Passion & Purpose
In a previous article, we talked about how your Passion and Purpose. Passion being what you love doing and purpose being the difference you want to make in the world using your passion.
In this article, I’m going to describe how your Passion and Purpose in life become your Values and Standards in your business and how, in turn, these become the Brand an Identity for your whole business.
Imagine that you are passionate about everybody’s right, rich or poor, to have a roof over their head, somewhere to live and sleep and that you make it your life’s purpose to make this happen.
In order to bring this about, you might decide to set up a business to provide cheap affordable housing for low-income groups or you might decide that you want to provide luxury accommodation for the mega rich. Both these represent different values. They are neither right nor wrong, not good, not bad, just different.
If these are your values, what are your standards?
Your standards are going to be things like inexpensive, affordable, ethical, sustainable, ethically sourced and fair trade.
If you’re talking about luxury accommodation for the mega rich, that’s going to be a different set of standards. Now, we’re talking about expensive, exclusive, unique, innovative, high tech and artistic.
Why are standards important? Well, they provide you and your team with a consistent way of working in everything you do when you’re dealing with your suppliers and your clients.
They are a key part of your business promise. You become known for your standards. In fact, your standards become an integral part of your brand.
If They Are Not Written Down They Do Not Exist
Are your standards written down? If your standards are not written down and they’re just in your head, then they don’t exist. They must be written down.
If they don’t know what they are, they can’t deliver to your standards so they will deliver through their own standards.
Your Standards Begin When Hiring
The best place for getting your team connected with your standards begins in the hiring process. When you are interviewing, and hiring, tell the interviewee what your values and standards are and see how they react.
If they don’t love them and totally connect with them, don’t hire them because they’re not going to be part of your dream team.
Your values and standards are not just external for your customers. They are, in fact, also internal. They apply to your team. How do your team treat each other?
Is it like this with anger or aggression? Or is it like this with cooperation and mutual respect and support?
Your internal standards ought to be built around terms like:
These are wonderful terms, I’m so lucky because lots of these people I work with have these built into their standards both for the way they treat their customers and internally the way the team treat each other.
Just today, I was on a Skype mentoring session with an amazing lady on the Gold Coast who has a law firm there dealing with personal injury and her standards are all built around terms like this and it’s amazing the way she connects with her clients, with the people she deals with professionally and with her team.
As I mentioned earlier your standards are a key part of your business promise. You become known for your standards. In fact, your standards become an integral part of your brand.
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