We delve into the compelling notion that when we consciously choose to introduce thoughtful and positive solutions, we can significantly impact not only our immediate surroundings but also the broader landscape of society.

Through the lens of my personal journey as a five-time founder and impact investor, I share insights from my experiences in creating and scaling organizations that prioritize compassion and empathy, thereby fostering a culture of growth that transcends traditional business metrics.

Furthermore, we explore the concept of the "Force for Good System," a framework designed to empower leaders and their teams to harness their collective wisdom, drive innovation, and achieve remarkable success.

Join us as we navigate the intricacies of building purpose-driven businesses that not only thrive financially but also contribute meaningfully to the world around us.

Takeaways:

• Business remains the preeminent catalyst for innovation and transformation in our society.
• The unique capacity of business to elevate ideas into impactful realities surpasses that of education or government.
• Embracing compassion and empathy in leadership fosters a culture of collaboration and remarkable achievements.
• Women entrepreneurs face systemic challenges despite demonstrating higher return rates and success metrics than their male counterparts.

Chapters:

00:00 - The Power of Business Innovation

06:45 - The Journey of Building Alume Home Care

10:39 - Navigating the Challenges of Growth during COVID-19

15:43 - The Force for Good Model: Transforming Companies for Impact and Profit

18:34 - Creating a Transformative Experience

31:39 - Understanding Change in Business Growth

35:50 - Taking Action Towards Transformation

38:55 - Introducing the Founder Circle

This episode part of the Force for Good Tool of the Week Series! Each week we feature one of the 100+ Force for Good Tools.

**These tools are free this week at https://aforceforgood.biz/weekly-tool/ **

*** The Full FFG Toolkit is available with A Force for Good, the Book: https://aforceforgood.biz/book/***

****Have questions on how to pioneer your 100 Year impact plan? Schedule time with Coco: https://calendly.com/coco-sellman/zoom-office-hours-clone ****

Follow the Force for Good Business show to install the unique system of perpetual growth into your company.

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RSS Feed: https://tinyurl.com/csw248tw

Coco Sellman, the host of the Force for Good Business Show, believes business is a force for good, especially with visionary women at the helm. With over 25 years of entrepreneurial experience, she has launched five companies and guided over 500 startups. As Founder & CEO of A Force for Good, Coco supports purpose-driven women founders in unlocking exponential growth and prosperity. Her recent venture, Allumé Home Care, reached eight-figure revenues and seven-figure profits in just four years before a successful exit in 2024. A venture investor and board director, Coco’s upcoming book, *A Force for Good*, reveals a roadmap for women to lead high-impact, high-growth companies.

Learn more about A Force for Good:

Website: https://aforceforgood.biz/

Are Your GROWING or PLATEAUING? https://aforceforgood.biz/quiz/

1-Day Growth Plan: https://aforceforgood.biz/free-plan/

FFG Tool of the Week: https://aforceforgood.biz/weekly-tool/

The Book: https://aforceforgood.biz/book/

Growth Accelerator: https://aforceforgood.biz/accelerator/

Business is the most innovative, powerful force in our world.

Nowhere else can ideas percolate to the surface and be brought to the world in the ways that business can.

When we decide to bring thoughtful, purposeful, positive solutions into the world, we make a difference.

Government and education also do great things.

But nowhere can do it quite as effectively and as efficiently and without all the compromise that it takes to get through the red tape of academia and government the way that it can.

Through business and organizations led by individual leaders, we have the opportunity to shape the world.

When we create teams and community, we have the opportunity to operate in an elevated way with our teams.

When we choose to lead with compassion, remarkability and empathy, we allow our world, our microcosm, to become a new model for how we interact with each other.

I saw this in my company over and over again.

Let me step back and tell you a little about who I am.

I'm Coco Sellman.

I'm a five time founder.

I now am also an impact investor and I am the builder of this system called a force for good.

It is system I've been building through my experience as a founder for 25 years.

I started my first company back in 19, I think it was 98 or 99 and it was called the Zoe Collection.

It was sort of like a pre Etsy Etsy.

At that time you probably weren't buying a lot of things online.

Well, I learned that it was a business that stayed open for four or five years and then ran out of money and we closed the doors.

But it was my first experience as a founder and I subsequently have had several experiences as a founder that have helped me shape the question that I've been asking myself for 25 years.

