Fortuna: Roman goddess ‘Lady Luck’ provides metaphors for sustainability




“I am not afraid of storms, for I am learning to sail my ship,” Louisa May Alcott, beloved author, once wrote. Within this sentiment, is the Roman goddess Minerva, also known as Fortuna. The fate of this goddess, wrapped in the irony of men unhappy by her poor fortune, has resulted in a figure of divine femininity seen as fickle, indeterminate, and unreliable. Rather, Fortuna offers divine businesswomen guidance as they establish and stay true to a course of action, and create a sustainable marketing plan for future success.

Fortuna is often depicted with a cornucopia, like her goddess of plenty sisters, but additional symbols unique to her likeness help us understand how divine business leaders can tap into this archetype. With her hand on the helm of a ship, or represented with the rudder of life, Fortuna teaches about the need to adapt to changing conditions, to adjust our course intuitively, as with the wind and the weather: metaphors of supply and demand. , storage and stability, need and provision.

From Fortuna, women entrepreneurs learn to plan ahead to mitigate the ebb and flow of natural cycles that result in the cycle of creation, manifestation, and abundance. Therefore, they can find prosperity and happiness.

The Goddess Fortuna, sometimes commonly or disparagingly known as Lady Luck or Lady Fortune, has ancient origins as a goddess of agriculture in Greek, Roman, and Etruscan civilizations. Her distinctive contribution perhaps suggests the wisdom of making provisions for the future in the present. Aligned with wisdom and mind, creative arts and body healing, she finds a unique audience among 21st century cultural creatives and alternative health practitioners who see the entrepreneurial path as a divinely flowing spiritual experience.

Driving a nail into the upper outer part of the entrance door of the Temple of Fortune marks the end of the year and welcomes a new cycle. This idea of ​​endings is carried over to the spinning and cutting of a thread assimilated to the premature end of a person’s life. Images associated with spinning wheels, when metaphorically compared to the rigging of a ship, suggest a divine order that guides difference toward replication. Here, one finds that in order to begin anew, she must consciously mark an end.

An oracular goddess, Fortuna attracts those in need of reassurance. People seeking healing would make votive offerings of clay in his healing sulfur bowl; those seeking answers would draw a message from the Goddess’s jar or accept a stick foreshadowing their outcome from a small child within her temple. Thus, they would receive hope for the future.

Spiritual entrepreneurs may wish to invoke the wisdom of Fortune to access the wisdom of their minds to further the work of their hearts. To access the power of this goddess, ask by what means can one honor the currency of the present by stabilizing, storing, and self-correcting.

The Wheel of Fortune and the Deal

Working with the Fortuna/Minerva archetype, many entrepreneurs find that working with a wheel of the year actually serves as an excellent basic marketing model for tracking sustainability in business practices.

  • First, draw the business in a circle in the center. Then create a “concept map” with arrows to represent marketing and programs.
  • Working quickly, register the programs and offers that radiate from the center.
  • Next, add circles and lines to enclose the ways customers find the business. These radii must be more numerous than the protrusion.
  • Finally, ask what spokes can be added to the wheel to radiate attention to the core of the business.

As the thoughts flow, the innovative entrepreneur jots down inspired ways to act now to create sustainability in business.

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