Illuminator: Trailblazing humanitarian entrepreneurship for a better world

“Entrepreneurship with a humanitarian focus is not just about creating wealth; it’s about creating a better world for all.” —Samantha J.

SJ Hot Reading Song Tip: A Time Long Ago by Polly Carter

In the depths of your being, you hold a secret fear, one that whispers to you in moments of doubt and uncertainty. It tells you that your success is more terrifying than your failure. But here's the truth: You are alive for a reason. Your perspective, voice, and ideas possess the power to disrupt the status quo, illuminate the world, and inspire transformative change. Yet trusting in your ability to change the world can be daunting. It's natural to question your worth, capabilities, and how others will perceive your journey as you wholeheartedly embrace your values and reshape every facet of your life. After all, societal norms still celebrate the echoes of past ideals, making change an intimidating prospect.

Have you ever yearned to speak your truth but hesitated, fearing judgment, rejection, or ridicule? Perhaps you've nurtured an idea that could revolutionize your industry, yet felt lost as to where to begin. Or maybe you've grown weary of playing it safe and are ready to take a leap of faith. I understand you.

Within us all, there exists a diminutive voice that questions our audacious dreams, our radiant potential, and our capacity for monumental impact. Simultaneously, another voice resounds, compelling us to wonder, "Who are we not to dream this big?" This delicate dance between doubt and empowerment finds harmony when we surround ourselves with supportive communities and individuals who help us navigate our imperfections and embrace our greatness. It is through cultivating a healthy sense of self-worth that we can confidently forge ahead, embracing the boundless possibilities of who we are, what we can become, and the influence we can wield.

Now, let me share a little secret with you—one that embraces a bold, unconventional approach to transcending the limitations of overthinking and self-doubt. It's called the "fuck it moment" or the "let's fucking go" moment. Yes, you read that correctly. Hear me out. When your mind becomes entangled in the labyrinth of overthinking, this technique can be transformative. Take a deep breath, declare "fuck it" to the fears and uncertainties, and propel yourself forward.

Recognize Recognize that part of your mind that conjures worst-case scenarios and consciously choose to lead from the belief that "what if this turns out even better than I can imagine?" Lean into that possibility. Trust me, as you embrace this mindset, your confidence and control over your life will soar.

The LFG Moment

A decision to move from the future identity of the person who has already had success with what you desire to be, do, or have

I came up with the LFG moment when I began to become aware of this internal conviction and confidence that people continually commented on. I naturally felt inclined to make these moves all of the time and move at hyperspeed. In time, I saw that this wasn’t always common and that more people around me wished they could move with trust and confidence in this way. So I coined this phrase, made shirts, and have made it a huge part of my movement to date, and it helps a lot of people to embody the energy of LFG leadership, which has truly underpinned everything I have done (and if you decide to get mentored by me, you even get your own LFG shirt!).

So, are you ready to say "fuck it" and make your indelible mark upon the world?

If you hold this book in your hands right now, I want you to know that you are a leader. A leader who deeply cares about people and possesses an unwavering desire to create a meaningful impact in this world You fearlessly challenge the status quo, and your storytelling has the power to disrupt our collective assumptions, beliefs, and ideas. You embark on this journey because you aspire to forge a better world for all.

You are a bold and independent thinker who understands that purpose and profit can harmoniously coexist. You comprehend the imperative need for growth and evolution, but not at the expense of others. Fairness and equity are etched into your core values, and you believe wholeheartedly in our collective interdependence. You are a true humanitarian, and that is an accomplishment to be cherished.

So, dear trailblazer, it's time to embark on this transformative journey together. Let us shed our fears, embrace calculated risks, and lead with unwavering impact. The world awaits the illumination you are destined to bring.

