Business values: Be unapologetically authentic

business values

Business values: Be unapologetically authentic

Let us regale you with an anecdote from a networking event we attended in the Midlands. There we met with a wonderful lady - the owner of an estate agency - and we sat talking about business and brainstorming ideas. We personally LOVE getting under the skin of business owners.

We meet so many strangers on a daily basis that it becomes a script of mini dialogues that we catalogue and keep as standard responses. There's nothing worse than small talk. We prefer to hear about someone’s passion and their business goals. We love hearing about the motivation and reasoning behind them.


When driving towards any goal in life, we believe you have to find your “why”. When you find something that’s so important to you that you’d move heaven and earth to get it, no matter the sacrifice. That burning desire that’s going to push you through all those little moments of tedium, that singular reason that fuels our daily activity - that “why”, is what we want to learn about people. So we'll happily cut through the autonomous robot speak to get down to the nitty-gritty of what REALLY drives you.

Back to the estate agent owner - let's call her Viv. Within five minutes it was apparent there was an issue being skirted around. Perseverance and stubbornness uncovered what was really happening. As a smaller, much younger business compared to the competing national agencies, Viv and her team were becoming exhausted, and the cash flow was becoming worryingly tight. She’d go through all the effort of the viewings and delivering a personal touch to each and every client, only to lose them at the last minute because they were a younger company and didn’t have the “experience” of a 20-year established business.

Finding your you

So we asked a simple question. Well, what do you have? Her obviously confused expression gave an opening to continue. We asked what her business values were. We wanted to know what she had that those bigger businesses didn’t.

Viv's response - reliability, accountability, doing what they said they would, a personal touch, a team that goes above and beyond, nothing being too much trouble, and great communication.

We asked if she had tried removing the chance for people to waste her time, leading with the fact they were a new business. They may be a smaller, newer agency, but that’s what makes them the way they are. They believe in putting their clients first and delivering an exceptional hands-on service. Their mission is to find the perfect home for you and your family.

That’s what they care about; that’s what you can expect from them. They don’t hide behind years of service. They are proud of their agency and their business values.

Owning it

So many companies worry about what they haven’t got compared to competing brands and don't stay true to their business values. Length of service, awards and recognition, massive turnovers, and huge marketing budgets might lend themselves to some fantastic opportunities, but don’t undervalue or underappreciated yourself just because you’re the little guy.

Know your strengths and play to them. If you face common objections, don’t hide from them and fear them. Boldly and confidently face them head-on. Be your unapologetically authentic, genuine self and show your customers why bigger doesn’t always mean better.

And we promise you, with the right customers, your business values and passion will win out.

Being yourself and letting your passion shine through is essential, and there's no better way to do it than through the written word. It might not be your forte, but here at Coster Content, it’s ours. We work with you to understand what your business means to you, allowing us to create fantastic content that leaps off the page. If you're interested, get in touch with us on 07462 455 894.

Alia Coster