When it comes down to it, all of us have values we hold sacred. They guide what we do and what we don’t do.

Your business shouldn’t be any different.

On day one of your business, you should write down what is important to you when it comes to your business. And it can be something completely personal as well as something professional. Because, in the end, your business is an extension of you and should reflect you.

Now why should you be so obsessed with values?

Values help you decide on clients

So many people go into business thinking that clients choose them and not the other way around. You have to choose each other or else that relationship is going to crumble fast.

And when you are choosing, you have to make sure your values align. In my case, I have to wonder if our family values match, as my daughter is a priority and a big part of the reason why I work the way I do. I have to wonder if our work values match, as I don’t work at all hours every day so that I can be better and more effective when I do work. So a client who constantly wants me to drop everything to work all hours just won’t work for me, regardless of the amount of money they are offering me.

I also have been offered great, well-paid work that has been with an organization that takes me just a little bit away from what my personal values are. It always makes me stop to think. If I go a little bit down this road, the chances are good that I will go further down this road. Is that the place I want to spend my time? Or would I prefer to be somewhere else? Values can shift, but in most cases, the answer is that is not who I am and I should look for other clients. I’ve never regretted that decision.

Values affect how you grow

Everybody wants their business to grow in some way, and your values should shape what that growth looks like.

For me, I found that as my company grew that I did not enjoy when I was taken away from the day-to-day work. So I had to rework my definition of growth to fit this important value to me. Growth became about the kind of work I took on and the partnerships I went after. It was less about having other people working within the company. Keeping to that particular value just made me happier.

For others, it may be that more traditional path of growth with support staff, etc. Knowing what is important to you and what you enjoy will define that. And if you tiptoe down what you thought was important and realize it isn’t, it’s okay to rework that value. Values don’t have to be completely constant. They’re more of a guiding star, and you can change the star that’s guiding you if you don’t like the path you’re on.

Values can keep you going when things are tough

Owning a business is not easy. You will hit setbacks that will make you wonder why you are doing this in the first place. Trust me, I’ve been there and done that. It’s completely normal to get there at some point.

Having my values written down and knowing why owning this business fulfills them is a great way to keep going. I know that my biggest value right now is spending time with my daughter and the flexibility of my business makes that possible. So even when things get tough, I know that it’s worth it because I have my daughter with me.

What are you valuing right now? How have your values shaped your business?