biz ladiesLife & Business

biz ladies: How to Create a Business Culture That Helps You Thrive

by Stephanie

Today’s Biz Ladies post is from previous contributor Tara Gentile. Tara helps entrepreneurs redefine their businesses as the distribution of connection, meaning and experience. You can also find her tackling the subjects of earning, email marketingdigital products and big brand strategy for small businesses. Thanks, Tara, for another wonderful post! — Stephanie

Read the full post after the jump . . .

We put a lot — a lot — of emphasis on doing what we love. We want businesses based on passion. We want careers of consequence.

At the surface, there’s nothing wrong with that. Of course you want to love what you do. Of course you want your work to be passion-fueled.

But dig a little deeper, and there’s a problem.

Your business isn’t about you.

Your business is about those you serve with what you create. The moment you switched from hobby to business or idea to enterprise, you made a decision to stop focusing on you and start focusing on your customer.

That single decision must lead to a whole culture of service in your business.

Business culture is something you might be familiar with from the corporate world. But in your own entrepreneurial ventures? Probably not. Business culture is the habits, language, decision-making, and rituals that go into the way you do business.

While it is most commonly heralded as a way to get groups of employees on the same page, it’s uber helpful for microbusinesses, as well. Developing a culture of service allows you to always direct your business with your customers in mind.

A culture of service? That sounds scary.

Artists, creatives, and passion-driven idealists of all kinds often balk at doing the work for anyone but themselves. “It’s my creative self-expression,” they cry!

Yes, it is your self-expression. But it’s self-expression with a higher calling, a greater ambition. You started a business because you knew your self-expression was valuable. To someone.

It’s time to better understand that value and put it to use.

I am not proposing a culture of service wherein you forget your artistic principles and suffer for the cause of the customer. I’m certainly not advocating that you shelve your vision and creative freedom — quite the contrary. I am proposing a culture of service that allows you to exercise your message, principles, and self-expression for the betterment of your customers.

How is my creative vision valuable to my customers?

First, it’s your job to be entirely clear on your great ambition. What is it that you truly want to accomplish with your business? Are you raising awareness for something? Are you helping people live fuller lives? Are you helping women feel more beautiful? Are you helping families reconnect with each other?

Your greatest ambition is not to make a living, find financial freedom, or even to see your art in a museum. Your greatest ambition is to serve your customers in ways that enable them to live more fulfilling lives.

Yes, your responsibility is that great.

There is a greater ambition behind every product or service. You may not have had it in mind when you first created it, but identifying and highlighting that greater ambition will help you find the nugget of service that already exists in your business.

That ambition gives you the opportunity to explore different facets of your idea without confusing your customer base. You can serve them in new and expanded ways while bringing them an evermore authentic version of your purpose.

Once you are aware of your greater ambition, you can use it to direct your business in a way that truly serves people while delivering immense value.

How can I use my ambition to direct my business?

When you know what you stand for, when you can articulate it without a shadow of a doubt, and when you know what you want for yourself and your customers, you can use that awareness to make decisions on the important details.

Naming products, writing copy, sending marketing emails, finding customers, deciding where to advertise and when to hire help — the smallest details of your business will be driven by what you’re trying to accomplish.

Creating details driven by your ambition means that your customers have all the right expectations about what you do and why you do it. They feel taken care of. They understand how you and they have a shared purpose.

They are prepared to be served by you and your creations.

When you’re faced with difficult customer service scenarios, you’ll look to your purpose for guidance. When you don’t know whether a product idea fits the scope of your business, you’ll look to your ambition for guidance. When you consider a great opportunity to get in front of lots of eyeballs, you’ll look to your mission for guidance.

By regularly coming back to that sense of ambition, you have the ability to be in constant service to your customers. Not to anyone else. Not merely for yourself. You are in service to your customers.

What if my customers don’t want what I have to offer?

