Feb 24, 2023
Today's conversation fits under the P of Passion
If you're a regular here, you know that I'm organizing theconversations around the 7Ps of the Humane Marketing Mandala.
(If you're new here and don't know what I'm talking about you candownload your 1page marketing plan with the Humane Marketingversion of the 7 Ps of Marketing at humane.marketing/1page. Itcomes with 7 email prompts to really help you reflect on thesedifferent Ps).
In today's soloepisode, I'll dive into the P of passion, and figuring out yourWHY:
- The 17 Sustainable Development Goals and what they are
- Why they can help us figure out our WHY
- How to take those big global goals and apply them to our ownpersonal, human level
- Why we're sometimes stuck on our journey to finding our why -and what to do in that case
- And so much more
Sarah's Resources
(FREE) Sarah’s One PageMarketing Plan
(FREE) Sarah Suggests Newsletter
(FREE) The Humane BusinessManifesto
(FREE) Gentle ConfidenceMini-Course
Marketing Like We'reHuman - Sarah's book
Authentic &Fair Pricing Mini-Course
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Email Sarah at sarah@sarahsantacroce.com
Thanks forlistening!
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Imperfect Transcriptof the show
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Ep 157
[00:00:00] Hello, humane marketers. Welcome back to the HumaneMarketing Podcast, the place to be for the generation of marketersthat cares. This is a show where we talk about running yourbusiness in a way that feels good to you, is aligned with yourvalues, and also resonates with today's conscious customers becauseit's humane, ethical, and non-pushy.
[00:00:23] I'm Sarah z Croce, your hippie turn business coachfor quietly rebellious entrepreneurs and marketing impact by. MamaBear of the Humane Marketing Circle and renegade author ofmarketing like we're human and selling like we're human. If afterlistening to the show for a while, you are ready to move on to thenext level and start implementing and would welcome a community oflike-minded, quietly rebellious entrepreneurs who discuss withtransparency.
[00:00:52] Works and what doesn't work in business, then we'dlove to welcome you in our humane marketing circle. If you'repicturing your [00:01:00] typical Facebook group, let me paint anew picture for you. This is a closed community of like-mindedentrepreneurs from all over the world who come together once permonth in a Zoom circle workshop to hold each other accountable andbuild their business.
[00:01:15] Sustainable way we share with transparency andvulnerability, what works for us and what doesn't work, so that youcan figure out what works for you instead of keep throwingspaghetti on the wall and seeing what sticks. Find out more athumane.marketing/circle, and if you prefer one-on-one support fromme.
[00:01:37] My humane business Coaching could be just what youneed, whether it's for your marketing, sales, general, businessbuilding, or help. Idea like writing a book. I'd love to share mybrain and my heart with you together with my almost 15 yearsbusiness experience and help you grow a sustainable business thatis joyful and sustainable.
[00:01:58] If you love this [00:02:00] podcast, wait until Ishow you my mama bear qualities as my one-on-one client can findout more@humane.marketing slash. And finally, if you are aMarketing Impact pioneer and would like to bring Humane Marketingto your organization, have a look at my offers and workshops on mywebsite@humane.marketing.
[00:02:27] Hello, my friends. Welcome back. Today I'm recordinga solo episode, and today's conversation fits under the P ofPassion. So the first P, if you're a regular here, you know thatI'm organizing the conversations around the seven Ps of the HumaneMarketing Mandala. And if you're new here and don't know what I'mtalking about, you can download your one page marketing plan withthe humane marketing version of the seven Ps of marketing.
[00:02:55] humane.marketing/one [00:03:00] page, the number oneand the wordage. It comes with seven email prompts to really helpyou reflect on these different Ps for your business. So in today'ssolo episode, I'll dive into the P of passion, the first P and um,help you or. Hopefully plant some seeds to help you figure out yourwhy.
[00:03:26] I'll be talking about the 17 sustainable developmentgoals and what they are, why they can help us figure out our why. ,how to take those big global goals and apply them to our ownpersonal human level. Why we're sometimes stuck on our journey tofinding out our why and what to do in that case. Okay.
[00:03:52] This is usually the part where I introduce my guest,but since it's just me today, I'll just introduce myself [00:04:00]again. I'm Sarah Z, as you know, the host of this podcast andfounder of the Humane Marketing Revolution. I've grown up in thisonline marketing space, having founded my first LinkedIn consultingbusiness in 2008.
