Intentional Living–business profile

Running your business …

With Passionate Purpose

by Billie Noakes

Carol Hasbrouck, Founder of Intentional Living

Most businesses promote a corporate
mission statement
as part of their branding efforts.

“What they really need,” says motivational speaker and passion coach Carol Hasbrouck, “is a passion statement.”

Hasbrouck, a certified Passion Test™ and Passion Quest for Business Consultant and Facilitator,  is the owner of Intentional Living. She founded her company to help individuals and businesses identify the underlying purpose and passion that form the core of their being, and turn those values into unprecedented success.

“A living human being needs a reason to get up in the morning and face the day,” says Hasbrouck. “No matter what our circumstances, there’s something that keeps us going, and when I started Intentional Living, my goal, my mission—my passion—was to help individuals identify that something.”

That was in June 2009.

“I tell the people who come to me seeking passion and purpose that when they’re chasing their heart’s desire, they have to lead with their ‘passion card,’ to go with the choice that brings the most joy into their lives,” says Hasbrouck. “Everything else … everything else … will follow.”

Hasbrouck soon realized that what was good for an individual was multiplied when applied to corporate structures.

“Think about it,” she urges. “Businesses rely on people to get the job done, whether it’s stocking shelves in the grocery store, designing a nuclear reactor, selling a boat, or performing on a stage. Each one of those people is in place for a reason, and that reason isn’t money. If it was just money, it wouldn’t matter to any of us how we made our living.”

It’s no different for businesses, she claims.

“Every entrepreneur begins with an idea that belongs to him alone, a reason for selecting the field she’s in, a belief that what he has to offer has value, and that she has just the right business plan to deliver that value. It’s that idea, reason, or belief that is at the heart of any enterprise, and it is heart that attracts employees and customers, and keeps them loyal.”

Unfortunately, too many businesses get caught up in the race to chase dollars, raise revenues, and reduce expenses. They view their employees as the means to those ends, never asking if those employees are fulfilled in their work.

And the employees? They find themselves working for wages, staying in jobs they don’t love simply because the work provides a paycheck. How often do they stop to consider whether their presence on the company payroll has significance beyond the time clock they punch?

Hasbrouck maintains that in today’s marketplace, it is important for businesses to be passionate about their purpose, and to communicate that passion to their employees.

In 2006, the Gallup Management Journal released a report on the importance of having a workforce that is truly engaged in supporting an employer’s core values.

GMJ reported that about twenty-nine per cent of employees considered themselves “engaged” by their companies’ missions, while fifty-nine percent were “disengaged,” or neutral toward their companies’ core values. Another fifteen per cent were “actively disengaged,” meaning they were so discouraged on the job that they actively expressed their dissatisfaction to co-workers or customers, or worked against efforts to improve the company’s performance.

The report went on to estimate that each “actively disengaged” employee probably cost an employer about $16,000 a year in revenues, while each “engaged” worker added about $32,000 to the corporate bottom line.

“Clearly,” emphasizes Hasbrouck, “there is good reason to make sure employers understand the important role their employees play in a business’s success, and for employees to truly understand the company’s reason for being.”

And it’s not just about the financial bottom line. Hasbrouck points out that the Baby Boomers now reaching retirement age spent decades showing up for work whether they wanted to or not. Generation Y, just entering the work force, expects to work for companies with values they can embrace.

A business wanting to compete in the 21st Century needs to wear its corporate heart on its employees’ sleeves.


That’s where Hasbrouck’s business paradigm comes in.

Passion Quest for Business

Hasbrouck’s three-step process for finding and fielding corporate passion involves Leadership Consulting, Employee Training, and Creation of Mastermind Groups among employees.

She starts with a sit-down with corporate officers. “I want to know what their business offers that none of their competitors offers, and what passions drove the corporation to select that unique quality,” describes Hasbrouck.

Next, she meets with employees to learn what makes them tick, and what keeps them coming in the door. A flexible work schedule? A feeling of contributing to a success story? A sense that they matter, really matter, to management? She presents employee training to make sure everyone on staff knows what the company’s core values are.

