My friend Mathew Gerson is himself mission-driven. A hardcore Buddhist practitioner, he’s vowed to “serve all sentient beings, and the world.” So it’s little surprise that his internet startup, [link to http://www.econsciousmarket.com ] eConscious—a philanthropic, green e-mall—is itself concerned more about our planet and helping you and I to live a green life than it is about it’s own bottomline. Giving away a generous percentage of all profits to a charity of your choice, eConscious is a one-stop shop for green. Green fashion, green gear, green home, green…you name it. But what excites me, frankly, is eConscious’ ‘spirit.’ Its staff works a thousand hours a week, often for no pay—not because they can’t wait to IPO and bring home the dough, but because they actually, really, simply want to help create a better world from all of us. And in so doing they’ve attracted major partners to their cause.

And that’s the twist: think about others, not yourself, and you’ll inspire those others to support your mission…and your business. Turns out Buddhist and/or sustainable, mission-driven business isn’t just love n’light, airy-fairy hippie-dippie idealism—it’s big-thinking, vital…and sustainable. Look for eConscious at the Giving Suite on Main Street…you’ll find a bunch of independent, mission-driven businesses (including elephant journal) who are excited and honored to be a part of Sundance, one of America’s greatest examples of what the independent spirit can produce and magnetize.

Waylon Lewis
/elephant journal/