Halfway through singing the chorus to ABBA’s “Mamma Mia” at the top of my lungs with a table full of total strangers, I realized…

I never want to buy candles from anyone but Edgewater Candles.

My bestie and I took a candle-making class earlier this month, just as Pride was kicking off. So we walked in delighted to be supporting an LGBT-owned business (our class entry was free, but we both spent about $100 before we left, I will not be answering further questions).

I’ve taken one of these classes before and will take a thousand more.

We were given all the supplies — from vessels to wicks to stickers we could decorate ourselves — for two custom-blended candles, using any of the scents they spent years developing.

Once we’d created our scents and poured our candles, they went into the fridge to cool while co-owner Mark dropped some knowledge about everything from candle making to being a small business owner.

We learned, for example, that one of their synthetic scents, ambergris, is super-expensive and hard to come by because it’s derived from :checks notes: sperm-whale puke.

You’re welcome. 🐋

He also explained how they select the wax they use, when they use synthetic versus natural scents, how they develop new products, why certain wicks burn better… 

And during the Q&A, I asked how they approach their marketing (especially but not limited to their perpetually delightful Instagram).

Weeeeeellllll, they:

• Lean into their weird
• Let themselves be silly
• Share their wealth of wildly specific knowledge
• Create clever promotions that align with the calendar
• Listen to customer requests and feedback
• Show up at the right events in their little branded VW bus

Mark, a self-professed member of Team Too Much, told me this: “Any time I’m not myself, it doesn’t resonate with people.”

And we learned that they give back like whoa: They donate to and support organizations both local and national, including Brave Space Alliance, Greater Chicago Food Depository, The Trevor Project, and Sarah’s Circle.

Now this right here is a Business That Gives a Shit.

And these kinds of businesses don’t just stay in business.

They’re a tractor beam for their dream customers. (You know, the kind who come to candle classes and spontaneously break into song when ABBA comes on.)

And they create evangelists. (The good kind. Not the kind that want to strip me of my bodily autonomy. I said what I said.)

Anyway, WOULD YOU BELIEVE………?!

I’ve just received word that my Brain Trust conversation with gal pal and business therapist Jane Carter is now liiiiiive on YouTube.

Tune in. Get some ideas on how you can give more of a shit in your own business. Hear at least one piece of advice that will hit home whether you’re new to business or seasoned like the best waffle fry.

Apparently I say something about being a worm with balls. idk. Give it a watch.