The Future of Business Is Human, Please

What if our cultural focus shifted toward improving lives instead of merely increasing wealth? What if businesses could thrive not just financially, but as forces for good, shaping a world where success is measured by the well-being it creates? The good news is, this is already happening. The challenge is scaling that mindset—and that’s where people like us come in.

Many individuals and organizations already work tirelessly to support others and contribute to social good. However, within our culture, these efforts often take a backseat to profit-driven objectives. The prevailing narrative, particularly in the United States, has long emphasized financial gain above all else. From corporate boardrooms to political rhetoric, economic dominance is frequently framed as the ultimate measure of success, often overshadowing the pursuit of unity, well-being, and social progress.

This fixation on financial success isn’t new. Its modern roots can be traced back to the Industrial Revolution, a period that saw the rise of capitalism, mass production, and an increasing emphasis on wealth accumulation as a measure of progress and success. This mindset evolved and intensified throughout the 20th century, becoming deeply embedded in business and social structures. “Greed is good,” proclaimed Michael Douglas’ Gordon Gekko in the 1987 film Wall Street, a sentiment that, whether consciously or unconsciously, still influences today’s corporate culture. Yet, history also shows us that business can be a force for good. Patagonia built a billion-dollar brand while prioritizing sustainability. Companies like Basecamp chose profit and work-life balance over unchecked growth. These examples aren’t outliers—they’re proof that a better way exists.

Wealth, when used well, can create freedom, security, and opportunity.

But when does the pursuit of more stop adding meaning? And what if meaning—real impact—was the ultimate measure of success instead?

For those struggling to meet their basic needs, financial scarcity is an omnipresent stressor with profound implications for mental and physical health. Chronic financial insecurity leads to heightened stress levels, which are known to shorten lifespans and diminish overall well-being. On the other hand, individuals with wealth far beyond their immediate needs (10 times or even 1,000 times the average American) rarely find greater happiness in the pursuit of more money. Instead, it often breeds an insatiable desire for further accumulation, as if fulfillment remains just beyond the next financial milestone. 

This reality presents a powerful call to action for those of us driven by a desire to make a difference, especially as planners, strategists and designers who are often involved early on in the build cycles of different initiatives. How can we create products, services, and projects that go beyond financial gain and truly enhance human lives? The answer lies in adopting a mindset that prioritizes purpose alongside profit. Perhaps true fulfillment doesn’t come from building a $100 million company, but from creating a $1 million company that allows for a balanced life—one with less stress and more time for family, friends, and personal passions. Maybe a smaller company that makes a little less money but spends more of it on supporting customers in ways that organically create evangelists for the product or service. A company that invests more resources into employees—the lifeblood of creative energy that drives success. Success isn’t solely defined by scale; it’s about navigating it with joy and meaning. And guess what? That smaller company can still scale, but would do so sustainably, for all involved.

Change will take some effort, hopefully worthwhile.

I’m certainly not the first to say this but businesses and entrepreneurs have a unique opportunity to integrate social good into their core mission, ensuring their work contributes to meaningful, lasting impact. This approach doesn’t require abandoning financial goals but expanding them to include measures of human well-being, community engagement, and long-term sustainability. At the end of the day, life is short—a miracle, really (like seriously… do you know how unlikely it is that earth even exists?) and people are valuable. We evolved tribally for a reason, and businesses that honor these truths can create deeper, more authentic connections with their customers and employees, fostering a culture where purpose and prosperity coexist.

Are there alternate metrics that business should be measuring success by?

Consider how businesses could thrive by aligning their products with social value. Imagine tech companies developing innovations that address mental health challenges instead of solely focusing on increasing screen time and ad revenue. Do we really need companies like Meta, Apple, TikTok, or Google to be multi-billion dollar enterprises constantly needing to satisfy shareholders who have nothing to do with the daily operations? While those companies provide useful tools, they are also among the biggest distractions on the planet. There is value in what they offer, but their relentless pursuit of financial growth often overshadows broader social considerations. 

What if businesses measured their success by social and interpersonal growth rather than just financial expansion? Imagine financial institutions creating services that empower low-income families to build generational wealth (without being financially penalized for being low-income) instead of simply maximizing shareholder returns. How different would life—and the world—be if our primary metric of success prioritized human connection and well-being?

We all have a role to play in shifting this paradigm. Whether you’re an entrepreneur, a business leader, or simply someone seeking to live a more purposeful life, the challenge is clear: dare to redefine what success means. It’s not always easy. I gave a TEDx talk on this topic back in 2012, and I am still trying to fill my life with work that makes a positive impact for someone else, that’s what makes me feel good about my contribution to life on our small blue planet. Let’s prioritize initiatives that improve the human experience, contribute to social good, and ultimately create a culture that values people more than profit. As John F. Kennedy said, popularizing a New England localism (is that a word?), “a rising tide lifts all ships”.

The journey toward a more fulfilling life, both individually and collectively, begins with the courage to question the status quo. I may not be qualified to make sweeping statements, but when I get vulnerable with myself, the dreamer in me always hopes for a better world. Maybe people who are naturally empathetic are affected more by the suffering of others. Maybe we’re the ones who feel the urgency to create something different.

Our painful patriarchal history has caused so much suffering and anguish. But here’s the thing: we’re not stuck in it. We have the ability—right now—to build something better. Small contributions matter. Ideas matter. The way we design businesses, products, and even our own lives matters. We have more influence than we think. Even when faced with huge challenges and obstacles that look immovable, human’s have shaped the cultures and societies we inhabit, for better and worse.

“If you think you’re too small to have an impact, try going to bed with a mosquito.” — Anita Roddick

Tall order? Yes. But without question, well worth the effort.

What if we built businesses that provided real value, both to society and to ourselves? What if success wasn’t just about financial growth, but about creating something truly meaningful?

The good news? We don’t have to wait for permission to do this. The shift starts with the choices we make every day, how we define success, what we prioritize, and how we design the future we want to see.

So what does success mean to you?

Seriously, it’s worth pondering. Because once you have that definition, you take control of your path, designing a life that aligns with what truly matters. And when we do that collectively? We build a better world.