Which is what makes success inevitable?

What practices, rituals, areas of focus, disciplines?

What is it that makes success most prolific?

And when I say success, I like to use the term growth more than success because growth is something bigger.

Growth is something that's not just about the external world, it's also about the internal world.

Right.

So my intention is for me as a founder to grow as much as my company grows.

For me to grow, for my company to grow, for my team to grow.

And when we do that, we create a model where we're actually using our highest and best in business to, to foster healing and elevation in the world.

So I've been asking myself for 25 years how to do this and I've also been looking and seeing what are the other models out there.

What I noticed is as I've grown as a business owner, there's certain information you need to have, right?

You need to know about marketing, you need to know about finance, you need to know about compliance and what the rules are for operating a business.

There are definitely pieces of information that you need to know.

Early in my career, I bumped up against not knowing those things.

So the Force for Good System solves for that.

We have a whole system to help you design and build everything from your core purpose and your core values to your positioning statement to your marketing funnel and how to read it and tweak it.

We have tools to help you develop your budget and forecast.

All that is background though, because what you really need is a system that fosters your ability to listen to your own wisdom and act on it.

How many have had that experience where you know what you need to do for your business, but the day gets away from you, the fires start and the phone calls come.

You get scared because somebody sends an email that says that you should be doing this other special thing that you're not doing.

So now you're on a new tangent.

Now you're like, oh, well, now I should go off and do this.

So your ability to stay connected to your own wisdom and find ways to bring your team into your wisdom and allow them the space to invoke their wisdom into your, your business and then take consistent action, well, of course you're going to get there.

It just makes sense.

That's what the Force for Good System is really all about.

Despite us as women having a higher return on capital than men, despite us having better payback rates on loans, despite women CEO run companies having higher stock performance, we still are not able to demonstrate success in the same way that men have.

Women scale past 1 million in revenue half as often as men.

Women secure less SBA loans than men.

Less than 2% of venture funding goes to women.

Founders even less gain access to later stage funding.

Only 17% of CEOs are women.

The culture has not been designed for us.

We need to build a new system.

We need to build a system of support in a world that doesn't yet favor us.

That's what we're here to do.

The questions I've been asking is what's holding us back and what would make our growth inevitable.

And this is what we all are here to do today.

My story is that I found a healthcare company called Alume Home Care.

The company came about because I have a medically fragile stepdaughter.

Amelia came into my life when she was 5.

She is now 24.

Emelia was born as a twin.

She was born at 27 weeks rather than the regular 40.

And she came into this world very fragile.

Unfortunately, her brother did not make it and her life was different than a typically developing child.

Amelia has disabilities and remarkable brilliance as well.

So Amelia, why she happens to be in a wheelchair and require around the clock care and be non verbal.

She also is a light in this world and so it's been my pleasure to be a part of her life and her journey.

And she inspired me.

When she was about 8 years old, her condition had gotten to a point where Cigna, our healthcare insurance program, would pay for 16 hours a day of nursing at home.

So think about that.

We were like, oh my God.

We had been trying to take care of her.

We had the resources to have somebody with us, but it was really challenging.

Families in our situation, most of them were going through divorces and filing for bankruptcy.

So this inspired me.

Just start alum.

I'd never been in healthcare.

It took me two years to get our licenses and accreditation with Medicare, Medicaid and other insurance companies.

We had to prove that we had a company that could operate.

I had about 20 patients, several nurses and two full time staff on my books.

It was a lot of money.

Cash flow is a big thing for all of us, right?

How you fund your journey is a big thing.

I was able to get that up and running.

And then we grew really fast.

We grew fast because we used the system that I use today.

I developed it earlier in my career.

We went from zero to six and a half million in revenue in 18 months.

It was all about hiring enough nurses.

It was all about making, making sure we were staying connected to our purpose, which was providing remarkable care to our patients, our families, our community, to the industry at large.

We were devoted to bringing babies home from the hospital and making sure we surrounded them with a team of nurses who could care for them.

One of the areas in the Force for good system, an area that I've found for myself, is most exciting.

There's a component in our system called an area of chosen greatness.

It's where you decide to be great as a company.

It's a place where your company is uniquely suited to be great.

It's a place where your customer desperately needs you to be great.

It's also a place where the profitability engine can be driven by that same thing.

