• Highest Aim of Your Business

    30/01/2017 | Chantaul
  • Every time you are asked "What do you do?", whether in a business meeting, a networking environment, or even socially, you have an ideal opportunity to express the highest aim of your business. Not so? 

  • The question is, what is your highest aim? 

    I'll give you an example of 'the highest value of your business', by telling you the story of the two bricklayers.

    The Two Bricklayers

    It was a hot summers day when a man named Christopher walked through a new part of town being developed. As he passed a construction site, he noticed a man hunched over, and his movements were sluggish and slow, revealing that he was tired. It was a hot day in the midst of summer after all. Christopher was curious and asked: "Excuse me, kind sir. Would you mind telling me what you're doing?"

    The builder paused for a moment, shrugged his shoulders and mumbled: "I'm laying bricks". 

    Christopher continued with his stroll, and a little further down the road, he came across another bricklayer. There was a noticeable difference in them. This man was energetic, and humming a tune.

    He picked up a red brick and buttered it with a measured dollop of cement. He then dropped the brick, buttered side down, with a 'plop'. Carefully he tapped it into place with the back of his trowel's handle and lined it up with his eye. He then picked up another brick and proceeded with the same enthusiasm.
    Curious Christopher again approached the man and said: "Pardon me. What are you doing?"
    The man stopped humming, looked up at Christopher, and with a sparkle in his eye and a faint smile on his lips, he proudly said: "I am helping to build the most beautiful cathedral ever, where many people will come to worship and find peace in their hearts."
    People looking at the Taj Mahal 

    As far as I could determine, this story is based on Christopher Wren, a famous architect that lived in the 1600's. He was commissioned to rebuild St Paul’s Cathedral after the great fire of 1666 which levelled London. The story survived the ages due to its powerful ability to create a 'vision' and to challenge people to see the bigger picture and not just the mundane 'bricklaying' parts of their work.

    If you were to meet the two builders, which one would you rather trust with your time and business? The first builder had a job and was probably just doing it for the salary because he had to. The second builder had a purpose and was passionate about what he was creating. His answer was memorable, admirable, and inspirational. He "expressed the highest aim of his business'.
    I was delighted to be invited to talk at a sales summit. It would be an excellent opportunity to hear some great elevator speeches, as the summit attendees were the top forty sales people from various organisations. I was quite disappointed when all but two introduced themselves as "bricklayers". The two sales people that stood out from the rest were clear in their introductions. I knew what they did, and how they can assist me. And I would be thrilled to do business with them. 
    So, if I ask you: "What do you do?", are you an accountant? Are you a lawyer? Are you in promotions? What do you help people with? What do you actually do? Or should we say, what do you provide other people, what service, what talent do you share? How do you inspire, how do you make that person's life a little bit different?

    To express the highest aim of your business, you have to know your "why". Your "why" is your personal purpose and is unique to you.

    Why are you in business? And before you say: "to make money", think about this:
  • When I asked an audience of 70 people, mostly older men, very well dressed, at their prize-giving function, if any of them have their purpose written down, everyone put up their hand. But, when I ask them individually to share their purpose with the rest of us, they'll say things like: "a red Porche, at the age of 50."
  • That is a goal, that is not a purpose. You don't live and get up in the mornings for goals. Mind you, maybe some people do. But when he's got the red Porsche, it's not going to be six months and he'll be tired of the red Porsche and he's going to want something else. That is the nature of our being.

    Goals don't have a meaning without purpose. (Tweet this)
    So, why are you in business? Why do you get up in the mornings? What cathedral are you building?
  • Why are you in business?

    Think about it, and if you are inspired, share your answer with me below.

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