What if leadership isn’t about being the loudest in the room, but the most human? That’s the question Jeni-Anne Campbell, founder of JAW Advertising and the voice behind The Good Businesswoman, answers in her newly launched book, Feeding Unicorns, a refreshingly real and emotionally intelligent guide to building businesses people want to stay in.
Written in the margins of motherhood, meetings, and midnight brainstorms, Feeding Unicorns is part manual, part manifesto, and all heart. It’s for leaders who care deeply — sometimes too deeply — and want to do things differently. From managing small teams or scaling a startup, this book offers practical tools, honest stories, and a new kind of leadership playbook built on empathy, clarity, and care.
“Every leader dreams of finding a unicorn,” says Campbell. “That rare, magical team member who elevates everything they touch. But too often, we forget to feed them, emotionally, financially, and professionally. This book is about changing that.”
With chapters like “The Payoff of Paying Well to “A Cookie-Cutter Doesn’t Cut It,” Campbell tackles the tough stuff, compensation, burnout, feedback, flexibility, and the loneliness of leadership, with humour, honesty, and most importantly, lived experience. She shares the lessons she learned the hard way, the systems she built from scratch, and the mindset shifts that helped her grow a business worth working for.
At its core, Feeding Unicorns is the blueprint for a more human way to lead. It’s for the woman in the arena, the one rewriting presentations at midnight, paying salaries before paying herself, and still showing up with heart. It’s for the leader who believes that kindness is not weakness, and that culture isn’t created in a mission statement but built moment by moment.
The book also introduces readers to Campbell’s signature philosophy: “Good is not just enough. It’s everything.” As the founder of an all-female agency and a mentor to countless creatives, she’s built her career on the belief that good business is good leadership, and that when people feel seen, supported, and valued, they don’t just stay, they soar.
Whether you’re a seasoned executive, a small business owner, or someone just trying to do things differently, Feeding Unicorns is your invitation to lead with more heart, more humanity, and more impact.
You can also nominate a leader in the non-profit space to receive the book for free:
https://jenicampbell.com/feeding-unicorns-book/#nomination-section
