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Why Value Is More Important Than Money

(This is a guest post to the Market Ownership site by friend and partner Lee Wibberding).

It is tempting to think your business exists to make money. Granted, money is useful for some things, and making money should be your ultimate goal. But to run an outstanding business it’s more helpful to understand why a business exists – and it’s not money.

Truth be told, most businesses could exist without money. The cash register may have to be a little bigger to fit the cow, or piano, or other large object you took in trade. Yet, at the very foundation every business does not exist to make money. A business exists to create value.

We do it in a thousand different ways. You may own a service business, or manufacture products, or provide retail convenience. The way you do it may differ, but at the core of every business it is creating value for the customer or client. The better a business does this, the more money it makes.

But you may think, Isn’t it easier just to try to make money? Try to help my business make the most money it can, and in the process it will create value? No, it’s not. If you just think about making money you miss ways to improve your business.

Let me illustrate. My family and I go to a local Laser Tag arena to have fun and family time. Imagine you are the owner of the Laser Tag place and are thinking about making money. How do you do it? You find a good price to maximize profits, find new ways to advertise. Offer discounts to draw more people. These are the things people with the make money mindset do.

But imagine you take the “I’m here to create value” approach. What value is laser tag creating? After playing a few times I know it gives me a distraction. It is fun to shoot and dodge and try to do your best with other people. That’s how laser tag creates value for me. But there are some times when it is not so valuable. When no one but me shows up. For it to be really fun you need at least three people on each side. Showing up when no one else is playing is not fun. No value created. There have been times I’ve thought about going but was afraid no one else would be there and decided against it.

Here is where the value approach really comes into its own. When we think about creating value we realize more people means more value for everyone. And it means if those customers right on the edge of decision know people will show up, they will make that decision to play.

So at least one solution becomes clear, presell about six passes each night at a discount. If you don’t show up – no refund, because the purpose of the presell is to guarantee that minimum fun amount of people. Over time I will catch on that every time I go is fun, because there are always enough people. This will create more value for everyone.

Forget about the money for awhile. Think about how you create value, and how to do it better. Once you get that figured out charge a fair price and the money will follow.

Lee Wibberding is the author of “Money Seeds – Seven Simple Principles to Create Extraordinary Value.” to download a free chapter, go to



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