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By Nick Duvall
I own a small artisan workshop where we make handcrafted leather accessories like wallets, belts and women’s bags.
The rules I learned running a small business offer object lessons in brilliant color for anyone trying to stick to their values at this moment. To be honest, these lessons were probably good any time for anyone, but they feel especially important now.
Here’s what we’re up against.
We’re not just competing against other leather goods providers. We’re competing for attention and asking for loyalty. Every dad, husband, employee and teammate wants that, too. They want to be relevant, to be seen, heard and respected by the people they care about.
For us, that’s our stakeholders including our team and our customers of the past, current and future. For you, it’s your partner, kids, boss, employees and your colleagues.
Above all, protect your brand
Our leatherwork artisan team makes leather products and sells them directly to consumers from two bricks-and-mortar locations plus an online store. That means we cover every inch of the production chain. We design, manufacture and sell our products from start to finish.
That’s a blessing and also a burden.
If something goes sideways, it’s all on us. Nobody else will step in and protect us, so every stage of the process must be flawless.
But when mistakes happen — because they inevitably will — take responsibility, fix them, and keep moving forward. People remember how you act under fire, so figure out how to stay cool in those moments.
What’s the lesson?
Just like a business, each person has their own brand. As you pursue your personal goals, be aware of how people see you and ask yourself: “Do I want the world to see me like this?”
If not, change something. Choosing to change ain’t easy. Like anything, you get better with practice.
Surround Yourself with the Best People
Some of my most tenured leathercraft artisans have been with me since the beginning. They’re not just employees; they’ve become my best friends and trusted allies. They have learned what’s important to me — and our customers — when crafting excellent leather bags
We’re close enough so that they feel comfortable bringing their ideas to me, and they know I will hear them out. We’re all working toward the same goal.
What’s the lesson?
You can’t always choose the people in your orbit. You can, however, choose how much attention and time you invest in them. Invest in people who make you better.
For a business owner, that’s developing leaders who have the same passion for the product and the ability to bring improvement.
For an employee, invest time and attention in peers who are good at their jobs and have nurturing demeanors.
Integrity Feeds Upward
You’ve probably seen it scrawled out on someone’s kitchen wall decoration: integrity is what you do when nobody’s watching.
But the decor definition misses a key point. There’s a direct connection between what you do behind the scenes and how you present to the rest of the world.
Here’s one example of how that shakes out in the leathercraft business. We stake our livelihood on picking full-grain leather hides from only the most reputable suppliers. We start here, on a foundation of quality, and refuse to cut corners at every stop from that point on.
If we started by sourcing lesser leather to lower costs. Even the most discerning shopper might not spot the difference when shopping online or even in the store. But the poor quality would reveal itself later, when the sub-grade material fails. We’d have problems later and our reputation would suffer.
What’s the lesson?
Commit to quality in everything you do, even when nobody’s watching. Your actions done in private lay a foundation for what people see in public.
Own Your Outcomes
No change worth making happens overnight, so be patient with yourself. My business grew slowly and organically for 15 years before I stepped out to open a second bricks-and-mortar retail location.
Some people might have done it faster, but I’m content with the rate of change because I did it on my own terms. I learned how to lead a growing team of skilled artisans. I learned about my customers and what they want, and then I made strategic, clear-headed decisions.
Now, I can say proudly that all my outcomes are of my own design. That, too, is part of protecting your brand.
What’s the lesson?
This is the culmination of all the other lessons. Work so that you’re proud of what you own. Seek help from people you trust who have your best interests at heart, and practice integrity at every stage.
If you do all that, owning the outcome is easy. It’s something you can be proud of.
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