Poof
Sarah and I have been contemplating a meaningful financial commitment. We've been weighing the pros, cons, benefits, and costs. It's a decision we haven't taken lightly. The person running this other business clearly has different values and beliefs than we do, but we're good with that. The most important thing is they provide wonderful service and aren't trying to weaponize the owner's values through their business. As such, we felt very comfortable, confident, and excited to hire this business. Its service costs approximately $600/month, which is no small investment. However, after careful consideration, we decided the benefits far outweigh the cost.
Then, something happened. Remember above when I said the business doesn't weaponize the owner's values? Well, that all changed quickly. At the snap of one's fingers, the owner decided to take a different approach. The business decided it would now use the business to jam those values down the marketplace's throat. That was the moment they lost my business. $600/month of revenue.....poof.
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I was recently having a coffee with two other business owners. Both of them were lamenting a loss in revenue over the last few years. They couldn't figure out why this was happening. Did people not have as much discretionary income anymore? Have people stopped shopping local? Do people not care for the products they are offering?
I was waiting for my moment, and then it came! "Travis, what do you think is going on?"
I explained how both businesses essentially gave a middle finger to half our city's population by weaponizing their personal values through their respective businesses.
"Well, I'm just expressing what I believe in," replied one of the men. They can (and should) express what they believe in, but the moment they weaponize their personal values through their business, they've lost the right to serve a large chunk of their customers.
"That shouldn't matter! If our product is good, people should still buy it." Well, I'm not sure that's a fair expectation if you essentially call half your customers evil.
Both of these businesses are on their last legs, and it's sad. Both companies had the potential to move the needle in this city and add a lot of value to a lot of people. But then, the business decided to absorb the owner's values and weaponize them.
Business owners, you have values and beliefs, but your businesses don't. The moment you decide to transfer those values to your businesses and then weaponize them, you've lost. Our job as business owners is to serve those whom we have the privilege of serving. And one way to serve them well is to not shove values down their throats and tell them they are stupid.
You have too much to offer to simply throw it away because of emotion. Yes, your values are important (even the ones that differ from mine). Yes, you should share your values with others. Yes, your voice should be heard. But not through your business. Not at the expense of your customers and clients. They deserve better, and so do you.
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