This past year has been a lot. We’ve been living through a global pandemic, which has highlighted the impact of so many long-term policies that have created deep inequalities. The world went through the US election and, for many, an awakening to the systemic racism that has too often been dismissed by people in power.

When you look at the news every day, it can be challenging to see hope past the heartbreaking and sometimes infuriating headlines. It always seems like every step forward comes is followed by ten steps back.

Making an impact on my world through my business

I don’t know the answers to the big problems in the world. But I’ve done a lot of thinking about my role as an individual and as a business owner.

This year, my one word is “values.” I made a commitment to myself to make both personal and business decisions this year in line with my values. It’s not always easy, though. I’ve walked away from opportunities and that can impact revenue. What’s important to me isn’t the money, though.

Feeling good about the work I do, who I hire, and making a difference for my clients is far more important. As the CEO of my business, I can say:

• The inequity in the world today is not okay. I’m not going to hire people I can’t afford to pay well for the work they do.

• Black lives matter. I’ll help amplify Black voices speaking out and I’m going to support black-owned businesses whenever possible.

• Indigenous people deserve true reconciliation. I’ll help amplify Indigenous voices speaking out and I’m going to support indigenous-owned businesses whenever possible.

• Everyone should have a safe place to live and plenty of food and not worry about how to pay for it. I’ll keep supporting policymakers and organizations that help people.

• There is never a valid reason to discriminate against LGBTQ folks. I’ll be a safe space and do my best to promote safe spaces.

• Marketing can be ethical and valuable without manipulating your audience. I will never encourage my clients to use a one-size-fits-all approach, tactics that make them uncomfortable, or use data irresponsibly.

There are people who disagree with me, of course. But I’m not the right person to help them. The good news is there are plenty of people out there who share my values.

Deciding how to live your values in business

When I became a consultant back in 2012, I didn’t think intentionally about the values that would drive my work and decisions about vendors and other business operations. It wasn’t until I worked with a few companies where the leadership and operations didn’t align with my values that I realized how important it was to me to be intentional about my values in business.

The lack of alignment creates friction. It may be unspoken, unacknowledged, and even unknown to others. But you feel it internally. It’s a stressor that can impact your work, your health, your family, and more.

This is hard when you’re an employee. It’s hard when you’re the boss of the business. The difference is you have the power to take a stand in your business. But what do you do?

Get clear on your beliefs and values

Think about the work you do, your competitors, the problem you solve for customers, what you believe about your work, the world at large.

What do you see that bothers you? What do you see that makes you proud, hopeful, or happy? Write it all down. Then take time to consider how you can incorporate the good in your business.

Figure out what beliefs and values impact your business

Your values and beliefs may be mostly personal. A lot of what I shared above isn’t necessarily relevant to my day-to-day operations. But some of them that aren’t relevant today will be relevant in the future.

I like being intentional about who I choose to pay for services and products because getting a diverse range of perspectives about my business is important to me. Supporting Black- and Indigenous-owned businesses means I can do my very small part in helping counteract the inequities. It’s not reparations or reconciliation, but it’s something.

The most directly relevant value for my clients is the last one. The field of marketing advisors out there is very large and it can be challenging to navigate when you need to find solid, ethical expertise without gimmicks or manipulation involved.

Act on your values

Whether you set your intentions for yourself internally or sign onto a pledge from someone else, start by taking time to document how you want to act on your values. Commit to action and check in from time to time on how it’s going.

You can set standards and boundaries for your business on the clients you want to work with, the partnerships and associations you pursue, how you hire contractors and employees, and even what you talk about in your content.

We’re seeing more and more companies speaking up about serious issues. You’re the boss. Isn’t it great that you don’t have to wait for policy to be the change you want to see in the world? Your values can be the motivation for you in your business.

Build a business with a world-changing impact

That’s a really big statement. But I’m not talking about the entire world. As the person in charge in your business, you have power in your corner of the world to do and be different and better.

When I left the corporate world behind, I knew I never wanted to feel that inevitable friction again. I don’t operate my business in the way of other business leaders because it would invite cognitive dissonance I don’t want.

It’s your business. Your rules. You get to decide how you show up. Do it in a way that makes the difference you want to make.