The conscious entrepreneur

By: Carl Dierschow Monday June 11, 2018 0 comments Tags: Carl Dierschow

By Carl Dierschow

Small Fish Business Coaching

The term “conscious” has taken hold in recent years in the context of business. The concept has been around for a long time, but until the last decade was always considered a bit of an oddity.Carl_Dierschow_USE

So what does it mean?

There are two primary usages of “conscious” in business. The first is quite individual-centered, so it’s strongest when an entrepreneur starts a heart-centered business. You’ll see a lot of this with nutritionists, massage therapists, coaches, spiritual healers, and so on. They usually started the company with a deep passion for what they do – what The E-Myth described as the technician role.

At the other end of the spectrum are companies which pursue a different way of thinking as the soul of the business. Some better-known examples might be Whole Foods, Toms Shoes, and New Belgium. The book Conscious Capitalism described their culture and goals as far exceeding the Triple Bottom Line thinking of the 1990s.

In the past, these companies were considered altruistic oddballs, always bucking the norms of how businesses were supposed to measure success solely on profit and stock price.

How things have changed!

Now, there are legal structures (such as Colorado’s Public Benefit Corporation), certifications (such as B-Corp), and organizations (such as Conscious Capitalism and Small Giants). There are even universities (including in Colorado) who incorporate this thinking into their business school curricula.

What’s emerging is a beautiful combination of these two extremes: Innovators who want to develop growing, market-leading, impactful companies based on a balance of head and heart. Studies are starting to show how these kind of businesses can be even more profitable than average.

Why? Because when you benefit the community, customers are often more loyal. When you treat employees like respected creators of value, they stick around.

Because we are in an age of unprecedented transparency and abundance. It turns out that people DO have hearts, after all, and are attracted towards those businesses who share the love.

Love? Yes. The last thing that a more traditional business would think makes a difference.


If you’re interested to explore this idea more, check out my Values Based Business blog where I write on this and similar topics. And check out Colorado’s Conscious Capitalism Chapter, which meets in Denver and Fort Collins!

Carl Dierschow

About the Author: Carl Dierschow


Carl Dierschow is a professional business coach in Northern Colorado. He’s the U.S. associate for Small Fish Business Coaching, headquartered in Australia. He works with owners of small and medium-size businesses to radically improve their success through strengthening market position, improving customer attraction and loyalty, building more powerful organizations, etc. Carl brings more than 15 years of business coaching expertise to helping businesses solve their critical issues and achieve their goals. His best tools are straightforward yet powerful, transparent, and biased toward action. Visit his website at