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What’s the most important thing?

I’ve been working with several leaders on business planning exercises recently, and a recurring theme pops up:  Where do we start?

Many experts would start first with customers and their needs.  If you have a wonderful idea, great, but quickly get to why anybody in the world would want to pay you for it.

And that’s a powerful starting point, but there’s an assumption hidden within it.

The assumption is that your goal is to make as much money as possible.  Which actually isn’t a bad thing; you business need lots of money to survive.

But the danger might be that you haven’t connected with the REAL reason you’re in business.  That sense of mission.

Here’s a simple example:  Let’s suppose that you’ve decided to leave your day job and buy into a franchise hamburger shop.  I can almost immediately tell you that your goal probably wasn’t to become insanely rich, because that’s actually not a great way to meet your goal.

More likely, the deeper reasons are:

  • You wanted to do something different with the rest of your career
  • You want to develop your leadership skills
  • You’d rather “be your own boss” than “work for the man”
  • You’ve been enamored with the restaurant business and want to spend more time there
  • You’d like to create something you can sell to your kids or another buyer
  • You want to be a more integral part of the community

Here’s what’s interesting about these deeper goals: They’re going to massively affect what kind of business build, what customers you go after, and what products you offer.  Once you’re clear on that deeper foundation you might discover that a hamburger chain isn’t the best way to achieve it.

That’s why I always spend time with clients working on the personal and business goals.  Which is where you find that sense of mission.

Wanting to make a difference in the world.

I’ve developed a tool which helps leaders to assess how they’re doing on these foundational elements.  I’ll send you a customized report when you fill it out, giving you some feedback and ideas for where your attention might give the most powerful results.  Check it out!

Take the Assessment Now



About the Author

Carl Dierschow

Carl Dierschow is our Small Fish Business Coach in Colorado in the USA. With over 17 years of experience in professional business coaching, he helps clients around the world to build profitable, powerful, sustainable companies. You may want to check out his targeted blogs at and

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