Lathan Craft

About Lathan Craft

Business isn’t just about transactions. It’s about people—messy, brilliant, complex people—trying to matter in a world that often reduces them to a metric.After years in ministry, I stepped into the marketplace and realized: the boardroom and the sanctuary aren’t as different as we think. Both are filled with people quietly asking the same questions: Do I belong here? Does what I do even matter?I’ve made it my mission to uncover the human behind the customer, the leader beneath the title, and the meaning buried under the metrics. I work with brands, businesses, and movements that believe people are more than their productivity and that success without soul isn’t really success.Whether through words, strategy, or story—I help organizations remember who they are, why they started, and who they\'re really serving. Because when we stop reducing people to roles or revenue, we start creating cultures where belonging drives the bottom line.If you’re building something that values people beyond their output, I’d love to be part of it.

Experience

1. Founder

   Beyond Transactions

   Jan 2024 — Present · Tyler, TX, US

   Humanizing the way we build, lead, and serve in businessAt Beyond Transactions, we believe people know how to be human better than they know how to be customers—and it’s time business caught up.I founded this movement to challenge the transactional mindset that dominates corporate culture. Beyond Transactions helps leaders, brands, and teams uncover the human stories within their metrics, shift from performative purpose to embodied values, and create experiences that lead to loyalty—not just sales.Through consulting, keynote speaking, and strategic storytelling, I help organizations:Reframe customers as people, not personasBuild culture that fosters belonging and buy-inMove from business as usual to business that mattersWe don’t create campaigns. We create connection.We don’t chase numbers. We champion names.And we’re just getting started. Looking to partner with brands, executives, and teams who want to build with soul—without sacrificing scale.Let’s rehumanize business. Together.

Education

• Biola University

  Bachelor of Science - BS

  2012 — 2016