You Aren’t Authentic If You Don’t Stand For Something

April 1, 2009 in Conscious Business · Written by Tara Joyce · Follow Me on Twitter

You started your business for you. You started your business so you could share your unique gifts with the world. And while that is all well and good, it isn’t enough. Your passion has guided you here but purposeful planning is what will make you flourish.

I know saying that you ‘should’ do anything is a quick way to disengage you but give me a moment. I am going to take the chance and suggest that there are a few things you ‘should’ take the time to determine if you want to grow a strong, authentic business.

Establish a Destination: “…plans are useless, but planning is indispensable.” – Prof. Michael Yanakiev

You don’t have to create a business plan, you don’t even have to write anything down but you do need to know where you are now and were you are headed. If you don’t know where you’re going, you’ll never get there.

Take the time to create a clear vision of what your ideal business looks like. Determine what you want to achieve, however simple or complex. Identify where you are now, where you want to go and how you are going to get there.

Think of it as your business roadmap. It will help you to take the right steps in the right direction, without seeking constant reassurance. The first goal will not be the final one. The point is to always be proceeding towards a final destination.

Determine Your Purpose: “If it acts like a duck (all the time), it’s a duck. Doesn’t matter if the duck thinks it’s a dog, it’s still a duck as far as the rest of us are concerned.” – Seth Godin

You may as well find out now that you are duck instead of wasting time and money trying to pass yourself off as a dog. After all, an authentic identity is based upon what you do, not what you say you are.

You have unique strengths as a human and your business should be built upon them. What sets you apart as a human is what will make your business indispensable to your customers. So be sure to identify and claim them. Use them to your advantage.

Ask yourself:

1. What sets me apart? Why should people work with me over all other options, including doing nothing?

Here’s a hint. You set your business apart by being authentic, by stating clearly your purpose and not wavering from it. The position you take in life and in business is determined by your:

  • Values and beliefs – what is important to you?
  • Truthfulness and integrity – do you say what you mean and mean what you say?
  • Empathy – how deeply do you understand the pain of your customers?
  • Passion – what do you love?

2. Who is my ideal client? Who is it that you dream of working with?

Remember this business is for you. And while money is necessary to sustain any business, you will not find your pot of gold by working with anyone and everyone. Focus is need. There is a niche out there that seeks all that makes you unique. Identify and focus on them. Don’t waste your time or money on clients who aren’t a good fit – set boundaries now.

Why Your Destination and Purpose ‘Should’ Matter

You can’t make a difference or be authentic if you don’t stand up for what you believe in. Establishing a business destination and purpose creates a clear view of the way you want your business and the world to be.

Just remember only you have to power to stick with your views. Your authenticity rests on what you do, not on what you say.

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  • maximumfun

    I couldn't agree more: people without vision perish. Here is the sum of what I've learned: learn a process–quality is based upon uniqueness or standardization; develop structured thinking–top, down/bottom, up/generic,specific/open-ended (brainstorming)/constrained; develop critical thinking–not what but how (see what is real); and, finally, develop creative thinking–innovate, change, expand, grow (or contract) with consciousness and purpose.

  • http://mattwilson.tv MattWilsontv

    Tara, just came across your blog from the young professionals blog directory , I like your layout and passion about the subject matter. Just subscribed…

    I stand to get people to do what they love and build businesses around it!

  • http://tv.factor77.com/ @JoshHurlock

    Tara,

    I second Matt's comment. Thanks for the post. Without a vision there is no real desire. Talk does not mean much at all, actions mean everything. Saying something and doing something different shows that one is not authentic and reliable. Follow your passion, create a vison, and exhibit determination and commitment.

  • wumpworld

    Nice article Tara. Ultimately no matter what you do, you need to have a way of measuring your progress. As you said “if you don't know where you are headed you will never get there.” Goals allow you to measure your progress. Although a business plan might seem intimidating and overwhelming it is one of the best things you can do for your business. The plan makes you clarify everything you want to do and decide what success means to you. Once you put those thoughts out into the world it is surprising what you can accomplish.

  • jrandom42

    “You started your business for you. You started your business so you could share your unique gifts with the world.”

    You forgot to add “and get paid for them.”

    To quote a senior director at McDonnell Douglas, watching a large number of engineers and technicians who left to form their own businesses, come back to compete for their old positions:

    “If you're not making money with your business, all you've got is an expensive hobby.”

