Step 4: Preaching Identity (Looking Outward at Company)

Identity is a powerful force; no less so in business success than in one’s personal life. A sense of purpose and meaning is critical to growth and achievement. Entrepreneurial leaders understand that a strong identity requires having clear and concise concepts regarding what (mission) and who (values) the company is and where (vision) it is going. Lack of such clarity most often leads to poor decisions and overall regression in the business. It is from this clear identity that opportunities can be most efficiently filtered in their early stages.

In this stage, the entrepreneur develops with his core team meaningful and measurable mission, vision and values for the organization. Equally important, are strategies and tools to utilize the core identity principles to guide decision making, motivate staff and communicate with customers.

Once a strong identity is developed, the entrepreneurial leader understands that he becomes the preacher in chief assuring that the principles remain the bedrock of the organization and not just empty words in an annual report.