Weeds + Roses

Startup social enterprises don't often struggle because they aren't making an impact—they nearly always are. But because they struggle to go beyond the numbers, and turn their services into an emotional, fulfilling brand.

The journey for

fulfillment.

weed

1: an undesired SoCent out of place 2: typically not valued despite growth 3: tend to duplicate rapidly and choke out those more desirable

rose

1: a beautiful flower with soft petals and sharp thorns 2: symbol of love and romance 3: a bloom to enjoy year-round

rose.

How to grow a

Yet even amidst a thousand weeds: there lies room
to blossom and grow. 

chapter

I

How to find your thorns—and turn your social enterprise into a rose.

escaping the

weeds.

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Withering away—

Startup social enterprises fail not because they aren't making a difference—they usually always are. But because they struggle with the quality of their communications, in these areas:

Wilting + withering

Rose replant disease—

If you’ve had roses growing for 10 years or more in the same spot, dug them out and replaced with new roses, the chances are the new ones will not flourish. This is due to rose replant disease. 

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Ignoring the thorns—

SoCents fail not because they aren't making a difference—they usually always are. But because they struggle to grow their mission into an emotional,
fulfilling brand.

Where the roses grow—

they aren't making a difference—they
usually always are. But because they
struggle to grow their mission into an emotional, fulfilling brand.

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No holder of the rose—

SoCents fail not because they aren't making a difference—they usually always are. But because they struggle to grow their mission into an emotional,
fulfilling brand.

four 

thorns.

How to turn your social enterprise
into the
 rose among the weeds.

four 

thorns.

How to turn your social enterprise
into the
 rose among the weeds.

heart + soul

thematic

differentiation

challenger

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6 Principles of
Heart
+ Soul

An introduction: Finding 
the heart + soul of a startup
social enterprise

Rare but
influential.

The rare, but influential success 
of early stage Social Enterprises is
shaping the way founders and
startups communicate their brand.

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The race
for impact.

The rare, but influential success 
of early stage Social Enterprises is
shaping the way founders and
startups communicate their brand.

The journey
for 
fulfillment.

The 6 principles
of 
heart + soul.

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Putting heart
into
words.

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Emotional
differentiation.

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Finding thematic brand clarity.

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