How Love Transforms Business: A Strategy to Build Iconic Companies

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When we think about business, love isn’t a word that comes to mind. Yet, authentic, transformative love has the power to redefine how we design, sell, and operate—creating not only value but deep connections with customers and teams. Here’s how love can transform your business.

Products: Solving Problems with Care

Instead of offering what’s easy or convenient for your company, start with your ideal customer profile (ICP). What are their biggest pain points? What’s their dream outcome? Designing products from this place of empathy ensures you’re solving real problems and helping them reach their “promised land.”

Love means focusing on what your customers need, not just what you want to offer.

Sales: Serving, Not Selling

Sales doesn’t have to be pushy. If your product genuinely improves lives, sharing it becomes a responsibility. At Coltivar, we’ve seen our six-phase system transform businesses—and lives. Selling from a place of love shifts the focus from transactions to transformation.

Approach sales as an act of service, not persuasion.

Operations: Processes with Heart

Great systems matter, but people follow them best when they care. Inspire your team to see processes as tools to deliver exceptional experiences, not rules enforced out of fear. A culture of care builds trust and loyalty.

Embed love into operations by prioritizing customer outcomes over compliance.

Love in business isn’t fluffy—it’s strategic. It means committing to solving problems, improving lives, and building lasting connections. Start from a place of love, and watch your business grow into something iconic.

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About the Author

Steve Coughran is the founder of Coltivar and a trusted partner to construction and service-based businesses that want to grow without the chaos. With deep experience in finance, strategy, and operations, Steve helps owners get clear on their numbers, fix what’s holding them back, and build companies that are actually worth owning. He’s worked with businesses from $3M to $100M+, helping them price smarter, run leaner, and grow on purpose—not by accident. At the end of the day, Steve’s focus is simple: give owners the clarity, confidence, and support they need to lead well and build something that lasts.