What if you could blend AI, bodybuilding, and heart-led leadership to not only thrive in business but also change the game? 💡✨ In this episode, Anca Platon Trifan takes us on her journey—from defying gender norms in the tech world to building a community of 500 women in AV production. She’ll share how she balances resilience, mental health, and passion while driving innovation through AI. Get ready for a powerful conversation on leading with authenticity, breaking boundaries, and staying true to your values.
🎧Hit play now for a powerful conversation packed with practical wisdom, empowering stories, and a fresh perspective on success!
Key Takeaways from this Episode
- The intersection of AI and human conversation
- The essence of running a heart-led business
- Breaking gender norms in AV production and technology
- The role of bodybuilding in personal and professional development
- Strategies for integrating personal passions with business success
- The importance of resilience and mental health in entrepreneurship
About the Guest
Meet Anca Platon Trifan, an AI consultant, event visionary, and host of the Events Demystified Podcast. As the creator of the #FIT4Events framework, she’s redefining event production with AI, wellness, and tech. A multi-award-winning leader and natural bodybuilding champ, Anca inspires change from SXSW stages to industry podcasts, championing women in tech and innovation.
Additional Resources
- Website: www.treefanevents.com/about-anca-platon-trifan
- Podcast: www.eventsdemystified.com
- Youtube: www.youtube.com/channel/UCNlgIw12FxL7uVM_GRexcpA
- Instagram: www.instagram.com/treefan_events
- Facebook: www.facebook.com/TreeFanEvents
- X: https://x.com/TreeFan_Events
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Explore the Dialogue’s Treasures: Unearth the insights within! Delve into the profound wisdom woven throughout our conversation.
Speaker: 0:01
Welcome to the Heart Led Business Show, where compassion meets commerce and leaders lead with love. Join your host, Tom Jackobs, as he delves into the insightful conversations with visionary business leaders who defy the status quo, putting humanity first and profit second. From heartfelt strategies to inspiring stories, this podcast is your compass in the world of conscious capitalism. So buckle up and let’s go. Let your heart guide your business journey.
Tom: 0:35
All right, my heart led heroes, prepare your ears for a tale that’s truly terrific. We’ve got the wizardess of wellness, the maestra of meetings, and the baroness of bodybuilding, Anca Platon Trifan. This powerhouse lady is lighting the way in AI infused events and fitness fervor, swooping in accolades swifter than a hawk on a hot day. On today’s episode of the Heart Led Business Show, we’ll delve into the depths of her heart driven hustle, all while reminding us that business isn’t always about brute force. There’s beauty in breaking boundaries. So buckle up, beautiful people. Anca’s story is about to blow your business brains. Anca, welcome to the show.
Anca: 1:15
Well, thank you so much, Tom, for having me and for that wonderful ChatGPT introduction.
Tom: 1:20
You nailed it, right? That is exactly. You know what I think it is that the delve, cause the Chat GPT loves the word delve.
Anca: 1:27
Furthermore, dwell. I mean, I removed those words from its vocabulary. I’m like, why don’t you talk like a human talks? Like for real.
Tom: 1:36
But I’ve noticed though, a lot of more people are saying delve. We’ll delve into the aspects of it.
Anca: 1:40
Right. My gosh, we’re learning from AI. Exactly. What is this? Like, what are we turning into?
Tom: 1:46
Well, shouldn’t we it’s can be more, well, no, it’s not more intelligent than we were the one that programmed it. Right? Supposedly.
Anca: 1:52
The wording on the street goes, but, you know, we don’t know what the future might bring once AI gets its own consciousness and we’ll see what happens. I mean, there’s some sci-fi movies and films out there that have portrayed the future, right? And it’s, you know, some homework for us.
Tom: 2:09
Yeah. Well, what is it? SpaceNet is about to come in and take us over.
Anca: 2:13
See. We’ll live and see. It’s a great pleasure to be here. Thank you.
Tom: 2:16
You are certainly welcome. And I always like to ask the first question, which is what’s your definition of a heart-led business?
