A Job Description for the Business Owner - стр. 22

Making lots of money is a great idea, but in reality, the meaning behind business is to create a lot of something that people will consider useful and want to obtain. The main goal of a company should be an exact wording of this aspiration, not the expression of a desire to receive as much money as possible.

“I want to work for a company that contributes to and is part of the community. I want something not just to invest in. I want something to believe in.”—Anita Roddick, The Body Shop

Of course, you do not get paid for your aspirations alone, and rarely do aspirations without tangible results receive support. However, to say that the main goal of a business is to make profits is the same as saying that the goal of a human is to breathe. Without being able to breathe, a person cannot survive for long, because breathing is essential for a person to move, think, and create. Every person has his or her own main goal. Some dream about teaching children, others dream of constructing beautiful buildings, and still others desire to raise talented and independent children. Without breathing for more than just a few minutes, a person would not be able to achieve any of these goals. This is comparable to the important role of money for a business or any other organization.

“Money is like gasoline during a road trip. You don’t want to run out of gas on your trip, but you’re not doing a tour of gas stations.”—Tim O’Reilly, O’Reilly Media founder and CEO

Any good idea can be brought to the point of absurdity. For example, since ancient times there have been practices in which followers try to improve themselves with sophisticated ways of breathing. Likewise, there are business practices that claim that proper money handling and money management are the keys to success. This is only partly true. It is really important to handle money wisely, but good money management alone does not lead to success. That is because money management is simply a tool for managing the exchange process of your product for money.

Increased profits and growth of gross income can be wonderful mid-level goals and important milestones in a company’s growth, but they are never main goals that can lead you to victory. Only a person who has completely lost his or her ideals sees personal needs as the only reason for owning a business and can accept making money as its main goal. Such an viewpoint is acceptable for an unskilled worker, but is not acceptable for someone who has started a company.