I recently celebrated my birthday. And as I reflect, I find deeper clarity in what really matters: who we're building life and work with, and how we show up for each other.
A note on values, minus the naïveté
I’m not naive. I understand that values are shaped by our histories, our contexts, our struggles. Our actions are influenced by social systems, personal fears, privilege and constraint. Yet, despite the complexity, we deserve moments of clarity:
- What do I need to feel safe, creative and productive?
- What kind of work makes me proud?
- Who do I want to include in that work and my life?
- And ultimately: what brings me happiness?
This invitation is both for me and you: pause, reflect and consider the how as much as the what.
What philosophy teaches us about living well
Philosophy doesn’t hand us clear answers, but it does offer timeless invitations to reflect on how we live.
Heidegger and Sartre spoke of authenticity not as a trend, but as a challenge: to act in alignment with our inner convictions, even when the world around us pressures us to conform. Aristotle saw fulfilment, what he called eudaimonia, as something we cultivate through the consistent practice of virtue: courage, generosity and integrity. And Viktor Frankl, drawing from unimaginable hardship, reminded us that meaning isn’t some lofty ideal. It emerges through connection, through how we respond to suffering and in the ways we choose to live our values, especially when it’s difficult.
None of these thinkers promise clarity. But all of them invite us to reflect honestly, choose courageously and act with integrity.
Living this through community
One essential way I experience meaning is through the communities I’m part of. People who bring joy, who show up in significant ways. And, in turn, I commit to showing up for them. That practice of reciprocity, curiosity and presence fuels my work, especially within BASE and Elevate Circles.
What BASE and Elevate Circles have in common
Both are invitations to focus on people and connections, not just profit. To build with integrity, curiosity and mutual support.
BASE is a space to gather, reflect and explore how to build business in alignment with values. We ask:
- How do we create work that makes us proud and has an impact?
- How do we include others meaningfully?
- What do we actually need to feel safe, creative, grounded?
Elevate Circles are intimate peer-learning groups for founders who want real conversation, structured dialogue and supportive accountability. Research shows peer mentoring can accelerate growth and resilience.
An invitation to build, reflect & grow together
If anything in this reflection resonates with you, if you're also seeking spaces where you can build with integrity, show up with authenticity and connect with others who care, then you're warmly invited to join us.
Whether you're looking for clarity, support, challenge or just a meaningful conversation, here are a few ways you can be part of this journey:
- BASE: Let’s Touch BASE — Sustain your business.
A gathering for conscious founders and creative thinkers
Location: StartDock, Amsterdam
Date: September 13
A day dedicated to intentional networking, thoughtful workshops, and open dialogue around values, sustainability, and purpose-driven growth.
- Elevate Circles: guided peer growth
A three-month facilitated program for founders and entrepreneurs ready to grow through reflection and connection
Format: Online sessions with optional in-person meetups
Small, curated peer groups focused on relevant themes such as storytelling, sales, energy, and structure
An opportunity to exchange ideas, ask deeper questions, and grow through shared experience
Veronica Guguian
- BASE Conference 2025: Systems that create flow
A one-day conference focused on how we build sustainable systems in business that support clarity, creativity and growth.
Location: StartDock, The Netherlands
Date: October 30th, 2025
Created for founders, creatives and business leaders who want to grow without compromising their values
As a birthday gift, I’m offering a 50% discount. Use code BIRTHDAYBASE at checkout, or the link below.
These spaces aren’t about pitching or performing. They’re about showing up, asking questions, sharing experiences and building something meaningful together.
If you feel called to be part of that, we’d be glad to have you in the room, in the circle, or simply in conversation.
Thank you all for the lovely birthday wishes!
With love, Veronica