For the past 20 years, I have called Hawaii home.

I’m not Hawaiian. I’m a Kama’aina, which means “local.” The distinction matters.

I’ll never forget the day I received an email from my contact at Village Roadshow. They had acquired Hawaiian Waters Adventure Park and were partnering with the agency where I was working to rebrand to Wet’n’Wild Hawaii.

The email opened with “ATTENTION ALL EXTREME HAWAIIANS,” causing me to choke on my coffee. Hawaiians are native to the island. Locals are transplants. This common misconception is just one of the many nuances that mainlanders often miss when it comes to the fiftieth state.

What Does Localization Mean?

Growing up in Aspen, attending prep school in Pebble Beach, and attending college in Boston, I was used to the concept of localization, but nothing had quite prepared me for crossing the Pacific.

One of the first things I noticed was that no one honked their cars—not even if someone was looking at their phone and missing a light. There might be a slight love tap along with the shaka sign or a “Hey, bro.” You’re up!” with smiles and friendly waves, not middle fingers.

It’s little things like these that have added up to me loving the islands and believing that there is no better place to raise a child or run a business.

In Hawaii, everyone is family. This means that keiki (children) address elders as “uncle” and “auntie,” terms of respect and endearment. It also means that businesses don’t engage in aggressive, competitive ads. Instead, they practice the concept of Kuleana.

Kuleana loosely means “responsibility” and is bi-directional, reflecting a reciprocal relationship between the person responsible and the thing they’re responsible for. It’s a term used to maintain balance within society and the environment.

“Kuleana for the land” means to care for it, and, in return, the land then feeds and shelters us. Kuleana is a privilege. Kuleana demonstrates concern and responsibility.

Kuleana is Vital to Doing Business in Hawaii

These concepts are vital to understanding the unique differences in doing business here. I first encountered how Kuleana impacted businesses when my agency was working on a rebrand for Hawaii Employers Medical Insurance Company (HEMIC).

They provide comprehensive products and services to protect Hawaii businesses and their workers, including workers’ compensation, temporary disability, and specialty insurance solutions. They deeply practiced the concept of Kuleana and translated that into everything they did.

From the solutions they offered to the nonprofits they donated to, every decision was framed within the context of whether it was in the best interest of the land and the people of Hawaii. This meant that they were willing to work with identified competitors to make sure that people were protected.

The concept of “us at any cost” doesn’t have a home in Hawaii. People actually do want everyone to succeed and to lift each other up. In fact, did you know that “Aloha” means “breath of life” and represents an exchange or sharing of ha (breath)? When we use this greeting, we’re inviting connection and respect for life.

This awareness of the importance of respect and connection transforms how business is carried out. Living with aloha is a lesson in light, in collaboration, and in positive growth that I want to share with everyone. We’re all connected. If we treat each breath as an opportunity for connection, we can achieve so much more.

An Invitation

I invite you to practice living and working with Aloha. Start small by simply making a pledge not to honk your horn if the car in front of you is moving slowly. Then, go bigger and take a careful review of how your business behaves, both internally and externally.

Consider your decisions within the Kuleana framework and choose opportunities to have a positive impact in your workplace and your community.