[00:04:16] Running and marketing this business for over adecade. Experiencing the rough world out there inspired me tocreate a global movement that encourages people to bring moreempathy and kindness to business and marketing. That is my why. Icall myself a hippie turn business coach because I've grown up in asmall commun.
[00:04:40] Here in Switzerland, which I talk about in mymarketing, like we're human book. I also call myself the Mama Bearof our Humane Marketing Circle, our community of change makers andmarketers who want to do marketing differently. and are part ofthis generation of marketers who [00:05:00] cares personality-wise,I'm a non-conformist and do business my way.
[00:05:06] Even if sometimes that's, it's hard because everybodyelse does it differently. And so I have to keep reminding myself,but no, that way doesn't feel good. I'll do it my way. I'm a cardcaring, introvert and proud. So that's something I knew aboutmyself. Uh, For, yeah, years and years. Um, what I did discover,um, fairly recently, a few years ago, is that I'm also an H S P, sohighly sensitive person.
[00:05:38] I'm a Capricorn, I'm a generator in the human design.I'm a type four in the Enneagram, and I'm an I N F J in the MeyersBricks, uh, personality assessments. As I said, I'm like a mamabear. I am gentle but fierce. I do no harm, [00:06:00] but I takeno shit either , so I really feel like this mama bear in front ofthe cave who's, you know, really protect, protecting her cubs.
[00:06:10] That's how I feel like with my clients and, and thehumane marketing circle. I'm extremely loyal and all my one-on-oneclients have become good friends. So well, that's my selfintroduction for today. So with that, let's jump right in and talkabout this idea of using the 17 sustainable development goals foror to help us find our Y.
[00:06:37] So recently on a discovery call for the marketinglike we're human program. A future participant asked me about thewhy. So the discovery of our why is part of the first module ofthat program and the P of passion. So she told me that she'd beenon other programs where they just told her to, you know, figure[00:07:00] out your why.
[00:07:01] and she's like, well, yeah, obviously we all kind ofknow now that this is part of, you know, our business and, and ourmarketing. But she's like, well, I felt so lost. How, how do you goabout this, Sarah? Like, are you gonna help us , you know, beyondjust telling us, well, now go figure it out, because it's obviouslyeasier said than done.
[00:07:25] And so that's when I mentioned that, uh, I use. Uh,among other things I used the 17 sustainable development goals tolook at our why and, um, that's what I want to explain in thisepisode. . So let's start with the definition of the 17 sustainabledevelopment goals. So the 17 SDGs were adopted by the UnitedNations in 2015 as a universal call to action to end poverty,[00:08:00] protect the planet, and ensure that all people enjoypeace and prosperity.
[00:08:05] So these are big goals on, you know, government. Typeof goals, uh, country level type of goals. But again, I'll show youin a bit how we can use them and apply them to our human level. Solet me read you the 17 sustainable Development goals. First one isno poverty. The second one is zero hunger. Third is good health andwellbeing.
[00:08:30] Four is quality education, five is gender equality.Six is clean water and sanitation. seven is affordable and cleanenergy. Eight is decent work in economic growth. Nine is industryinnovation and infrastructure. 10 is reduced inequalities. 11 issustainable cities and communities. 12, responsible consumption andproduction.[00:09:00]
[00:09:00] 13, climate action. 14. Life below water, 15, life onland. 16, peace, justice, and strong institutions. And 17partnerships for the goals. So these. The 17 sustainable, uh,development goals. You can also go actually over to, uh, the globalgoals.org/goals website and, uh, have a look at the moreinformation about these 17 goals.
[00:09:33] And it comes with, um, kind of nice pictograms foreach of the goals. So, As solo printers, coaches, healers, serviceprofessionals, these goals can obviously sound huge andoverwhelming. And we might be thinking, well, how does this applyto me? What kind of difference can I make on my little one-on-oneworking with clients type [00:10:00] of business?
[00:10:01] But the idea is not to make one of these goals. Ourgoal. Instead, what I ask participants of the marketing like we'rehuman program, is to look at these goals and think about which oneor two most resonate with them or with their ideal clients. What'sthe one thing that's most important to them, or in this case toyou, dear listener, is that gender equality?