Trailblazers of Compassion: Exploring the lives of humanitarian leaders

When we think of illuminators, aka humanitarian leaders, we often picture people like Oprah Winfrey, Nelson Mandela, Mahatma Gandhi, and Mother Teresa—individuals who dedicated their lives to promoting human rights and welfare. They were bold, independent, and unafraid to challenge collective assumptions, ideas, and beliefs to make our world a better place. Let's take a closer look at these inspiring figures:

Mahatma Gandhi: Known for his peaceful protests and activism, Gandhi showed us that we can stand up for our truth without resorting to violence. He campaigned for civil rights, women's rights, religious tolerance, and national independence, becoming a symbol of India's rural poor. His efforts sparked movements for civil rights and freedom around the world.

Nelson Mandela: As the first person of color to become president of South Africa, Mandela was credited with ending apartheid. He spent more than two decades in prison for his activism, but his speeches and actions continue to inspire people today.

Mother Teresa: A champion of charity work, Mother Teresa lived with the poorest of the poor, working with international charities, rescuing children from war zones and earthquake victims, and founding her Missionaries of Charity. She changed society's view of charity work and inspired countless people around the world.

Oprah Winfrey: Best known as a talk show host, Oprah is also a television producer, actress, author, and philanthropist. Her Angel Network has helped establish 60 schools in 13 countries, created scholarships, supported women's shelters, and built youth centers and homes, changing the future for people all over the world.

The Indigenous Elder: In many indigenous communities, wise elders were consulted to inform decisions about the community's well-being. These elders were knowledgeable about when to sow crops and how to thrive with nature, and their wisdom has been passed down through generations.

As we delve into the lives and legacies of these remarkable humanitarian leaders, their stories inspire us to make a positive impact on the world around us. Let their courage, compassion, and unwavering commitment to their values serve as catalysts for our own journeys toward creating meaningful change. Together, let us embrace their examples and strive to be bold, independent, and unafraid to stand up for what we believe in.

Ignite the Pathway: Embrace Your Role Your role as an Illuminator

In a world where traditional humanitarian leaders have paved the way, a new era of change-makers has emerged. They are the Illuminators, armed with the power of technology and a burning desire to make a difference. Through the vast reach of social media, podcasts, and online platforms, these modern-day humanitarians are rapidly connecting with millions, sparking conversations that resonate at the speed of light.

Yet, as we bask in the glow of this digital revolution, our planet faces unprecedented challenges. Climate change looms large, inequality persists, and social injustice seeps through the cracks of society. It's clear: the old ways are no longer enough. The Illuminators understand this urgency, embarking on a mission to redefine the relationship between purpose and profit, forging a path where both can thrive in harmony.

At the heart of their movement lies profound wisdom and an unyielding sense of purpose. Their vision extends beyond personal gain, seeking to create a world that works for everyone. The Illuminators recognize that by fusing the best of both worlds, they can build a future that is not only fair but also sustainable. With innovation as their compass and change as their currency, these leaders are charting a course towards a brilliant tomorrow.

Welcome to the realm of the Illuminator, where the power to illuminate the shadows and dispel illusions lies within reach. Step into this role of modern-day humanitarian leadership, where the size of your social media following or public recognition pales in comparison to the depth of your values and the strength of your voice. As an Illuminator, you wield the tools of storytelling, advocacy, and influence to steer conversations towards a brighter future.

But this journey does not begin with novelty alone; it stems from the wisdom of our ancestors. It is through intergenerational learning that we unravel the threads of history and weave a tapestry of change. The knowledge held by our elders, the wisdom keepers and medicine men and women, becomes our guiding light. Let us heed their lessons, for as my great-nanna, a witness to the trials of World War II, often reminded me, without education in history, we are destined to repeat its mistakes.

As we navigate the intricacies of our modern world, each of us must embrace our role as an Illuminator. Whether you are a parent, a sibling, a leader, or an entrepreneur, you possess a unique gift to bring consciousness to those around you. Your platform may be social media, public speaking, or simply leading by example, but your impact knows no bounds.

Now is the time to kindle the flame of your inner Illuminator and forge a path towards a future brimming with possibility. Let us stand unapologetically in our truth, humble yet resolute, and wield our voices for the greater good. Together, we can illuminate the way forward and create a world that thrives on compassion, justice, and unyielding hope for generations to come.

