On hOw tO run a busi­ness with sO­cial in­tent

India Today - - NEWS WRAP -

1 Don’t lose the soul of your busi­ness

Run­ning a so­cial en­ter­prise en­cour­ages you to reach out to and help as many peo­ple as pos­si­ble, how­ever, the chase for num­bers of­ten jeop­ar­dises the qual­ity or in­tent of your work. While try­ing to scale up and ex­po­nen­tially grow, be grounded.

2 Fol­low your in­stinct

When start­ing a busi­ness, you are over­loaded with ‘free ad­vice’ on var­i­ous strate­gies of suc­cess. Al­though many might be use­ful, it al­ways comes down to what you be­lieve to be true. In­stinct never fails and has more power than you can imag­ine.

3 Keep evolv­ing

Change is con­stant, adopt a sim­i­lar strat­egy with your busi­ness, prod­uct or ser­vice you of­fer. Evolve with time and the peo­ple you’re cater­ing to. Give your cus­tomers what they need, with­out get­ting too wrapped up in what you think they should have.

4 Be com­pas­sion­ate

With so­cial en­ter­prises, there is a thin line be­tween sym­pa­thy and em­pa­thy. No one wants or needs your sym­pa­thy, but al­most every­one ap­pre­ci­ates an em­pa­thetic en­deav­our. What­ever you pro­vide to your con­sumers, en­sure it comes from a place of em­pa­thy and com­pas­sion. Putting them first be­fore you and of­fer­ing your ser­vices makes a dif­fer­ence.

5 Al­ways stick to your ‘why’’

Why did you be­gin your com­pany? What is your in­ten­tion be­hind it? Don’t get caught up on what you do but stick to why you do what you do. At the start, your in­ten­tion be­hind your so­cial en­ter­prise is more pow­er­ful than what you are pro­vid­ing. The why un­cov­ers the truth of what you as a com­pany stand for and why you’re do­ing it. To­day, peo­ple res­onate much more deeply with a ‘why’ than a ‘what’.

Sa­mara mahin­dra Founder, Carer, can­cer and health­care start-up 30, Mum­bai

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