The One Thing

As you continue to think about how your year is going - hitting the revenue number, managing expenses and ensuring the profitability of the business; consider a different metric. 

Do people in the company wake up thinking about how they have to go to their job or how they want to go to their job?  

What does having one core value have to do with revenue and profitability? Those who get the power of the company driving through one core value understand that people get up in the morning and want to go to a job or live from a place of mission. 

Those who just go to a job get thrown around by every fire and headache that comes up and go home exhausted. Those who are on a mission, treat these issues as challenges on the pathway of the mission they are living every day.  

Winning companies are not just full of talented people executing a great strategy. Great companies are full of people who are clear about why they come to this place to work every day.

As you look around your company and ask yourself how well you will do for Q4 – ask yourself these 3 questions: 

1.      Does everyone understand our one core driving value?

2.      Is everyone in the organization passionate about this?

3.      If asked, could they share it in 3 words or less?

Business is not just about the products or services that you offer, it's about the core value that unites and inspires the entire team. This is what drives success and draws the right people to your company. 

Why Do We Do This?

At the heart of any great organization is One Core Value. This core value defines not

just what the company does, but why it does it. This value guides behavior and decision-making throughout the company. It serves as the company’s true identity and the foundation of its culture. This is the thing that ultimately drives the revenues and profitability. 

If you own a trucking company and people genuinely believe together in the core value of ‘we are family’ then people naturally serve and care for one another. But if this is just a plaque on the wall and you do not live what you say, it’s a waste of time. When talking to another trucker about joining their company they will talk about what it's like to join the family and what family means. This impacts revenues, talent acquisition and ultimately profits. 

How does One Core Value Impact Revenue?

Core values aren’t just philosophical ideals—they have a direct impact on a company’s ability to generate revenue:

• Customer trust and loyalty: When a company's core value resonates with its customers, it builds stronger relationships. Customers don’t just buy products—they respond to a company’s core value. These people behave like a real family.  They support each other in the tough times. Maybe they will do that for me as well. This emotional connection leads to loyalty, repeat business, and higher lifetime customer value, which drives revenue.

• Differentiation in the market: Companies that live their one core value stand out in the marketplace. They aren’t just another company selling a product—they are a brand with a purpose. This differentiation can justify premium pricing, increase market share, and boost revenue streams.

  
  

One Core Value and Profitability

Profitability is closely tied to how efficiently a company operates, and operating from your one core value plays a significant role in ensuring consistent and aligned actions across the organization:

• Motivated employees: When employees are aligned with the company’s mission, they bring passion and energy to their work. They view their tasks not as "jobs" but as part of a mission, which increases productivity and reduces turnover—a key driver of profitability.

• Efficient decision-making: This one core value creates a framework for making decisions. Instead of constantly questioning how to approach challenges, employees rely on this value to guide their actions. This reduces friction, accelerates problem-solving, and helps avoid costly missteps.

• Company-wide alignment: When everyone shares the same value and vision, teams work more seamlessly. This reduces internal conflicts, improves collaboration, and leads to better, faster outcomes—saving time and resources.

  
  

The Power of One Core Value

The difference between employees who see their work as a mission versus a job is monumental. Those who see themselves aligned with something deeper than a paycheck—they’re inspired by the impact they’re making and how they are living the one core value. Here's the difference:

• Employees on a job: When people view their work merely as a job, they become reactive. They spend their day putting out fires, dealing with stress, and leaving exhausted. They focus only on short-term tasks without a clear connection to the bigger picture.

• Employees living from one core value: These employees see challenges as part of their journey while living out their one core value. They tackle issues not as distractions but naturally based on living out this natural value.  These employees are resilient, creative, and committed to long-term success.

  
  

Great Companies Are Value Driven

Winning companies are more than just talented individuals executing a well-crafted strategy. They are united by a shared value. Employees come to work every day knowing not just what they do but why they do it. When everyone is aligned with the company’s core value, their work takes on greater meaning and they are more motivated to succeed. Here are some examples of these types of companies:

• Fire extinguishers vs. saving lives: A company that simply sells fire extinguishers may focus on product features or sales targets. But a company with the core value to "save lives" inspires employees to see their work as critical to keeping people safe. This fuels passion and drives employees to excel.

• Outdoor furniture vs. growing relationships: Selling outdoor furniture could be about delivering functional products. But if the company’s value is all about relationships; to "help grow relationships," employees understand that they’re selling experiences—spaces where families and friends connect, creating memories. This resonates on a deeper level.

• Hamburgers vs. collecting smiles: A fast-food chain might sell hamburgers, but a company with a core value of "collecting smiles" creates a culture focused on joy and positive customer experiences. Employees are motivated to serve, not just deliver food.

  
  

Passion Fuels Performance

To truly excel, every employee must fit into the one core value. Passion turns ordinary work into a purpose-driven endeavor, and it reflects in the company’s performance. The companies that consistently outperform their competitors aren’t just better at what they do—they have a clear value that unites the entire organization. This passion drives higher levels of engagement, customer satisfaction, and, ultimately, profitability.

Is Everyone in the Organization Passionate About the core value in 3 Words or Less?

The most successful companies can distill their core value into a few powerful words that every employee understands and embodies. This clarity helps employees remember and connect with the company’s purpose. Here’s why:

• Simplicity: In a fast-paced work environment, simplicity is key. If the value is too complex or vague, it’s easy to lose sight of it during day-to-day operations. A clear, concise value keeps the company focused.

• Consistency: When every employee is aligned with a simple, clear value, it becomes part of the company’s DNA. Every decision, interaction, and strategy align with that core purpose.

• Inspiration: A short, impactful value is easier to rally around. It serves as a daily reminder of why the work matters, keeping employees energized and motivated.

  
  

Final Reflection: Q4 Performance

As you look at your company’s performance, especially with an eye on Q4 results, ask yourself:

• Are your employees driven by a core value that goes beyond sales targets?

• Do they see themselves as living something larger, or are they just coming in to “do a job”?

• Is your company building products, or are you transforming lives, growing relationships, or creating joy?

  
  

When every person in the organization is passionate about the company’s core value and driven to solve a meaningful problem, the business becomes more than a collection of tasks—it becomes a force of purpose with revenue and profit naturally following. 

If you would like to meet with other like-minded people on business growth topics like this, send me an email: sw@newviewinnovation.com to find out more about the Advance Business Growth Mastermind Group.