Anca: 2:23
Well, it’s a great question, and I was actually spending a bit of time to think about it because it makes you stop and think, right? And for me I realized that a heart-led business is one that, yes, it puts people first and it’s people and purpose for me. It’s about being real, about staying true to your values and leading with empathy and integrity. When I moved from Romania to the US, I was driven by the desire for freedom and a life without fear, values that I’ve carried into how I run my businesses. So I’m very passionate about lifting others up, whether it’s through empowering women, in men blood environments like AV production, technology, or it’s through guiding small business owners with my time and knowledge and influence in the AI space. I always make decisions that feel right and not just because they make financial sense, but because they really align with what I believe in. Like when I decided to integrate my passion for bodybuilding into my work, and that’s kind of like all over LinkedIn, like, I was getting some rice eyebrows, like who talks about bodybuilding on a professional profile like LinkedIn, right? But it’s a way to stay authentic and consistent in everything that I do. And at the end of the day, it’s about building genuine connections. And how can you build genuine connections if you’re not being authentic and genuine about the things that you care about the things that you would invest time, money, and passion into. And all of that for the purpose of making a positive impact, because I don’t know what keeps you up at night, but for me, is what type of impact do I leave behind? And also creating a space where I feel like everyone, feels value and support it. And those have been the things that kind of drove me in my businesses and the communities that I formed over the years. And in the way I mentor, especially women in AP productions, because that’s sort of like the strongest aspect of my background and also through mental and physical fitness and AI has become a big part of what I do, education and just opening the doors for someone that is afraid of embracing something new and making it accessible and making it friendly and explaining it into some kind of like layman’s terms so they don’t feel threatened by it.
Tom: 4:40
Yeah, and I love that definition of you making the connections and putting your purpose first, because when you’re making those connections with people, I think people know when it’s transactional versus a genuine interest in other people. So yeah that’s great. So tell me a little bit about your business and what makes it heart-led.
Anca: 5:00
So, I will start with my first business, because that’s the core business that leads a lot of the other operations that I do. And when I moved to US, as I mentioned earlier, about 20 something years ago, it was because I wanted to find different opportunities that are not available even to this day. In Romania for women that want to dwell into AV production. And, I moved to us. I worked my way up from the ground up and I’ve done some really cool things. We’re going to leave those for another time. And in the process I realized that I am, I mean, impacting those around me, especially younger women, in ways that I wasn’t even like aware at the time. I was kind of like the role model for them. And I didn’t set myself to be, because I was just there trying to do my thing, trying to work my way up from basically bootstrapping my way up from the ground up. Right? And I would have, you know, young women come to me and ask me, if I wanted to mentor them and if I wanted to guide them into this new field. And that’s kind like when a bit of that switch happened, I’m like, I’m not just me here doing me for myself because I am an ambitious person when I’m very self motivated. When I put something in my head, you better believe that I’m going to get it done. And that has been true in everything that I do. If I’m going to go into it, I’m going to go 100 percent with passion and I’m going to get it done, no matter how hard it is. And I take on challenges. Only because I want to keep pushing myself and keep growing and keep, you know, pushing boundaries of what’s possible. But then I realized that while I’m hardcore like that, not everybody lot of people that would rather, you know, take it slow, be mentored, and just kind of, you know, step one foot in front of the other in whatever direction I decide to go. So, that’s when I realized the potential of being able to mentor this younger generation of women into a field that is very much male dominated. And then I felt a responsibility. That I needed to do more of that. And that’s kind of how I built my agency, my production agency, where every opportunity I got, I brought on women in lead tech positions. And if you go to an event, I probably can ask you, and you can tell me, probably counting on your five fingers, how many times you see women behind the scenes running sound, running video, running any technical position at a large event. Exactly. Very rarely. It’s more and more common now because I’ve also made a big noise in the industry about it for 20 years. People know me for a reason. When I go hard, I also am vocal about those things and I will advocate for the things that I believe in. Sometimes to my own detriment, I have lost clients and contracts over that because they’re like, well, it’s always been done this way. We cannot just change the status quo. I’m like, all about changing the status quo, all about doing something that actually leaves an impact. And sometimes, you know, I would even get this label thrown, buy your need. I’m like, I don’t know what that means, but you know what? I’m going to go and do me. And I have this large community of about 500 women. On LinkedIn, on WhatsApp, it’s called Women Behind the Scenes in Event Production and Technology. And that’s just a way of giving back spend time on one with a lot of those women. I push for their skill set for the events that I get to work on or get to produce, or I get to even be invited on. I’d be like, hey, so do you have any other women working on this show? Oh, there’s 300 guys and I see two women. I mean, the balance is just so skewed, right? And I’ve even been told like to my face, if you don’t like it, you can leave now. And thats the kind of like challenge sometimes we have to go against to change an industry, to change the kind of like the, we’re used to this, the perspective that this is fine, like nobody else cares. Like, why would you care? Right. And to me, that’s important. That’s like, being heart-led means, to put your heart to lead you even though sometimes it does come at an expense because let me tell you if you’ve done anything in which your heart got involved, hurt is part of that process.
