Building a Force for Good: Coco Sellman on Scaling Impactful Companies with Purpose and Profit
Entrepreneurship is more than starting a business—it's about igniting purposeful growth that can sustain itself and change lives along the way. Coco Sellman, founder of Allumé Home Care and A Force for Good, joined us on the Badass Women in Business Podcast to share her insights on building high-impact, high-growth companies that thrive on purpose, profit, and sustainable leadership.
Coco Sellman isn't new to entrepreneurship. With over 25 years of experience, five successful startups, and advising over 500 businesses, Coco embodies resilience, purpose-driven leadership, and innovative growth. Her last venture, Allumé Home Care, quickly scaled to eight-figure revenues and over 150 employees in under four years, eventually merging and successfully exiting in 2024. But her journey hasn't been without challenges—it's those lessons Coco now shares openly to help other women-led businesses navigate exponential growth.
Entrepreneurial Beginnings and the Power of Purpose
Coco's entrepreneurial spark began early, turning childhood hobbies and passions into opportunities. She learned quickly that true growth comes from aligning business with purpose. Inspired by her stepdaughter’s health journey, Coco founded Allumé Home Care to bring essential, compassionate nursing care into homes—proving that purposeful businesses are not only impactful but profitable.
The Four Crucial Areas of Alignment for Sustainable Growth
One of Coco’s core insights revolves around alignment in four essential areas:
Purpose: Clearly defining why your business exists beyond profit.
Vision: A compelling, long-term view of what your business can achieve.
Values: Non-negotiable principles guiding every decision and action.
Profitability: A financial model that ensures sustainability and growth.
By ensuring these areas are continuously aligned, businesses can achieve exponential and sustainable growth.
Seven Rituals of Innovation: Creating a Culture of Purpose and Vision
Coco emphasizes that sustainable growth requires intentional rituals—daily, weekly, monthly, quarterly, and annually—to maintain innovation and momentum. These rituals include consistent measurement against clearly defined goals, fostering a strong narrative around company vision, and keeping the entire team aligned and inspired. Coco believes that these rituals create an environment where growth becomes inevitable.
Navigating Mergers, Exits, and Growth Challenges
Coco shared candidly about the complexities of merging businesses and preparing for an exit. She highlighted the importance of recognizing when to let go, adapting to change, and leveraging help and support early in the journey. Reflecting on her experience with Allumé, she stresses the importance of flexibility, humility, and a clear vision to navigate significant transitions successfully.
Advice for Women Leaders: Embrace Receiving Help
One of Coco’s most impactful pieces of advice to women leaders is the importance of receiving support. She stresses that asking for and accepting help—whether financial support, mentorship, or collaborative partnerships—is crucial for growth. Women leaders, Coco says, must overcome the stigma around seeking help to unlock their fullest potential.
Purpose Fuels Profit: Growth is a Puzzle You Can Solve
Ultimately, Coco believes that purpose fuels profit. By building businesses rooted in genuine purpose and aligning all aspects of the company toward a meaningful vision, women entrepreneurs can achieve remarkable success. Her upcoming book, A Force for Good, aims to equip women founders with practical tools to navigate growth and leadership authentically and effectively.
Coco’s story is a testament to the transformative power of aligning purpose and profit, and her insights offer a roadmap for women determined to scale their businesses impactfully and sustainably.
For more inspiration and actionable advice, connect with Coco at A Force for Good and follow her journey as she continues to empower visionary women leaders to achieve exponential growth.
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