At Rancho La Puerta, a wellness destination in the world, Barry S. S. and Deborah Szekely have been building a reputation for their commitment to people-first leadership since 1940. The company's director of guest experience, S.Jefferson, stated that love is the primary concern for the guest experience and employee happiness, as opposed to financial gain. They have made significant investments in wastewater processing and environmental stewardship under the guidance of Sarah Livia Brightwood, under president Sarah Livenely. The article suggests that while most leaders say they care about people, few are willing to organize their businesses around these values.