Tom: 9:02
Yeah, exactly. That’s interesting. I knew the AV industry is definitely male dominated, but you know, putting yourself out there like that and mentoring the women and making sure that there’s equality in the productions that you work on. I mean, that is totally heart-led in my book, because you are putting the people first over your own profits. So what other challenges other than, you know, clients leaving and people telling you, like, if you don’t like it, leave, have you faced in terms of making a profit with a heart-led business?
Anca: 9:32
As you said, you know, it’s a matter of not just equality, but also equity, diversity. All of those things are important because if I don’t inclusion, obviously, but if you, and belonging. I think one of the biggest things also with belonging is if, as a woman in this industry, do not see someone that looks like you in a position like that, Then you don’t feel like you belong. And I’ve been in spaces and places for many years where I didn’t feel like I belonged. And I had to put my own chair at the proverbial table. Like if, you know, if they don’t invite you, you’re going to put your own chair and you’re going to make space for yourself. And that can come, you know, with ruffling some feathers. And you know, I’ve been faced with being told, well, we’re very intimidated by you because you are a strong person, you’re a strong personality you know what you want, you say what you want, you say your intentions and then you also show up and present well, like you’re presentable, you know, what not just you say that you know what you do, but you do what you know, right? And that can be played out in intimidating the other side, even though that wasn’t necessarily my desire. Right. And I’d be like, wait a second. It’s like, I don’t want to feel like intimidating. Like I want to feel like I’m approachable. Like I want to feel, you know, I want to portray like I’m someone that you can come and talk to and ask for help if you need it. Because another trait of my personality, I feel like aside from being like an overachiever is I’m very loyal to the people that I work with, the people that the clients that I work with. And that is like, for me, that is like kind of the fabric of any relationship. Loyalty and trust and being able to go together in one direction and face any obstacles there might be. Right? That’s kind of like the definition of teamwork. So, if you come across as intimidating, obviously there’s barriers, and those barriers, they might be invisible, but you do have to figure out how you’re going to navigate and overcome. So, it might translate then on the other side, on a financial impact, because If you don’t get this one client or if you don’t, cannot work with this one partner or vendor, then you cannot execute on this side. So it’s kind of like a double-edged sword. You know, it’s a two way directional street there.
Tom: 11:46
Well, you know, what’s interesting too is the double standard that you’re talking about because a male exhibiting the same traits that make you intimidated makes them ambitious, which is completely kind of ass backwards. You know, it doesn’t make sense and it’s complete double standard. So how do you navigate.
Anca: 12:03
One song that comes to mind is Taylor Swift, The Man’. That kind of pretty much, you know, describes exactly what you just said. And how you navigate, I think that one of the smartest way I’ve learned in time, because, you know, at first I tried to do it alone and I tried to just push my way through and break the wall or jump over the wall, find out how, if there’s a will, there’s a way, is find allies and bring a community of people with you to support you but you support them back because they’re not going to be there to support you if you don’t offer support in return. Right? So that’s kind of been the more political way to go around this obstacle and find ways in which now if you’re going to, and I feel like as someone that would, you know, die for their friend, you’re going to put yourself first for the sake of someone else always. And I found myself like better advocating if you’re somebody else than even if it was myself. Like, I would do a better job at doing that. And I realize that’s a strength. And it’s a good thing to have that. But sometimes you also have to speak for yourself. You can’t just you know, constantly put yourself on the back burner. I think as business owners, small business owners we wear so many different hats and this is where it kind of all ties into my bodybuilding journey, because one thing that we do so well is put our health last. There’s so many things that we need to handle. There’s so many problems, so many fires to put out and so many people inclined to please. The last thing that goes is our health because we just don’t have the time anymore or we don’t make it a priority. But in my opinion, you know, businesses will come and go, money will come and go, even people will come and go. But your health won’t. And if you don’t put a high importance and value on your mental and physical fitness and your mental and physical health you might not be here tomorrow to do all those things that you want to do today. So that’s where for me is, it’s become this like full circle of like, it’s not just about going after the goals. It’s not just about supporting others, but also finding a way to put yourself as a priority as well and investing in your health, investing in your mental health, investing in your physical fitness and just making that to be this holistic way of doing business. And that’s another way that leads to the heart-led. It means if you’re going to spend time and money on your health and on your fitness, it takes you away from doing those important things like making money, right? But then what is worth, what is your health worth to you at the end of the day? And you have to answer that yourself.
