The Ability to Identify with Higher Ideals: The Fourth Virtue of Maat

The fourth Virtue of the Ten Virtues of Maat is the ability to identify with higher ideals. This is an important virtue for aspiring entrepreneurs because it underscores the reality that true success in business is geared to a higher standard than just making a profit. Although making a profit—and a substantial one—must be the financial goal of the entrepreneur, he or she must resonate with and have an affinity for identifying with higher ideals.

To provide people with goods and/or services that add value to their lives is a higher ideal than just making a profit. When an entrepreneur can serve people in a way that enriches their lives, then he or she can experience the satisfaction that comes with rendering such service. This behavior over a consistent period of time is the basis for referrals of business customers from already satisfied consumers. Advertising is necessary and good, but referrals are much better and their results last much longer.

When an entrepreneur chooses to run a business from the place of identifying with higher ideals, she or he is investing in people in a way that will come back in ways even more valuable than the money earned through the business transaction. A reputation for excellence, attention to detail, thoroughness or dependability reflects an entrepreneur’s functioning with the higher ideals of exceptional service and value to the customer regardless of compensation.

One’s ability to identify with higher ideals sets one apart as virtuous—a status that is in scarce supply in the marketplace. Consequently, such a virtuous business person has little, if any, competition because consumers care about price, but they care more about the business experience. A customer’s good business experience with you will speak more volumes than all the ads, commercials or digital marketing you will ever use.

My work with clients is motivated by the ability to identify with higher ideals. That’s why your success—both personal and business—drives my every interaction with you. I practice what I preach. If you can handle the virtuous manner in which I do business, then you’re probably a good prospective client.