Principle: often known as our fundamental truth; it’s what’s at our core; some say it’s the basis for how we sleep at night.
At every level of society, the wealthy to the poor, a president to a prisoner there is a line that won’t be crossed. Even the legendary rock star, Meatloaf, released the iconic hit song, “I Would Do Anything for Love (But I Won’t Do That).” Although fans have wondered for years what was “that,” the important thing to remember is that even Meatloaf had principle.
As an entrepreneur you need to know your personal principles before you can create them for your business. There’s an old saying, “if you stand for nothing, you will fall for anything.” While we all need to be flexible when working with clients, there is a huge difference between compromising and forfeiting. The moment you forfeit your principles to get a client, you no longer work for yourself.
I work with people who share my principles, because I believe in treating my clients like partners, not paychecks. I cannot partner with someone who sells a product that I don’t believe in or who operates with prejudice towards others. Why? Two reasons. It would go against everything I personally stand for. Also, my brand is associated with my clients. Therefore, the image of each client reflects my brand’s image. Never forget that your client’s brand is just as important as your brand.
Guiding principles create your company’s culture, and the culture is your company’s personality. According to a recent case study, 66% of consumers are attracted to a brand based on its culture. Half of all consumers stated they will pay a higher price if the brand supports and acts upon causes they have in common and if the brand stands for something bigger than just its products and services. 62% agreed they will go out of their way to purchase from a brand that proudly exudes passion about their products or services.
Companies typically hire people based on what they’ve done and fire based on how they carry themselves. As an entrepreneur you will gain and lose clients for the same reasons. Standing by what you believe in will lead you to clients who believe in you.
Jody Taylor is a former women’s professional football player who also served as the Women’s Professional Football League’s Media Relations Director for seven years working with 52 teams nationwide and some of the largest media outlets in the nation. After hanging up her cleats she officially launched her own Public Relations, Marketing, and Talent Management firm, Sixty5 Media named after the jersey number she wore her entire football career. Taylor works with clients that range from small businesses to celebrities, recording artist, and professional athletes. Additionally, she serves as the Assistant Editor of What’s Up Hollywood, is the lead Correspondent for San Diego’s Bolt Report and writes as a guest journalist for five other national publications.