This has been a concern of mine this year. How to write for business in a way that doesn't jar with your own principles.
If this has been a concern of yours too, then I think that we can be reassured by the way that business communication is moving with Web 2.0 and beyond. Gone are the days when a business could put out a caring image and not live up to it.
There are now too many ways for customers to get together on the web and share information and feedback. A wise business takes account of all that and centres its communication around the principles that drive it.
We're all much more concerned now about separating out businesses that promise and businesses that perform. If you're like me, you're tired of being told you can achieve this or that overnight or without work. I've met some of the gurus of internet marketing and I can tell you they work ferociously hard and are extremely competitive. Plus they often have dozens if not hundreds of people helping them.
Let's be honest. If something is worth offering, it will take time, energy and or money to achieve it. What's important to me is that I'm honest in what I do. That may mean I make less profit but I like to be able to greet myself in the mirror each day without distaste.
However you interpret 'spirituality' in your life and business, I'd say put it at the heart of your business and if people think you're crazy that doesn't matter. As a writer for many businesses, if you're not comfortable in what you're offering and doing, it will show up in your writing.
So be passionate, be honest and you'll draw the people towards you who need your particular service or product.