A Practical Practical Guide to Living Your Humanitarian humanitarian Leadershipleadership

As an individual, you have the power to create positive change in the world. But to do so, it's important to first reflect on your own values and beliefs and how they align with the world you want to create. Here are some steps to get started:

Create your personal vision of the world you desire to create:

Think about the world you would like to live in. What are some of the qualities of this world? What problems do you want to see solved? This vision will serve as your guide and motivation as you work towards creating positive change.

Identify your values and what you believe in and stand for:

Values are the principles and beliefs that are important to you. These might include compassion, justice, equality, sustainability, and community. Identify the values that you feel most passionate about and that are aligned with the world you want to create.

Identify your values and what you stand against.

It's equally important to identify the values that you oppose. These might include greed, oppression, inequality, and environmental destruction. By identifying what you stand against, you can avoid actions and behaviors that contribute to these negative forces in the world.

Reflect on the last seven days of your life and ask, How often did you live in alignment with these values or not?

  • Take some time to reflect on the past week and think about the actions and decisions you made. Did they align with your values? Were there moments when you compromised your values for convenience or other reasons? Being honest with yourself about your actions can help you make changes and live more authentically in alignment with your values.

Bring all areas of your life into alignment with these values:

Consider how your values can be integrated into different areas of your life, such as:

  • Finance: Are you purchasing from companies that have the same values as you? Are your buying decisions helping you create a world aligned with the vision you believe in?
  • Career: Are you working for a company or spending your career in meaningful ways that align with the vision and values you stand for?
  • Health: Are you looking after your health in a way that helps you be in harmony with your thoughts, emotions, and actions that lead to happiness?
  • Family and relationships: Are you relating to your friends, family, and relationships in ways that embody the type of world you wish existed?
  • Spirituality: Are you doing the inner work to be the example of the world you most wish existed?

By aligning all areas of your life with your values, you can live a more authentic and fulfilling life while also contributing to positive change in the world.

Remember, living your humanitarian leadership is a journey, not a destination. It requires ongoing reflection, learning, and growth. But by taking these steps, you can start living in a way that aligns with your values and makes a positive impact on the world around you.

Expanding your humanitarian leadership beyond yourself

Are you part of a community of people who share the same vision of the world as you do? A community that supports and empowers you to bring forward your gifts and talents to realize your ultimate potential in creating the world you stand for?

If you're part of an organization, have you created a personal vision for yourself that aligns with the company's values and communicated it to your leaders and managers? Are you contributing to the company's vision while also working towards realizing your personal vision and values?

If you're an entrepreneur, have you positioned yourself as a thought leader and go-to person in your industry? Is it time to write your best-selling book, deliver a TED Talk, or create conversations that illuminate the world through your podcasts, summits, or events?

Do you see an opportunity to collaborate with like-minded people in your industry to raise awareness about key issues and strengthen the impact of your message towards solving a common vision?

If you're a parent or friend, have you had conversations with your children or friends about the world you both wish to live in? Are you sharing resources, educating each other, and coming together to support one another in making informed choices and exchanging resources to create the world you desire?

Expanding your humanitarian leadership beyond yourself requires reaching out to others, building connections, and collaborating towards a common vision. By doing so, you can multiply your impact and influence, creating a world aligned with your values and beliefs.

On a global global scale,

On a global level, there are various ways you can contribute as a humanitarian leader. One way is to use your business to support a cause that aligns with your values. For instance, you can donate a portion of your profits to a charity that works towards creating a better world. This way, you can help create a more equitable and sustainable world by putting your business toward a good cause.

Another way to contribute is by advocating for corporate social responsibility projects in your workplace. By doing so, you can raise awareness of critical issues and help mobilize resources to address them. It can also be an excellent opportunity to collaborate with your colleagues and build stronger relationships across different departments or functions. Refer them to the B1G1 and inspire a conversation about how this can be brought into the workplace to increase performance, satisfaction, and engagement.

If you are a parent, you can take the time to have meaningful conversations with your children about bigger global issues, such as climate change, social justice, or poverty. This way, you can help them develop a sense of leadership responsibility and empower them to become humanitarian leaders in their own right. You can also educate them about things like recycling and growing food and empower them to make informed decisions about their consumption habits.

