How to Build a Business Where Everyone Thrives

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As an entrepreneur, it’s never too early to set the culture you need for a thriving business, as well as thriving employees, customers, partners and vendors. In fact, in my experience, cultures are very hard to change, so if you don’t get it right the first time, the road ahead will forever be difficult. “The Art of War” culture as an analogy for business just doesn’t work anymore.

I’m seeing more and more business success stories like the one in a new book, “Uncontainable: How Passion, Commitment, and Conscious Capitalism Built a Business Where Everyone Thrives,” by Kip Tindell. He is the CEO and Founder of the very successful Container Store, who has been listed in Fortune magazine’s 100 Best Companies to Work For for fifteen consecutive years.

He offers a set of seven principles and values for his ultimate win-win philosophy and harmonic balance among all stakeholders as a roadmap for any company to develop a profitable, sustainable and fun way of doing business. I recommend that every aspiring entrepreneur and serious business professional take each one of these to heart from day-one of their startup:

  1. Talent is the whole ball game.When you surround yourself with hugely talented, passionate, dedicated and genuinely kind people, you will succeed in whatever you do. Tindell’s mantra is that one great person is equal to three good people. Start with only the very best people, demand excellence and train them to stay ahead of the pack.
  1. Craft mutually beneficial relationships. This requires spending the extra time needed to really get to know your employees, vendors and customers and letting them get to know you. Know the issues they face, and search for ways to help them, make them happier, more productive and more profitable. The result is more win-win than win-lose.
  1. Reframe selling as an activity that improves customer’s lives. If you get to know your customers well enough, you can provide solutions that make selling and service the same thing. It’s a win-win deal that keeps customers coming back, helps your company, and incents customers to bring in their friends through word-of-mouth and social media.
  1. Great communication is the best leadership. How can people trust their leaders if they’re not being fully informed about what’s at stake? The objective is to communicate everything to every person. It starts with daily ongoing communication between team members and extends to the top with executive updates and informal listening sessions.
  1. Simultaneously deliver the best selection, service and price. Stick with what you know and do it better than anyone else. Keep it simple, and think solution rather than item-based for the proper perspective. The best relationships with vendors give you price and selection leverage, and the best service relationships bring customers back.
  1. Team members must act intuitively, based on training and motivation. Intuition is nothing more than the outcome of previous training and experience. More training on your solutions and customer needs means better intuition and anticipation of how to help customers. Happy and motivated employees won’t be afraid to use their intuition.
  1. Build and maintain an air of excitement in your company. Faithfully following the first six principles will build that sense of excitement where everyone wants to be there and feels the sense of energy–customers and employees alike. You can’t force that feeling of warmth and caring; it has to be authentic and come from the hearts of talented people.

The great management guru Peter Drucker once said, “Culture eats strategy for breakfast.” Today, company culture is more important than ever in driving strategy and value, not the other way around. A great culture is an entire business infrastructure of executives, employees, vendors and customers working together to achieve a common goal of everyone thriving.

No leader can “create culture,” but they must create the environment where the desired culture can emerge and flourish. Leaders do this by driving values. Values drive behavior, behavior drives culture and culture drives performance. High performance makes new leaders. This is the self-reinforcing circle of excellence every business needs to succeed. Are you driving the right values in your business?

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About the author: Martin Zwilling

Martin is the CEO & Founder of Startup Professionals, Inc., a consultancy focused on assisting entrepreneurs with mentoring, business strategy and planning, and networking.

Martin for years has provided entrepreneurs with first-hand advice, mentoring and business plan assistance as a startup consultant. He has a unique combination of business and high-tech experience, and executive mentoring and connecting startups with potential investors, board members, and service providers.

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