Just as it is important that you understand why you want to start a business and what you want from it, it is also important that your business reflects your vision and values. After all, you will be spending much of your time developing it and, in many ways, it is an extension of you and your personality. Most people find it very difficult to live their lives within organizations that do not share their values and beliefs. Indeed, this is often a reason for starting up your own business. This chapter will start to formalize the reasons you want to set up a business, which we first considered in Chapter 3. It will develop the vision you have for the business and the values upon which it is based. It will also show you how strong, ethical and social values can also enhance your business model, creating a clear brand identity. In doing this you may be able to charge a higher price for your product and create commercial as well as social value.
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