Tom: 14:42
You know, it’s shown in studies over and over again that people are much more productive when they’ve had the right rest, they’ve had the exercise. I know just personally, you know, I might be drained and just like, but I go to the gym, come back and I am refreshed, ready to go. And it’s amazing what that health and the exercise and eating right and all that can do when you spend the proper time doing that.
Anca: 15:05
100%. I think 2020 for all of us was such a revelation to that because I think we were all faced with the reality of how important our health is in the face of the entire world. Coming to a halt. And you know, it’s funny because life has a funny way of tossing us into the rapids just when we think that we’ve got everything under control. In 2019, I was like riding high. My agency was doing so good and I was hiring people and I was doing all those things traveling a lot for work. Then obviously 2020 happened. And for me, I realized there was a such a time of introspection and so much learning that was done as self-awareness of where I was, of who I was, if my job, if my career was gone, if everything that I did not, if all the labels and all the acronyms, you know, after my name, if those didn’t exist anymore, who was I left with? Like, who was I? Who was this person? Would I like that person? And I think for the longest time, I’ve handled challenges by downplaying them. Like, if I found myself into a situation, I would always tell myself, well, somebody else had it worse. I’m pretty sure I can figure this out. And I was always telling me that because if somebody else had it worse, obviously that there’s a way for me to stay afloat and stay in control. But in doing that, what I didn’t realize is that I never really gave myself permission to really feel or process what I was going through. So 2020 gave me plenty of time to do that. And as a natural fixer that always likes to jump into action. I really wanted to solve this problem. Like I was like, I need to solve this for myself. And that’s really how my whole bodybuilding journey started because I started going into the gym as a way to take a moment to breathe and where we are, the gyms didn’t close. The private gyms didn’t close. Some of the public ones did, the chain ones did. What I realized during that process as I’m like working my emotions and my tears under the barbell is that sometimes real strength isn’t just in pushing through. It’s in taking a step back, feeling that full force of what’s happening and trusting yourself to navigate the chaos with resilience. Because we can’t always control the storm, right? That hits us, but we can decide how we face it. It’s not just about surviving those rapids. Like, I’d like to make the analogy of, like, just jumping into this chaotic, like, rough water. Like, you know, we have a lot of whitewater rafting here in Idaho and it goes all the way to class six and I mean if you’re in the middle of a rapid class five or class six rack, you are literally holding for dear. And that’s how sometimes life feels that’s how you know business going crazy and chaotic feels, but it’s about finding the balance in the middle of all of that and coming out on the other side stronger and more adaptable, more resilient and ready for whatever comes next. And if you’ve done a few of those in your lifetime, then you realize no matter how hard the next hard is, I’ve done some really hard things in my life. And this is just another one. It’s just another thing that we’re going to have to navigate through.
Tom: 18:09
Yeah, that’s beautifully said too. Cause that’s what builds that resilience within us is, you know, fall down, get right back up, fall down again, get back up. And that’s, you know, that’s the story of everybody’s life. I feel, but it’s in the getting back up where the power really is.
Anca: 18:24
I worry sometimes about our generation, honestly. Just really quick to add on here, like our kids. Like, it’s hard for me to see how can I build this type of resilience in my kids. Cause they have like a pretty easy life. And we’re looking at, you know, our Gen Z, they have a different mentality of life. And not that they have it easy, all of them. That’s not true. But they have a different way of looking at things and seeing things. And it just makes you wonder, like, what’s the next generation going to do and how are they going to tackle some of the challenges that come our way? And this is where AI comes into conversation because it’s definitely changing the way we do things. And regardless if you want to accept it or not, it’s happening. And you’re either part of the change or you’re just going to have to, I don’t know, I always say like, if you’re not going to embrace it and try to figure out and be part of it, you’re going to turning to a dinosaur. And last I checked, they did go extinct.
