Why We’re A “Business Building Company” — Part 2

A high level exploration of what our category means, and why we’ve chosen it.

December 3, 2020
Business Building is about the creation of genuine value, and understanding that products have to solve real problems.

(This is one of a two-part series about why we call ourselves a Business Building Company. Here, our Founder and CEO, Josh Law, explains the ideals that drive us.) 

Business Building is about the creation of genuine value, and understanding that products have to solve real problems.

You can’t just have a solution looking for a problem. You have to understand what the problem actually is, and how it manifests itself in the world for the people who would buy your solution. This is true whether it's a clearly stated problem or an underlying, unknown, unspoken one. 

It’s all about being one step ahead — offering a solution to a problem that your customers maybe didn’t even know they had.

A product becomes most prolific when someone brings it to market before customers even realize that's what they want. If asked, they might have replied with something like what Henry Ford famously heard when selling the Model T: “A faster horse.”

When iPhones came out, people didn’t even know they needed or wanted a smartphone. Check what’s in your pocket now. There’s a 52.4% chance it’s an iPhone — and a ~100% chance it looks like an iPhone. (#marketleader #marketshare #dominatedesign)

Business Building is a decision to combine creatives with business professionals to go out and change the world, leaving a true legacy. 

That’s the great thing about capitalism, the American dream, and free markets — we’re able to go out and create new value, paving a way to generate wealth while helping other people solve their problems.

It's essentially a win-win-win-win: a win for the shareholder, a win for the customer, a win for the team, and a win for the economy.

That’s what being a Business Building Company is to us. It’s about leaving a legacy of excellence.

Business building is choosing to say, “Let's not just be good at the creative, let's not just be good at the analytics — let's combine them.” Within that place, you create a sort of crossroads where creativity meets business excellence. You can’t do it without creativity, and you can’t do without having business professionals.

You can have the best of both worlds. People who understand cash flow, how to leverage a line of credit, how to manage Accounts Payable, and Accounts Receivable — you know, all the unsexy things — but also people who understand design, who know how to be visionary, and who get that you have to take risks with the weird ideas.

Business Building is, in essence, poetry. It’s the art of combining multiple disciplines into a song that has harmony, rests, crescendos, and decrescendos.

It’s taking an idea and packaging it so well and so beautifully — whether it’s a service or product — that the customer becomes truly delighted, that compels them to say, “Wow, this is really great. Thank you for building this.”

Although the goal is to combine both creatives and business professionals, at some level, business building requires the DNA of entrepreneurship…

...which is honestly becoming such a buzzword. Everyone can call themselves an “entrepreneur”, but what truly defines one is risk. We are risk-takers, and risk-taking is essential. In the words of William Arthur Ward: “The greatest hazard in life is to risk nothing.”

And lawyer and activist Vernon Jordan says the following about the collaborative nature of life:
"You are where you are today because you stand on somebody’s shoulders. And wherever you are heading, you cannot get there by yourself. If you stand on the shoulders of others, you have a reciprocal responsibility to live your life so that others may stand on your shoulders. It’s the quid pro quo of life. We exist temporarily through what we take, but we live forever through what we give."

As Business Builders, we need to be in a position to give, so that the work we do and what we leave behind can live on forever — enabling others to build great businesses, ideas, and beliefs on top of what we left.

That’s exactly what we are doing today. We’re standing on the shoulders of the giants from yesterday, the giants a hundred and even a thousand years ago.

That’s our inspiration behind being Business Builders. Not just creatives. Not just business professionals. Not just “entrepreneurs”. 

And while we’ve chosen to do Business Building through differentiation, empathy and marketing tactics, your company may do it through banking, product-based brands, medical, basketball technology, courthouse document scanning, asset management, chemical distribution, or the forest products industry. 

Whatever industry or methodology, it’s ultimately about being risk takers: choosing to give the world new ideas that offer real solutions.

It’s a mindset, a direction, an insistence on building a genuine legacy — excellent in execution, and poetic in essence.

We are a Business Building company. And you can be, too. 


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