I have lost count now of the number of times I have been asked what Conscious Business is.

And I have also lost count of the numerous ways I have explained it.

I suppose it is a bit like trying to describe a mountain. It all depends which face you climb. Or whether you are interested in geology and what’s underneath it.

But here’s one more go. An attempt to boil it down to something people can take away and use.

Conscious business is a strategy – for personal, business, and ‘planet-wide’ use.

As with all strategies we tend to be interested in the outcomes it produces. Are they good, bad or indifferent?

I think it’s a good strategy for personal use because it produces good outcomes:

• it is more enjoyable – being based on authenticity and congruence;
• it is more fulfilling – leading to better, more stimulating, and richer relationships;
• it feels better – moment by moment, it leads away from disquiet towards more energy and peace.

It’s a good strategy for business because it produces good outcomes:

• better short-term profits – through differentiation, reduced costs, more creativity and innovation;
• better medium-term profits – through increased customer loyalty and lower staff turnover;
• better long-term profits – through more resilience and flexibility in the face of market upheaval and change.

And it is a good strategy for the planet because it produces good outcomes:

• it naturally leads to the creation of products and services that are less harmful and more beneficial;
• it is more aligned with our deeper collective needs as humans – to collaborate, to support each other, and evolve in a positive direction;
• it builds value for everybody, including future generations.

That’s it.