Why a thriving business is all about GIVING

DrMichaela Michaela Bucchianeri health and wellness copywriting with heart generosity kitchen windowsill

Confession: I used to consume business books at an alarming rate. ⠀

Thankfully, I’ve eased up on that. (A lot.) ⠀

Not because I don’t think the ideas themselves are valuable. I just value implementation of those ideas more.⠀⠀

So, if I could recommend just 1 source of business ideas worth implementing? ⠀

The Go-Giver, by Bob Burg + John David Mann.⠀

Told in parable form, The Go-Giver follows a young professional (Joe) who is a classic “go-getter”– ambitious, hard-working, and driven. He’s also stuck in perpetual frustration.⠀

Through a series of interactions, guided by an enigmatic mentor, Joe comes to learn 5 laws of “stratospheric success” that transform his entire outlook on life + business.

Friend, if you’ve been feeling the tug to bring more generosity to your work, but are worried about the impact on your time, energy, and financial resources, this post is for you.

Today I’m breaking down the 5 “laws” presented in The Go-Giver, and sharing how you can use each one to improve the health of your business: 

1) The Law of Value: ⠀

Your true worth is determined by how much more you give in value than you take in payment.⠀

At first glance, this sounds like it’s about taking a pay cut, right?

It’s not, I promise.

The focus here is on the concept of over-delivering value.

Let’s say you offer a product or service that you know is valuable to your dream client…

(And if you don’t, then start asking what your dream client values!)

…chances are, you’ve labored over the pricing and positioning of your offer, to ensure it’s both fair and profitable.

Good for you! “Pricing psychology” is a whole field unto itself, and it’s certainly worth investing a little time to understand the basic principles.

But, the Law of Value states that your worth as a business owner is inextricably linked to the value you offer above and beyond your fairly-priced, highly-valuable product or service.



Ask yourself: Where can I add value to the things I’m currently offering my dream client?

Could you…

  • Surprise them with a free coaching call to support them in the book, course, or workshop they purchased from you?
  • Send them a free resource in addition to the one they receive in exchange for joining your email list?

2) The Law of Compensation: ⠀

Your income is determined by how many people you serve and how well you serve them.⠀

If the value you provide is the building block of generosity, then your reach is what allows you to truly impact lives as a business owner.

See, it’s not enough to simply provide value to 1 dream client.

To increase your impact, you’ve gotta reach more people.

(Straightforward enough, right?)

This is where the Law of Value + the Law of Compensation meet:

When you serve as many dream clients as you can, as well as you can, they’ll become walking ambassadors of your offerings.

They’ll tag you in social media posts.

They’ll share stories of their experience with family, neighbors, coworkers.

They’ll be clamoring to spread the good word about what you have to offer, because you’ve provided them with something that valuable.


Ask yourself: How can I serve my dream clients even better than I currently am? How can I create an experience they’ll be eager to share with the people in their lives?

Could you…

  • Make it even easier for them to access and use your products and services?
  • Personalize their experience by acknowledging their birthday, anniversary of your work together, or some other significant milestone?
  • Seek their feedback + use it to improve the quality of their experience working with you?

3) The Law of Influence:

Your influence is determined by how abundantly you place other people’s interests first.⠀


That word has become loaded with a lot of subtext, hasn’t it?

But, what if influence isn’t about product promotion or Likes or the almighty Algorithm after all?

My own copywriting platform is testament to this.

When I started out 6 months ago, I ignored the prevailing advice that a business should be present on every online platform available.

It sounded smart, but I knew I simply couldn’t pull that off. Not in a sustainable fashion, anyway.

Instead, I decided to focus my efforts on 2 platforms I already used regularly:

  • Pinterest: More search engine than social medium, this is where I share every new resource I find, from business building to personal development. By maintaining the focus on a free flow of resource sharing (vs. hoarding for myself), my account has grown steadily, and is currently the #1 source of traffic to my website.
  • Instagram: Ahh, the ‘Gram. The source of endless frustration for some business owners, this platform has quickly one of my favorite places to hang out. The captions provide a natural “micro-blogging” outlet for this word nerd + the connections I’ve made with dream clients and biz buddies have been invaluable to me. Interestingly, while my follower count has grown at a slow + modest rate (I’m under 650 as I’m writing this…), my DM inbox is absolutely popping with activity! I use DMs to get to know new people, field questions, and generally serve people as well as I can. As a result, I’ve generated an impressive stream of copywriting business right there on Instagram, without promoting a single paid offer!

And while it sure would be nice to reach 10,000 followers + unlock that magic “swipe up” feature… 😉

I’m already enjoying the sort of “influence” that matters most to me.


Ask yourself: How am I gauging my influence business owner? How might I shift my perspective to prioritizing the interests of those I interact with?

Could you…

  • Take time to share resources, provide in-depth answers, and generally serve people well on social media?
  • Reach out to individual members of your community without pitching any of your offerings?

4) The Law of Authenticity: ⠀

The most valuable gift you have to offer is yourself.⠀

There are so many skills to master as a business owner.

But you know what?

Even the most impressive sales skills, time management skills, and– yes– even copywriting skills(!) are useless if they’re being employed by a slick, faceless entity.

Put differently: You must show up, consistently, as yourself to succeed in business.

It’s what helps your dream client come to know you, like you, and trust you.

The good news?

Authenticity isn’t yet another skill you have to learn.

As Bob Burg, co-author of The Go-Giver, reminds us:

Authenticity is simply something you have to embrace.


Ask yourself: What parts of myself am I currently offering my dream client and colleagues? When I share myself, am I doing so as a gift to them, or to meet a need of my own?

Could you…

  • Share a part of your story that isn’t attractive, polished, or “on brand” but that your dream client will appreciate?
  • Create a short list of questions to ask yourself before posting to social media, to help determine your reasons + goals for sharing each time?

5) The Law of Receptivity: ⠀

The key to effective giving is to stay open to receiving.⠀

There’s a moment in The Go-Giver when Joe is encouraged to exhale fully and then hold there as long as he can.

Eventually, of course, he’s compelled to draw a fresh breath, to fill his lungs anew.

This is the essence of the Law of Receptivity:

Just as we instinctively engage in a steady rhythm of exhaling carbon dioxide + inhaling oxygen, so must we engage in a similar rhythm of giving + receiving.

Think about every way (big + small) that you’re giving to your community of dream clients each day. It’s only GIVING because your dream client is there, open to RECEIVING it.

As health + wellness professionals, we’re often uncomfortable with this idea of receiving, aren’t we? We feel that, by virtue of our professional roles, we should be forever positioned as the givers.

And yet, that’s just not how it works.

Every speck of value we’re able to offer is made possible because we first received.

Give + take.

That’s the natural rhythm of life + business.

So, while you should always maintain clear focus on giving, make sure you’re also remaining open to receiving.


Ask yourself: In what ways am I open to receiving value from others as a business owner? How might I be more receptive?

Could you…

  • Seek honest feedback from colleagues and fellow business owners you trust, and listen without defensiveness?
  • Create opportunities for clients/patients/customers to share their feedback without pressure or cost to them?
  • Evaluate the pricing of your offerings, and increase prices to match the value you provide, without guilt?
  • Commit to continual growth + learning, tapping into the experience, knowledge base, and perspectives of the people around you?

Let’s take action!

OK, here’s your action step for today:

  • Choose 1 way you can put generosity into practice in your business! (Be sure to share in the comments, so we can encourage you!)

Cheering you on!



I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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