Lizard brains, values, trust, and the awesomeness of being you
Starting a business is one of the most awesome things you can do. You’re making something out of nothing, building new products and services that are going to improve people’s lives, and creating jobs for people who’ll support your vision. It’s like magic — There was nothing before, and now there’s a living, breathing entity, making amazing stuff.
And every part of this comes down to you. Your views, your beliefs, your values, perspectives, influences, hopes, and dreams — All of those things are indelibly stamped on every part of your business. In short, the things that fire you up, that give you passion that you’re awesome at, are the very same things that make your business stand out. And there’s a simple reason for that — Authenticity.
It’s all about our lizard brains. Back in the early stages of our evolution, we relied on our “limbic system,” one of the most primitive parts of our brain to keep us safe. It commanded fight, freeze, or flight, and the deep instincts we used to survive. As we evolved, we sought out social groups for safety and comfort, gravitating towards others who held the same beliefs as us. Those cultural beliefs are a huge part of who we are now.
That lizard brain never went away, and it still drives us today. It’s why we react so strongly to a well-told story, why we’re moved by the smallest things, why we feel an inherent trust around certain types of people. We’re picking up on subtle cues, and seeking out others who think the same way we do. A respected business thinker, Simon Sinek, has built an entire thought system around this called “Start With Why” and it’s got some pretty good ideas.
People make decisions based on emotion as much as they do on information or data. We use “gut instinct” and “intuition” to choose the right direction, and make snap judgements based on little more than a feeling.
That’s why authenticity is so important. People want to do business with others who believe what they believe. So once you know what you believe, once you can inject it into every fiber of your business and your brand, you can create something powerfully deep and compelling.
So, spend some time digging into what you really believe. The reasons that get you up in the morning and light the fire in your belly. Think about how you can change the world, the value of what you do and how it changes people’s lives. Then, find a way to encapsulate that in your messaging and your brand — Show, don’t tell. Demonstrate what you believe, and you’ll create people who will mobilize to your cause. You’ll get your 1,000 true fans, and you’ll keep building something as amazing as you are.