Your right customers are the people who align with your ambition and desire, your unique perspective, skills, and talent. That’s why you don’t need to compromise your artistic vision!

By creating a clear path from your work to serving your customers, you will attract the people who want to be served in accordance with your self-expression and passion.

So how can I improve this “culture” of service?

1. Clearly articulate your great ambition. Make sure you state how you seek to serve your customers, your community, and the world whenever possible. On your website, look to your “about” page, your product descriptions, and your tagline as a way to define your mission. This gives your customers a framework for understanding how you serve them through your products.

2. Consider your language. When you write about your business, do you talk about “me, me, me?” It’s natural! And you are important! But your customers already get that you and your products are important. What they really want to know is if you and your products are right for them. So use language that explains the kind of value they can expect from buying your products or working with you.

3. Don’t forget the details! Our culture dictates many details of our lives that we are completely unaware of — from the clothes we wear to the food we eat. But as business owners, it’s our job to be aware of the details that spring from our business culture. If your culture revolves around serving your customers, be sure to add details and special touches (think packaging, product design, and follow-ups) that constantly remind your customers that this is “just for them!”

4. Develop rituals. A key part of culture is the rituals and traditions that the members of a culture participate in together. Your service rituals might be regular blog posts or email updates, hosting Twitter chats, or releasing photos of new work still in development. Social media is a great way to turn your personal creative rituals into ways of serving your customers — and attracting new ones!

However you develop your culture, whatever it ends up looking like, remember that it’s truly about more than just you. Without your customers, your business ceases to exist. Develop a culture that serves them while staying true to your personal perspective.

That’s a winning combination that connects profit with purpose.

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  • This is amazing. I think for me making that switch has a lot to do with the transition from being a design student and working on projects in school where it’s completely centered around my vision (at least where I studied:) to being a business owner. Thank you so much – these are great tips – I’ll definitely be using them

  • It’s so true. Every single job is a service job…there are none that are not. In my own experience, if you begin to realize that service is how customers come into contact with the best of your business (even if it’s something like handling a customer’s complaint) then you realize that all of the things that you could see as negative, energy sucking aspects of running your business turn into major opportunities.

    I learned this a while back when a customer emailed me with a pretty intense complaint. I took the opportunity to go above and beyond to make it better for her. Emotionally, it was hard (for me), but today she is one of my best and most supportive customers. Now, whenever I see an order from her, I know that she got the best I have to offer, and it makes me feel great to know I challenged myself…and showed her the best of my company!

    Really enjoyed reading this, and hope to use much of the advice as I go forward. Good luck all! : ) onward and upward!

  • I LOVE these Biz Ladies posts !!! But is it possible to have these articles combine in a PDF or a booklet like a ummm…. Biz Ladies Bible? I would love to have these handy and easy to access and read wherever I am… Especially when there’s no internet connection :(

    They are truly helpful! Thank you for constantly sharing :)

    • chiefen

      we’re considering doing something like that, but these were all written by different people who donated their time and expertise for free, so i wouldn’t feel right putting this into printed form without their permission. so i’m trying to work on a way to deal with that and hopefully until then viewing the biz ladies landing page and content org. tools will help :)


  • This article has really made me think, and my morning walk/thinking time with the dog will have me focusing on what is my great ambition. Wow, it might need to be a long walk! Thank you for a great post Tara, and an inspiring blog Grace:)

  • Yesterday I had an unpleasant experience with a goods provider and they were not willing to offer any compensation for their errors. This made me recommit to my vision, so in the long run my business did get a benefit. This excellent post reflected the many thoughts that were running around the workroom a day ago. Thank you for the clear non emotial article.

  • thank you Stephany.. this is very inspiring.. in my business, I very much prioritize Customer Service. I understand what you are writing, and I love it as I feel very atune with it, however what I see is that it is not written on my website, which makes my prioritisation of Customer Service not visible. I am going to make it visible.. this is VERY valuable… many thanks…

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