Written by: Ryan Daniels, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The past few years have been nothing but unpredictable, to say the least. From a global pandemic to cultural norms being challenged, businesses have been forced to find new ways to do “business as usual.” As business owners, it’s always important to remember that customers are the lifeblood of any business. Businesses must never lose sight of the values important to their customer base or risk losing them and possibly the business altogether.
Go Woke AND Go Broke
I’ve heard it said and often believed, “Go woke AND go broke.” This was a quip by many opposed to a mainstream narrative placating a minority when it comes to social issues. These issues include LGBTQ, Abortion, COVID-19 Vaccines, and a range of Gender and Environment causes. Companies, mostly large corporations, have asserted themselves into the cultural-political debate. Most of the pledged support and marketing efforts have nothing to do with the product or service they offer and are simply an attempt to go along to get along. We might even venture to say they comply to gain some political capital to later use for favorable legislation to further their business interests.
Take for instance, the issue of whether or not transgender athletes should be allowed to compete in sports on teams aligned with their gender identity. A June 2022 NPR poll found over half of the respondents answered “no” to the question of whether they should be able to compete on teams opposite of their gender at birth. This begs the question, who are businesses trying to appeal to when it comes to these social issues?
I believe if you venture too far from your brand, product, and the values that connected your company to your customer base, you risk being run out of the marketplace. In other words, “Go woke AND go broke.” In the last few months, the cultural battle continues and casualties are mounting. Businesses who have not climbed on the bandwagon might be wondering if the quip has turned on them and is now “Go woke OR go broke.”
Go Woke OR Go Broke
How did we get here?
Operating a business used to be primarily about providing a quality product or service that the market demanded at a competitive price. If you operate efficiently, you would be profitable and allowed to continue to compete in the marketplace. This is the essence of capitalism and what made the United States the leader of the free world.
Now it seems to be no longer about price and product. Status in the marketplace is often determined by a social score or how closely you support the mainstream narrative put out by a self-elected elite. Failure to accept and promote the social agenda will at best bring negative attention to your business. If you resist those subtle pressures, it could end your business altogether by being forced out of the marketplace through a variety of tactics.
The tactics to compel compliance by companies comes in many forms. Look at how many companies have been barred from social media platforms and lost the ability to market and communicate with their customer base. Look at how companies are barred from certain payment platforms only because they refuse to abandon their core values, which oppose the narrative. Fortunately, alternatives are being created to push back against the totalitarianism and global agenda being orchestrated by the elite. But, how many businesses can hold on as a parallel economy is constructed?
Values & Victory
Values are important. They are guiding principles used to gauge right from wrong. They are the anchor for decision-making and what unites a group of people. Families, Churches, Communities, Nations, and Businesses are formed through a set of common values. These organizations also fall when those values are compromised.
Business owners, especially small businesses, reflect on what values led to your success. What values connected you to your core customer base? And what values will you bet your future success on? There is no victory without values. While adversity is inevitable, good will always prevail.
“There is no victory without values”
So, is it “Go Woke OR Go Broke” or “Go Woke AND Go Broke?” That is for you and your business to decide. What are your core values? Is your allegiance to the elite or your customers? What values seeded your success and what values will remain when the dust settles? At the end of the day, businesses thrive or die based on how well they serve customers. Decide today who you will serve, the elite and their narrative or the customers who made your success possible. The bond between loyal customers and a business is stronger than any attack from an outside agenda. Victory is won through values and an unwavering commitment to serve.
Ryan Daniels, Executive Contributor Brainz Magazine
Ryan Daniels is a licensed financial advisor and owner of RFinances. As a U.S. Army Veteran, Ryan and his team continue to serve by partnering with businesses, churches, and community groups to host workshops to teach people the basics of money. They also provide 1 on 1 financial coaching to help people build a simple-to-follow financial plan that fits their life. Ryan is the author of "Money Basics and Fundamentals (Build A Plan That Fits Your Life!)" and host of the "Say Hi to Money" podcast.
