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Purpose over Profit: How to Reimagine Entrepreneurship & Build an Ethical & Sustainable Business Model That Breaks Free from Capitalism

Writer's picture: Erin RatliffErin Ratliff


"Capitalism cannot reform itself. It is doomed to self-destruction. Universal selfishness will never bring social good to all."

WEB Dubois


Newsflash: Capitalism is killing us. It is a harmful system built on exploitation,oppression, power imbalances and systemic inequalities that have shaped our society and culture for generations. It's an unsustainable system that is destined to fail, and we're seeing that all around us today.


Capitalism has robbed us, our colleagues and clients of seeing their inherent value, making us believe our worth is tied to our bank accounts. This drives a toxic cycle of consumption, burnout, competition, and disconnection that is driving us to a fate of dis-ease and destruction.


Opposing capitalism is about challenging the status quo and advocating for a more equitable distribution of resources and opportunities so everyone can live well, not just a select privileged few.


For heart-led entrepreneurs, divesting from capitalism doesn’t mean sacrificing your well-being. Instead, it means reframing success, creating ethical practices, and centering purpose, connection, and equity. Here’s an in-depth guide to building a business that thrives outside the constraints of capitalism while still honoring your time, energy, and labor.


“Capitalism does not permit an even flow of economic resources. With this system, a small privileged few are rich beyond conscience, and almost all others are doomed to be poor at some level. That's the way the system works. And since we know that the system will not change the rules, we are going to have to change the system.”

Martin Luther King Jr.



Understanding The Curse of Capitalism


Capitalism takes from the poor or middle class and gives to the ultra-rich, shifting power to a small minority of privileged families and individuals. We participate in the system not through our conscious consent and willingness, but through covert coercion, abuse, manipulation and acts of violence of all size and scale.


We are led to believe capitalism is the only way to live and work but that's simply not true. The system is so deeply ingrained in our daily lives and society, everywhere from the economy to health care, to education to media and even the church. It's all we've known, and it's all our parents have known, so no wonder it's nearly impossible to imagine alternative ways of living or working.


"Capitalism, at its best, is a system for turning the world into a gigantic assembly line. But it’s also a system for dividing and separating us from the things that matter most: the earth, community, and joy."

David Graeber


As an entrepreneur, breaking free from the cycle of capitalism can feel extra overwhelming and intimidating because the success of our business (and thus our lifestyle and identity) hinges on engaging with capitalist habits like setting profit-driven goals, marketing, and networking. But we've seen firsthand that the "American dream" is a lie. The system isn't working in our favor, and in fact is only making us sick and sad, exhausted and angry.


Corporations requires a populace of workers who are alienated, disempowered, and powerless. It is up to us to reject that world and build another one.


It IS possible to consciously and intentionally divest and disengage from capitalism while still being honored for your time and unique talents. This takes time, patience and persistence but most importantly, passion and the belief that it is possible.



“The comfort of the rich depends upon an abundant supply of the poor.”

Voltaire


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The current business model, rooted in late-stage capitalism, turns everything—human life, basic needs, even ethics—into a transaction, emphasizing extraction, exploitation and the exchange of money above all else. This system fosters a sense of individualism and isolation, where people feel guilty about accepting free support, reinforcing the idea that everything must be paid for.


While engaging in capitalism may feel extractive, it's possible to approach it with a different philosophy—one focused on healing unhealthy practices and offering more equitable access to support customers and clients of all types, balancing profit and social good.


It's time to get back to our roots. Indigenous communities operate on frameworks of mutual care and benefit. Money should not be the driving force of business. We must get away from a profit-centered mindset and toward networks of exchange, ethics, empowerment and reciprocity.


The art of business is inherently indigenous and ceremonial. "Decolonizing capitalism" is about reclaiming practices that have always supported us. We can use our businesses as. a tool to dismantle systems that harm people and the planet, and begin to embrace kinder, healthier, more compassionate ways of living and working.


Business is ceremony. Business is creative. Always has been, always will be.



Reimagining & Redefining Success

Capitalism equates success with profit, but heart-led entrepreneurs can shift the focus to impact and service.


Entrepreneurs can reflect on their core values- what they care about beyond financial gain and maximizing profits.

  • social justice

  • integrity

  • fairness

  • sustainability

  • stewardship

  • collaboration

  • connection

  • community well-being


Your values can be integrated into every aspect of their business model, from product development to customer relations. By focusing on making a meaningful impact in the world, contributing to the greater good entrepreneurs can design businesses that impact positive social change and serve a larger purpose beyond one's own self-interest.


Instead of setting financial goals such as, “I want to make $100K this year,” consider an impact-driven goal like, “I want to help 100 people this year.” This reframing centers the success of your business on collective transformation, service and support rather than mere transactions and monetary outcomes.


“Remember, the system didn’t make you; it commodified you. What you create from love, outside of its grasp, is where you reclaim your humanity.”

Adrienne Maree Brown


Implement Fair & Equitable Pricing

The "No One Turned Away For Lack of Funds" (NOTAFLOF) model ensures that your services are accessible to everyone, regardless of their financial circumstances. This doesn’t mean giving your work away for free without boundaries. Instead, it invites a sliding scale or pay-what-you-can approach, which allows clients to pay based on their means while still valuing your time and expertise.


Sliding scale pricing offers different tiers based on a client’s income or financial situation. For instance, you could create tiers like:

  • Tier 1: Recommended for those earning under $50,000/year.

  • Tier 2: Recommended for those earning between $50,000 and $100,000/year.

  • Tier 3: Recommended for those earning over $100,000/year.


