Aligning Your Business with Core Values

Have you ever paused to consider the true driving force behind your business? Beyond profit margins and KPIs, there's something deeper that fuels sustained growth and meaningful success: your business values.

Values are the core beliefs that shape how you run your business, make decisions, and engage with your clients and team. For many female B2B service owners, especially those of us with indigenous heritage, these values aren’t just a set of words on a page—they’re a way of life, passed down through generations.

The Power of Values

In Māori culture, values are woven into every aspect of life, work, and community. A beautiful whakataukī (proverb) says, “E kore au e ngaro, he kākano i ruia mai i Rangiātea,” which translates to, “I will never be lost, for I am a seed sown from Rangiātea.”

This powerful message reminds us that success is deeply rooted in where we come from—our heritage, our community, and our values. A recent guest on my podcast, Scarlet Mokaraka, shared how reconnecting with her roots helped her build a business aligned with her values, transforming it into something truly fulfilling and purpose-driven.

4 Core Values That Can Shape Your Business Success

Here are four key values that can inspire your own journey in creating a values-driven business:

1. Whanaungatanga (Relationships & Connection) ??

Whanaungatanga refers to the importance of relationships and kinship. It goes beyond just whānau (family) ties and speaks to the connections and sense of belonging we form within our communities and businesses. Understanding the people around you, their backgrounds, and shared experiences can inform how you lead and build trust in your business.

2. Ngākau Aroha (Compassion & Service) ??

Ngākau Aroha embodies compassion and kindness, highlighting the importance of caring for others in business. By showing genuine concern for the wellbeing of your clients and team, you can foster stronger relationships. This focus on service, respect, and empathy creates a foundation of trust and loyalty in all interactions.

3. Maramatanga (Clarity & Enlightened Leadership) ??

Maramatanga refers to wisdom, insight, and clarity of thought. This value can guide leadership by emphasising the importance of making informed decisions and leading with understanding. Encouraging your team to take ownership, while providing guidance and clarity, fosters innovation and personal growth within your business.

4. Tautoko (Support & Reciprocity) ??

Tautoko emphasises the importance of support, reciprocity, and standing together. It reflects the idea that by helping one another and fostering a culture of mutual support, both individuals and businesses can thrive. In a business context, this value speaks to the give-and-take required to build lasting, beneficial relationships, where everyone contributes to collective success.

How to Align Your Business with Your Values

As business owners, we often focus on what we do—our services, products, or revenue goals. But when we shift focus to how we operate, guided by our values, we can build a business that is not only profitable but deeply fulfilling. Here’s how to get started:

• Identify your core values: What do you stand for? What’s non-negotiable for you as a business owner? Make sure these are clear and at the heart of every decision you make.
• Incorporate values into daily operations: Values shouldn’t just be statements on your website—they should be lived out in how you treat your clients, work with your team, and make strategic choices.
• Lead with purpose: When you lead from a place of authenticity and purpose, it inspires others to do the same. Empower your team to align with the values that guide your business.

Final Thought: It’s about joy and fulfillment

At the end of the day, running a business isn’t just about hitting financial targets. Finding joy in your business comes from knowing that you’re doing something aligned with your values and that you’re making a positive impact on the people and communities around you.

So, take a moment to reflect on your business values. Are they guiding you towards the kind of success that matters most? If not, now is the perfect time to make that shift.

If you're curious to see how a values-driven business truly comes to life, listen to my kōrero with Scarlet Mokaraka and hear her inspiring journey: sandrajulian.co/podcast129 .

If this resonates with you, let’s connect! Share your thoughts on how you align your business with your values in the comments below, or send me a message—I’d love to hear your story.

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