Last week, at a virtual event led by Founded Outdoors for outdoor industry businesses, we heard from leaders at Black Diamond, Mountain Hardwear, and Cotopaxi.

And all three spoke about the same pattern I witness in many of my clients with small businesses: Businesses – even these big outdoor brands – tank when they stop honoring their values.

One of the companies in particular shared that years ago, they tried to make their gear for too many different types of users, which led them to lose their way. Once they got back to their core philosophy, business recovered.

If Mountain Hardwear sells at Macy’s, their clothes suddenly feel less like Mountain Hardwear. Even if more people physically see their apparel, their uniqueness is lost along the way. Their values become diluted.

When an attempt to prioritize profit comes at the expense of your brand, business can backfire. Because the brand is the value people come for.

Creative small businesses often experience the same struggle. We toss around the words “values,” “vision,” “mission,” but how often do we truly reflect on what they all mean in a practical sense? How do we use them for planning and course-correcting? What’s even the point of naming them?

You might not notice in the moment the damage of a decision that goes against your values. But the more you make conflicting choices, the more dilute your message becomes – and not just to your clients or customers, but to your own self. Having the courage to not be for everyone actually helps you bring in your best-fit people.

Hearing big brands speak about this gave me a lot to think about when it comes to not losing your way in your own business, and actually honoring the guiding principles you set for yourself, your brand, or your business.

But trying to stay true to your own brand’s philosophy while also trying to meet clients/customers where they’re at can be a major challenge. How do you know what the right balance is?

That’s something I’m eager to explore. Every day this week, I’m sending an email about the cost of not honoring your own guiding principles and values: what pushing aside your core self might do to your business, relationships, or general fulfillment in life.

Tomorrow, we’ll talk about how having the courage to not be for everyone is how you remain true to yourself.

Talk soon,

PS: We’ll be covering a lot of reflection and planning around your own business and life values and philosophy in Back to Self. If you feel yourself veering from your own philosophy or values, even slightly, this is for you. We start on 10/30.

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