  • http://glvr.com gulliver

    Oh boy, this one is going to make me *so* popular…

    'Too often the last refuge of the creatively-challenged…', plans can easily become a deceptive focus, in consequence of which much good stuff is missed whilst you're back-patting or self-flagellating for hitting/missing route markers.

    'Dream, explore, discover', sometimes it's good to meander rather than adhere to a rigid 'If it's Tuesday, it must be Belgium' itinerary.

    Khayyam's 'Be happy for this moment – it is your life.'? Maybe. It certainly shouldn't be overlooked.

    And with your wits about you and a solid understanding of what you're doing and how/why you're doing it, there's much to be said for 'I don't know where I'll be tonight – but I'll always tell you where I am.'

    I like the idea of 'Business Plan? Don’t Be Bothered.'.

    :-)

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    Well said. Thank you for sharing your insights.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    A noble pursuit, Matt. It seems as though we have similar interests. Thanks for subscribing.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    An excellent summary and roadmap for innerpreneurs.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    One vote for business plans. I still argue that planning is necessary but formally writing it down is not. But if it works for you and helps you to focus by all means do it. I simply argue that you don't 'have to'.

    Thanks for reading and taking the time to comment.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    You seemed to be following me;) I read this exact comment that you left on Brazen Careerist as well.

    I appreciate your desire to edit my writing but I did not forget to add “and get paid for it”. The purpose of the article was to ensure that the necessary steps were taken early in the life of a business to ensure that a sustainable income is created. But by definition, an innerpreneur does not start their business for money quite the opposite. Innerpreneurs believe that money will come as a result of following your passion and purposefully planning.

    Thanks for sharing your thoughts and your quotes from McDonnell Douglas(?)

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    A debate is heating up over the importance of business plans. Some deem them necessary while others (ahem, gulliver) do not. I will continue to argue that business plans are not necessary but planning, i.e., having an idea of where you want to end up, is. That's my two cents…

  • HERO

    Plan, v.t. To bother about the best method of accomplishing an accidental result.-AMBROSE BIERCE.
    In our changing concept of planning,with the a significant input from, Tara Joyce at her best: a concept of planning begins to emerge
    that differs significantly from the ones that used to prevail. It is a concept of planning as an activity within which development takes place,
    not merely as an activity whose output may contribute to development!!!From this derives the significance of our motto:' Plan or
    be planned for.' It is a matter of elementary justice that people be permitted to plan for themselves.The inter-activist believes our
    failures to address the right problems arises from the lack of awareness of what we are striving for ultimately.Humans are more than
    ends- seeking animals; we are ideal-seeking. Curiously however, this characteristic of humans is ignored in all approaches to planning
    other than the interactive.
    There are three types of ends that people pursue:
    1)Goals: those ends that we can expect to attain within the period covered by planning.
    2)Objectives: those ends that we do not expect to attain within the period planned for but which we hope to attain later, and toward
    which we believe progress is possible within the period planned for.
    3)Ideals: those ends that we believe to be attainable but towards which we believe progress is possible during and after the period
    planned for.

    “Problems are to reality what atoms are to tables. We experience tables, not atoms. Problems are abstracted from experience by analysis. We do not experience individual problems but complex systems of those that are strongly interacting. I call them messes. Because messes are systems of problems, they lose their essential properties when they are taken apart. Therefore, if a mess is disassembled, it loses its essential properties. Furthermore, as in any new system, if each part taken separately is treated as well as possible, the whole is not treated as well as possible.” -Russ Ackoff.

    After these kind of heavy thoughts on planning,etc, I will give an example of a logical paradox, that struck me as worthwhile quoting:
    Salesman: Dear Lady, ones you purchase that Va cum cleaner, this will cut down your work with 50%.
    Female Client: How wonderful!I will purchase two of these miracles!

  • jranndom42

    Yes, THAT McDonnell Douglas. I was working on advanced avionics for the F-15 in Long Beach in the mid-80's.

    Even the most ardent innerprenuers cannot ignore the basic fundamentals of finance and the role of income for a business, especially in the beginning. Yet I've seen far too many of them concentrate on developing the business that aligns with their passion and talents, and neglect the basic fact that a business has to generate enough income to be self-sustaining, otherwise it's just a hobby.

    That's why a business plan is crucial. It forces you to think on the steps you need to make in order to make your business self-sustaining.

