This paper examines entrepreneurship through the lens of François Jullien’s philosophy, presenting an alternative to the rigid frameworks often rooted in the idealism and formalism inherited from Greek and Western traditions. It revisits conventional ideas like essence, resemblance and effectiveness, proposing dynamic alternatives inspired by Chinese thought: valence over essence, which focuses on relationships and interactions rather than fixed definitions; resonance over resemblance, which fosters meaningful connections instead of superficial mimicry; and efficiency over effectiveness, which adapts naturally to the flow of situations rather than clinging to predetermined plans. Jullien’s non-dualistic approach avoids separating fields of knowledge – such as management, aesthetics, and ethics – encouraging entrepreneurs to view these dimensions as interconnected. By emphasizing transformation, adaptability, authenticity, and alignment with the realities of life and work, this perspective suggests that beautiful business can also be good business: efficient, meaningful, virtuous and deeply in tune with its context.