It’s Just Business.
Benjie writes every week. Cancel any time.
If you’re trying to make the world right while you make your money, then just business is what you aspire to.
It’s not easy.
Leading from your values means more reasons to care, more stakeholders to reach — and more ways to get misunderstood.
❌ Clients miss what makes you special; now you’re a commodity
❌ Teams can’t agree on the next step; now you’re a dictator
❌Partners can’t see the bottom line; now you’re a risk
❌Believing by yourself is hard; you’re flat-out tired some days
Success is shallow if you don’t make change, but you won’t make much change without success.
If you’re hoping to change the world without losing your soul — this newsletter is for you.
Can a business be just?
I write most Saturdays on why, who and how just business happens.
I’m the founder of Hopeless Marketing, so communication is our lens — but a more beautiful world is our aim.
➡️ Insights on how a purpose-centered business should relate its marketing to its mission
➡️ Stories and lessons from people who've done it well — and maybe a few who haven’t
➡️ Open-eyed discussions on how “smart” and “right” lines up in business — and what happens when they don’t
Expect a new “Just Business” email in your inbox every weekend.
During the week, expect quick-hit tips gleaned from my 20 years as an entrepreneur and messaging strategist.
Can a company do the right thing and win in its industry?
If the answer isn’t yes, it’s not worth asking.
If you’re asking too — then thanks. I’m glad you’re here.