For us, that became our area of chosen greatness.

The area we put 10x the energy and focus and resources was to become the place that nurses Wanted to work, to become great at enrolling and retaining the very best nurses who loved caring for individuals.

One on one, we built the company.

We got to a certain point, and then Covid happened.

Covid, like, for many of you, I'm sure many of you had experiences in Covid, you were disrupted.

Your business was disrupted in Covid.

So disruption for me is we were hiring 12 to 15 nurses a month, and that's how we would bring babies home from the hospital.

That's how we were able to grow.

And suddenly in Covid, we could no longer grow.

And it was like, oh, my God, we can hire three people in two or three months.

And we were losing people because they were working in skilled nursing facilities where there was all this Covid, and then they couldn't come back into our homes.

It was a challenge.

In this moment in my journey, we talk about in the Force for Good system, being of highest and best use.

Like, what is the thing?

And this is a question to ask yourself.

What does your company need most from you right now?

What is the thing that if you did the thing, it would move things forward in a powerful, prolific, and positive way.

So for me, what happened is I was looking at my numbers and seeing the dashboard and like, oh, my goodness, I've hired all these case managers to be able to oversee these cases.

And now I am not growing.

My monthly bills are really stacking up, and we are not growing.

So at that moment, my highest and best use said to me, wow, I think we need a new strategy.

We need a new way to grow.

At that moment, we decided that the best path forward was to either buy another company or merge.

And so that's what we did.

We looked at different options.

And a year later, we merged with a company called allpoint, which became the name of my company, allpoint Home Care.

That was an incredibly difficult and important part of our journey.

It was the right thing to do, albeit hard, right?

And so once that happened, the amazing thing was it was incredibly profitable.

We ended up having a very successful merger.

But it was hard.

During that time is when I wrote A Force for Good.

And it became my model of saying, this is how in the future, I'm going to run every company.

And then October 11th of last year, me and my partners sold the whole thing.

We sold to a hospital.

We went through a journey to get there.

We had two private equity offers on the table, and we had a hospital on the table.

And in the end, we chose the hospital route.

The whole experience has helped me understand what women need in Order to succeed.

One of the things I learned along the way is that as you grow in your journey, there are some really great programs out there that help you connect with other entrepreneurs, that those exist.

And I was a member of all of them.

And a lot of them you had to have a certain amount of revenue or success to be invited.

And I was honored to do that.

But all of those rooms were men and I learned tremendously from those.

So the eos's of the world, the scaling ups of the world, the YPOs, the EOs of the world, I learned so much from that.

When you spend time with other entrepreneurs that are going through what you're going through, you feel a sense of kinship.

Not alone you can share with them things that you might not be able to share with anybody else.

Because you always have to be the bright face if you're the founder, you have to always come back to your team with that positive perspective, even when you know the sky is falling or suddenly there's no PPE for your team.

So you need to have that kind of a place.

But what was missing for was the way that women come together and the connection in the conversations that we have, the way that we gather teams, the way that we care for teams, the way that we understand customers and their needs is very different.

As time went on, we sold the company.

Last year in January, I launched the book A Force for Good.

And I began to say, how can I help more women build successful, sustainable companies that will lead in impact, lead in profit?

So the questions I've been asking, what makes business not just successful in an inevitable way?

What sparks the brilliance in every member of your team?

What fuels bold, courageous action?

What creates cultures people love?

How do we wake up every day and do the right thing, the thing that moves everything forward?

What turns a business into a thriving, scaling, profitable company?

And what allows a company to prosper long after the founders?

The Force for Good system is an elevated model of leading companies and organizations building both impact and profit.

We help you accelerate impact, scale and profit by looking at things a little differently.

We work with founders who are leaders of purpose led businesses.

Any kind of business can be purpose led, right?

You can be selling undergarments or I met a founder last week selling soap, or you could be building a health tech company.

Any kind of company where you decide that you're going to create a transformational experience for your customer is a purpose led company.

We gather around purpose led businesses and organizations who long to grow dramatically in order to fulfill the purpose and impact that they champion.

It applies to service or product based companies, retail or virtual business to business or business to consumer, for profit or non for profit.

What unites these organizations that benefit most from the Force for Good system is they have a unique purpose.

So how the system works, we focus on four areas.

