lee lee McKnight of the Perpetual You

This week I am pleased to share the story of my sister, lee lee, and the magazine she publishes. I was honored to move to Connecticut for a short time and help her launch this amazing project - and continued to be impressed by her dedication and joy in what she is doing.  This month the magazine celebrates 3 years of being published and one full year of being in print! You can read online for free or purchase print copies from their website. They also have a lovely selection of branded products (created by collaborations with small-batch makers) and do some stellar gift guides!  I hope you enjoy getting to know lee lee a little better.

Website: the Perpetual You    Instagram: @theperpetualyou

Tell us about your business. What do you do? Who do you serve? How long have you been at it? 

I publish a monthly lifestyle magazine for women who are living or want to live intentionally. We start our 4th year of publishing this month and our 2nd year of being a print publication that same month.

Why did you start your business? 

I co-founded the magazine with my sister because we saw a need in the lifestyle market that wasn't being filled. We were searching for uplifting, on-trend content that didn't make us feel like we needed to change everything about ourselves and couldn't find anything! So we decided to start a magazine.

What does "social good business" or "values based earning" mean to you? 

A profitable business that makes money in alignment with its core values; often a social good business has a "justice" component where they help others who are less fortunate than their ideal client.

What is your favorite part about running a social good business or your favorite experience since you started? 

I know that if even one woman reads our magazine, I have made that person's life better and, in turn, made the world a little better place to live. Serving women, in particular, is fulfilling because it's been statistically proven that when women feel better about themselves, there's a trickle down effect to their families and communities

What is your biggest struggle in running a social good business? 

Making money! It's difficult to balance the "values" portion with the "financial" goals. Every decision has to be made with values in mind, in my opinion, and often times these very values make it seem as if I will never make any money.

What would you like most to accomplish in the next year? 5 years? 

I would like to be printing 1000 copies of our magazine roughly every month. This is the "magic" sustainable number with which we could both compensate some participants and have a budget to grow organically.

Who are your business icons or mentors? 

I gravitate toward coaches and healers who are also values-based in their methods. Christi Daniels, Krystal Brandt, Rebecca Campbell, and Nisha Moodley all come to mind.

What's your #1 tip for someone just getting started running a values-based business? 

Know your why. Plaster it around your home. Write it across your heart. There will be many days when you wonder what the heck you're doing and/or why you're doing it, and knowing your why will provide the answer you seek.

What is the last book you read? 

This Messy Magnificent Life: A Field Guide by Geneen Roth