    If you don't think that's important, just look at how crazy Penelope is being driven by finding ways to generate income from her business. And in business as in life, the less there is to drive you crazy, the more you can devote to your passion.

    Just seems like common sense to me.

  • HERO

    P.S
    I enjoy that definition and am irresistibly tempted to quote it also.
    LECTURE:
    An art of transmitting Information
    from the notes of the lecturer
    to the notes of students
    without passing through the minds
    of either.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    I'm not sure who Penelope is but I absolutely agree that planning is necessary at every stage of a business. No arguments here. I would however argue that a business plan is not necessary. A business plan doesn't guarantee profitability any more than no business plan guarantees failure. A clear purpose, which includes money generation, and steady action towards it is the best guarantee I can think of.

    Create something of purpose that you are passionate about and authentically exhibit it's value to your ideal clients – that's my business plan of choice.

    Thanks for challenging me. I enjoy it;)

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    “There are three types of ends that people pursue:
    1)Goals: those ends that we can expect to attain within the period covered by planning.
    2)Objectives: those ends that we do not expect to attain within the period planned for but which we hope to attain later, and toward
    which we believe progress is possible within the period planned for.
    3)Ideals: those ends that we believe to be attainable but towards which we believe progress is possible during and after the period
    planned for.”

    Fantastically interesting and so true. I think it'll be the topic of another post.

  • http://thefoodcravingsolution.com Kara Sorensen

    Hi Tara,

    I just wanted to write and let you know how much I am enjoying reading your posts. Your writing is so targeted, honest and insightful. I always learn something new, even if it's just a slight shift in perspective (sometimes, those are the best!). Thank you for sharing, I'll be back :-)

    Best,

    Kara Sorensen
    @karasorensen

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    Thank you for much kind words, Kara. It means so much to know that you
    connect with my thoughts. I feel so honoured to have the opportunity
    to share my ideas with my fellow innerpreneurs. Thank you for reading.

  • http://glvr.com gulliver

    'Debate?'

    Ha! My role is much simpler… rock the boat.

    There's many folk who, through uncertainty or timidity, miss much that would have been beneficial.

    Plans are too often deceptive in suggesting 'things are ok, on course', simply because that was what was planned.

    Titanic was also on course and 'where it was supposed to be at the time, knowing exactly where it was going'. That cost a lot of lives, and got us a bloody awful Celine Dion song (which, being a soppy sod I actually quiet like).

    Would it have been better without a plan? Probably not. But that's not my point.

    Often, those with a plan then try to hone it. Maybe that's smart, maybe it's not. I don't really care – as I said, my 'rock the boat' role is to encourage people to think, rather than simply follow someone's advice (particularly mine).

    'Do it, then fix it as you go' is a good point from Paul Arden: 'Too many people spend too much time trying to perfect something before they actually do it. Instead of waiting for perfection, run with what you've got, and fix it as you go.'

    'Get good at what you do, work hard, keep your wits about you' – that's my advice.

    And don't get me started on 'goals'…

    ;-)

  • jrandom42

    Penelope is Penelope Trunk, the CEO of Brazen Careerist. Her own personal blog is: http://blog.penelopetrunk.com/ Just do a search on funding, and you'll see how it's been driving her crazy since November.
    As for the business plan, far better to have a plan and not need it, than to need a plan and not have one.

    Unfortunately, money does tend to dominate a startup because of one simple fact: Money is the oxygen of business, if you aren't getting any, it causes the shutdown of all other systems and processes.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    A motto that I need to live by: “Instead of waiting for perfection, run with what you've got, and fix it as you go.” Too often I am frozen by the imperfection of my work but I am slowly learning that it doesn't have to be perfect from the start. More likely than not, even if it is 'perfect' it won't stay that way as things will evolve and change and what was once ideal will now seem obsolete.

    Let's not even get started on what 'perfection' really means…

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    Thanks for the clarification, @jrandom42. I'll be sure to check out Penelope's blog.

    And I like the analogy – “Money is the oxygen of business, if you aren't getting any, it causes the shutdown of all other systems and processes.”

  • Zoe Mcduncan

    I would like to start my own business and so far everything I have read on your blog has been very helpful.

  • http://www.elasticmind.ca/innerpreneur Tara Joyce

    Awesome. I am so glad to be of help to you, Zoe.