Imagine that you and everyone on your team knows at all times your purpose, who you serve, your impact plan and your highest and best use.

Everybody knows these aspects.

So how we do that is we develop a flywheel for your company.

This is the first step.

The Force for Good flywheel has all of these elements.

These elements show up on our four page growth plan.

We work to help you quickly draft the first four page growth plan.

This includes things like you'll see.

This is inception story, core purpose, core values, Tam Sam som, who they are, what they need, market positioning.

It also includes things like three feelings to cultivate your area of chosen greatness.

It also includes all your products, what your pricing is, what your gross profit is, how much you're making year to year.

It also includes what's your growth model based on your average revenue per customer.

Are you a whale?

Are you a deer?

Are you a rabbit?

Are you a mouse?

We have an assessment that helps you figure that out and and from there it helps you see what's the best way for you to growth.

Are you sales forward?

Are you marketing forward?

Some combination and then it helps you identify what is your funnel.

How are you going to create experiences that lead customers to transformative experience?

Have customers come into your system, know you exist and become customers who stay.

We look at numbers, right?

We have a 12 month plan around conversion rates, how many suspects, how many prospects, how many new customers.

We also look at your plan.

So what is your plan?

In the first section we focus on the purpose and the vision.

The vision is what the world looks like a hundred years from now.

The world looks like the brighter, better world.

And then so 100 years from now that's what it looks like.

Then we look here on the third page and develop a 10 year impact plan.

The simplest way to look at this is how many customers would you like to help have a positive transformational experience?

So you come up with a very specific impact plan where there's positive impact you can share in the world and there's also positive results for your business.

You define that and then you look at your revenue and your profit.

Where do you want to be 10 years from now?

And then you develop a whole SWOT analysis and strategy.

The next big thing that I love one of the most critical pieces is every year we create a 12 month breakthrough, not breaking three 12 month breakthroughs, one 12 month breakthrough.

The reason for that is that when you have one single focused area, especially as a newer company, a company that's still growing and hasn't quite developed like an oracle, you want to be able to train your organization on how to become innovative, how to have breakthroughs.

So we always have one big goal that we put 10x the focus and brilliance.

And by doing that, it gives you and your team 100% clarity about what is your highest and best use.

What everybody needs to do today to move the block forward.

So this becomes the flywheel.

And we put this together, you draft it.

There's even a tool, I've developed a GPT that you could partner with and in 60 minutes draft the whole thing.

So first we do this next what we, we spin the flywheel.

So what usually happens is we create a plan and then the plan gets put away somewhere and who knows when you're going to look at it again.

Instead, we spin the flywheel through a series of rituals.

The most important being, I like to implement the weekly and the monthly first.

And those rituals allow you to focus on different elements of the flywheel every single week and every single month.

That gives you the ability to move your 12 month breakthrough forward.

It teaches your team how to be of highest and best use.

You discover how to innovate.

You experiment with something, try it out and then measure it and see what worked.

It also is the place where you develop culture.

A big distinction between the force for good system and many of the others out there is that these are just usually dry meetings where you look at data and people feel bad because they look at the data and it's never quite what you wish it was.

This is where instead you take a very different stance and always acknowledge whatever is there.

We always find what's good with what is, because acceptance of what is is the beginning of all greatness.

It's the beginning of enlightenment, it's the beginning of healing.

So we always want to create a space that's safe to share the truth.

That's what these weekly and monthly events are about.

It becomes a place of belonging to safety and innovation, where people can grow, discover their greatness and be acknowledged.

So we start with the flywheel.

We build it and then we spin it.

All the while, we bring into this the idea of these three concepts.

We focus on who you are as a person, who you're being.

These are three commitments that we engender into our teams and businesses.

First is be wise, next is be transformative.

And after that is be of highest and best use.

Wisdom is what is most needed in our companies, right?

It's not the next shiny object.

We incorporate into all of the tools rituals that you're connecting to all three parts of your wisdom.

The thinking self, the feeling self and the knowing self.

Just take a moment and write it down.

What would you like to make real?

What specific outcomes?

Okay, so now just take a moment and use your thinking self to look at what you've written down and adds more detail.

The part of you who thinks, the part of you who analyzes, the part of you that looks for specifics.

Make some edits.

And now just take a moment and close your eyes.

Shake it off whatever the thinking self has been telling you.

