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    It's not just business. It's personal 2

    Published date: 15 July 2025

    There’s a strange problem with stock exchange investing – the primary, and often only, motive is to make money. But we all know that the best businesses, those that flourish, survive the bad times, and outperform the rest in the good times, are businesses that have a real sense of purpose and one that resonates with their customers and community.

    When Steve Jobs started Apple, it wasn’t to seek corporate profits and become a billionaire. No, he wanted to change the world. The profits and riches were a by-product of his zeal and passion for getting it right.

    Elon Musk was rich already when he founded SpaceX and Tesla – and they almost bankrupted him. But his determination to conquer space and reinvent the auto industry obliged him to risk it all. Now he’s reaping the rewards (so are we!), and he’s not done yet.

    If you’re a financial business or investment house, managing funds to provide a return to shareholders, what’s the underlying purpose of your business, other than to make money? Is it to provide for widows and orphans, uplift those who came from humble beginnings, and provide capital to the next Google or Amazon?

    In the 2020s it is increasingly obvious that cryptocurrency frenzies and investment schemes, designed it seems, to make the rich super rich, just don’t have the social value and visionary qualities of an Apple or a Tesla. Before the turn of the new decade, back then the current generation, the millennials, changed how businesses communicated with them. The proliferation of social media, platform businesses and ubiquity of access points to the internet created worlds that revolved around the customer.

    Without a personal buy-in from your customers, from your staff, suppliers and partners, investors and stakeholders, from everyone who wants to see your business flourish and thrive – it’s just business. Two decades ago in 2009, Simon Sinek wrote a book titled “Start With Why” (if you do not have a copy, I suggest you order a print copy from Amazon Classic Vintage section now). His premise that influenced many of today’s great startups was simple: Great companies are led by leaders who can inspire everyone to take action by understanding why their companies need and have to exist. How do you shape your message so that it resonates with your customers on a personal level.

    In this current 2020s decade, normal business and profit chasing doesn’t cut it anymore – it’s got to be personal.

    2017 Current Affairs:

    It’s Not Just Business—It’s Personal – CMO, 17 October 2017

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    [Despite appearances to the contrary, FutureWorld cannot and does not predict the future. MindBullets scenarios are fictitious and designed purely to explore possible futures, challenge and stimulate strategic thinking. Use these at your own risk. Any reference to actual people, entities or events is entirely allegorical]

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