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Christian Leborg
High ideals

Your business ideals

Ideal-based businesses have triple the growth of their competitors.

What are business ideals? An ideal is an idea or standard of perfection or excellence. Business ideals are something that entrepreneurs or other stakeholders in a company strive to obtain. A brand ideal is the brand’s or organisation’s higher purpose, which goes beyond the product or service it sells.

Why are business ideals important? Founders use ideals to guide their leadership and the development of the company. Businesses that have faster growth and who stay in business longer have something special driving them and something special attracting customers and employees.

How do business ideals work? Entrepreneurs who follow business ideals work by discovering how to make things that are not toxic, services that are not superfluous and organisations that are not evil. The challenge for the new generation of entrepreneurs is no longer about the best business model, it’s about creating authentic, deep values.

“Some people call it a mission, some call it a purpose. I like the "ideal" word because it has idea in it.” – Jim Stengel, businessman, author, professor

When should ideals steer your business? Founders and brand builders should be guided by an ideal from the moment they conceive the idea for the start-up and throughout the life of the organisation. From the moment companies connect with partners and recruit people, in every instance in their relationships they state the ideals they want their stakeholders to pursue.

Who is driven by business ideals? Entrepreneurs and company stakeholders who believe in and live their values are driven by business ideals. A global growth study reveals that those who steer their business based on the ideals of improving people’s lives have triple the growth of competitors in their categories.

Where are the businesses that are driven by ideals? People who are preoccupied by thinking and believing have cultural values both of religion and tradition. Cultures with values of secularism and self-expression also have ideals; they are just different from traditional cultures.

For me, coming up with ideas to solve big, wicked problems defines the ideals that I pursue.

What do you think are the most important ideals for entrepreneurs? Please share your thoughts in the comments section.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.