Written by Annette Densham, Chief Storyteller
Multi-award-winning PR specialist Annette Densham is considered the go-to for all things business storytelling, award submission writing, and assisting business leaders in establishing themselves as authorities in their field.
If you don’t know it, every choice you are making is a statement about what you stand for. In business, we’re often put into situations with hard decisions to make, like saying no to an enticing opportunity or getting rid of a challenging client. When your business is grounded in your values and you find yourself confronted with sliding door moments, they are guiding principles that govern how you lead, the work you take on, and the relationships you form.
Goro Gupta of Ethical Property Investments, a proponent of values-driven business, describes it this way: “Your values are your guardrails. They don’t just help to keep you on track, they prevent you from straying into jobs or relationships that don’t align with who you are,” he said.
“It can be difficult to say no, but it’s always worth it,” he said. “Achievement isn’t everything. Achievement is remarkable, but achievement is not in everything. It’s not about what you achieve; it’s about how you achieve it. Setting your values and leading from your values, you build a company you’re proud of while attracting the right people and making the impact you will be remembered for.”
A late client, a customer who demands shortcuts instead of quality, or who treats your people badly, in those moments, your values are your compass. For Goro, living by his values has meant saying no to clients and projects that didn’t align, even when it’s been hard.
“Nothing is easy about saying no, but every time I’ve done it, it reinforced our reputation and helped us attract the right opportunities,” he said. “That’s why one of my most important principles is authenticity.”
“Being authentic means being transparent about who you are, what you offer, and what you stand for. I’ve informed potential clients that we weren’t the right fit because they wished to avoid spending necessary resources. Those are hard conversations to have,” he added, “but they’re important.”
One of the toughest lessons in business is walking away. But the no is just as important as the yes. “Not all opportunities are the right opportunity, and that’s OK.” I’ve passed on well-paying clients who disrespected our team or wanted to sidestep policy. “Every time I said no, it only defined what our business was about and attracted clients who were aligned with that,” Goro said. “There have been times I’ve had to tell potential clients we weren’t the right fit because of their desire for shortcuts.”
Transparency about what we can and can’t do also establishes the kind of relationships we hope to have. Some opportunities are not meant to be taken. If a client crosses boundaries or argues us into practices that run contrary to who we are, we will fire them off.
Stepping away feels risky, but being the wrong partner for a client is the costliest risk: burnout, misalignment, and reputational damage. There are no short-term wins that are worth risking your team and your brand.
“When you live your values, internally and externally, you create a culture of respect and trust. That’s the type of environment where people want to be and grow,” Goro said. The more your business is aligned with the people who matter the most, your clients, team, community, the more you’ll be operating in accordance with your actual values. That alignment is the key to long-term success.
“When everything clicks, it is because you are working with like-minded people. The conversations are easier, the work flows better, and you’re not having to constantly justify your decisions. This alignment also enhances your reputation. Clients who work with you on your terms become your biggest fans. Employees who feel connected to your why dedicate themselves to their work, and your company becomes known for integrity.”
“It’s not perfectionism, it’s consistency,” Goro said. “When you let your values inform every decision, you end up naturally attracting the right opportunities and filtering out the ones that miss the mark.”
Putting values into action does not happen by accident. Here are Goro’s tips for making it part of your daily business:
Define your non-negotiables. Your values should not be hollow statements. Explain what they mean in practice, right down to how you hire and how you manage client relationships.
Lead by example. As a leader, your behaviour is the tone. If you don’t embody your values, no one else will.
Hire for alignment. Skills can be imparted, but shared values are more difficult to instill. Find people who honestly believe in what you’re doing.
Set boundaries early. Have the confidence to walk away when a client or project does not fit. Saying no protects your time, energy, and reputation.
Talk about your values often. They’re not something to bring up only in marketing materials or quarterly earnings calls. A values-driven business automatically sifts out people or organisations who aren’t on the same page as you.
“Clear values are a magnet for what’s right, and a barrier for what isn’t. You don’t have to chase every lead or stretch yourself thin, because you’ll be busy doing work that matters with people who share your vision,” Goro said.
Annette Densham, Chief Storyteller Multi-award-winning PR specialist Annette Densham is considered the go-to for all things business storytelling, award submission writing, and assisting business leaders in establishing themselves as authorities in their field. She has shared her insights into storytelling, media, and business across Australia, UK, and the US speaking for Professional Speakers Association, Stevie Awards, Queensland Government, and many more. Three times winner of the Grand Stevie Award for Women in Business, gold Stevie International Business Award, and a finalist in Australian Small Business Champion awards, Annette audaciously challenges anyone in small business to cast aside modesty, embrace their genius and share their stories.
