Avionics News August 2013 - 56

series

BUSINESS BASICS
B Y

G R E G

L A S L O

Something to Believe
Writing Your Business Manifesto

ast April, the small businesses that comprise the Austin
CREATING CHANGE
(Texas) Independent Business Alliance did something
Anything that gets you out of a comfortable bed in the
practically revolutionary. It published a Local Business
morning is worth doing right. When it comes to your shop,
Manifesto.
this includes harnessing your passion to push the business
Based on the concept of “local first,” the proposition
toward its potential. Or as AIBA stated, “to support the
called for AIBA members, consumers and local government
efforts that are working and bring change to the areas that
to support Austin-based companies over national chains,
aren’t.” Doing so means knowing what your brand means,
and it outlined three goals for the community to accomwhat you believe in, and what you can do to create change in
plish, including lowering the barriers to startup, creating a
your corner of the world so your avionics shop grows closer
thriving culture of entrepreneurship and
shifting at least 10 percent of purchases
to local goods and services. While these
goals alone aren’t entirely novel, the
Your business manifesto is, fundamentally, a
vision behind them is, which is the
revolutionary part. These companies
declaration of why you come to work. It’s related to
planted a flag, pledged allegiance and
declared that they believe in something
your mission statement – what you do, how you do it
important.
By doing so, they have joined a
and whom you do it for – but it’s also much more.
growing list of organizations that have
recently created manifestos to explain
the principles, motives and intentions
that drive their operations. While writing a feel-good treato this ideal.
tise may smack of a quirky marketing trend, in practice, it’s
Your business manifesto is, fundamentally, a declaration
a process that requires asserting a company’s core values
of why you come to work. It’s related to your mission stateand beliefs, and is invaluable to the leaders, employees and
ment – what you do, how you do it and whom you do it
customers of a business – even yours.
for – but it’s also much more. As a word, it’s related to the
To make it work, you must channel your passion for your
Latin manifestum, which means apparent, clear or evident.
shop and your customers, declare how you can do business
As an idea, it presents a heartfelt, inspirational ideology. For
better, and use this insight to chart a course toward running
example, with “Go Forth,” Levi’s wraps its heritage of ruga shop that delivers on your ideals. When you try, you might
ged work around the American spirit and redirects it toward a
just find yourself inspired to overthrow your status quo.
young generation of consumers more accustomed to wearing
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august

2013

Avionics News August 2013

Table of Contents for the Digital Edition of Avionics News August 2013