What’s your ‘why’?
People start businesses for a range of reasons: creative freedom, the desire to make a positive impact, or the drive to break away from limiting corporate cultures.
If you’re like many founders, you were likely drawn by the chance to build something better, something that challenges the status quo. There are myriad reasons, but it’s a safe bet it’s NOT because you wanted to perpetuate the same uninspiring or unsustainable norms you experienced in traditional work environments.
When you lead with values, you’re not just another player in the market. You’re bringing something unique and meaningful to the table, making your business about more than just profits. Values-driven businesses become places where both founders and employees can be their authentic selves, pushing the limits of what’s possible.
Here’s how embracing the role of changemaker can help founders build a business that truly supports the life they want to lead– and attract talent and clients with a similar vision.
The ripple effect of a values-driven entrepreneur
As a founder, your values have a ripple effect on every aspect of your business. The way you approach hiring, client relationships, and brand culture are all influenced by your beliefs and priorities.
Hiring
A 2023 study by Qualtrics found that employees care more about values than policy positions. Their US-based research found that 54% would take a pay cut to work at a company with better values, and 56% wouldn’t even consider a job at a company with values that they disagree with.
By being open and transparent about your values, you can attract and retain top talent, inspiring the kind of loyalty that money can’t buy– the kind that is based on an alignment in personal convictions.
Company culture
A values-driven approach to business not only attracts employees who resonate with your mission, but also fosters a strong, cohesive culture where everyone works towards shared goals. When you lead with values, you’re not just creating a company—you’re building a community that amplifies your positive impact.
This might mean creating a flexible work environment, focusing on work-life balance, or prioritising your health and personal growth alongside your business goals. When values are at the core of your business, you’re free to create something that doesn’t sacrifice personal well-being for the bottom line. By integrating values into the fabric of your company, you’re building an environment that can sustain you and your team for the long term.
Client relationships
Being open about your values will also attract a certain calibre of client or customer, and guide your interactions with them. If, for example, you’re a clothing manufacturer who prioritises sustainable and ethical production practices and is transparent about your supply chain, you are unlikely to attract business partners who disregard ethical considerations to minimise their expenses and maximise profit.
Using your values as a marketing advantage
Today’s consumers are drawn to brands that stand for something. This means that as a founder, your values aren’t just personal—they’re a powerful marketing tool. Your story, the mission behind your brand, and your approach to business can all help attract clients who share your values and trust in what you stand for.
Here are some ways you can incorporate values-driven messaging into your marketing efforts:
Share your story
Let clients know why you started the business, what you stand for, and the values that drive your decisions. Use every opportunity to reiterate your message, including on packaging, labels, in infopacks, and on social media.
Create campaigns around your values
Storytelling is a massive buzzword in marketing these days, and with good reason. When you’re driven by values, you already have the right story to tell. Build out campaigns that highlight different aspects of your product, service or offer that demonstrates how you walk the walk as well as talk the talk.
Be transparent
Values-driven brands gain trust by being open about their processes, pricing, and goals. This transparency can build a loyal client base that believes in your vision.
By using your values as a marketing advantage, you can create a brand that doesn’t just sell—it resonates. Clients who believe in your mission are more likely to become loyal advocates for your business.
Founder, leader, changemaker
Founders have an opportunity—and a responsibility—to lead with purpose. When your business is built around values, you’re not just making an impact on the bottom line; you’re making an impact in the world. Leading with purpose can lead to a more fulfilling, sustainable business that genuinely reflects who you are.
As a changemaker, you have the power to disrupt norms, build a brand that stands out, and create a workplace where people feel motivated and aligned. This values-driven approach will attract clients and employees who share your vision, allowing you to make a meaningful difference in your industry and beyond.
Creating a values-driven culture
As a founder, take the time to define your values early and clearly. These values will serve as a foundation for every decision you make, shaping your company culture and your brand identity.
Keep your core values to a bare minimum. This will help keep them useful as decision making tools. Three or four values that are unique and meaningful reflections is a good place to start– and be wary of trying to go too ‘high level’ and winding up with generic values that could apply to any company.
Set aside time to articulate and document these values, then consider how to integrate them into your operations and messaging.
Start with this step, and you’ll build a business that supports your lifestyle, attracts like-minded clients, and, ultimately, makes a positive impact on the world. If you’re ready to define your values or articulate them in a brand or marketing campaign, book a free 30-minute consultation today.