How Embracing an Economy of Enough Can Transform Our Future
Wouldn't you love to wake up each morning feeling a genuine sense of abundance?
To experience peace and ease when thinking about your children's college, your rent or mortgage, and the limitless opportunities in your career, your life and your business?
Recently, in my last two interviews with Dan Elbaum and Vince, the conversation kept coming back to the idea of abundance so I thought I would dive into this transformative concept.
This is a longer post, but stay with it—you'll discover, by the end, what it truly means for both individuals and businesses to thrive in an economy of abundance.
This is the journey I invite you to embark on with me.
The Journey Beyond Traditional Progress
In a world that constantly glorifies progress and growth, we rarely pause to question the underlying assumptions that drive us.
These two narratives have become so ingrained in our collective psyche that to challenge them feels like breaking an unspoken rule—a rule we’ve never agreed to but have nonetheless obeyed our entire lives.
For me, it took time to recognize this. It’s like growing up in a family with silent agreements about who you are and how you should be. You understand your role, you follow the path set for you, and for a long time, you don't even realize you have the power to change it.
But then something shifts.
You awaken to the limitations of this social imaginary, the framework of beliefs we don’t question. When I started asking questions—about progress, about growth, about success—it was disorienting.
At first, I felt lost, even isolated, as I dared to question what others accepted without hesitation. As I climbed the ladders of success in my career, I was haunted by an unsettling feeling that the endless pursuit of status and wealth was draining my spirit—and I wasn’t alone. I began to see the toll this narrative was taking on the people around me, too.
The more I questioned, the more I realized that I was on the right path.
This relentless pursuit wasn't progress—it was a trap designed to keep us occupied and distracted.
The Shift from Coping to Collective Transformation
We live in a world obsessed with self-help and with personal and business optimization.
We've built a billion-dollar 'coping industry' that teaches us how to control our lives, improve our efficiency, and manage our emotions. But at its core, this industry does little more than perpetuate the status quo. It teaches us to adapt rather than transform.
What we need isn’t more ways to cope with a broken system—we need to shift our focus to collective transformation.
This shifts us from self-improvement to actively creating the change we want in the world—expanding our influence beyond personal success to help shape a new paradigm.
The First Step To live in Abundance is Redefining Success
We need to redefine what success means and should no longer be solely measured by financial net worth or social status.
Instead, success must include well-being, self-love, sustainability, and a sense of "enoughness."
As a marketing and business executive, I now measure my success by the strength of my relationships, by how curious and open I remain to new learning, and by my ability to lead a life that is financially and emotionally sustainable.
The True Meaning of Abundance
Abundance is another word that has been twisted by the dominant narrative.
Most people associate it with excess—having more than you need. But true abundance isn’t about excess.
Abundance is about having enough.
Enough to live, enough to thrive, enough to be at peace. There is enough on this planet for everyone. Despite what the world of commerce tells us, there is enough on this planet for everyone.
For those who are stuck on the engrained idea of finite limited resources, consider this: Since the early 1900’s innovations in technology have increased efficiency and resource availability.
For example, advancements in renewable energy, agriculture (like vertical farming), water purification have made resources more accessible, and the shift from fossil fuels to renewable energy sources which reduces our dependence on finite oil reserves. Also while some resources are finite, the issue often lies in how they are distributed and managed. Advocating for fair distribution will alleviate scarcity concerns.
This combination of smarter technology and equitable distribution demonstrates that, despite finite resources, it's possible to meet everyone's needs on our planet.
In conclusion, the myth of scarcity keeps us trapped in a cycle of accumulation and competition, when in reality, we could be living in a state of balance and abundance right now.
Moving Beyond Scarcity
To experience abundance, we first have to confront and challenge the deeply ingrained belief in scarcity. It’s a meta-narrative that has shaped societies for generations, but it’s not the only story we can tell. We can rewrite this narrative.
Scarcity is a construct—something manufactured, often driven by fear and greed often reinforced by our craving for social status.
As an example, the fluctuating price of an airline seat is based on demand, not because the seat itself has changed in value. This teaches us that scarcity is often an illusion, one that feeds our fears.
Our belief in scarcity, combined with our desire to control our future, fuels a fear of lack and drives us to hoard.
