10 Fundamentals 4 Leading A Business!
Purpose: We have a purpose as people, and businesses should have a purpose as well. My friends’ business downtown is called Diversicom and their purpose is to “Beat your technology into submission.” The sole reason for their business is to provide you with technology systems for your business that you do not need to worry about. I am the Pastor of the View Church and we have a purpose statement as well. We exist to make fully devoted followers of Jesus Christ. What is your purpose? Your purpose is not a vision, but rather a statement of why you exist. Your purpose should be written out. It should be made known to every employee, customer, and potential customer.
“A ship is safe in harbor, but that's not what ships are for.” William Shedd[1]
“Hide not your talents. They for use were made. What's a sundial in the shade?” Ben Franklin[2]
Culture: What will be the values and principles that create the way you do business? I did a series of lessons over a year ago based on the book, “The Starbucks Experience”. It was a book about culture of Starbucks as a company. Starbucks is not a franchised business as of yet. Starbucks is famous for more than coffee. They sell music, they sell an atmosphere that is the “third place” in a community, and they sell coffee. Every employee gets stock in the company, and every employee is trained to be a “barista”. That is the person who makes the coffee. There is a little book that they keep in their apron called the green apron book that instructs them on a number of things. For many of us the most French we have learned in the last couple years has to do with the size of our coffee cup from Starbucks. Starbucks has done a lot of work on creating a culture for the customer and the employee so that they will sell a lot of coffee. It’s the Starbuck’s way!
Starbucks coffee cups used to come with a spiritual life lesson on them.
Starbucks coffee was the first to use recycled coffee cup holders.
Starbucks is a hangout for generation x, y, and mosaics.
“Important principles may and must be inflexible.” Abraham Lincoln[3]
“Live one day at a time emphasizing ethics rather than rules.” Wayne Dyer[4]
Niche: What is yours? A niche is a segment or small area of business specialization. The use of the word 'niche' was popularized by the 19th century expression 'a niche in the temple of fame' which referred to the Pantheon, originally a church in Paris (not the Pantheon in Rome). It was built 1754-80 and converted in 1791 to hold the remains of famous Frenchmen; a 'niche' was a small alcove containing a monument to a person's name and deeds. The French word 'niches' means 'to make a nest'.[5] What does your company do that no other company can do as well as you? Dunkin Donuts is a “niche” franchise opportunity. How many other fast food donut places can you name that are still competing with DD’s. What is your name and what are the deeds that you do? That is your niche for your company. If you cut grass what is your niche in grass cutting?
Systems: You are going to have to put the systems in place to deliver your product and serve your customers!
There are 4 areas in every business that require a system. Most businesses that are large have the following leaders in place to manage their company and to help the company meet its goals and keep its market share. The first is the CEO. The second is the CFO. The third is the COO, and finally PHR. President of Human Resources… each is responsible for a system that is a part of an overall strategy and business plan. Organizations prosper by achieving strategy that is implemented as a result of continuous decision-making at all levels of the company. Firms implement strategy through balancing the four major (systems) factors or perspectives:
1. Financial perspective – CFO & CEO
(The Biggest mistake Start-Up’s make is not paying themselves a salary.)
2. Customer perspective – PHR & COO
(The second biggest mistake is not thinking about how growth will affect your target audience and staff.)
3. Internal business process perspective – COO, CFO, & CEO
(The third biggest mistake is when the CEO is working in the business instead of on the business.)
4. Learning, innovation, and growth perspective. CEO & PHR
(The fourth mistake we make is to fail to provide the necessary tools and training for our staffing and employees to accomplish their job.)
The four perspectives permit a balance between short-term and long-term objectives, between outcomes desired and the performance drivers of those outcomes, and between hard objective measures and soft subjective measures.[6] In most entrepreneurially business start-ups the owner is all four and may have no understanding of the need for the other three.
Integrity: You are reliable, trustworthy, and knowledgeable about what you are doing! You are the expert when you are called. You are not just trying to do a task to do it, but you do it well. You are reliable and can be trusted.