Shake your shoulders and your head and your jaw come into your body.

As a woman, your body is wise.

What does your body want?

What does your body wish was real?

What does your body say yes to?

What does your body crave?

And write down what your body craves.

Do you want to feel?

You want to experience?

Just notice what is different or unique about your desire.

When you come through this feeling self, I invite you again to just close your eyes for a moment.

I invite you to move beyond just your physical body and allow yourself to feel the pull of the earth, sun and the white light all around you.

Just let yourself connect to the part of you that knows part of you is wise.

And I invite you to just imagine that you could be climbing up to the tip top of a mountain, just reaching the summit and you're looking out over a vast beautiful horizon.

And this wise knowing self sees what's on the horizon, can show you what is possible, where you're going guided, where you're called, where your company can be great.

What do you notice about your company?

What do you notice about your customers?

What do you notice about your team?

What do you notice about your bank account?

What do you notice about your partners?

Where the new faces that have come to you let yourself feel growth and prosperity.

Go ahead and write down whatever you're sensing.

Write down what you see as possible for your business, what you're called to create.

Over the next year, notice how different those parts of you Are how different the thinking, the feeling and knowing self and how much we spend time in the thinking and less in the feeling and the knowing.

And as women, how powerful we could be if we together did more thinking with those areas invoked.

This does not mean that we just spend time in in the ethereal.

What it means is we bring the ethereal to the places of inquiry so we can ask ourselves for guidance on anything from our picture and vision of the world to how to think about our competitive plan, to how we choose to create a abundant funnel.

We can use this part of ourselves.

So the Force for Good system contains a whole bunch of tools, but really they are tools that are completely useless without your wisdom.

They capture your wisdom.

They are designed to help you answer the question so that it's not hard.

They're designed to help you not just think, but also feel and know and then answer the questions.

And they help you focus.

So what happens is we do this iteration where you first create answers to all the questions on these four pages.

And many of the questions you probably won't know the ultimate answer, but it's an answer and then it allows you to start to iterate.

So you ask the questions, what do I want my 10 year impact goal to be?

And in the background your wise self, your knowing self and your feeling self and your thinking self starts to solve these questions.

The other thing that this format does is it gives you the ability to co create with your team.

So it's not just these are things that you've kind of thought about and they're mumbling around in your brain.

They're made manifest in physical form on paper and you can talk about it with them and you can then wrestle with the ideas with them.

So now you're training them and helping them learn how to lead a company too.

And this creates indelible alignment, which is what you need.

See, without indelible alignment, everybody just does what they think their job is, including you.

And that may or may not be what the rest of your team thinks.

And without regular reminders and clarity about these things, we can't possibly move our companies forward into multi million dollar billion dollar enterprises.

The next tool is the transformational map.

Okay, so the first tool of the three essentials is the four page plan.

The second is the transformational map.

This is a visual model of change.

It helps us understand why it is hard for us to change.

We are creatures of habit and do what we do unless we have an impetus to do something different.

Growth in a company requires change.

We think that we can grow our companies by doing the same things, but we can't.

If we keep doing the same things, we will get the same results.

So change is required, but how do we create that change?

How do we change ourselves?

And how do we allow for that change to take place within our teams?

This is a visual model that helps you.

For example, a desired outcome at the top is what we start with.

Here is the current situation.

Where are you today?

What does progress look like so far and what is not there?

Then what are the steps you need to take?

What are some of those outcomes or milestones that will get you there?

Also look at skills.

Are we asking people to do things that they're skilled to do?

Do they actually have the skill to go out and go sell something when I've never sold anything before?

Do we have the aptitudes?

Do we have the competencies?

And so what we want to do is we want to build a bridge where we can see ourselves or the company taking the steps, and we want to see the results.

We want to build to go from here to the new outcome.

We also want to see where we're going to build those skills and competencies.

Maybe we want to have a better sales system, so we might need to train our sales team.

Then we look at are the systems and resources.

Do we have the systems and resources in place that will make the new desired outcome possible?

How much friction exists?

So we want to look at what are the ways that we can ensure that this is something that happens.

It's also looking to see systems that will help us stay on track.

This is where our weekly meetings and our monthly dashboards could create systems that make sure we stay focused.

And then what we think about are all the beliefs.

This is the part that we don't always focus on.

What are the limiting thoughts and beliefs?

