Joel Salatin runs Polyface Inc, a farm in Virginia USA. When asked about growing his business he said they have no less targets, their goal is healing!
Joel explianed that "his businesses purpose is to heal the land, food, customers and the local economy." He says "that the ultimate success is when there are more earth worms dancing in the ground!"
His farming techniques are expensive and so his price is higher than his competitors. When asked how he is able to charge a premium price he answers that "his price is the lowest; if you take into account ALL the costs. That’s to say the cost to the environment" and he believes customers will pay the sticker price because “it taste’s good!”
His produce is not for everyone but the again he hasn’t got enough capacity to feed everyone. There is a segment of the market that will pay the price because they buy the taste and the story.
What’s your story? What gives your business meaning? What are you doing that you can truly be proud of?
When you know the answers to these questions it can be a key driver in your business on many levels. Not just your motivation but the whole team and your marketing strategy.