Ten nominated leaders will each receive a copy of Feeding Unicorns, a book that's fast becoming a blueprint for building businesses people want to stay in.
December is a season of giving, but Campbell believes generosity shouldn't be limited to gifts under a tree. "Generosity in business is often misunderstood," she says. "It's seen as something reserved for big corporates with deep pockets. But generosity isn't about budgets, it's about leadership. It's about how we show up for people, how we pay fairly, mentor actively and lead with care."
This initiative is rooted in the ethos of Feeding Unicorns: that good business is good leadership, and that kindness is not weakness. The book challenges outdated narratives that equate success with dominance and burnout. Instead, it offers practical tools and honest stories for leaders who want to build workplaces where people feel seen, supported and significant.
Nominate a Leader Who Reflects This Ethos
Campbell is calling on the public to nominate women leading non-profits or small businesses who embody thoughtful, ethical, human-centered leadership. These are the type of leaders who prioritise people over optics, who make decisions with integrity, and who believe that doing good is not a compromise but a competitive edge.
"Every leader dreams of finding a unicorn, that rare, magical team member who elevates everything they touch," says Campbell. "But too often, we forget to feed them. We expect the magic without the maintenance. This book is about changing that, and this initiative is about amplifying leaders who already live that truth."
What Does "Doing Good in Business" Mean?
In Feeding Unicorns, Campbell writes, "Being good in business is not a compromise. It's a commitment to fairness, to honesty, to values-driven decisions even when they're hard. It's about creating a culture where care isn't a buzzword but a daily practice."
In essence, she explains that doing good means paying people well, not just fairly. She adds, "It means embedding kindness into policies, normalising mental health conversations, and using platforms to amplify others. It means recognising that culture isn't created in a mission statement, it's built moment by moment in how leaders respond when no one's watching."
How to Nominate an Inspiring Woman Leader
To nominate a woman in leadership who deserves this gift, send a short message on the website with her name, organisation and a few lines about why she reflects the ethos of Feeding Unicorns. Nominations close at the end of January and ten winners will be announced at the end of January.
A Season for Impact, Not Excess
Campbell hopes this initiative sparks a bigger conversation about what generosity looks like in business. "We've been taught that leadership means sacrifice, that burnout is proof of commitment," she says. "But martyrdom isn't leadership. It's over-functioning dressed up as dedication. Real leadership is sustainable. It's generous. And it starts with small, intentional acts — like giving a book that could change the way someone leads."
This December, give good. Nominate a leader who's rewriting the rules of business with empathy, clarit, and courage. Because when we feed the unicorns, we don't just build companies, we build legacies.
For more information, visit www.jenicampbell.com. You can also follow Jeni Campbell on LinkedIn, or on Instagram.
*Image courtesy of contributor