On the other side of every limiting thought is an empowered truth.

So we want to name the limiting thoughts that we have about achieving that goal.

If I do the things, even though I fear I am not good enough or I don't know how, then I'm going to discover on the other side, as I cross the bridge, I'm going to discover I'm capable and I'm powerful.

So we want to name those in advance.

What are the fears that we have those will become gifts?

What are the excuses that we have because that will become our resourcefulness?

What are the fears, fearful feelings that we're going to have this is one of the most important pieces of the puzzle.

When you go through change, most of us go through emotion.

So you are able to visually see what this change looks and feels like.

One goal has a lot of heft to it.

It has a lot of change underneath the surface that beyond just the actions we take.

So when we look at this, we can create a community and an environment, a culture that's supportive of this transformation.

So a big part of what we do in the rituals is make it safe for people to take these steps.

All right, so then the last piece we talked about.

Be wise, be transformative, be be of highest and best use.

Now we want to think about action.

Action is what you do every day is the most powerful thing about you.

But what you choose to do with your time, energy and resources is what will move things forward.

Every day you have the power to be of highest and best use.

What if every day you and your team took the most positive and prolific action to move the company forward?

Ask yourself, what would be the thing that you could do in the next year?

What's one thing you could do to be of highest and best use to your company in the next year?

Write it down.

One thing you could focus on, one thing you could achieve, One thing you could check off the box, deliver that one product, complete that book, what is it?

What's one thing you could actualize?

What would be of highest and best use for your company in terms of impact, scale, profit, moving you towards that goal that you defined earlier?

Write it down.

And then what is the action, the highest and best use for this month?

What could you do in the next 30 days by October 31st?

One thing you could do to be of highest and best use.

And now, what could you do this week by this Friday?

One thing moving forward.

And what about today?

What's one simple way?

Maybe it's something that takes less than five minutes, but it's one thing that would move you forward.

So this is how the Force for Good system works.

Just take a moment and notice what you desire.

Okay.

Desire is important part of a woman's journey.

So my desire in building the Force for Good system and the founder circle is to build beautiful, remarkable companies in community with other women.

To follow and refine a system together that creates abundance for us all.

To have a circle of peers and advisors to reflect upon and to in the journey he'll grow and prosper.

So let me now share with you the Founder Circle.

So, Founder Circle, we have two options.

Founders Circle Gold and Founder's Circle Standard.

Founders Circle Gold.

You start out with a one day planning retreat that you can do either virtually or in person here in New York.

I highly recommend you come here to New York and you do the six hour retreat with me.

And then we spend the evening together and break bread and get to know each other as a community.

But we will also have a virtual option for you.

Then we will have three quarterly retreats.

What I have found is that having these moments in time where you can meet together without anything else to focus on other than you and your company, you can do it in the community of other women.

It will cause you to create clarity and alignment in places that you didn't have before.

We do three quarterly retreats.

We also offer Dashboard Facilitation.

And this sounds boring, but really it is powerful.

It trains your team as well as you on how to conduct and run these dashboards.

Weekly, monthly, quarterly, annually.

The Founder's Circle basic plan includes the Roundtable.

Roundtable is a monthly opportunity for you to have a group of advisors.

It's structured much like a mastermind.

We come together, it's facilitated, and we work on our businesses together.

You also have unlimited monthly office hours.

You get 60 minute strategy session with me and you get the entire growing collection of online tools and resources, including the GPT I mentioned before.

That can help you build your plan in just a couple of hours every month.

More masterclasses and more opportunities.

But it'll always help you stay focused on what you're breaking through and what your plan is.

So I invite you to consider enrolling today.

And if you do today, you will get 50% off by using Launch L A U N C H50.

Launch 50 is where you can get 50% off of the program.

So right now it's $299 for the gold per month, $299 per month for 12 months.

For the regular, it's $69 per month.

The Founder's Circle Standard doesn't include the retreats, but it includes everything else, including the roundtables, office hours and a strategy session with me.

If you put in launch 50, you can get 50% off today.

The price will go up as the months go up.

This is a very valuable offering.

Other similar packages are 10, 12, $15,000 a year.

This is much, much less right now.

I invite you to step up and say yes to your future and to building your company.

Together.

The world is made better by women.

Legend.

Let's welcome.

Thank you.