This model promotes equity and ensures that people with greater resources contribute more, creating a sustainable and fair system for your business and your clients.


"The best way to predict the future is to create it. In business, that means aligning your actions with your values, because ultimately, ethical decisions lead to long-term success."

Peter Drucker

Explore Alternative Energy Exchange Systems

Barter systems, trade exchanges, time-banking and other reciprocal economies are powerful ways to divest from traditional monetary transactions. Consider exchanging your services for something of equal value that benefits you or your community. Time-banking—where people exchange hours of service instead of money—reinforces the value of all labor equally, creating mutual support networks.


By offering a way to exchange goods and services without relying on cash you can build a sense of community, reduce overhead costs, and create mutually beneficial relationships. This encourages creativity, collaboration, and the reintegration of reciprocal economies, providing an alternative to the transactional nature of traditional business.


Think of resources you need- is it greater expertise, marketing, or supplies? You can offer your own products or services in return so everyone wins.


"The worker of the world has nothing to lose but their chains. They have a world to win."

Karl Marx


Share High-Value Free Content

Free content allows you to serve your audience, build trust, and demonstrate your expertise without requiring a financial exchange. This could include blog posts, workshops, e-books, or social media content that genuinely helps your community. While offering free resources, ensure you set boundaries to prevent burnout and prioritize balance.


"We are so used to thinking that the purpose of the economy is to make money that we forget it’s actually supposed to serve people and the planet."

Annie Leonard


Practice Ethical Marketing

Shift from aggressive, performance-driven marketing to ethical, purpose-led approaches. Ethical marketing prioritizes authenticity, transparency, and connection over manipulative tactics and algorithms. This includes:

  • Purpose Over Performance: Lead with your mission and values instead of focusing solely on metrics.

  • Authenticity Over Algorithms: Share content that aligns with your voice and vision rather than chasing trends.

  • Connection Over Conversions: Build genuine relationships with your audience rather than seeing them as numbers to convert.


“We are not property, and the systems that measure us as such cannot define us. Our worth is intrinsic, unquantifiable, and untouchable by capital.”

Aurora Levins Morales


Pay It Forward

Give-back programming allows you to create a ripple effect, furthering your impact while maintaining alignment with your values. Incorporate initiatives that give back to your community. This could involve:

  • Offering grant or scholarships for your services.

  • Hosting free community events.

  • Donating a portion of your profits to causes aligned with your mission.

  • Networking on behalf of underrepresented groups.

  • Share and amplify marginalized voices

  • Mentorship


If you're someone privileged enough to have achieved entrepreneurship, use your power and privilege to invest and uplift others next. If you are stable in your journey, it is your responsibility to use that to empower others with opportunities and connections.


By sharing your wisdom and resources, entrepreneurs from all walks of life can help level the playing field eachother thrive. EVERYONE deserves to do work that aligns with their values and goals.


“The purpose of freedom is to free someone else.”

Toni Morrison


Set Boundaries and Honor Your Time

While creating accessible and equitable systems, it’s essential to set boundaries to protect your energy and prevent burnout. This might include limiting the number of sliding-scale spots, setting specific times for free consultations, or scheduling regular breaks to recharge. Recognize that your well-being is a critical part of your business’s sustainability.


Activism is a lifelong journey, it needs your whole self. So take care of your body, your mind, use your energy sustainably.

Cultivate Community & Collaboration

Divesting from capitalism is easier when we move together. Build networks with like-minded entrepreneurs, share resources, and collaborate on projects. This collective approach challenges the individualistic, competitive nature of capitalism and fosters solidarity.

If you're still working on your own visibility blocks, then sometimes simply amplifying others voices is the best solution.


“Capitalism is a system that alienates humanity from its true nature.”

Friedrich Engels


Trust in Abundance

Capitalism thrives on scarcity, but heart-led entrepreneurship can embrace abundance. Trust that by aligning your business with your values, serving others authentically, and creating equitable systems, you’ll attract the right opportunities and sustain your needs.


"Business should be a force for good. Business should create value for people and the planet, not just shareholders."

Richard Branson

Embrace Imperfection

Reminder: The perfect activist doesn’t exist. Perfectionism is a tool of the patriarchy to limit our growth and progress, keeping us in fear. Remember, just because your activism isnt loud or visible, it is no less valid. Go at your own pace, do your own thing. You make the rules.


Do what you can, with what you have, where you are.

Theodore Roosevelt



Wrapping It Up

I am still stuck in the trap of capitalism, and maybe you are too. I am tired of the pressure to monetize my passions. I am tired of having my income and livelihood tied to my level of energy, availability or output that day. I am tired of having my success hinging on the number of followers or engagement.


I simply want to create, learn and share - free from the stress of money. But there doesn;t seem to be a safe way out. So I'll keep chugging along like the rest of us.



Hold on to your hope and vision for a better world. That is your guiding compass.

Becoming an anti-capitalist entrepreneur is a bold and liberating act. It requires intentionality, creativity, and courage to prioritize purpose and equity over profit and performance, human dignity over exploitation.


By adopting community-based, sustainable, equitable and inclusive practices you can create a heart-led business that thrives on the things that truly matter in life: connection, impact, and authenticity—all while honoring your inherent value and well-being. What is more rewarding and satisfying than that?


“Humanity’s true essence is not tied to systems of domination, but to its capacity for connection, creativity, and care.”

Bell Hooks


 


Erin Ratliff is a holistic, organic growth + visibility business coach and consultant serving energy-sensitive soul-preneurs, heart-led self-starters with the mission of personal and planetary healing.


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