The 3 Biggest Mistakes I Made Starting My Conscious Business (So You Don’t Have To)

Starting Out With High Hopes

When I started Conscious Company Media (CCM) in 2014, I was sure I had it all figured out. I had an MBA, passion, and a drive to make the world better. While we launched a product and eventually sold the company, I made big mistakes along the way. Here are the 3 biggest mistakes I hope you can avoid.

Mistake #1: We Didn’t Codify Our Purpose and Values From Day One

We knew we wanted to tell the stories of companies making the world better, but we never deeply codified our purpose and values. A few brainstorm sessions turned into forgotten Google Docs.

Without a clear purpose, our leadership floundered. Decisions were driven by short-term goals like “we need more money” rather than a deeper mission. Our company culture suffered.

Years later, we brought in an expert to help define our purpose: to redefine success in business in service of all life. We involved the whole team and made it a living part of our culture with regular check-ins and personal accountability.

The difference was night and day. If I could do it over, I’d define our purpose and values from the start and live them fully.

Mistake #2: We Hired People Only From Our Network

When we raised seed funding, we did what many startups do—we hired people we already knew. Our entire team at one point was six white women between 28 and 43 years old.

This was a result of subconscious bias and the comfort of hiring familiar faces. It severely limited diversity of thought, experience, and innovation within our company.

I realized too late how critical diversity is to creating a thriving, innovative organization. My advice: prioritize diverse hiring from the start.

Mistake #3: I Sacrificed Myself to Burnout and Exhaustion

Leading CCM came at a massive personal cost. I carried the weight of team frustrations, investor expectations, and the daily grind. I worked through dinner, delayed family plans, and ignored health warnings.

The result? Burnout, stress, panic attacks, and the realization that my health and relationships had suffered unnecessarily.

Leadership energy impacts the entire company. My advice: don’t sacrifice yourself for the business. You can achieve success while still nurturing relationships, setting boundaries, and caring for your well-being.

Key Takeaways

• Codify your purpose and values from day one.

• Be intentional about building a diverse, innovative team.

• Prioritize your own well-being and set healthy boundaries.