Lofty goals are an important thing to have, but your business can’t be based on something you’re not ready to deliver.

12 months ago | From Entrepreneur | Author: Daniel Neiditch

Many companies with the requisite amount of passion, planning and smarts have fallen by the wayside due to hazards, both internal and external. When you run a business, you must constantly learn from the mistakes of others, even those outside of your industry. This is a unique time to build a business, and even though you may not be in the tech sphere like most of these companies, there are real lessons for enterprises of every stripe to learn from, and hopefully, avoid.

1. Don’t overpromise.
Lofty goals are an important thing to have, but your business can’t be based on something you’re not ready to deliver. One of the biggest stories to come out of Silicon Valley last year was the startup Theranos, which promised a quantum leap forward in blood testing technology. Their tests, Theranos claimed, could perform a number of health assessments far beyond what was already possible. People are always eager to find the next big leap in tech, and one tied to the field of healthcare carried extra attraction.

Related: The Entrepreneurial Case for Tech Investing in Emerging Markets

Unfortunately, the facts of the tech didn’t bear out their lofty promises, and the company is facing the ire of investors and even Congress in order to answer for their false promises. It’s not impossible to imagine that Theranos might have been a successful company if not for the blind ambition that led them to overstate what they were truly capable of. Desire is a powerful fuel for any company, but you can’t let it drive you off a cliff.

2. Value your workforce.
The public’s trust is just one of the many intangible assets of your venture whose value can’t be overstated. One slightly more tangible one would be your workforce. Whether a startup with a handful of employees, or a massive conglomerate employing thousands, the people on the payroll are the ones who keep the engine moving, and to abuse them only hurts you.

The coworking spaces run by unicorn startup WeWork (52 locations in 16 cities worldwide), a glittering lure for young businesses, were the subject of some serious labor disputes from cleaners looking to improve their working conditions. The company responded by firing everyone in one fell swoop, showing a drastic misreading of the situation that caused irreparable damage to their image. In the drive to expand, the company sadly neglected to properly value the people who helped make it great, and they continue to pay a heavy PR price.

3. Be realistic.
After receiving huge valuations, it’s understandable that many of these companies have gotten carried away with their optimism. The temptation to spend like you’re already one of the big boys can take you down if you’re not quite at that level yet. Growing realistically and incrementally gives you and your organization the strong foundation necessary to avoid toppling over as you grow. Patience is a virtue, and a lack of it can bring you to the end.

       

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