Tightrope: Get creative to bring a higher purpose to business

WILMINGTON, Del. -- I often get e-mails and letters (yes, there are folks who still write letters) from people asking how they can bring more humanitarian principles into their enterprises. Or, some will ask, is it possible to serve a real human need and make money in the process?

Of course, I think most businesses already serve a real human need. However, I think I know what these people are talking about.

In an effort to answer some of these inquires, I found someone who has nailed the concept of combining a business with a community service.

Earlier this year I started going to a Pilates studio. While driving to and from the studio I noticed a store that appeared to be a gift shop. But a large sign in front of the building indicated that it was an adult daycare. After several months, my curiosity got the best of me and I decided to check it out.

I was greeted both by the relaxing and soothing aroma of essential oils and two friendly people, Daimon the store manager and Carin Constantakis, the owner. After they showed me around and helped me select several oils and scented candles, I asked about the sign indicating that there was an adult daycare center in the building. I was led downstairs to a large area that indeed was such a center. Carin shared her story of how this unusual arrangement came to be.

In the early '90's she was working as director of nursing at a skilled nursing home owned by a large corporation. She loved taking care of people. However, she often found herself disillusioned with the way the corporation handled things.

She believed that there is a certain kind of niche in caring for people that was not being met — one she felt that she could provide.

In 1995 Carin started Orion Generations Wellness Center. She began with her version of what assisted living for the elderly should look like.

She bought a home, and made it look like a bed-and-breakfast. Several plants and a couple of friendly house pets made her assisted living facility look and feel like home. She said: "When a person is forced, by age or illness to make the transition from their homes into a nursing home or assisted living facility, that facility should look and feel as close to home as possible."