“Economic uncertainty goes a long way in keeping people tied to their jobs,” acknowledges Hasbrouck, “but recessions end, and if companies want to keep their top talent, then they’re going to have to make sure their employees are informed about what the company values, and that they feel loved and appreciated.”

Yes, she said “loved.”

“It’s not a word you often hear in relation to the workplace,” she concedes, “but take a look at those numbers from Gallup and you’ll see that the companies that generate the greatest loyalty are also the companies that build the greatest success. How do they build that loyalty? By finding what their employees need to feel appreciated, and providing it.”

And that’s the third step in Hasbrouck’s passion play. “After I find out what their employees value about their jobs and learn about their individual passions, I go back to the corporate office and talk about the right fits, and the employees who are under-appreciated, or under-achieving. I help lay the groundwork for employee involvement to create focus, encourage brainstorming, establish accountability, direct goal setting, and establish lines of connection and support.”

She also suggests corporate activities that can play to employees’ individual passions.

“Maybe that involves getting the employees together for a monthly sports competition, or hosting a Mother’s Day breakfast for the moms on staff and the moms of the staff. Maybe it means paying for an employee to spend a day helping a favorite charity.

“Whatever employees value, I want to help businesses use their employees’ own passions to empower their work culture.

“I also help companies develop a template for identifying and hiring future employees whose individual passions will be a good match for the company and for their co-workers.”

Hasbrouck also offers training to managers who are then empowered to continue the company’s future Passion Quest initiatives.

“This is a fresh, new business model,” Hasbrouck points out, “and it will work for any business, large or small, to increase employee engagement, realign management’s values, and redefine a company’s purpose.”

Hasbrouck says she is one of only about 45 consultants blazing this trail for tomorrow’s businesses. “It’s an international effort,” she reports, “with facilitators in the United States, England, Iceland, the Netherlands, Turkey … savvy business leaders all over the world are recognizing the economic impact of having a passionate, engaged workforce.

“The Passion Quest for Business can help attract and keep dedicated employees who are excited about their work and whose enthusiasm helps to maximize a company’s productivity, reinvigorate innovation, and bolster the bottom line.”

From the Corporate Office


“As the company grew from a few hundred people to over a thousand people I saw a lot of little things, negative things that have no place in the culture we wanted to create. (This program) helped us turn things back in a positive direction. I highly recommend this program, I only wish we had done it sooner. Since its inception the people we hire are better, more aligned, turnover has gone down, the energy on the floor is up, which means the results have improved. I believe (this) has improved our company tremendously, and it may have literally saved our company.”

Craig Handley, CEO
Listen Up Espanol
$50-million Call Center

Comments from Employees


“It really benefited me in that I can remember what is most important. It is nice to know my company really cares about me and my co-workers.”

“It was so positive! I have new energy. I can remember that what comes tomorrow is what I decide about today. I got to evaluate my personal priorities.”

“(I’m happy) to know that my company really cares about me and wants to know me better. I am on the right path, seeing what I am doing and why I like what I like.”

“The entire course was fabulous … and it can be applied to all aspects of life.”

“I feel more motivated and satisfied. I got to know me better and feel valuable.”

“I got to get very clear on my passions; I sort of knew them, but not like now. I know the priorities and what is most important. I feel motivated. It is valuable to know the interest the company has in us and will know us better.”

“It helped me to learn what I am truly passionate about and confirm it. Then I can see how to make (things) happen, and to think in the positive. This experience helped me see new things and share them. I now feel more united with my company and know that I am passionate about my work.”


Ready for passion-driven success NOW? Call 727-424-6627.

Learn more about putting passion to work in your business by visiting

Carol Hasbrouck, certified Passion Test™ and Passion Quest for Business Consultant and Facilitator, has written an e-book, Ignite the Passion in Your Life, explaining her passion-driven approach to life and livelihood. Order it online at . Once your order is processed, you’ll receive an e-mail with detailed instructions for downloading your e-book without delay.