An ugly word

I want to help, and not starve while I do. I work in a design company that has a focus on social innovation and improving(mending) the fabric of society. I don’t know how other agencies work, I’m fairly new at this. I just know that the work that we do is not half assed. We don’t try to trick you to buy more. We want to sell better, to be better, to help better, to have a better and bigger impact on the world. I know that the only word that jumps out of that sentence is selling. Selling, what an ugly word. I need a new one. Selling has a bad connotation because it’s usually related to lying, convincing, manipulating, using people’s weaknesses, necessities and beliefs in order to achieve businesses’ financial goals. But HOW THE HELL are they supposed to thrive? The only way to make sure that people who buy from them do not feel cheated and stolen from, is to offer a good product. But everyone’s idea of a good product is not the same. So in order to find the perfect clients that will appreciate what every business has to offer is to, guess what…sell. So I come back to my specific situation. I need to find people to help, because I want to help them achieve their goals, and I want to not starve. In that order…