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Building an Aligned Business

strategy Jan 18, 2021

Guest post by Amber Roy

Please welcome our friend and guest writer this week, Amber! Amber Roy is the founder of The CTRL Lab and she is a creative, problem solving, social media junkie that has a burning desire to help small business owners achieve a sustainable work/life balance through the hands-on implementation of holistic business solutions.


Building an Aligned Business

by Amber Roy

It is never too late to align your business with your personal values and beliefs. As a society, we are conditioned to believe that being a business owner or entrepreneur means we need to be “professional”.

That by showing personality, sharing our values, or living our truth could potentially cut off a significant source of our income to those who don’t share the same views. And for a small business owner with bills to pay, that can be scary!

After 12 years of being an entrepreneur, I am here to tell you that there will come a time when your business becomes successful, and living a double life is no longer worthwhile.

That is ultimately why (even though my digital agency is successful), my partner Carleen and I have chosen to wipe the slate clean and completely re-brand our small business – The CTRL Lab.

Does re-branding scare me? You bet it does! We’ll likely lose clients and income in the process. But I have the confidence (and thankfully the experience) to know that it will only leave space for clients that DO align with our brand to step in and take their place.

When your business aligns with your personal goals, values, and beliefs, it’s magic. You’ll notice that you start attracting the kind of client you want, like, and deserve. Living your purpose through work that sets your soul on fire, instead of becoming a victim to the unhealthy work machine that you built.

As small business owners, we are constantly evolving, growing, and learning as we go. Being paralyzed by the fear of making a mistake will never allow us to accomplish great things.

Sometimes it takes first-hand experience to learn what you like, what you don’t like, how to spot the red flags, and where there is room for improvement. It’s part of the process! We never know where we’ll end up when we start a business, or what we’ll learn along the way. 

I want you to know that you are allowed to change your mind. You are allowed to change your beliefs. And you are allowed to change your values. There is no rule that says we are born and must remain the same person for the rest of our lives. Our relationships, community, environment, and personal experiences shape and change us. 

What IS important is that you take the time to check-in and correct your course every so often and make sure that who we are, aligns with who we want to be in business. I recommend setting aside some time every quarter to ask yourself a few questions:

  1. What are my personal goals, and can I achieve them through the business I am building?
  2. What do I like, or dislike about the work I am doing? Why?
  3. What do I like, or dislike about the people I work with? Why? (This goes for team members, customers, vendors, etc.

A misaligned business owner will spend more time, money, energy, and resources building a business that ultimately sucks the life out of them. The alternative is to go with the flow: construct a business that aligns with your values and you’ll see a much higher return on the financial, emotional, and physical investment you continue to make in your business every day.


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