A well-known executive coach and “lifestyle designer” told members of the Los Alamitos Chamber of Commerce Friday that they would be better served building their own identities before trying to build their businesses.
Berké Brown advised chamber members attending the May networking breakfast at Maderas Steak and Ribs to “make you the most important thing,” adding that the inner core of “who we are” will drive customers to the door.
His morning address was entitled “Breaking the Mold: Becoming a personality in your industry.”
In general, he said businesses are more “about who we are as people, not transactions.”
Brown said it can be helpful for small business owners to look at themselves “from the outside in. Everybody else is taken so be yourself.”
It’s part of a growing trend, said Brown, saying customers care as much or more about “who you are” rather than what you sell. Today’s customer are “searching for meaning.” Brown said he coaches executive teams and small business “bridge the gap” between baby boomers and millennials, which he said is becoming more obvious every day.
Younger millennials, he said, when possible “want to be tied to something larger than themselves,” so it is crucial that business understand themselves and their own values and visions.
“Get clear on what you care about. Research people are clear on their values. Find your nternal motivation,” said Brown.
He suggested the “what” and “how” about business’ today is not nearly as important as the “why.” Understanding one’s “own identity” becomes critical across the new landscape of business.”
He offered several techniques to the business group to assist them in identifying their underlying mission and values. “Values push you towards your vision,” he said, adding that “purpose is more important than work.”
Before trying to build their businesses, he said, owners would be wise to work on “identity branding” to get clear on their values, saying sales and business “spring from values.”
“Once people know what you’re about,” he said, they are then more likely to “buy from you.”
Brown works with organizations executive teams and individuals to cultivate values based visions and realistic and effective strategic plans to achieve them. His research based behavioral techniques build stronger bonds within organizations, clarify purpose, intensify motivation and guarantee sustainable results, according to the Chamber’s introduction.