The Importance of Being Earnest

Updated: May 12, 2020


I often think of the importance of the purpose of what I and what others do. This, particularly in todays environment and climate I guess it’s a true test of a business.

Take for example and I have no shame in this, Richard Branson and Virgin (other people that have annoyed me are available) asking employees take 8 weeks unpaid leave to enable the business to survive. Asking the government for a 7.5 billion bailout… well…what is this businesses purpose, is it solely to make money? Potentially not but when the owner sits upon a fortune it begins to beg the values of ones convictions.

Fortunately, even someone like Branson who many would normally deem as being extremely business astute can be forced into a humiliating backdown when they misjudge a situation and public mood... but the question remains, if the criticism, negative press, and general reaction never came about would he have dipped into his pocket for a 250 million float?

On the other side of the argument we have those businesses who have true purpose, particularly those who are seeking to help others. Is this where value now lies with customers and clients?! We see it daily now in our feeds about businesses attempting to profiteer from these new circumstances, in a sense this is business savvy: supply and demand. But business is now much more than this simple classic model. We have to have a purpose!!!

The biggest thing I love about what I do is the relationships I forge with each and every single client. They have invited me into their business at a very early stage to help shape and mould what they will become in the future. This is a tremendous privilege and indeed a huge honour. To become a part of a businesses story is a huge thing, and, indeed, not something to be taken lightly!

With each and every client I work with I draw on my past management experience, my past experience with business, and my creativity to help guide them in these early stages. Whether that be within their brand identity, their mission statement, or just pointing them in the right direction of a great marketing expert.

Its in these early stages of business where true purpose and true values are identified. This in turn will help contribute to the robustness a business needs in times that are the most trying.

Whilst I very much enjoy being part of a businesses beginning, I also enjoy strengthening a businesses brand and helping them re discover their purpose and values. Fortunately, this can be done at any point in the journey.

Creating a brand and business that is future proof.

Now is as good a time as any, especially now that we all seem to have a larger proportion of time on our hands to re-evaluate and reflect on our businesses. It gives us a great opportunity to come back to our original values and understand the true purpose of why we do what we do.