Because constructing a business is about sparking a difference, not turning a profit.
“There’s lots of bad reasons to start a company. But there’s only one good, legitimate reason, and I think you know what it is: it’s to change the world.” — Phil Libin, CEO of Evernote
At seventeen, I prematurely launched a hydrographic printing company, quickly dubbed Dipt, for the entirely wrong reasons; my only goal was to fatten my wallet. Although the potential certainly existed, Dipt’s prosperity was substantially less than wildly successful. Dipt drifted into the roster of other hydrographic printing companies. Without innovation, specialties, or a true mission, we dissolved.
“When you take risks you learn that there will be times when you succeed and there will be times when you fail, and both are equally important.” — Ellen Degeneres
Fast forward 2 years, and the experience and knowledge from Dipt’s failure cannot be shaken. In the wee hours of a New Year’s party’s resolution, my best friends and I decided it was time to make a difference in our own lives and the lives of others: that’s when Liquiffects was born. It was not Liquiffects at first, in fact, it was a diesel performance shop, radio frequency identification technology, and a medical marketing company far before it was a hydrographic printing company.
Liquiffects turns a profit by sparking a difference — not the other way around. “You Are Probably Not an Entrepreneur,” highlights the difference between people over profit vs. people instead of profit; Liquiffects has adopted the model of people over profit, and, actually, is already more profitable and impactful than Dipt ever could be.
How do I avoid another structural failure, you ask? Here’s how:
- We are taking away titles.
- New team members are welcomed with gift boxes, and saluted with farewell boxes.
- Generosity and transparency are being weaved into our DNA.
- We are hiring leaders, not managers.
What about market failure, you ask? Okay:
- $10 of every order is pledged to charities spreading water, hope and awareness to those in need.
- Our market is being established before launch.
- We operate under 3 different names to personalize our marketing efforts.
- Launching personalized hydrographic kits helps educate our potential market.
If we build a business people can fall in love with, we will not have to sell a thing.
Lamborghini’s, Maserati’s, Ferrari’s… you will never see me drive one. Why? If I can afford to, I haven’t done enough for my community.
According to Mark Twain, the two most important dates in your life are the day you were born and the day you figure out why. The first date, for me, came 19 years ago, and the second followed about 14 years after when I realized I was different; when my dad asked, “son, what do you want to do when you grow up,” my response was, “I want to help change the world.”
Follow my social entrepreneurship journey at jaggerwilliams.com.
About the Author:
Lifelong business philosophy and innovation student — follow my social entrepreneurship journey:http://jaggerwilliams.com