Good Business Isn’t Perfect Business

Somewhere along the way, “good business” picked up a reputation for being… exhausting.

Perfect sustainability reports. Perfect carbon accounting. Perfect language. Perfect credentials.

And if you don’t tick all the boxes, it can feel like you don’t belong in the conversation at all.

But here’s the truth we don’t say loudly enough:

Good business isn’t about being perfect. It’s about intent.

You don’t need a 40-page ESG strategy to be a good business. You don’t need to speak fluent sustainability jargon. You don’t need to look like a Silicon Valley start-up or a Scandinavian design studio.

Sometimes, a good business looks like a Mechanic in Milwaukee.

Maybe they:

• take on apprentices from the local school

• sponsor the community football team

• give young people a first job when no one else will

• treat customers fairly

• take pride in honest work

They might never talk about climate frameworks or SDGs. They might not use the “right” language. But they show up. And that counts.

The elitism problem

The sustainability world can sometimes feel like a private club. If you don’t know the acronyms, if you don’t attend the right conferences, if you don’t market your values in the “right” way — you’re out.

That’s a problem.

Because it quietly excludes:

• tradespeople

• family businesses

• rural businesses

• small service companies

• founders who care deeply but don’t have time for buzzwords

And none of those businesses are the problem.

They are the economy.

Progress beats perfection

Good business is not a destination you arrive at. It’s a direction you travel in.

It’s the decision to balance profit with people. To care a little more this year than last. To do what you can, with what you have, where you are.

That might look like:

• community involvement before environmental reporting

• fair wages before fancy branding

• mentoring before marketing

• responsibility before recognition

And that’s okay.

Actually — that’s more than okay. That’s how real change spreads.

The heart matters more than the checklist

At Stories of Business, we believe good business starts with a simple question:

“Do we care about the impact we have on others?”

If the answer is yes — you’re already on the path.

You don’t have to be perfect. You don’t have to do everything. You just have to care enough to try.

Good business isn’t perfect business. It’s human business.

And there’s room for everyone at that table.

To support the work we do, please check out our Good Business Toolkit, an interactive and practical set of tools to support businesses become more purpose-led.