Tom: 19:16
Well, that, and you think about all the businesses, the business applications and businesses that did not follow the trends, you know, Blockbuster had the perfect opportunity to do streaming and they didn’t. Because they had their identity tied up in that, but, you know, talking about heart-led businesses in the business side of that, how do you personally balance making a profit and having that business side? But also leading with your heart, leading with purpose, and making sure that your authentic self is coming forward in everything that you do in your businesses.
Anca: 19:50
I think the keyword there is probably integration. The same way how we talk about work-life balance, which is a total myth. Totally not balanced. Integration is the same way where the same keyword I would apply to the question is just asked because it’s not just about doing a little bit of this here and doing a little bit of there and then separating the two and just trying to balance them so they’re all like never going off balance. It’s integrating them. And the moment who you are is that’s part of your identity. Then you will integrate a heart-led business into everything that you do. And that also involves profit. You can be a profitable business owner and be also so generous. Generous with your resources, generous with your finances, with your time, with your influence. Generous with putting people in positions that they would never be able to be put in. Or opening doors for people they would never be able to walk through. And that’s where that integration comes in play because it’s not just trying to balance it all. It’s just trying to make sure that if that’s part of your identity, you’re going to live it out day in and day out in no matter what you do. Going to the store to buy something or running a multi-dollar business. You’re going to be able to figure out a way because that’s just part of your identity. And if that kind of sips out of who you are, it’s going to find its way in every application in your life.
Tom: 21:13
Really? I like that word integration. I think that’s a very unique way of looking at it all together, which is integration really when it comes to it. So yeah, no that’s totally true. So I’m sure there’s been some challenges in terms of making that balance. So how do you approach some of those challenges?
Anca: 21:29
I think the biggest challenge for me is commitment time. I tend to overcommit sometimes to doing things, helping people, extending myself beyond the 24-hour day mark. I mean, even today, as an example, I woke up at 5 a.m. and I normally wake up around 6:15 because I have so many things to do because I committed myself from thing to thing to thing all the way until 10 p.m. at night and then I’m flying early at 4 a.m. in the morning tomorrow. So I’ll be gone for a conference for a whole week, which already, you know, makes me stressed because that means I won’t be able to get back to people, I won’t be able to be on my email like I normally am, I won’t be able to do all of those other projects that are, you know, waiting to be completed. So that’s where, you know, I feel like for me, finding a way where I can automate a lot of the things that I do with AI, the automation that comes with that, the productivity that it gives you the ability to earn back some time so that you can accomplish some of those tasks. I wouldn’t be able to honestly do all the things that I do and run the businesses that I run and do all the talking, engagements that I do, the speaking, the courses, the workshops, the event producing, the podcasting, and the bodybuilding, and then also being a mom and a wife, without having some processes, really solid processes set. Now, that doesn’t mean that I don’t have to wake up at 5 a.m. occasionally, like I had to do today, to be able to nail some projects, because there was one project that was downloaded on me late last night, and I was like, I have to get a head start on it in the morning, because if I don’t, it’s gonna, it’s gonna be late next week by the time I can pick it up. And and that’s where sort of like that, you know, trying to integrate that with your life, with everything else that, you do. But one thing I’ll tell you I never sacrifice my workouts no matter how crazy my day is like it’s on my calendar. It’s blocked and I don’t care like if the world burns that has to be my time because that’s when I go and what I’m trying to figure out in the morning or at night my brain runs free while I do my heavy weightlifting and I come with way more solutions that if I were just sitting here in front of my computer trying to like do everything and trying to figure it out. And another way is like where I can solve some of those challenges is I would go to sleep at night thinking, you know what, my brain is fully capable of solving this problem. And lo and behold, wake up in the morning and it’s like, I got it. I know exactly what I need to do. Good sleep helps, really does. And a lot of us don’t put enough, you know, importance on that either.
Tom: 24:03
Yeah. Well, the good sleep, but also the exercise and because that perfect example of what you gave about being able to come up with ideas while you’re working out because you’re not in the same familiar environment that keeps things kind of stasis. Whereas, you go to the gym, you’re at different stations, you’re doing different weights. Same for me, like gym or going out for a walk or something like that is when the creativity just starts to flow.
