Behind every single business, startup and company there is a
soul. You, the founder, are this soul.
In my practice I’ve met people who within moments evoke a special feeling - you just know you’re meant to collaborate. Something clicks, not because of the title, their résumé, or even their pitch.
That is
Soul to Soul, or S2S business in action.
The term S2S business (Soul-to-Soul business) is an emerging concept rooted in
conscious entrepreneurship, where the traditional profit-driven model is replaced, or at least complemented, by authentic connection, deeper purpose, and shared values between business owners and their clients or partners and collaborators.
Where traditional business focuses on B2B or B2C or C2C…
S2S says: “Let’s just be human.”
It’s business rooted in connection, intuition, resonance, and shared values - not manipulation, funnels, or forced visibility.
S2S is less about transactions and more about transformational relationships—where both parties grow, connect, and benefit beyond money
.- I know, this may sound pathetic, but this is the trend, for sure.