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Putting people before profit – is this the key to scaling up your business?



Startups and scale-ups around the world can tap into international business expertise and learn about putting people ahead of profit, as the BASE 2020 conference goes digital.

This year, the second edition of BASE is being held online on September 17 and 18, making it easy for companies to join, wherever they are.

The 2020 theme is Humanising Business Beyond Profit, and features entrepreneurs and business leaders who scaled up and found success by putting people before profit.

The aim is to celebrate and learn from companies that have found inspiration in these challenging times and managed to turn their business model around to support their people in a conscious effort to stick together.

‘It is very clear today that people are the key to success in business, and we believe companies that scale up by putting people first have a better chance of surviving and thriving,’ says conference co-founder Veronica Guguian.

‘Understanding and prioritising people in the business is crucial to the process of scaling up a business, especially at in the time of this pandemic. How do we connect as humans with our team? With our clients? With our audience? With other stakeholders?’

One company which has been able to do just that is software company INFI which went out of its way to make sure staff were comfortable working from home at the start of the pandemic. The company asked staff to identify what would make their work be easy and gratifying even though they were no longer in the office.

The answers varied from window blinds to a new chair – and each gift was personalised to the needs of its employees. ‘Such gestures are great examples of humanising businesses beyond profit,’ says Guguian. ‘What INFI did was to look beyond the expense – rather they focused on what is essential – their people.’

The BASE team too have had to adapt to the pandemic by going online. ‘We knew it was important to host the conference this year, despite coronavirus, because businesses need to find a new way to succeed in this fast-changing situation,’ says cofounder Lana Jelenjev.


The two-day BASE conference will feature strategy workshops with business experts from the US and Europe, talks by policymakers on how they envision the future of work and networking with scale-ups that have ‘humanised business beyond profit.  Among the issues in the spotlight are pivoting during a crisis, design thinking and managing teams while working remotely.

INFI founder Daniel Roy, Pinnacle Global Network chief executive Allison Maslan and Jara Pascual, founder of Collabwith and Knowco, are among the speakers at this year’s event.

Tickets are on sale now and give delegates access to the conference sessions, workshops and networking events. Every delegate will also receive a free copy of the e-book version of Scale from the BASE Up: Humanizing Business. has 10 free tickets to give away for the conference on a first come, first served basis. Email if you’d like to attend.

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