The Many (Noble) Roles of Businesses

Businesses get a bad rap. For whatever sick and twisted reasons, businesses get pigeonholed as soulless entities whose sole role is to take advantage of people while extracting as much money from them as humanly possible. This is absolute nonsense, of course. Businesses don't thrive by taking advantage of people. They thrive by adding value to people's lives, which earns them the right to add more value to more people's lives. The more people they serve, the more financial success they can achieve. 

While it's true that one objective for most businesses is to make a profit, that's just one of many roles. If you were to interview most business owners, many roles and objectives would be mentioned:

• Provide valuable jobs for their employees.

• Add value to their customers' lives. 

• Engage in fulfilling work.

• Make an impact on this world.

• Give back to the local community. 

• Build something they can be proud of. 

• The list goes on and on.....

I was reminded of this last night while attending a trunk or treat event a few blocks from my house. As we were surrounded by hundreds (or thousands?) of people, I got a bit sentimental while taking it in. This event was planned, executed, and made possible by the countless businesses who raised their hand and stepped forward. 

Each "trunk" was funded, set up, staffed, and represented by a business. They could have easily slapped their business name on a sign and plopped a big tub of candy on a table for kids to grab. Few did that. Instead, most businesses picked a theme, decorated like crazy, and got creative with their treats. One of my friends went full-out Ghostbusters (uniforms included!). Another friend did a shark attack schtick. Then a handful of other friends went all-out Ninja Turtles. Not only did they pass out candy, but they arranged for the pizza shop across the street to deliver five pizzas every 30 minutes so they could hand out slices to all the kids and parents. Ninja Turtles handing out pizza at a trunk or treat!!!! It was brilliant, and it made people smile. 

That's what business means to me. Turning a profit is the act serving those who we wish to serve, then re-earning the right to do it again next month. There's nothing evil in that. In fact, it's a noble endeavor. The world is a better place when it's full of businesses that add value to people's lives. 

My life is better when that local restaurant is there to serve my family a tasty meal.

My life is better when that real estate agent is there to help me buy or sell a property.

My life is better when my chiropractor is there to snap my body back into place.

My life is better when the grocery store up the street from my house sells fresh food.

My life is better when that coffee shop is willing to make me a drink.

Businesses have many roles, and they are all valuable. 

Earning the Right: Part 2

In yesterday’s post, I discussed the importance of making enough money to pay the bills. If we earn “enough,” we get the right to do it again next month. For this reason, money isn’t irrelevant in the meaning over money dynamic. Earning enough money affords us the opportunity to continue walking down the path of meaning in our day-to-day lives. My inbox has been flooded with responses. The most prevalent feedback is from people who “feel bad” about charging for their work when they love it so much. They would probably do it for free if they could. But that’s the problem. To continue serving others with their beautiful gifts, they must charge enough to keep the financial train on the tracks. Therefore, charging a reasonable price for their work is a good and noble thing. If we believe this, it changes everything!

Today’s post is a different angle on this “earn the right” concept. It’s one thing to charge people for your work, but another for people to want what you’re selling. Just because you say something is worth $x, it doesn’t mean it is. The tell is whether people want to pay you what you say it’s worth. If they do, it is….if they don’t, it’s not. Again, this is an earned privilege. We must add more value to the customer than what we charge them. If we do that, they will likely be happy. That’s only the first half of the equation, though. Let’s say someone trusted us enough to exchange their hard-earned money for our product/service. The next question is, did we earn the right to serve them again? It’s one thing to try something once, but it’s an entirely different thing to go back again, and again, and again. That requires us to add value, exceed expectations, treat them well, and build trust…..then repeat.

Later today, I’ll be delivering a talk in Los Angeles. It’s a slightly different version of the talk I did in June for the same organization. I’m also scheduled to do it a third time in January. I’m tremendously grateful for the opportunity, and I don’t take it for granted. I know for a fact this wouldn’t have happened had I not earned the right to do it again. If I performed poorly the first time, or was difficult to work with, or simply wasn’t perceived as “worth it,” I wouldn’t be here. They know that and I know that. Every time I step up to the plate, whether it’s a talk, a podcast, a blog post, or a coaching meeting, I’m giving it my best in hopes of earning the right to do it again. If I publish crappy blog posts, you’ll stop reading. If I produce lame podcast episodes, listeners will unsubscribe. If I deliver a bad talk, I won’t get invited again. And if I don’t serve my coaching clients well, they will fire me (and rightfully so!).

Every day, we must earn the right to serve them again.