Bernadette Jiwa has a real gift for encapsulating the essence of a problem in few words.    I’ve had these 3 questions from a hypothetical customer running round my head for a couple of weeks now, as I work out how to apply them to what I doing.

My new book is out soon, so I thought I’d give answering them a go:

Why this?

Because all the small business owners I’ve met want 3 things:

• to do a great job for their customers or clients.
• to do right by the people who work for them and with them.
• to build a better life for themselves, their families and their communities.

They need to make profit to do that effectively.  This book gives ideas for how to approach the first two in a systematically different way, to get more of the third.

Why you?

Because I’ve used this approach to help businesses achieve all 3 of their goals, and I want to teach more business owners how to do it for themselves.

Why now?

Because if we want a better world for everyone (if we want a world we can live in at all), we have to find a better way of doing business.  This won’t come from the top, so we small business owners must make it happen from the bottom up.

That was an interesting exercise.  What would you answer?