Business is about results. Make no mistake about it.

That is why the key goal is not to simply start a business but to stay in business.

This key goal applies whether you are about to begin a new enterprise or currently operate a business.

Job 1 — as used here — is having a viable product or service product to bring to the free marketplace.

Without either there is no real opportunity to get IN business; and, if already active, there is the likelihood you will be OUT before long.

I will proceed then, in this initial Business Dynamics column, on the basis that you have — at least potentially — a viable product, service product, or both. And, that you have the capital to put at risk in pursuit of your dream. Perhaps, most importantly, you absolutely are committed to succeed in your business.

For starters, here’s another‘key truth: There is a cycle to every business.

I do not refer here to seasonality, or to the general economic business cycle. Though I will add the observation (for those who already operate or manage a business) that when someone else’s business is down, that’s a trough or recession as compared to when your business is down. That can feel like a depression.

Yet another truth found inside the cycle of business is about how you do what it is you do, or will be doing in business. What I am describing is a fresh look at Business 101 – with values as not just a cornerstone but as the very foundation of everything in and about a business.

In other words, values are at the very core of everything in the business and shared values are in the bone marrow of everyone in and about your business. There are no exceptions. When this is, in fact, the case, you have what I call The Values Cycle in Business at work in your business. The Values Cycle benefits you and all of the other stakeholders.

In future Business Dynamics columns, we will discuss the various aspects of business, address your questions and the challenges you may be dealing with. [How to submit your questions, business situations, etc., appears at the end of this column.]

So, how do you put The Values Cycle in Business to work in your enterprise?

Please sit down before reading the next sentence; and after reading it kindly refrain from screaming and denying; and don’t throw anything, but if you insist, boomerangs only!

“The power to begin is right where it needs to be: within you. Start it now.”

Caught you double-blinking! Read it again.

“The power to begin is right where it needs to be: within you. Start it now.”

Got that? Now get this.

“If you have values (who doesn’t), write them down.”

Better still, take out a blank sheet of paper now and start writing.

“If you believe in your values, publish them — to your business associates, to your customers, to your friends and to your family.”

“And, if you have the courage to publish your values, then have the courage to live your values in what you do and how you do it.”

Why, you say? Because I have found with my clients it assures their success.

Why should I write them down? Because writing them down makes them real.

Why should I publish them? Because when published, your values become your declaration.

Why should I distribute them to my customers and friends and family? Because when you publish and you distribute your values widely, your values statement becomes your declaration of inter-dependence.

Why should I live my values everyday and in every way? Because your values remain words until you live them — every day — in every way.

WARNING: When you set your values and your business’s values, they should be in sync. If they are, you have equivocated; and as a result have given birth to contradictions.

Be aware, contradictions confuse.

Be forewarned, contradictions, multiply like rabbits. But, unlike rabbits, contradictions are not cute, furry and cuddly. When they multiply, contradictions undermine teamwork, trust and mutual respect.

Attitudes change, often quickly.

Us versus them becomes prevalent among the people. Management cannot lead effectively because employees won’t follow willingly.

And, the worse is yet to come when values are not paramount.

But, you can make values paramount in your new enterprise or in your current business. All it takes to make values paramount in the operation of your business is to begin now.

Write down your values. Then publish them to associates, customers, friends, family. Then live your values, every day in every way.

You’ll be glad you did. And so will your associates, customers, friends and family.

I will too.

To submit questions, business issues or topic suggestions, e-mail to: Rich@Olivastro.net. Please include Business Dynamics first in Subject Line. Note if you wish a private response only.

This column contains excerpts from “Values-based Leadership” ©Richard Olivastro.