February '21

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G R A P H I C S - P R O. C O M 2 0 2 1 F E B R U A R Y G R A P H I C S P R O 8 9 countable, resourceful, and seeking to im- prove their business and themselves. My biggest fear of being successful is … ? Answer: The fear of not being able to find solutions for everyone to be able to make a significant enough impact on the right people and businesses. From this fear, I real- ized that what I was actually afraid of was not being able to deliver results, like "guar- antee you $100,000 in sales." Or worse, I feared sounding like the righteous traits that I didn't like where I told you what was and what was not a success. In the answers to these three questions, I found my personal mission statement, and along with my partner, we adopted it as the mission of our company: "To provide resources that empower business owners to achieve their idea of success." Here is how: To provide resources—This came from what we lose track of time doing. The spreadsheets, templates, and training are all resources that when in the hands of people who value growth, will take and run with when properly supported. Empower business owners—This came from the traits that I value, which I dis- covered were the opposite of the traits that really rub me the wrong way. Empower or being empowered to us encompassed all of the positive traits we look for in business owners to work with. To achieve their idea of success—This came from my biggest fear. I was fearful of sounding righteous and making people feel uncomfortable if their value of success doesn't match up to what we value as suc- cess. Now mind you, this didn't happen after a quick sit-down planning session. Our mis- sion evolved out of asking question after question, getting honest about what we val- ued and opposed, and trying a lot of "whys" on for size. In the end, though, it comes down to a very simple formula: to (the contribution), so that (the impact). For us, it is: to—pro- vide resources, so that—empower business owners to their idea of success. SIMPLE AND CLEAR Finally, your "why" statement should be simple and clear. Can anyone read it, see it, or hear it and immediately make a connec- tion and understand basically what you do? It also needs to be actionable. It needs to help you with the decision-making process and speak to what you do. It also must be expressed in affirmative language that reso- nates with you. So even if your mission was similar to mine, maybe empower doesn't speak to you as it does me. We actually spent a lot of time using to find the right language. Affirmative language is also important as this is a connection point—you attract what you put out there. So, if you say we want less of something, it will have the op- posite effect. Put out there the positive con- tribution or alternative to the negative. Lastly, it needs to focus on how you'll con- tribute to others. Again, this is a connection point to bring all the stakeholders together. In sharing the contribution with others, our human nature kicks in and will bring more of what you want to the table by you giving them more of what they want. GP AARON MONTGOMERY is the co-founder of Our- Their goal is to help over 1,000 businesses in 2020 reach their idea of success through training, community, and accountability. Aaron has over 25 years of experience with person- alized products and small business development. You can also find Aaron co-hosting the podcast 2 Regular Guys Podcast ( He has his own podcast channel and weekly live videos called Small Business Saturdays Series. New episodes are released weekly at smallbusiness- You can find out more about Aaron at

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