[00:10:31] Is it good health and wellbeing? Is it to endpoverty? , which one, of course, they're all important, but aschange makers, we usually resonate more with one than others. Forme, for example, it's decent work and economic growth. , so that'snumber eight. And the second one would be partnerships for thegoals. So yeah, I noticed [00:11:00] that for myself, I want tomake a difference and change the way we market so that we can usebusiness as a lever for good.
[00:11:09] Of course, I also care about zero hunger. , but it'sjust not in my zone of genius. I have no experience in that field.Um, I care strongly, but it's not where I can personally make animpact given the, yeah, the background and experience that I have.and my ideal clients struggle with sharing their gifts andtherefore can use my help so that we all generate more economicgrowth together.
[00:11:40] So that's why I feel strongly about the goal, decentwork and economic growth. I feel like I, we, if we all had decentwork that we love, the world would be a better place. businessreally can help to make a change for good. So something [00:12:00]that I want to promote. I also believe in a new perspective onwork, which is focused on being more human and creating livesinstead of just working and working and hustling and all ofthat.
[00:12:16] and knowing more about myself. So that's has more todo with the personal power. P I'm a Capricorn, and so work in itslargest sense is my topic. That's what I'm here to do in thislifetime. Um, . I just notice as much as I want to go into othertopics and they do help me, you know, kind of with this work lifebalance, um, connecting with nature, being more artistic.
[00:12:47] But what it comes down to for me is always kind oflike related to the, yeah, the. , the making a living, right?[00:13:00] The, the, the money as well. The Capricorns are aboutwork and so maybe why I am here at this moment of time, um, is alsoto help change this relationship to work. So I think that's whythis, uh, number eight goal, decent work in economic growth, uh,speaks to me more than others.
[00:13:23] So I hope you see how I had to really extrapolatefrom their descriptions of the un description of the goal and makeit mine, because frankly, I don't really care about economicgrowth. Like that is so foreign language for me. But what I do careabout is the way. Make a life for ourselves. The way, um, you know,justice like that, the, that, that there is enough, uh, work andthat there is enough income for everybody and that work doesn'thave to be such a, [00:14:00] A rough experience for us that we cancare more about our work and our business and, and that businessagain also becomes part of the change, that as entrepreneurs, wecan participate in making the world a better place.
[00:14:18] So, . That's why it makes sense that my why is tobring more empathy and kindness to the business and marketingworld. I hope, uh, my example kind of helps you understand how Ilook at these goals. They basically show us all the problems wehave in our world right now. All the things that are broken andneed fixing.
[00:14:42] to me that's one way to find our why, find somethingthat's bigger than ourselves that we have experienced that didn'twork for us, that frustrates us, and that we want to fix. Again,I'm taking my example, is like I've been in this online [00:15:00]marketing world, business world for, you know, over a decade and itjust did not work for me because I felt like.
[00:15:08] You know, it's just business. Business is justbusiness. It's not personal. That's what I always heard. And, andthat just didn't no longer work for me. I'm like, no, this needs tobe different. There needs to be a place for empathy and kindness inbusiness and marketing. So that's the bigger thing. That's what,you know, keeps me going to create that change.
[00:15:29] That is my why. And so it's bigger than me. Um,Because I'm not just doing it for myself, I'm really doing it kindof like, well, that's the small change I want to make. Um, and I'mnot saying that's an easy process. It really isn't. It wasn't easyfor myself. I, again, something I talk about in the, in thebook.
[00:15:55] Um, and it's not easy for the participants of myprogram [00:16:00] either. It, I call it the grown zone. Uh, youknow, you're. Rumbling. Um, again, , the, the, the three parts ofthe marketing like we're human book is rumble, uh, rise andresonate. And so discovering who you are, discovering your whyreally is that rumbling and
[00:16:22] That's why it's also the grown zone where you're justlike, Oh, this is so hard. Um, and especially it's super hard forparticipants who come out of a corporate experience becausefrankly, in corporate life, nobody ever asks you what your why is.You are just basically, if the company has a why, you're like,well, this is your why now.
[00:16:47] But oftentimes, companies, corporates don't have awhy either. So you. You know, this is totally new. And so, yeah,it, it's not an easy process, but once you have it, [00:17:00]everything just makes sense. Everything you do is aligned with whyyou do it, and you keep showing up no matter how hard things are,because you kind of have this north star at your following becauseit comes from within as well, right?
[00:17:16] It's not this, it's not this exterior thing like, Ithink oftentimes clients, I think that having your why is just kindof this one liner that you have to have on your website. And sothey're kind of searching for something external where actually ithas to come from within and it ha you have to do that in their workso that it's unshakable.
