You hear about these people all the time too, I’m sure. In fact, you may be one of them. I’m talking about the “heart-centered entrepreneur.”

There’s a ton of information out there for these folks. How to run a heart-centered business. How we sabotage ourselves as heart-centered business owners. There’s even a “Heart Centered Entrepreneur Magazine.” And they have their own LinkedIn group: Marketing Help for Heart-Centered Entrepreneurs.

Here’s my question. What is this “heart-centered” thing anyway? And what – do they think the rest of us don’t have a heart?

That’s what bugs me about the self-proclaimed heart-centered tribe. They seem to think they’re much more compassionate, much more giving, much more decent than everyone else.

And – maybe it’s just a coincidence? – they’re overwhelmingly women. You don’t often hear a guy describe himself as heart-centered.

That gender difference gives us a clue about what’s behind all this yammering about being heart-centered. You’ll catch people who call their business heart-centered also saying things like: “I don’t want to be too salesy.” “Self-promotion seems sleazy to me.” “I’m not the pushy type.”

If you ask me, it’s all code for: I don’t want to sell.

And believe me, I can relate. I’m compassionate, giving and decent. I don’t want to be salesy or sleazy or pushy.

Here’s the thing. When we get stuck on the soundtrack of “heart-centered” we can wind up skipping right over the other part. You know, the part that’s about “business.”

No matter how big our heart is. No matter how much we focus on service. No matter how concerned we are with our clients’ well-being. In the end, if we don’t sell, we can’t serve.

I suspect for a lot of people, this heart-centered thing is a way to hide from that truth.

When I work with clients who wear the heart-centered badge, they often seem to be playing at business. They’re shining their light out in the world. But it’s a little tiny light. They’re saying all the right things about service. But they’re only serving a handful of people.

They have a practice that’s not really a business.

I’m inviting you to join me in another way of thinking. Yes, we care about people. We know we can help them with their business or their health or their relationships. We want to see them soar. And the way to make that happen is (brace yourself) to sell them something.

Bring your heart to the process, by all means. And bring a business focus along with it. The way to share your wisdom, your skill and your strengths is to enroll someone in your program. The way to change someone’s life is to sell them your product. You can’t help them if they’re not your client.

If “heart-centered” has been your way of playing small, it’s time to step into a bigger game. Comment below to tell us what your next move will be.