Who should you put your faith in to guide the path of your company? attributed to marvell Lawson People who tell you that having a good background in business is the only way to succeed when establishing a small company are trying to trick you into believing something that is not true. It is true that having a background in business may be helpful when beginning and operating a business, but it is not the only component that is required to build and maintain a successful company. The capacity to do business effectively is analogous to a building’s bricks, while communication is analogous to the mortar that binds the bricks together and provides the structure its strength and stability. The roof is going to be your area of expertise, of course. This is the area in which you will excel. You will have a leg up on the competition if you launch a company that is predicated on what you are good at and like doing, and if you build that company on a strong foundation of business and communication. Taking a risk on what you believe to be the most effective method of running your company is essential to achieving success. It is not difficult to locate individuals who are willing to provide advice on the “most efficient” method to manage a company. They always appear to be close by, regardless of whether or not you’ve asked for their advice. Getting advice is a good idea, but you should never lose sight of the fact that you are the driving force behind your company. You need to decide both the path that your company will take and the ultimate objective that you want to achieve with it. You are going to figure out what kinds of actions will make it more likely for you to achieve your objectives. Because no one else can know what your internal sentiments are, no one can plan the steps on the route that will lead to your happiness and success in business. This is because no one else can know what your inner thoughts are. Even if there is just one worker, you are the leader who will guide them to success, and it is because of you that they will succeed. Therefore, it is best to seek counsel, then put your faith in your own judgment, and make a choice. Keep in mind that even if you make a choice that ends up being unsuccessful, you still know what it was that you wanted to achieve, and you have the ability to make informed modifications that will assist you in achieving your goals. The idea that people, namely you, are the most essential factor in decision making for your company is critical to grasp. It is appropriate that what you believe, the outcome you anticipate, the course of action you want to pursue, and the actual management of the organization all rest with you. Your firm will be an expression of your individuality. It will be completely unique, unlike any other business anywhere in the world, and it will be yours. This is not the viewpoint of a company manager; rather, it is that of a communication professional. Because humans are the ones who conceive of, construct, and produce the service or product, and because humans are the ones who desire, pursue, and receive the service or product, the communication expert places a strong emphasis on the human factors that are involved in the creation and development of a successful business. The marketing cycle is established based on the hopes, ideas, perceptions, and levels of expertise and creativity possessed by the individuals who work for the organization. There is no way for an organization to exist if the individuals on both sides, the vendor and the customer, are absent. When it’s your own business, running it turns into an exciting extension of you, rather than the company turning you into an easily replaceable extension of the business. *** ? Professional speaker and communication coach who works with individuals and organizations that want to powerfully deliver winning speeches and presentations with self-confidence; communicate more effectively grow their business, make more money, and build professional credibility. Author of the forthcoming book “small business superstar speaking secrets.” You may reach us at 303.947.0962, marvell@centerforinformationdesign.com, or on our website at www.centerforinformationdesign.com.