — not everyone’s there yet. And there are challenging narratives still to overcome.

There is still this idea that to do good you have to be a non-profit.

But let’s be real — how can you keep doing good if you're constantly broke?

Unless we completely overhaul our societal systems (which... we’re working on), we have to operate within the one we’ve got. That means figuring out how to fund impact sustainably.

And yet — I’ve had people recoil when I talk about money. As if making money and making a difference are mutually exclusive.

Here’s the truth:

Money isn’t bad. Business isn’t bad.

It’s what you do with them that matters.

How do you invest your money? How do you spend it?

What stories do you tell yourself about money?

Even if you are a non-profit, wouldn’t it be nicer if you could figure out a model that allowed you to be self-sustaining, rather than constantly chasing grants and funding?

It’s not all down to individual organisations. A systems and community approach are important. But we can play a part too.

We can change the narrative and reimagine how we use business — to make it a force for good.

So what does "good" business look like?

You don’t need an obvious purpose to be purposeful, but it helps.

You can be an everyday business that makes their work purposeful through the way you work. And honestly, that’s 95% of it anyway.

Purpose gives direction. It attracts aligned people. It helps everyone understand why you do what you do, and how they can fit into the bigger picture.

But values?

Values shape your day-to-day reality.

They influence how people treat each other, how decisions are made, and whether your team feels safe, seen, and empowered.

There’s no point in being a business that solves one issue while creating three others along the way.

We’ll never be perfectly conscious of all our impacts, but we can commit to a more holistic, values-aligned approach.

When we centre ethics, people, and the environment in our decision-making, we start to see our partners, communities, and teams thrive too.

If I had to choose only one — I'd pick values.

How we work is just as important as what do.

And whatever you do, you can create purpose in your work.

You can be a law firm that offers clear, upfront fees and a welcoming space for vulnerable clients.

You can be a prestigious hotel that leverages its influence to lead sustainability initiatives in its industry.

You can be a tech startup that leads with values through inclusive policies and by supporting community.

Or, you can be just one person in a larger organisation using their voice to influence meaningful change.

Whether you want to update a flexible working policy, advocate for circular design of your products, or support engagement activities that facilitate learning through conversation — you can find meaning in your work, but you can’t do it alone.

The first step is finding one other person who believes in the vision and wants to work with you. Then you can start creating a change community.

It starts with you, but it doesn’t end with you.

The real potential lies in our collective action.

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Need someone on your journey? It could be us! Book a free initial consultation to ask more about our marketing services.

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📌 This was Issue 10 of The Forward — our regular newsletter.

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