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Chapter 1

A purpose bigger than you

 What is the purpose of my business?

 How do we define success?

 Do I have to choose between integrity and business success?

 What do I want for the future of my business?

I would have liked to get straight into the essence of my book, discussing how you can manage the risks in business and impressing on you the various strategies of getting your business to fly, but I thought, no. In South Africa today there is so much more to keep in mind when you think about the business landscape. There is so much at risk. As a matter of fact, the biggest risk to the success of your business today is you!

Business has become notorious worldwide, known for greed and selfishness and polluted by quick-win, unsustainable transactions. Business has become a lions’ den, possessed by materialism and wealth accumulation as opposed to the pursuit of sustainable growth and prosperity.

There is much more than purely business-related questions that you need to consider as you run your business. What are you doing this for? Is it to create a legacy of empowering others, or is it solely for your own material gain? Do you want your business to live on after your death, or do you not mind if it dies with you? Are you in it for your own recognition, or for the recognition of your business? Is your purpose a narrow one of self-interest and short-term gain, or is it one that is bigger than you and takes the good of society into account? The answers to these questions can determine the success or the failure of your business.

The dangers of a quest for immediate gratification

The biggest enemy of business is the desire to grow too big, too quickly. Many aspiring entrepreneurs feel this urge immediately when they get into business. It is as if they think society will judge them as failures if they do not have the latest vehicle, carry the fanciest cellphone and live in a palatial home. They lose what I term “the essence of business”, which is putting the business before yourself. You see this behaviour as soon as the funds come through from the financier, or when the business makes a profit, or when there is cash in the business’s bank account. The mind goes wild; the business itself is forgotten, “the dream deferred”.

With this quest for immediate gratification come a number of evils. Evils that can easily be avoided by being patient and understanding that the road to success and financial freedom is a long and tedious one. Evils that eventually catch up with the entrepreneur and result in exactly what he or she was attempting to avoid: poverty, humiliation and shame.

Compromised decisions

The business world is riddled with fraud and corruption. I worked for government in forensic investigations for years, and what I realised is that as much as people in public office are to be blamed for this, they do not act alone! Behind them are wealthy business people who are constantly enticing them with kickbacks in return for contracts. This has become such a plague that every entrepreneur wants to find an insider who will throw contracts at them in exchange for something. Resist the temptation of being lured into quick contracts in exchange for bribes. While the reality is that you may not get certain contracts in this current climate if you do not go along with this trend, refuse to compromise yourself and your business. If values such as integrity, honesty and hard work are the foundation of your business, you will succeed in the long run.

Definition of success

We live in a world that defines success in material terms. The bigger the car you drive, the more successful you are! This has reshaped the way we do business, hence the quest for immediate gratification. The moment you define your success away from this generally accepted definition will be the day you start to succeed in business. I am not discouraging people from accumulating wealth, but I am suggesting that you should have a much broader definition of success that includes the good of society as well: one that recognises the empowerment of others, social responsibility, and satisfying the future needs of those who will survive you.

Let me try to explain what I believe to be the pillars of success:

1 Financial freedom. I might as well start with this even though I do not consider it the primary pillar of success. You want to be able to sustain yourself, and in these times when money rules the world, you want to be able to afford the basic needs (your health, security, food on the table) and spoil yourself with the things you yearn for. We live on this earth only once, and we want to make the best of it.

2 Social acceptance. I do not believe you are successful if the world around you does not accept you; if people do not trust you, if you add no value in people’s lives, and if society cannot rely on you. You may be a millionaire, but if society knows that your wealth is the result of “blood money” or corruption, you cannot be proud of it – even though you may put up a bold front and brag about it. The truth is, if society curses you for it, if your conscience is uncomfortable with it, you will not enjoy it. It is not success!

3 Intellectual strength. Let’s face it – you do not merely want to be “lucky”: to find yourself in the right place at the right time and stumble upon a million by chance. You do not want to know that had you not been “connected”, you would not be where you are. I am not downplaying the importance of luck or connections, but knowing that your brains made it happen gives you gratification. Knowing that you stretched your intellectual muscles to achieve your wealth makes you feel good about yourself. While I am not suggesting that a formal education is essential, I would advise it, particularly for the youth. Just to be known as intellectually and technically sound in your field creates a feeling of success.

4 Social responsibility. This must not be confused with social acceptance, as social responsibility refers to compassion and sharing. If life has put you in a position of prosperity, success means not staying there alone. Lift others with you. It need not be money and donations, but could be any means by which you help to create a future for others. Do give your skills or dedicate your time for the benefit of another human being.

5 Sustainability. Success is also the creation of a legacy. You should realise that you are mortal and that future generations should enjoy the benefit of your hard work. Your family should be able to survive after your death, and your employees should not have to lose their jobs when you pass away. Your name must live on!

Dining with crowned heads

Business is about relationships, granted, but in South Africa this is a bit overdone. Often people are discouraged from going into business because they do not know anyone in high positions or are not associated with prominent politicians. Those in business sometimes spend enormous amounts of time trying to cultivate these relationships instead of devoting the same attention to their businesses. I am not undermining the value of having “connectivity” in business, in fact, I discuss this aspect in one of the chapters in this book. But a winning concept with a winning product requires less of such connectivity. Focus more on your business.

Bringing God into your business

You need the presence of God in your business. You need His blessings. You need Him in every decision you take, every move you make. Here are some pointers on how you can bring Him into your venture:

1 Let your business concept be holy. You cannot hope to succeed if your success depends on the failure of others. Your concept must be beneficial to your customers, must not disadvantage your suppliers, must not exploit your labour, and must not harm the environment.

2 Let your decisions be holy. You will be faced with tough decisions in business. Decide in a manner that pleases God. Do not take the path that will lead you to instant gratification at the expense of your conscience.

3 Let your money be holy. Do not run a business in which you have to look over your shoulder. Stay sure that your conscience is clean, and you will not be putting out fires, bribing investigators and running away from the law. Declare your income for tax purposes. You may not have money to pay, but do not run away. Acknowledge your debts, face those to whom you owe money.

4 Let your relationships be holy. Avoid mixing with those who want to use you in unscrupulous deals for their benefit and at the expense of your business. Let it stay strong! Resist diabolical delights and get closer to God every day. You will face pressure, but manoeuvre through it in ways that will leave your soul unharmed.

5 Let your actions be holy. You have been privileged to be in business. Maybe it is God’s way of providing for others through you. Do not disappoint Him. Give! And give unreservedly. As long as you look after His children, He will look after you.