What Gary Chapman Didn’t Write — But Every Founder and Couple in Business Needs to Know
We all know Gary Chapman’s Five Love Languages — Words of Affirmation, Acts of Service, Receiving Gifts, Quality Time, and Physical Touch.
They’re powerful because they help us understand how people feel loved. But what happens when the person you love is also the person you work with?
Or when your business is your love language — your passion, your purpose, your life’s work?
After years of working with entrepreneurial women and couples in business together, I’ve come to believe there’s a sixth language that holds the key to both love and leadership:
✨ Shared Dreams.
Below, I’ve reimagined all six through the lens of business — whether you’re a female founder balancing marriage and family with your vision and passion, or part of a business couple navigating the complex dance of intimacy, parenting, and shared enterprise.
1. Words of Affirmation → Recognition & Respect
In love, it’s the words that make us feel seen.
In business, it’s the same — just dressed differently.
- For the female founder, recognition means being trusted for her expertise and respected for her leadership. It’s hearing, “Your ideas make a real difference,” not just “You’re amazing.”
- For business couples, admiration builds the bridge between home and work. “I trust your judgment” or “I’m proud of what you handled today” is the oxygen that keeps teamwork alive.
Ask yourself: How often do you name what you admire in your partner — in business and in daily life?
2. Acts of Service → Support in Action
Love says: Let me ease your load.
Business says: I’ve got this — you can take a breather.
- For the female founder, acts of service might look like a partner who quietly steps in to handle the morning chaos before a big presentation — or a VA who anticipates what she needs before she asks.
- For business couples, it’s the little things that make the partnership hum: handling the invoicing, grabbing the coffee, finishing the slide deck. These gestures say, “We’re a team.”
Ask yourself: What’s one small act that would help your partner breathe easier this week?
3. Receiving Gifts → Investment & Appreciation
Gifts aren’t always material. In business, the greatest gift is belief.
- For the female founder, that might be someone who invests in her dream — whether by buying her program, funding her next stage, or simply saying, “I believe in what you’re building.”
- For business couples, joint investment becomes an act of shared faith. It might be upgrading equipment or taking a retreat — but at its heart, it’s saying, “We’re in this together.”
Ask yourself: How do you show appreciation through meaningful investments — of time, money, or energy?
4. Quality Time → Presence & Prioritisation
Love thrives on attention. So does business.
- For the female founder, quality time might mean protected focus — space to think, plan, and create. It’s the freedom to work on the business, not just in it.
- For business couples, it’s about knowing when to switch hats. CEO meetings belong on the calendar; date nights belong in the heart. Both matter — and both need intention.
Ask yourself: Where do you need more presence — in work, in love, or in rest?
5. Physical Touch → Connection & Grounding
No, this isn’t about HR violations — it’s about human warmth.
- For the female founder, this might look like reconnecting with her body after long hours at a desk — yoga, walking, or simply deep breathing before a meeting. Emotional regulation begins with physical grounding.
- For business couples, physical touch can easily fade under pressure. A hand squeeze before a pitch. A hug after a long day. These simple gestures whisper, “We are more than this business. We are us.”
Ask yourself: When was the last time you reached out — literally — to connect?
6. Shared Dreams → Vision & Purpose Alignment
This is the love language of legacy.
- For the female founder, shared dreams are about alignment — surrounding herself with people who understand the purpose behind her work. She feels most loved when her calling is honoured, not dismissed.
- For business couples, shared dreams are the true North. It’s not just “What are we building?” but “Who are we becoming?”
When partners hold space for both individual and collective dreams, the business becomes a vehicle for growth — not a wedge for resentment.
Ask yourself: What dream brought us together — and how are we nurturing it now?
Love and Business Speak the Same Language
Especially in a family- based business.
Both thrive on attention, appreciation, and alignment. Both falter when we assume the other “should just know.”
Whether you’re leading a team or building a life together, these six languages offer a roadmap for resilience — a way to keep love at the centre of your enterprise.
Because the truth is: love isn’t a distraction from business.
It’s the foundation of it.
Over to You
Which of these six languages feels most alive in your business right now — and which one needs a little attention?
