ABOUT THIS EPISODE
Are you exhausted from trying to fit yourself into someone else's business blueprint? Do you feel like you're constantly chasing goals that leave you depleted rather than fulfilled?
In this deeply resonant conversation, I sit down with my longtime friend Sarah Santacroce—a conscious business coach, author, and self-described "hippie turned conscious business coach" who lives in Switzerland and has made it her life's work to revolutionize how we approach marketing, selling, and business ownership.
Sarah is the founder of Humane Marketing and author of three transformative books: "Marketing Like We're Human," "Selling Like We're Human," and her newest release, "Business Like We're Human." This latest book shifts the focus from making business humane for our clients to making it humane for ourselves as business owners.
WHAT WE EXPLORE IN THIS CONVERSATION:
• The lonely journey of being an early voice questioning traditional business models
• Why "sophisticated manipulation" became normalized in online business—even among communities claiming to be heart-centered
• The courage required to step away from established blueprints and create your own path
• How growing up with permission to question assumptions shapes entrepreneurial choices
• The deep conditioning around productivity and "not enough-ness" that drives burnout
• Why neurodivergent entrepreneurs particularly struggle with traditional business funnels and launches
• The concept of "degrowth" and what it means to intentionally scale back
• How to release ancestral baggage around work and productivity
• Practical first steps for recalibrating your business with humane principles
MEMORABLE QUOTES FROM SARAH:
"Courage is probably the number one skill that we need to step into right now."
"The first two books were about making it more humane for the client. But Business Like We're Human is more humane for us—how can we create a business that is humane for ourselves?"
"I want to be a human first that just happens to run a business, but I want to do it in a humane way, and I want to create spaciousness to be human and have a business."
WHY THIS CONVERSATION MATTERS:
If you've ever felt like the online business world demands a version of success that doesn't align with your values... if you're tired of the emotional rollercoaster of launches and funnels... if you're ready to question the "customer is always king" mentality that leaves business owners perpetually depleted... this episode offers both validation and a roadmap forward.
Sarah brings years of experience and wisdom to the conversation, sharing not just theory but practical insights from working with clients who are rebuilding their businesses to honor their humanity.
RESOURCES MENTIONED:
Books by Sarah Santacroce:
• "Business Like We're Human" (2024) - www.humane.marketing/book3
• "Marketing Like We're Human"
• "Selling Like We're Human"
Get a FREE first chapter of "Business Like We're Human" (no email required):
humane.marketing/book3
Download the 7 P's of Humane Marketing:
humane.marketing/1page
Meditation on InsideTimer:
Sarah offers guided meditations including one on releasing ancestral work patterns
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CONNECT WITH SARAH:
Website: humane.marketing
LinkedIn: Connect with Sarah Santacroce https://www.linkedin.com/in/sarahsantacroce/
Company: Humane Marketing
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EPISODE KEYWORDS/TAGS:
conscious business, humane marketing, entrepreneurship, business burnout, gentle business revolution, degrowth, neurodivergent entrepreneurs, ADHD business owners, sustainable business models, authentic marketing, anti-hustle culture, business spaciousness, work-life integration, questioning capitalism, regenerative business
