Over the last week I’ve been sharing some of the most egregious myths surrounding the ideas and ideals of Conscious Capitalism, and this morning I reflect on another myth. One that prevents most people from taking a leap, making a stand and changing their perception of what is possible and what they are capable of. One we’ve all been guilty of at some point. One that Shannon, from the Whole Foods Market in Dayton Ohio, dispells every day.

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Haley Boehning, Co-Founder and Principal of Storyforge, believe there’s a fundamental disconnect between how we build + market our businesses and what our customers, employees and stakeholders truly care about. The world’s most loved and most profitable companies have figured this out, and she’s spent years studying how and why.