However, when we choose to view the world through the lens of sufficiency, we can experience life in a whole new way—one that isn’t defined by constant striving, but by contentment and fulfillment.
If you want to explore this idea closer and gain a new understanding of the economy of abundance start by asking ourself a question; how much is enough for me?
How does having enough manifest in our daily lives? Take a moment to reflect on these questions: What does "enough" mean to me, and how has scarcity shaped my past experiences?
How much money do I need to sleep well at night?
How many clothes do I need to express myself?
How much space for my loved ones,?
How much food is enough?
What is enough for me and my loved ones?
Thriving In Abundance
We are at a pivotal moment.
The current economic challenges—disrupted supply chains, inflation—aren't just signs of a recession; they mark the end of an era.
We are witnessing the rise of intelligent, distributed organizations, fueled by AI, that will reshape how we live and work. The information age has given birth to digital peer-to-peer networks, open knowledge, and AI-driven insights, breaking down traditional barriers between industries, shareholders, and geographies.
This is the birth of abundance.
Suddenly, we’re experiencing an abundance of ideas, tools, knowledge, people, opportunities, and AI capabilities transforming what is possible.
Yet, despite this abundance, we often remain fixated on individuality.
We see ourselves as separate, independent beings, but in truth, we are the sum of our experiences, memories, thoughts, and ideas—woven together with others.
The abundance we seek often comes at the cost of independence that has severed our relationships. Ironically, it is these very relationships that bring meaning to life, that bring us true abundance.
The more independent we become, the less we rely on others, which ultimately diminishes our sense of connection—where true meaning lies. Interestingly, our pursuit of individual independence may be what's distancing us from our need for connection.
Independence often leads to isolation, while genuine connection with others is what brings meaning.
To live in abundance means to reconnect—to recognize that our value lies not in isolation, but in our relationships, our communities, and our contributions to the whole.
We need to redefine success, not by what we accumulate individually, but by what we build together.
It means shifting our focus from independence to interdependence, from competition to collaboration. It also means valuing kindness, empathy, and generosity as much as, if not more than, efficiency and productivity.
Thriving in Cooperation
Most of life thrives on cooperation.
While traditional interpretations of Darwin's theory have often emphasized brutal competition, that perspective doesn’t fully explain the long-term survival of creatures like the three-toed sloth, butterflies, or sea slugs.
Competition may provide the excitement, the friction, and the sense of victory we sometimes crave, but focusing solely on it can be limiting. After all, even in sports, competition isn't possible without first cooperating on the rules of the game.
The truth is, cooperation is at the heart of life. Humans are inherently wired for it. We crave connection and are profoundly shaped by those around us. This isn't a sign of weakness—it’s our greatest strength.
Cooperation and skill-sharing are how we outlasted and out-innovated other humanoids who were physically stronger.
Think about the people and organizations you engage with:
Who do you regularly rely on, and who would have your back in a crisis?
Who are your biggest supporters?
Who else in your industry is striving for similar impact or regulation?
Who can you collaborate with on areas that don’t overlap with your unique value proposition?
Are there potential allies aligned with your purpose, where mutual benefit could emerge?
And who best champions your vision, business and brand?
Building an Abundant Business
Abundance Impacts Businesses
The concept of abundance is transforming businesses. On one hand, there is the marketplace—a space overflowing with options.
For any given product, consumers have hundreds of choices. This abundance in the market demands that businesses rethink their strategies and be able to see the abundance of potential customers.
On the other hand, abundance changes everything.
Businesses don't necessarily need to maximize sales but rather generate enough to ensure the company and its people can thrive, fulfill promises to investors remain relevant, and continue to innovate.
The Evolution of Market: Shifting Sands
Across all industries, the market landscape has changed significantly.
Consumers now face an overwhelming array of choices, while attention spans have dwindled.
Furthermore, customers today expect transparency and want to connect with the mission behind a brand. It’s no longer just about the product—it’s about identity.
This shift presents both challenges and opportunities for marketers.
Standing out in a crowded market is more complex than ever, especially given that consumers are now more educated and discerning. It is paramount to create genuine connections and to differentiate through authenticity and purpose.
