“​It was a joy reading this book! 5 stars, no question. It left me hopeful to reboot my online business the authentic way. The book provides a great antidote to hustle culture, big money at all costs and manipulative marketing. If you want a sustainable lifestyle and business this book is for you.”

“With this book, George Kao guides us into a new way of doing business: authentically, incorporating joy and heart and by building trust before making the sale.

He provides a template for achieving this based on his own experiences of going from one type of business to the other and how that has transformed his life and his business.

Each chapter comes with an accompanying video which reinforces the messages contained in the book.”

“After working hard to create my own business online, I was having trouble promoting it consistently. When by chance I came across George Kao's low-key but very helpful advice on how to do marketing from the heart, it turned out to be exactly what I was needing. I was immediately impressed with his soft-spoken authenticity. He was very positive without hype or pressure. As a professional teacher and healer, this kind of authenticity is extremely important to me and I wanted this for my business and my life.

In this new book, I have found the kind of advice and practices that make me happy to promote my business as a service to others and myself.

George Kao's writing style very readable and engaging, and he provides both the overarching mindset and practical advice to really "get it" and then implement the ideas in my own business practices. It is at once both well-grounded and inspiring with an eye to developing long-term consistency without leading to burnout.

I highly recommend this book to anyone who is just starting a business or is ready to re-think their approach to an already established business. Discover the intrinsic pleasure in developing a natural flow and authentic relationship with your service and customers.”

“George Kao's Principles of Authentic Business guides entrepreneurs to create respectful and compassionate businesses that make a difference in the world.

While conventional businesses use fear in subtle and not-so-subtle ways to manipulate potential clients into buying, authentic businesses aim to nourish relationships and help others generously. Caring for the well-being of one's audience, not profits, lays the foundation for success.

Readers discover numerous practical tips about various aspects of a heart-centered business, including niching, pricing, content creation, marketing and even short-term and long-term business plans. George's down-to-earth writing gently advises entrepreneurs to simplify and focus on the bare essentials, resulting in durable businesses.

Overall, I enjoyed Principles of Authentic Business and highly recommend it to anyone wanting to joyfully create a business with a positive impact on the world.”

“This book teaches how to infuse real heart into business, and does it in a way that allows small businesses to offer their work in the world with integrity. Yes, it is work, but this book shows that it can be sustainable, joyful work! If I could have only one business-building book on my shelf, this is it. If you’re a wholehearted entrepreneur, your life and work are likely very connected, and the way you do anything is the way you want to do everything.”