You are who you work for…..
This I know to be true – if an entrepreneur runs a business, there are many decisions that are made quickly, often only based on intuition. And, new business efforts are driven by the motto of “you eat what you kill”.
Of course, those characteristics are, by definition, what makes entrepreneurs either wildly successful or just another guy with an idea that flames out quickly in the flash of an eye.
I’m consumed these days with observing the impact of what doing the “wrong” type of business has on the success factors for any organization. This is particularly true in the services industry.
When you are starting up a company it is so easy to skip the step of determining WHOM exactly you want to do business with. You look for revenue and growth, in any form, to validate your model, idea and to keep the engine turning. There is a thought that if you can just get your business started you can always course correct and get to the clients and value proposition you really want, sometime in the not too distant future.
But, the problem is this. By taking on work with organizations that aren’t really buying the real service you want to offer, you end up giving up your ability to be true to what drove you to open the doors in the first place.
All revenue is not created equal. All clients are not good for business. And, the wrong type of business can harm your internal and external values and brand perception in countless ways.
What I have learned is that often the entrepreneur believes that he or she can “fix” the client by working with them and showing them the real service value they deliver. In fact, given your start up situation, the client has the hammer not the service firm. And, if their values are not aligned with yours then no amount of coaching, education and time and effort will change that. What generally happens is their culture can soon becomes yours.
Your company is in fact who you work for. My thought is that if you are running a service organization and want to be known for excellence then you should only do business for firms that have the same values and beliefs you do.
Understanding your unique selling proposition, your key audiences and the messages that will resonate with them is critical from the day you open your doors.
Technorati Tags: Arlene Dickinson, Venture Communications, Entrepreneurship, start ups
November 3rd, 2007 at 12:05 pm
This lesson has been ringing in my ears since I read it. The one client I gave a “special deal” to in the beginning stages of my company ended up not paying his bill, badmouthing me to other potential clients and upsetting the flow of things. My first response was to let my customer service training kick in, which only made it worse as I ended up doing twice the work AND still didnt get collect from him. Once I finally realize the truth in what you said I just left him alone. The funny thing is, the people he badmouthed to ended up as my clients and they have recommended others since. Better to not put negative into a negative and learn the business lessons fast. I’m enjoying entrepreneurship immensely and I am glad to know someone else views it as a constant learning/applying cycle.
December 5th, 2007 at 8:45 pm
Agreed. My company is a online vertical ad network in the music industry. I always feel compeled to “help out the little guy”. This has led me to cutting deals with independent artists and labels that have turned out to be more of a hassle than I expected. Plus, closing deals tend to take three times as long with indie clients. Since experiencing tremendous growth over the last year I’ve come to appreciate clients that really “get the space” and want to help us grow as a company so that we can further help them in the future. Business is a cut throat world… but once you’re in the right pockets it’s rewarding to become a trusted proxy. I suspect this trend will continue so long as I serve the community with proper intent.
January 2nd, 2008 at 1:48 am
My first lesson in starting my own business was something for nothing is worth nothing, so gave that up right away. Its one thing to create a special offer, another thing altogether to have a compelling offer. Another view it’s one thing to appear desperate, a completely different perspective to appear passionate. If you’re passionate about what you do you are also clear on your values and where your offering meshes with others. I’ve found you attract similar types who are looking to you for the value you bring. However, simple it’s not always easy. But no one said something worth doing would be easy.
October 2nd, 2009 at 10:44 am
So very true BUT….
Entrepreneurs face a number challenges simultaneously both personally and professionally. I feel it’s this mountain of pressure (money being king) that often pushes people of track and down paths that they otherwise wouldn’t have gone. Combined with the lack of experience in one or many aspects of running a business it is very easy to lose sight of you goals.
Stay focused, stay aware and keep your eyes open.