The Second Generation of Purpose-Driven Companies
Globally, there’s a movement of organizations and platforms working toward a more beautiful world—a world built on abundance, community, and collective well-being.
We are witnessing a second generation of companies emerging after pioneers like Ben & Jerry’s (Ben & Jerry’s uses its voice and business to address issues like climate change, racial justice, and fair trade practices) or TOMS (TOMS has given over 100 million pairs of shoes and supported safe water access, sight restoration, and other community-based initiatives).
These businesses strive to create collective benefits, embedding social good into their operations. They are focused not just on profitability but on meaningful change and sustainability.
Here are some modern, purpose-driven companies that exemplify a second generation of businesses:
Allbirds: Allbirds focuses on sustainability in fashion, especially around using natural and recycled materials. Their commitment to being carbon neutral and their open-sourcing of the "Sustainable Materials Innovation" signals a new way of business where companies aim to share solutions that go beyond profit to benefit the planet.
Beyond Meat: Beyond Meat aims to revolutionize the food industry by providing plant-based alternatives to meat, thereby reducing environmental impact and promoting animal welfare. They are driven by a mission to create a more sustainable food system, positioning themselves as a leader in the movement towards less environmentally harmful consumption.
Who Gives A Crap: This company produces toilet paper, but it stands out because of its unique mission to improve sanitation around the world. Fifty percent of their profits go towards building toilets and sanitation systems in communities that need them most, aiming to make a positive impact globally while delivering an everyday consumer product.
Seventh Generation: Committed to sustainability and transparency, Seventh Generation produces household and personal care products with an environmentally friendly ethos. They are also a B Corporation, which signifies that their business balances profit with social and environmental performance.
Ecosia: Ecosia is a search engine that uses its advertising revenue to plant trees globally. They position themselves as an environmentally-focused alternative to mainstream search engines, creating direct social good from an everyday online activity.
These companies carry forward the spirit of pioneers like Ben & Jerry’s and TOMS but adapt it to modern challenges, leveraging their influence to prioritize community well-being, environmental impact, and social good alongside profitability.
Core Components of an Abundant Business
Wealth takes many shapes and forms.
Wealth expresses itself from market value (Financial Wealth), status (Social Wealth), freedom (Time Wealth), to health (Physical Wealth), and culture (Knowledge).
We need to rethink wealth to reveal what is often overlooked and bring it to light.
To succeed in the new economy of abundance, businesses must combine the six key elements that make this vision a reality.
Belief is King
Belief drives abundance: businesses thrive when their foundations are rooted in values. As an example, Allbirds emphasizes equity, inclusion, and respect for nature, fostering a culture where companies contribute positively to society and sustainability.
Belief also powers Beyond Meat's vision of a healthier, sustainable world. They build plant-based proteins to nourish people and protect the planet, addressing climate impact and environmental challenges. Their focus is on crafting delicious, better alternatives to traditional meat, aiming to benefit both humanity and nature through conscious innovation.
The core of a thriving business lies in its beliefs and chosen values, which are vital in influencing a culture that prioritizes the common good and encourages businesses to serve society, thus creating abundance.
Community is Queen
Today’s consumers crave a sense of belonging.
We no longer want to be part of rigid hierarchies or simply be told what to do. Instead, we want to have our voices heard and be part of communities.
Brands that will thrive in the future will have communities embedded in their DNA.
This requires founders to let go of some control and allow their audiences to shape the brand. We no longer buy shoes just to run—we buy them to be part of a shared identity. What we purchase tells a story about who we are.
Community is central to TechCXO's ethos. In a world where individuals seek genuine connections rather than rigid business structures, TechCXO has embraced a model that invites collaboration and flexibility. Specializing in providing fractional and interim executive services, TechCXO allows emerging and high-growth companies to access top-tier talent in finance, marketing, technology, and operations.
Governance: Leading with Inclusion
Our desire for community is also reflected in how we want to lead and be led. Moving away from centralized decision-making and towards distributed, fluid structures is key.
We’re seeing workers' coops, steward ownership, multi-stakeholder co-operatives, b-corp, and other forms of decentralized leadership structures empowering a sense of inclusion and belonging with more transparency and trustworthy systems.
