Bringing the Right Brain into Business with Rob Craven | POP 1369

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What happens when you bring purpose, not just strategy, into your business decisions? Are you relying too heavily on logic and neglecting the power of creativity and emotion? How might your business change if your purpose guided everything you did?

In this podcast episode, Joe Sanok discusses bringing the right brain into business with Rob Craven.

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Meet Rob Craven

Rob Craven is a business coach, speaker, and author focused on helping founders and leaders align purpose with performance. As a certified coach in The 15 Commitments of Conscious Leadership, he works at the intersection of strategy and personal development, guiding clients to integrate creativity, emotion, and clarity of purpose into their business decisions.

He is the author of Scale Passion: Igniting Purpose, Driving Impact, where he outlines practical ways to build and grow businesses that are both profitable and meaningful. Rob’s approach emphasizes making purpose conscious, using it as a daily operating principle, and pairing it with strong systems and strategy to scale impact.

Visit Rob’s website and connect on LinkedIn and Instagram. 

The beauty of purpose 

As Rob explains, everyone has a purpose. Within them lies a unique and powerful force that can and will change the trajectory of their work and lives – if they acquaint themselves with it and utilize it. 

I happen to believe all of us have a purpose, small or big … But most of us don’t take the time to make our purpose conscious. It’s unconscious, it pulls us towards something, but many people don’t take the time to make it conscious, and the first step in really harnessing your purpose, and bringing in that energy you can plug into, is the act of making it conscious. (Rob Craven)

Your purpose can be brought to fruition even in small ways: for example, writing it on a post-it note and sticking it on your mirror or laptop, wherever you may see it every day. 

That little spark of an intention and a reminder helps you bring your purpose into every decision you make each day. 

It’s the first step. Since then, I’ve been seeking and allowing this flow towards what I should be doing in the world, and now I’m happy to say I spend 90% of my time in that purpose. Another way to say it is “zone of genius” … It’s a limitless source of energy that I want everybody to be able to tap into. (Rob Craven)

How to bring the right brain into business 

Rob, who’s a certified 15 Commitments of Conscious Leadership coach, mentions the book of the same name and credits its teachings and how they transformed his approach to success in business. 

He mentions what he learned during his training, and how it’s helped him help others bring their passion and purpose into business: 

• Conscious listening
• The power of emotions 

The power of emotions. Emotions are not necessarily welcome in most businesses, and I would say that the leaders … and businesses that learn how to harness emotions learn faster and can make better decisions, and create an environment and a culture that’s very fulfilling for everyone to be there. (Rob Craven)

• The power of being authentic and presenting yourself truthfully 

How to continually radiate purpose 

Most businesses start with the intention of making the world a better place. They are launched by founders who want to see and make a change in their communities, provide a service, and generally make life easier for their customers. 

However, over time, pressures can mount in the business and cause problems for that core purpose, which can then get squeezed out by the stress. Rob explains the three-step system for continuing to radiate purpose despite stress:

1 – Harness your personal purpose

I’m very clear on what my purpose is, I’m on this planet to scale impact … This is my personal purpose. I did a lot of work on that, and I’m still doing work on that. It’s evolving, and underneath the personal purpose is what we call a personal flight plan; it’s like a business plan for me. (Rob Craven)

For Rob, one of his personal habits, which is integrated into his personal flight plan, is that he meditates, works out, and walks his dog every morning. Each of these tasks energizes him and helps him continue to bring his purpose forward into each day. 

2 – Be clear on the business purpose and then scale that business 

3 – Continue to radiate purpose in personal and professional life each day 

The left and right brain in business go hand-in-hand

As Rob elaborates, once you have your purpose, awakened and ready, you can (and should) bring it into your hardcore business systems, because the left and right brain aspects of business need each other: systems and creativity, data and imagination. 

What’s the strategy for the business? Let’s harness the strategy, let’s get clear on the purpose … How do we [perform], how do we do the forecasting, the budgeting … that left brain stuff goes hand-in-hand, because until that was clear to them, their nervous system couldn’t relax enough for them to do their personal work [of the right brain] … So it’s not just about right or left, it’s both, especially if you’re the founder or the practice leader. (Rob Craven)

For your business to flourish and be expanded by your creativity, you need to have some systems in place for you to relax enough to be creative. As you can see, the left and right brains of business, as well as of life, are complementary. 

You need the support to have the opportunity to think bigger and dream. 

Rob’s advice to private practitioners

Build your business from fulfillment, passion, and purpose – not obligation. Be bold. 

Books mentioned in this episode:

Rob Craven – Scale Passion: Igniting Purpose, Driving Impact

Gay Hendricks – The Big Leap: Conquer Your Hidden Fear and Take Life to the Next Level

Diana Chapman, Jim Dethmer, and Kaley Klemp – The 15 Commitments of Conscious Leadership: A New Paradigm for Sustainable Success

Resources mentioned in this episode:

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• Learn to Identify the “Hooks” that Trigger Your Addictive Behavior with Dr. Adi Jaffe | POP 1368
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Meet Joe Sanok

Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.

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