Doing Good is Good Business
What Marcus Aurelius Knew About Success That Most Entrepreneurs Ignore
“I just want to go out to eat again.”
When my patient first told me this, I could hear the longing in his voice. It had been over a decade since he’d been able to go to a restaurant. He wasn’t asking for a miracle—just a simple, ordinary moment that most people take for granted. But for him, it seemed impossible. When I asked where he’d want to go, he mentioned a small BBQ joint on the south side of town.
Right then, we made a deal. If we could get him mobile enough, we’d go together—him, his wife, and me.
I went to that BBQ place after work that day. Walked through everything he’d need to do: getting in and out of a car, managing the entrance ramp, navigating the space between tables, lowering himself into a chair without arms (harder than you might think when you’re not used to it). Then we got to work.
For months, we focused on building his strength and balance. Every small victory brought us closer to that BBQ joint. Some days were harder than others. But he never gave up.
The day we finally made it, you should have seen his smile. After more than ten years, he was sitting in a restaurant again, sharing a meal with his wife. It wasn’t just about the BBQ—it was about reclaiming a piece of normal life that had seemed forever out of reach.
Marcus Aurelius wrote: “Life is short—the fruit of this life is a good character and acts for the common good.”
That smile, that moment of joy—you won’t find those on any spreadsheet, but to me, they’re what really matters in business.
What “Doing Good” Really Looks Like
I have a friend who runs a digital marketing agency. Between client calls and deadlines, he carves out time to help nonprofit organizations with their marketing—organizations that desperately need his help but could never afford his regular rates. Why? He says they’re doing important work, and this is how he can help them do it better.
Another friend, a coach with a waiting list of high-paying clients, dedicates part of her practice to medical students. She charges them a fraction of her usual rate because she knows how the stress of medical school can bring personal challenges to the surface at the worst possible time. By helping these students navigate their struggles now, she’s creating a ripple effect that will touch countless future patients. By helping these students now, she’s helping create more compassionate, well-rounded doctors for tomorrow.
These aren’t grand charitable initiatives. They’re just people finding ways to use their skills to make their corner of the world a little better.
When Business Loses Its Soul
I’ve seen the dark side too. Where I used to live, there was a hospice company that was growing like crazy. I couldn’t figure out how they were doing it, and honestly, I was a little envious. Then the truth came out: they were committing Medicare fraud, but worse, they were horrifically abusing patient trust. The owner was texting nurses with instructions like “You need to make this patient go bye-bye” when patients had been on service too long.
Several people, including two physicians I had met, went to prison. But the real cost? The betrayal of vulnerable patients and their families who trusted them with their final days. And while this is an extreme example, every business—big or small—faces a version of this choice: will you prioritize doing what’s right, even when no one is watching?
Why Doing Good Matters More Than Ever
In today’s business world, there’s immense pressure to grow at all costs. Venture-backed competitors can afford to lose money for years. Social media creates pressure to turn every good deed into a marketing moment.
But real impact usually happens quietly.
I know a massage therapist who has a special heart for people with diabetes. She volunteers her time, provides gift certificates for fundraisers, and looks for ways to support that community. A friend who runs a senior care home creates enrichment programs far beyond what most others do, keeping residents engaged and fighting isolation.
They do this not for Instagram, but because it’s right.
Building Good into Your Business
Here’s what I’ve learned about making an impact part of your business:
- Start With What Matters to You
- What problems do you see that break your heart?
- What unique skills do you have that could help?
- Where can you make a difference, even a small one?
- Make it Sustainable
- Decide up front what portion of your time/resources you’ll dedicate. I recommend choosing a specific, measurable way to give back (such as one free consultation a month, 5% of sales donated, etc.).
- Build it into your business model (pricing, workflows, or recurring commitments) so it’s not an afterthought.
- Set boundaries so that giving back strengthens, rather than drains, your business.
- Focus on Individual Impact
- Sometimes, helping one person deeply is better than helping many superficially.
- Look for ways to solve real problems, not just easy ones.
- Let your impact compound over time.
The Real Return on Investment
When I helped that patient get to the BBQ joint, I wasn’t thinking about ROI. I was thinking about a man who deserved to have that experience and share a meal with his wife again.
But here’s what I’ve seen happens when you consistently choose to do good:
- Employees stay because their work has meaning
- Customers become advocates because they trust you
- Word spreads, because people notice businesses that care
Marcus Aurelius wrote, “What is not good for the swarm is not good for the bee.” In business terms, that means what’s good for your community is ultimately good for your business.
Yes, you can track metrics like Net Promoter Scores and customer satisfaction. But sometimes, the only metric that matters is this: Are you proud of how you operate? Would you want your kids to run their businesses the same way?
The Choice We All Face
Every business faces a choice: will you build something that just makes money, or will you build something that makes money while making a difference?
Sometimes the smallest things—like helping someone get to a BBQ joint—can mean everything to someone else. And isn’t that, at least partly, what business should be about?
What’s one small way you can make an impact through your business this week? If you haven’t done so already, I’d like you to try this: pick something and start.