Character is doing the right thing when nobody's looking. There are too many people who think that the only thing that's right is to get by, and the only thing that's wrong is to get caught. ~J.C. Watts[7] I love what Archie Carroll said about how in business integrity is being lost. As religion and faith are being driven out of the public square, the Judeo-Christian ethical foundations that have sustained our country since its beginning, are being lost and are being replaced with a humanistic amorality, a self-centered, pragmatic indifference that will ensure that our moral compasses will fail to point us in the right direction in the future."— Archie B. Carroll Professor of Management, Terry College of Business, University of Georgia[8]
In WWII the 9th infantry division was given the name “Old Reliable’s” by General Huebren V Company. At that time the 39th regiment was being led by Colonel Harry “Paddy” Flint. He created a slogan and sprayed painted it on every jeep and helmet of his regiment. It was the triple AAA-0 long. It represented his creed for this regiment; “Anything, Anywhere, Anytime, Bar nothing!” Flint was good friends with General Patton who once described him as crazy but a great fighter. He was killed in battle riding out front of his regiment as they were besieging a city in Germany. He was heard shouting “Come on boys these guys can’t shoot worth a darn.” This is not a direct quote as the language has been changed to protect the innocent. Integrity has everything to do with you being available as a business to your target audience and customers when they need anything, anywhere, and anytime. Building a business that meets those three criteria will give you integrity.
Target Audience: What does your target look like? Who is your target? Riverview Rick and Renee… have not been to church since they were children. They don’t like dressing up necessarily… Love football, block parties and graduated from College or are a business, educational professional. They have young children and want them to learn about God and Jesus. They want a quick hitting sexy service where they can slip in and slip out.
Without a target you will surely hit it.
1. Who is your target audience?2. Where is your target audience located?3. What is the age range and median age?4. Is the group primarily male or female?5. What do they do for a living?6. What level of education do they have?7. How do they spend their extra cash?8. Are they married, single, or divorced?9. Do they have children? What ages?10. What kind of lifestyle do they lead?11. What are their attitudes and beliefs?12. Are they urban dwellers or suburbanites?13. What are their special interests or hobbies?14. What is their income range?[9]
Conversion! What process do we use to follow up and assimilate our customers? Do you have a monthly news letter or communication device? How are you gathering information and reconnecting with past customers and present customers? A monthly html. Weekly communication device… Are we obtaining and retaining customers? How many customers are you converting to your company?
Media Presence & Marketing: Are we leveraging the online media to the maxim? Your website is now your front door. How does your front door look? Online network websites are now a simple way to get leads. Do you have a Youtube video, Blog, or other e-connection. Twitter, facebook, Linkedn, and other resources are now available for you to network you business with other business professionals.
Your ability to leverage the web and technology is now a perception of integrity. In other words if your front door is your website and it is poorly done you will lose customers.
Goals: Have we set smart goals for growth?
S = SpecificM = MeasurableA = AttainableR = RealisticT = Timely[10]
My philosophy of life is that if we make up our mind what we are going to make of our lives, then work hard toward that goal, we never lose - somehow we win outRonald Reagan[11]
Evangelism: You are the Corporate Evangelist for your company. You are the first convert and you have the “Gospel” of your business. What is your gospel? Who are your evangelists?
The Gospel is a portion of scripture in 1 Corinthians 15. (Paraphrased) For we passed on to you what was entrusted to us… namely, that Jesus was crucified for our sins, and buried, and on the third he was raised from the dead. He was seen by the disciples and by 500 or more witnesses and then he ascended on the Mount of Olives.
Since this point it has become a part of our culture to say that something is “Gospel Truth”. The Gospel has three simple parts that define it. Crucifixion, Burial, and Resurrection and it culture the word became synonymous with truth. What is true of your company? What is the Gospel of your company? You are the evangelist for your company.
Customer Evangelism…
* Spreads the word* Recruits new customers* Helps you improve products and services* Defends you* Supports you[12] (http://www.usnews.com/usnews/biztech/articles/051205/5eeevangelist.htm)
See the foot note for how to create evangelists for your business. (http://customerevangelists.typepad.com/blog/2005/11/corporate_evang.html)
Round Table:
Pick a business at your table and work out one fundamental for the business you chose. Pick a spokes person to present what you have done. Create a gospel… Three words for your business vision!
Please checkout the following websites for greater information.
[1] http://thinkexist.com/quotations/Principles/ July 28, 2009; 10:05
[2] Ibid. 1.
[3] Ibid. 1.
[4] Ibid. 1.
[5] http://www.businessballs.com/clichesorigins.htm/ July 28, 2009; 10:35
[6]http://www.1000ventures.com/business_guide/crosscuttings/bizsys_main.html, July 29, 2009; 5:07 PM
[7] http://www.quotegarden.com/integrity.html/ July 29, 2009; 5:11PM
[8] http://www.leadershipnow.com/integrityquotes.html/ July 29, 2009; 5:14 PM
[9] http://www.ehow.com/how_5084025_define-target-audience.html/ July 29, 2009; 10:57 PM
[10] http://goal-setting-guide.com/smart-goal-setting.html; July 30, 2009; 8:02 PM
[11] Ibid. 10.
[12] http://customerevangelists.typepad.com/blog/files/CreatingCustomerEvangelists.pdf
