Written by: Nida Leardprasopsuk, 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.
Growing up, I always valued exceptionality. As a marketing and business strategist, I was fascinated with top companies that offered the best products and services. I loved to study them. I admired businesses that valued excellence and held themselves to higher standards despite what the rest of the industry was doing. As a consumer, I was always frustrated and disappointed with businesses that created and delivered mediocre work. In the past, I had the experience of hiring high-ticket experts that were incredibly great at selling but were unable to deliver the quality of work they had promised. A lot of businesses that overpromise and underdeliver sometimes lack awareness of what they are doing. They end up sabotaging their own business without knowing it.
Not surprisingly, when I had the opportunity to complete an assessment on brand personality, my primary theme was prestige, and my secondary theme was an innovation. That helps to explain why I chose to specialize in helping entrepreneurs build exceptional businesses. And by exceptional, I mean a business that:
Operates with a customer-centric mindset
Aims to deliver the best solution to its customers, whether through a service or product
Obsesses customer experience and customer satisfaction
Disrupts industries with groundbreaking ideas and solutions
Charges premium price for what they offer
Hires the best people
Has a thriving business culture with great values
Always chooses the client's results over what is convenient and easy
Not only delivers according to the brand promise but over-delivers
With my frustration, and hence my motivation, I decided that it would be my mission to help industries raise standards. Despite wanting to do their best, many entrepreneurs just weren’t aware of what they were doing wrong in their businesses. I was determined to change this.
It has been said that if you know your values, then decision-making becomes simple. I emphasize the word “simple.” It is simple, but it isn’t always easy. Many times it requires you to make difficult choices and stay aligned with your core values and integrity. We often see entrepreneurs choose the easy way out and choose to do things that seem to serve the business in the short run but don't serve the customer. Examples of this are:
Trying to gain more sales but not having the team to deliver the promised offer
Making more profit but delivering services with lower quality
Overpromising to customers and clients with strong marketing messages but failing to deliver
Paying attention to sales more than anything else in the business
Lowering costs at the expense of quality
Not investing in innovation, research, and customer experience programs.
It, therefore, requires entrepreneurs to be bigger, better people to stand up for their values. It takes courage and integrity to choose the business decisions that align with your personal and business core values. A lot of the time, these choices are hard but trust me, they will enable you to build an exceptional business in the long term. The harder it is to come by great leaders these days is the exact reason why we need more. Great leaders and exceptional businesses will win the long-term game and will thrive as customers and clients become more and more disappointed with businesses that lack integrity and a meaningful purpose in the world.
When making decisions, here are some questions that can help you make the right one:
What is the best option that is aligned with your business core values and long-term goals?
Am I sacrificing something valuable just for a short-term gain?
If the most ideal choice is not possible now, what is the next best option without having to sacrifice your values?
How would this decision be made if you were coming from a place of abundance and intentionality?
How will this decision affect your business and all stakeholders 10 years from now?
The key takeaway here is to know your values and make decisions in your business and life that will help you create a business you can truly be proud of. Be the leader you can truly be proud of.
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Nida Leardprasopsuk, Executive Contributor Brainz Magazine
Nida is a top-tier business consultant, mindset coach, and former Fortune 500 executive with more than two decades of experience in marketing, business, research, consumer behavior, and human psychology. Her consulting and coaching business centers around innovation and customer-centricity, a key factor in her own success. She helps forward-thinking and purpose-driven coaches, consultants, experts, thought leaders, and service providers reinvent, innovate, differentiate themselves from the rest of the competition, and become a category one by 1.) Discovering and utilizing their ultra-geniuses 2.) Creating groundbreaking solutions that solve clients’ problems in an innovative way 3.) Using a short and long-term innovative marketing strategy that magnifies their thought leadership over time and 4.) Help entrepreneurs innovate their businesses and build a culture of excellence.
She is the author of the One to Millions Entrepreneur and host of the One to Millions Entrepreneur Podcast show. She also has a master’s and bachelor’s degree in Business and Marketing and is currently completing her research for a Ph.D. in Social Psychology.
Nida offers 1:1 consulting and coaching services that help forward-thinking and purpose-driven entrepreneurs build a world-class legacy brand and hyper-grow their businesses through innovation and out-of-the-box thinking.