Worker Cooperatives:
- Mondragon Corporation: One of the largest and most successful worker cooperatives globally, based in Spain. Mondragon is owned and managed by its employees, demonstrating how a large-scale cooperative can function with shared ownership and decision-making.
- Cooperative Home Care Associates (CHCA): A worker-owned home care agency in the Bronx, New York, that is a prime example of a worker co-op in the U.S. They focus on creating quality jobs and offering training and support for home care workers.
Steward Ownership:
- Ecosia: Ecosia, a search engine that plants trees with its profits, operates under a form of steward ownership. The founders have set up an ownership structure that prioritizes environmental and social goals over personal gain.
- Wildfang: A clothing company that has adopted elements of steward ownership to ensure that the brand's values and mission stay intact over time, focusing on gender equity and social justice.
Multi-Stakeholder Cooperatives:
-Equal Exchange: A fair trade organization that operates as a multi-stakeholder cooperative. They bring together farmers, consumers, and employees as cooperative members, providing a balanced voice in decision-making processes.
Decentralized Leadership Structures:
- DAOstack: A Decentralized Autonomous Organization (DAO) that provides a platform for blockchain-based governance, allowing decentralized leadership and transparent decision-making. Their model is designed to create inclusive systems that benefit all members equally.
- TechCXO has reimagined traditional corporate hierarchy by creating a decentralized network of senior executives who operate autonomously, replacing the conventional pyramid structure with a flat organization that empowers individual leaders to deliver direct impact.
Technology as a Creative Catalyst
Technology is a critical enabler of this abundant business model.
New types of infrastructure are emerging, empowering these communities and new forms of governance to become a reality.
Examples of these technologies include blockchain, which enables decentralized ownership and governance, and AI tools like ChatGPT, which foster engagement through conversational interfaces.
Collaboration platforms like Notion and Slack help communities organize and communicate effectively, while tools like GitHub enable collective creation and transparent version control.
Additionally, Web3 technologies, including decentralized applications (dApps), are paving the way for a new wave of creativity and community-driven projects.
Exploring New Business Models
Abundant businesses are experimenting with new models that go beyond traditional transactions. Some are exploring the use of tokens and focusing on the invisible values that drive relationships and loyalty.
Several new business and pricing models are emerging that align with the principles of abundance.
For instance, subscription-based community platforms like Wikipedia, New York City's Metropolitan Museum of Art, and some music artists foster a sense of belonging and ongoing engagement by using pay-what-you-want pricing models, which emphasize accessibility and value perception.
Other multi-stakeholder cooperatives or decentralized leadership structures like TechCXO and Enspiral allow for collective ownership and governance.
These models emphasize collaboration, transparency, and shared value creation, moving beyond the transactional nature of traditional business approaches.
Hiring Differently
The way we hire is evolving. It’s no longer just about skills but also about curiosity, empathy, and shared values. Businesses should prioritize individuals who are passionate and capable of building strong relationships.
As the workforce shifts toward a more fractional and collaborative model, it’s crucial to create environments that not only support remote work but also prioritize creativity over mere productivity.
Many organizations appear uncertain about how their structures are evolving in this dispersed landscape, and addressing this will require deliberate efforts to build a cohesive, new culture. Looking ahead, cooperation and skill-sharing will be key drivers, promoting a culture of co-creation and shared ownership in professional settings.
Final Thought
To build an abundant business, it’s time to embrace this new way of working—one that values community, collective purpose, and creativity.
The path to building an abundant business is not without its challenges, but the rewards are immense. By embracing values of equity, inclusion, and community, and by leveraging new technologies and innovative governance models, businesses can create meaningful change.
Abundance is about more than just growth—it's about creating a world where everyone has the opportunity to thrive.
Let us move forward with intention, building companies that make a lasting impact on both society and the planet.
For more of my thoughts and perspectives, discover my book The Abundance Economy.
About the Author
Virginie Glaenzer
Fractional Chief Marketing Officer.
Elevate your brand and accelerate growth with a seasoned Fractional CMO with 30+ years of digital transformation expertise, tailored strategies across industries, and a proven record of driving profitability.
Virginie leverages her skills to develop and champion a truly inclusive environment where teams thrive and bring their authentic selves to spark innovation and market growth.
Read Virginie's bio.
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