If you run a business, it makes sense to build your brand around something people care about.
That means listening hard.
Because if you care about what they care about then, in theory at least, they’ll care about you.
But is it not also true that, as a businesses, you have a responsibility to make people care about what you care about?
Assuming the thing you care about is good for everyone.
The answer – is yes.
The Wrong Kind of Shareholder.
Lots of businesses have the wrong kind of shareholder.
The shareholder that only cares about making money is the wrong kind of shareholder.
The shareholder that only cares about the short term is the wrong kind of shareholder.
The shareholders that pretends to care about something important because it gets them onto the latest marketing bandwagon is the wrong kind of shareholder.
The shareholder that does not see their and their teams talents as an opportunity to do something good for everyone is the wrong kind of shareholder.
And the Founder can of course be the biggest baddie of all.
Because it is she or he that let the shareholder in.
There are lots of things that need care in the world.
Lots of people, too.
A great way to start a business, I think, is to pick up a cause or two that you care about and weave them into what you’re doing.
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