The
fourth virtue 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 or
commercials you will ever buy.
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