Highest Aim of Your Business

Every time you are asked "What do you do?", whether in an online or a face-to-face business meeting, a networking environment, or even socially, you have an ideal opportunity to express the highest aim of your business. Not so?

Highest Aim of Your Business

What is your highest aim?

What is the highest aim of your business? Before you answer, let me 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 Christopher decided to go for a walk through a new part of town that was currently under development. As he passed a construction site, he noticed a builder that was hunched over, 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 between 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 approached this 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."

Are you a bricklayer? - Highest Value of Your Business

See the bigger picture

As far as I could determine, this story is based on Christopher Wren, a famous architect that lived in the 1600s. 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.

Which bricklayer are you?

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".

Leave a good impression in a short period

I was invited to deliver a keynote at a sales summit, I thought it would be an excellent opportunity to hear some great elevator speeches, as the summit attendees were the top forty salespeople from various organisations. I was quite disappointed when all but two introduced themselves as "bricklayers". The two salespeople 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.

Why are you in business?

Why are you in business? And before you say: "to make money", think about this:

Highest aim of your business

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 (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. He's going to want something else.

That is the nature of our being.

So, why are you in business? Why do you get up in the mornings? What cathedral are you building, how are you building it, and why?

Final thoughts

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, what do you provide other people; what services do you provide and what combinations of talents do you share?

How do you inspire others and make that person's life a little better, in your unique way?

What bigger picture are you assisting to create?

Also, it's not just about the completed temple...it's about enjoying the process, one 'brick' at a time.

Many will agree that this is a life well-lived.

Time and energy are precious. Use them wisely.

How do you express the highest aim of your business?

If you are inspired, share your answer with us below.


Read next: Elevator Pitch Tips to Boost Your Business Presence

You might also be interested in Online Elevator Pitch Coaching




View posts by Chantaul
Chantaul inspires continued personal development and encourages self-empowerment and transformation. Chantaul's practical programs and coaching works to embody learning and growth, to achieve higher aspirations, and unite teams to achieve collaborative, productive organisations.

Leave a Reply

Your email address will not be published. Required fields are marked *

Scroll to top