THE BUSINESS END OF THE LEASH
Core business values are generally defined as ingrained principles that guide your work — they are things you don ’ t want to compromise on . For example , if honesty is a core value , telling a client you can solve all their problems when you know you this is unlikely would be a violation of this . Aspirational values are ones that you want to work toward and are important for future success . You might aspire to staying abreast of the latest research about dog behavior and welfare and attend conferences and read journal articles in pursuit of this .
Taking time to think about and outline your business values , both core and aspirational , can be an affirming and powerful exercise , whether it ’ s just for yourself or something you share more widely . Having a strong sense of what you stand for , and where your boundaries lie , can help when faced with difficult decisions or tricky client situations . If you start to wobble , returning to these values can help ground you and feel stronger in your stance and actions . Saying no to that client when you ’ re at capacity can feel easier when you know it ’ s tied to a commitment to providing a comprehensive service . Aspirational values can help you grow personally and professionally . Being aware of the things you want to incorporate and achieve in the future will help when it comes to goal setting and planning .
What does running an ethical business mean to you ?
Find what defines your business values and philosophy to dog training
By Veronica Boutelle , M . A ., CTCS and Harriet Alexander
If someone asked you to outline the values of your business , what would you say ? Most big companies have a set of core business values that are shared with stakeholders , often emblazoned on boardroom walls and included in staff training days . The aim is usually to indicate what kind of company they are , what they stand for and who they may appeal to . So what about smaller businesses ? Should dog trainers spend time thinking about the values underpinning their work ? What defines an ethical business , and does it matter ?
It ’ s likely you already have a strong sense of your dog training ethics and practices . Many reward-based trainers will make this clear on their websites and social media channels , and when speaking to potential clients . Outlining your philosophy can help to promote kinder methods towards dogs , as well as attract the types of clients you want to work with . It ’ s a great place to start when it comes to defining your business values . Keep these explanations clear , simple and jargon free . Clients may not comprehend the nuance of your methods , but underlying principles such as pain and force free will help them understand what they can expect when working with you .
And what about beyond your dog training approach ? Dog training is just one element of what you do ( albeit , a pretty big one !); there are loads of other practices involved when it comes to running a business . Some important areas that we ’ ve identified at dogbiz are transparency , professionalism , teamwork , authenticity and practicing what we preach . If you find a word that resonates with you , narrow it down by defining what it means on a practical level . For some people , professionalism may look like maintaining clear policies , getting back to people quickly and equipping them with the right tools . It may also be about respecting the privacy of clients and treating them with the same compassion you have for dogs . Or perhaps it makes you think of your colleagues , and your commitment to treating them respectfully and not engaging in personal attacks when debating hot button topics .
It ’ s fairly straightforward to come up with a list of business values — the real work is committing to them . How many businesses do
32 Building Better Trainers Through Education