[00:17:46] That's why. So, um, , they do always find their why,the participants of the, the program. It's, it's just sometimes itdoesn't happen within the 10 weeks of the program. Um, and[00:18:00] you know, you sometimes you just have to plant theseeds, let it go, and then, uh, it will come when the time isready. So, Um, I do also want to address that, uh, on occasion aperson is completely stuck like I was on my journey, and, and thathappens usually when the focus is too much on oneself, meaning thatthere's a lot of unalign that first needs to be fixed before we cango, you know, and, and fix things for others.
[00:18:33] It's kind of like this, uh, analogy that we alwaysuse with the mask, um, the oxygen mask in the plane. Um, so inother words, we can't pick a why or find our why if we are stillbroken ourselves. We need to fix ourselves first. So we need to letgo of the Y for a bit and continue walking into the labyrinth andrumble [00:19:00] with our story.
[00:19:01] Um, again, that's the metaphor I use in the, in themarketing, like we're human book this metaphor of. rumbling whileyou walk into the labyrinth of your life. Coming to the center,standing in the middle of the labyrinth and rising in that middle,finding out how you are uniquely different, rising above, you know,the, the, the noise, and then walking back out as the new personthat resonates with others.
[00:19:32] that means, you know, needing to let go of oldstories, limiting beliefs, gain confidence in what you're offering,um, and, and believing that that has huge value. So you really needto become whole again. Once you're whole, that's when you can goout and look for that, why that's bigger than yourself. So, um,yeah, it's really this idea.[00:20:00]
[00:20:00] fixing ourselves first before trying to come up witha why that's bigger than ourselves. Um, that, that we, that feelsco completely overwhelming because we are not whole yet. So, Maybeto, to wrap up again. Um, have a look at these 17 sustainabledevelopment goals, even if you are not yet on that journey to lookat your why, but, um, it's just an interesting perspective to thinkabout humanity and where we are now and all the big problems.
[00:20:38] I think obviously they're formulated in this, in the,you know, terms of, in terms of goals, but really what there areis, these are the big giant problems we have as humanity right now,and that's what we're all trying to fix. Uh, they are doing that ona government level, but everybody counts right now. And so we aredoing an ad on the, on [00:21:00] the human level, on the, youknow, this is what I care about and this is where I'm gonna make adifference.
[00:21:05] And if I'm not. An immediate or direct impact, thenI'm helping my clients and they are also, uh, making an impact,right? So it's this ripple effect as well. So have a look at, uh,global goals.org/goals to find out more about each of the goals andhopefully, uh, it gives you an idea and you can pick one or two ofthose goals that really matter to.
[00:21:34] like I said, I'm taking participants of the marketinglike we're human program through this process to find their why andthen make their way through the rest of the seven piece of thehumane marketing, uh, mandala. So the second one is personal power,and then people, product, pricing, promotion, and partnership.
[00:21:54] And it's a live program with a video coursecomponent. and the current cohort is [00:22:00] at the P of productright now. So that's where we're talking about their offering,their service pages on the website and, and all of that. And a newcohort will start in August. So you can have a. A look at thedetails already on humane.marketing/program, if this resonates and,uh, why not book a chat with me?
[00:22:23] I'm wanting to chat with all the participants first,just to see where you're at and if this is a good fit for you. Soagain, humane.marketing/program. And if you. Just somewhere else inyour journey right now. Maybe you already have your why you, youknow, all of this. If you're just looking for others who think likeyou and want to do marketing differently.
[00:22:49] then why not join us in the Humane Marketing Circle?Uh, again, it's our community where I'm the Mama Bear and, uh,everybody else is, is a leader in, [00:23:00] uh, in their chair.So you can find out more about that@humane.marketing For slashCircle, you find the show notes of this episode@humane.marketingslash 1 58.
[00:23:14] And on this beautiful page, you'll also find a seriesof free offer. Such as my Saturday newsletter, the Humane BusinessManifesto, and the free Gentle Confidence mini course, as well asmy two books, marketing like we're Human and selling like we'rehuman. Thank you so much for listening today and being a part of ageneration of marketers who cares for yourself, your clients, andthe planet.
[00:23:40] We are change makers before we are marketers. So nowgo be that change you want to see in the world. Speak.