In conclusion, whether you are a business owner, a corporate leader, or a parent, you have the power to create positive change on a global level. By using your platform to support a cause, advocating for social responsibility projects, or having meaningful conversations with your children, you can help create a better world for all. As a humanitarian leader, your influence can be far-reaching, and your actions can have a lasting impact on the world we live in.


Throughout my career, an insatiable drive has consumed me. I harnessed boundless energy, radiated with enthusiasm, and orchestrated success effortlessly. I was the embodiment of ambition, making things happen in every room I entered. But behind closed doors, a disheartening truth awaited. Despite my external achievements, an emptiness pervaded my being. I had neglected myself, my love life, and my family in pursuit of external success. I learned a poignant lesson, paying a heavy price for my accomplishments and compromising my core values along the way.

Nowadays, as I converse with coaches, CEOs, and entrepreneurs, I encounter kindred spirits with towering aspirations. Yet there lingers an apprehension—a fear of sacrificing their personal lives in the relentless pursuit of their purpose. It was during this soul-searching journey that I stumbled upon a profound leadership principle. Today, I offer it to you if you are among those who aspire to elevate their brand and business empire while safeguarding their happiness, fulfillment, and the things that truly matter.

Close your eyes and envision this: One of the most cherished experiences that led me to embrace my sense of wholeness was a transformative 10-day retreat in Peru. It was an intimate gathering of kindred souls united by a shared purpose. For those blissful days, we disconnected from technology, immersed ourselves in plant medicine ceremonies, and absorbed the sacred teachings of the indigenous medicine people of the Andes. Laughter and tears intertwined as we forged deep connections and shared profound memories. Yet it was the culminating day that etched itself into my soul.

Gathered in a sacred ceremonial space, we took turns sitting before one another. As we bared our vulnerable selves, others offered heartfelt words, speaking aloud the truths they saw within us. This powerful experience transformed my life in ways I never thought possible. I sat in awe as beautiful sentiments echoed through the room. One particular remark resounded within me—the revelation that I illuminated any space I entered, spreading joy as a precious gift to the world. In that extraordinary moment, a paradigm shift occurred. I realized I had underestimated the essence of my being and undervalued my innate ability to illuminate the world. From that day forward, I embraced a newfound appreciation for myself, granting myself permission to shine even brighter. I recognized that the unique combination of my authentic self was an extraordinary gift.

Today, as I share this story with you, I implore you to embark on your own transformative journey. Discover the beauty of your wholeness by unearthing the authentic qualities that make you extraordinary. Embrace the power within you—the power to ignite rooms with your light, to touch lives with your joy, and to create an empire that harmonizes with your deepest values. Let this be the defining moment when you no longer take for granted the immense gift of your true self.

So, dear reader, immerse yourself in the adventure of self-discovery. Embrace your wholeness and unleash the brilliance within. Allow your unique essence to radiate, illuminating the world and leaving an indelible mark. Embrace the transformation, for it is in the acceptance of your pure, authentic self that you will find the truest fulfillment on your path to greatness.


This is an excerpt of the best-selling book by Samantha J. called "Illuminator; click here for the full copy:

About Samantha j.

Samantha J. is the sought after “Illuminator” - the world’s only luxury business strategist and medicine woman, that merges spirituality, strategy and self expression to help coaches and personal brands to scale to 7-8 figures and become fulfilled in all areas of their life along the way! Samantha is also a multi 8 figure award winning entrepreneur, 6 x best-selling author and soulful speaker.

Her unconventional approach, helps coaches stand out with a luxury brand, and social impact focus, to build an empire that merges purpose and profit, unifying the world by solving some of the world’s most pressing challenges such as poverty, climate change and eradicating sex trafficking. Samantha has been named as one of the Top 20 Entrepreneurs on the Rise by Fox in 2021, and one of the Top 7 Women Paving the Way of Success in 2022 by Disrupt Magazine, for her efforts, with a vision to help 100 million purposeful and profitable empires in her lifetime through her business school Humanitarian B-School and her luxury business agency, Illuminator.

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