by Vanessa Couto, www.vanessacouto.com
Birthing a business is a heroic journey.
Be it a small solo business or a larger corporate venture, birthing a business is a personal development and spiritual journey on steroids. This is especially true if your business carries the desire for meaning and soul expression.
The desire to create a business that meets at the intersection of purpose and livelihood adds a personal and spiritual dimension to this heroic journey. Purpose-driven, spirit-led business owners can incorporate practices of Conscious Capitalism and Sacred Commerce to market, brand and relate to money in a way that looks to restructure our capitalist structures.
Conscious Capitalism is a business philosophy where, instead of shareholders, one has stakeholders – one of which is the environment. The focus is on a win-win approach: encouraging the assimilation of common interests to the company’s business plan. Conscious capitalism is about elevating the world’s consciousness through business.
Sacred Commerce is the participation (Party-cipation) of the community in the exchange of information, goods, and services, in a way that reveals the Divine in all – beauty, goodness, and truth. Sacred Commerce focuses on bringing spirit to business, elevating the focus beyond the financial bottom line to a weaving of purpose and livelihood.
Whatever approach one chooses to embrace when birthing their business, the core element navigating our zeitgeist is the knowledge that, if we are to survive as a species, we can’t continue to do business as usual. Money cannot continue to be divorced from meaning, purpose, and spirit.
So…how does astrology come in?
We have to look at different ways to craft and speak about our business. Traditional marketing and advertising begs a revolution – as the focus shifts from demand, to self-expression of our inherent gifts, purpose, and meaning.
Archetypal branding – working the core archetypes of a brand – is a process that dives deeper into investigating what a business or product/service is all about, and then working to align images and language with this archetype. The closer a brand is to its core archetype, the stronger it is, as its vitality is continuously nourished.
This is where the ancient language of astrology comes in. Astrology is a symbolic and archetypal language that has been with humanity for eons. It’s profoundly multi-layered and complex, and allows an almost infinite amount of material to work with when birthing something in the world that is archetypally aligned.
What are archetypes, and why do they matter?
C.G. Jung considered archetypes to be forms or images of a collective nature that spread across geography and cultures. Archetypes show up in myth and tales, and also in our individual lives. They aren’t just elementary ideas, but also feelings, fantasies, and visions.
The origin of archetypes goes back even further, to the Greek philosopher Plato. He talked about ‘elemental forms’ or ‘ideal forms,’ and he saw them as idea structures that formed a template for our material reality. Before a tree is a ‘tree,’ it exists in its ideal form as a tree. So the closer a tree is to its ‘ideal form,’ the stronger is its frequency and resonance.
The Aboriginal people of Australia understand archetypes to be the ‘Eternal Ones of the Dream.’ This image is potent because it gives us a link from our material world to the spirit world, reminding us that whatever is created in the physical world – even a business! – starts in the world of imagination, dreams, and spirit.
This is where astrology enters as an excellent business ally: it gives us a roadmap into the archetypal landscape of what we are birthing into the world. The best place to start this exploratory journey is through your personal Sun sign – the sign that you, or your business, was born under. (The Sun sign is what people refer to when they ask: “What is your sign?” If you don’t know yours, you can type your birthday and “astrology” into any search engine, and read all about it!)
Quite simply, astrological archetypes can serve as our compass when we are crafting our businesses. Without steady reference points, we are sure to become hopelessly lost.
The importance of the Sun in astrology and business.
Our Sun sign embodies our intrinsic character. It symbolizes our path, goal, and what is essential for our lives. It is how we express our yang aspect, and it speaks to our physical and spiritual vitality and our creativity. Ultimately, it’s the path of our self-realization.
The Sun is both what we are, but also what we are becoming.
Where the Sun is in our birth chart is where we shine. It is the heart of our life. How it interacts with other planets reveals what our gifts and growth edges of development are. By understanding the archetypal expression of our Sun sign, we gain valuable insight into what gifts we have for the world – and how our shadow is most likely to challenge and beckon us further into this heroic journey.
The Sun is the true north of our business, and it beckons us into some soul-searching of our own on how we can best express this in the physical world. Our Sun illuminates our WHY for birthing a business, and it shows the way to how we can best express this in the world.
Your Sun is just the beginning!
While the Sun is the CEO of your business solar system, it does have a full court. The other planetary archetypes have their own gifts to share, and ways to help on our business journey. A complete birth chart – be that your own, or your business’ natal chart (yes, you can have a chart for your business!), illuminates even further how you can understand the inherent archetypes of your life and business, and how they intersect.
Happy exploring, happy birthing, and may the sun be the beacon for great success!
ABOUT THE AUTHOR:
Vanessa Couto – artist, astrologer, and teacher
Vanessa’s goal is to help clients claim their unlived lives by helping helping them find the inner tools they didn’t know they had, or that got lost along the way.
Vanessa believes we are all midwives to each others’ dreams. She is also a cosmic storyteller and guide! Her guiding tools in her coaching practice are astrology, depth psychology, dreamwork, storytelling, and art. Her goal is to help clients see their life’s story from a wider perspective, and to move forward in reclaiming all the spokes of life’s wheel.