Ever since Built to Last was published in 1994, companies have been “core value” happy. Walk into almost any corporate office and you’re bound to see words like INTEGRITY, TEAMWORK, and this a good one, QUALITY, displayed on lackluster decals. Actually, there’s a better chance that you’ll gloss right over them – but they are there. Attempting to implement core values in this way is not only ineffective, but potentially harmful to your business. Thankfully, there is a more effective alternative- guiding principles.

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Know Your Why

The world is overflowing with goods and services, and trying to set yours apart by simply explaining their features and benefits is no longer effective. There’s too much noise to cut through, and possibly a lot of competition in your field already. However, you do have something unique at your disposal. You have that beautiful moment of clarity when you realized WHY you wanted to start your company. You have your brand story. Continue…