Money The Necessary Evil

The only issue with money is either you use it or it uses you. How does that happen you might say. In reality, it doesn’t. It’s just an excuse we use when we couldn’t control ourselves when it comes to money. We are always in control, money is not.

Have you ever thought about how much money you can make? Or will make?

What about how great business will be if it makes ten times more than it does now?

It is the main currency used by most advertisers. It is how we measure our success, our dignity, our legacy. It is why we rank people based on their wealth.

Let’s face it money is addicting, probably the most addictive substance in the world.

We forget there are other more important things. We forget that money is temporary. We forget that money is only a means to an end. We forget that money is not the end goal.

But talking about a small business we cannot argue that money (or we prefer to call it ‘cash’) is necessary. We must not forget though that it is only necessary to a certain extent. A good business is not focused on cash, albeit it cannot function without it.

So how does this intricate relationship work? We need cash but we don’t want to focus on it? But if we don’t focus on making money how on earth are we going to build a great business?

In every great business, the focus is always on the customers. They exist to solve customers’ perceived problems. These problems do not have to exist – they only need to be perceived to exist. So if you ever felt ripped off by certain businesses, most probably because you are being ripped off. And this is how certain products command such high prices – because they solve ‘perceived’ problems that might not exist in the first place.

Anyway, back to our original discussion.

Regardless of how much you can rip off your customers by creating certain perceived problems and then charge an exorbitant amount to solve them, the focus is still on the customers. The exorbitant amount is the after-effect. Once you start focusing on the money your effort will shift to short-term activities such as reducing operational cost, renegotiating with suppliers, and so on. Not that these activities are bad – they are necessary but they are not the main focus. Your customers will figure out quickly if your business is solving their problems or not. They will sense very quickly if your only interest is their hard-earned cash.

Focus on solving their problems and they will never feel that they are being sold to.

Money is required to fund all these operations but it is never the focus. Never let the temptation of making money pull you down into never-ending addiction.

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