Self-employment

Clear vision boosts small biz

Every new entrepreneur needs a clear vision. "The purpose of your vision should be to inform, focus, challenge and inspire everyone on your team," entrepreneur Donald Cooper says.

ROGER PIERCE
[ 2006-05-10 ]

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COOPER
Entrepreneur

Cooper's company, The Donald Cooper Corporation (www.donaldcooper.com), helps businesses redefine and reinvent themselves to create a significant competitive advantage, improve management effectiveness and increase profitability.

A former director of Cooper Canada, his family's sporting company, Cooper also founded Alive & Well -- an award-winning women's fashion warehouse boutique. He was named Canada's Outstanding Innovative Retailer by the Retail Council of Canada and is a member of the Canadian Speaking Hall of Fame.

Transforming businesses is what Cooper does best. He's helped thousands of companies to rethink and reinvent their businesses to increase market share and profitability.

He's an expert in helping business owners and managers create a clear and compelling business vision. He believes small business owners should commit to values instead of defining themselves by what they do.


"Instead of saying, 'we're mortgage brokers' a business should define itself by how it helps people," Cooper says. "A mortgage broker could redefine themselves by saying, 'We're in the business of helping people to buy a home' and communicating that value.

"Start committing to values instead of goals to create a truly compelling reason for your customers to buy from your business," he says.

Most businesses today don't have sufficient clarity or focus, which can be especially deadly for new entrepreneurs trying to carve out a market niche.

"When we change our language we change our business culture," Cooper says.

"I help businesses to exist for the right reasons by making four commitments: An entrepreneur must commit to investors, to customers, to staff and to their community."

For entrepreneurs who want to sample his expertise, Cooper will deliver the opening keynote address titled "The Clear & Profitable Purpose of Your Business" at the Visa Small Business Big Thinking Conference (www.visa.ca/bigthinking) on June 12 at the Metro Toronto Convention Centre.



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