Anca: 24:28
Yeah. That also, you know, the side, the backside of that is right, is, okay, I also know that I have this project that brings me money that I need to work on, but for, in order to be able to mentally be ready to tackle that, I have to give myself that time, even if it takes, shaves a bit of time from this, but by doing this, I know that I’ll be way more productive in the outcome of this one other project, right? So, a lot of people don’t realize that they don’t just give time away when they put time back into themselves or into others. They gain time back. They gain valuable insights. They gain you know, a clear mind. They gain more focus. They gain a more productive outcome if they make that, you know, transactional switch in which I will find a way in which I can give to myself and others, and you will pay out one way or another. It’s never not worked out for me and I’m sticking to it.
Tom: 25:26
Yeah. And I’m sure on the flip side, before you had that discipline to do that it was sacrificing the mental health. If you weren’t being productive, it’s going to, it’s going to sacrifice the profits because you’re not as productive. Well, this has been a great conversation. But we are getting to the end of our time together. Sorry to say. But how can people learn more about what you do and get in touch with you?
Anca: 25:48
If you search by my name, A N C A P L A T O N T R I F A N. I know this sounds like a mouthful. But if you just search by my name and those initials, I promise there’s no other Anca Platon Trifan out there. And I do make a lot of noise with a lot of the content that I post. I focus a lot on AI for small business owners, AI productivity tapes, AI insights. Also I have company pages that post specifically content related to what we do, events, productions, the women behind the scenes has its own page, and that’s where a lot of the conversation hang with some of the women that we mentor and we work with. And then I also have my fitness page, which is not so much of a fitness. I’m not a fitness trainer or a fitness coach. I actually operate under this framework that I built, which is called Fit4Events. And what that stands for is we’re looking at four pillars, and that is futuristic AV productions. How can we do events better in that space? Then innovative AI technology. That’s where the AI comes into place. And then we’re looking at empowering our audiences and also our behind the scene teams. So, all of those four pillars is kind of like where the content falls under. So, that’s where I am. And if you want to check out my website, that would be Trefan Events. And that’s my company name, T R E F A N Events. com. There’s the AI side to that, AI.3FunEvents. There’s the Fit4Events. There’s a few different things that we do that fall under those the umbrella of 3FunEvents. And one of the things that I wanted to mention is I just finished an amazing cohort of four of education, and this was free education for a small business owners. I only welcome about 20 cause we’re trying to keep the class small and it was AI for small business owners. We had four different core courses and one was AI fundamentals for small business owners, AI for marketing and content automation, who doesn’t want to automate a lot of content. AI for boosting revenue and simple data analysis so that you know what to do with your data. And then the last session was a super fun session, which was exploring Text2x AI Applications. And then we came up with this fun project, I came up with this fun project, which was creating a promo for a fictional startup that had this fictional product, and it was a 60 second promo by using Me Journey, using Dolly, using Runaway, Luma AI Haygen. We created AI avatars. Scientasia, what else? It was like a lot of AI tools, and we just put it all together, meshed it all together, and we like took different pieces and created this workflow. And that was so much fun to just get done. So our fall cohort is gonna start I don’t have the date yet, but if you go to my website, we’re gonna have that date nailed soon. It’s just very much revolving around my work schedule and my events and I welcome you to join us for our next cohort. I promise you’ll learn a lot of good things about AI.
Tom: 28:43
Oh, that’s awesome. That would be very valuable, I think, for a lot of the listeners, so make sure you’re checking that out and we’re going to post all that into the show notes as well. So Anka, thank you so much for joining me today on the show. I learned quite a bit and it was just a great conversation. So thank you very much.
Anca: 28:59
Well, thank you so much for having me and a lot of success in continuing those important conversations.
Tom: 29:05
Thank you. And thank you listeners for watching the show or listening to the show today. I really appreciate it. And our guests also appreciate you checking out everything that they’re doing in the show notes. So make sure you’re checking out what Anca is doing and get involved. I think I might be a part of that cohort. I’m going to check that out because I love AI and integrating that into the productivity is just amazing. So until next time, lead with your heart.
Speaker 2: 29:30
You’ve been listening to the Heart Led Business Show, hosted by Tom Jackobs. Join us next time for another inspiring journey into the heart of business.
