Our theme this month, for our newsletter and blogs, is “Time to Refocus: Creating Stability in an Unstable World.” A major step for a company in this evolution is to refocus and recommit to its core values, its standards, and the qualities that make the company what it is.
This refocus would include the company’s original mission, vision, and purpose. We are talking about the company’s core values—those they hold dear and truly believe in.
For example, one company might have been founded on the principle of manufacturing extremely reliable safety equipment. Another might have a value in programming software that is incredibly easy to use and effective.
Whatever the values, they need to be revived in the eyes of the whole company, and all personnel needs to firmly recommit to them.
A company’s core values are what guides them, much like the stars guided ships in days of old. Around those values is formulated the company’s basic organizational structure and policy.
When those values become lost—which can easily happen in a chaotic business environment such as that of today—then the structure and especially the policy make less sense and tend to be less followed. The company then more resembles the chaos around it, instead of a point of stability in which prospects and customers can find relief from the chaos.
So, an additional benefit to refocusing on core values is to strengthen that structure and policy, making the company that much more stable once again.
What Makes the Company Great?
Along with these principles and values, you should list out all the factors that make the company great.
One example might be the fact that the company has been around and has been servicing customers for over 50 years. Or perhaps it is maintained the same high standards of quality for as long as it has been in existence. Get a very full list, and then rally the rest of the company around those principles, too.
The qualities that make a company great are vital attraction points that bring prospects and customers to do business with it. Of course, a great product or service is vital, but the qualities that make the company great surround that product or service and make it that much more desirable. They also add to the company’s word-of-mouth promotion.
A company normally becomes known for such qualities with prospects and clients. When a business gets knocked around with the type of confusion that has been besetting us day-to-day, it can lose track of these qualities, making them less visible to prospects and customers.
Refocusing the company on what makes it great cannot help but make those virtues very visible once again to those doing business with it.
The primary way your company is going to succeed is to make it an island of stability in this currently unstable world. Doing so will naturally bring prospects to your door and will make customers return.
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