Building a better “Box”

March 26, 2012 by Jason Weldon


A few years ago, heck maybe quite a few years ago, people wanted you to “Think outside the box”.


Thinking inside the box was typical, and we all had to figure out a different way to approach the daily things we did. Nowadays I have to laugh, because if everybody is supposed to think outside the box, to be different, shouldn’t we now be thinking inside the box? Anyway, I digress.

Before any of us can think inside or outside “the box” we have to think about the box itself! We can’t think about cool ways to do things, neat new services to provide, or fancy slogans, if the basic foundation of our business is built with flimsy, haphazardly created values and core beliefs. Trying to start or grow a business before you really think about the way you want to run your business will prove a very challenging journey.

Creating your box doesn’t have to be hard. I think you simply need to answer a few key questions, but they will require some serious thought. The answers to these questions will help you build your core, or foundation: a foundation that you can rely on and use to grow your business. Some example questions would include:

What is the common goal of your business?
What are your values as a business?
Or, what is your company culture?
What is it that you really do?
Why do you want to do it?
Why are you different?

Thinking outside or inside the box is “how” you are going act upon the answers to the above questions. When you take the time to answer these questions, as well as some others, you start to work ON your business and not IN your business. You begin to see your business from a 10,000-foot view, which is usually how your customer sees it. The more you can hone in on the answers to those questions, the more you can focus on how you can be different and how you can get your message to your prospects and clients.

For example, if you don’t know what you value as a business, how can you possibly find the right client to market to? As a DJ, you may want to value honesty, because, to you, it is important that you are always completely honest with all your clients. This value of honesty will help you make particular business decisions, like never promising one DJ and then sending another. Or never changing the contract once particular things are agreed to. And these days, honesty would be a great value to try and convey to your prospect.

Another example answer could be to the question, “Why do you want to do this job?” The answer to this question really defines you and your business. If the answer is “for fun,” then you have a whole different box to create then someone who answered “establish a company with 10 DJs over the next 3 years.”
Whatever you do, don’t let other people choose the type of box you want to create.
Sure, you can allow certain key people to influence the creation of your box, but only you can have the final say on how you want to do things. These are decisions you have to make, and as long as you stand behind your decision, no one can tell you’re building your box the wrong way!
So what does your company’s
box look like? MB

Jason Weldon Jason Weldon (45 Posts)

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