Build Your Own Sandbox

This manifesto was written to inspire you to do better. Inspire you to believe in yourself, your organization, your people and your customers.

I’m tired.

I’m tired of complacency, laziness and status quo.

Do you feel the same way?

You see them everywhere. Companies and organizations come on the scene, and as quickly as they come in, they are gone in a flash. Everyone you pass by looks, sounds and feels like their competitors. There is nothing compelling about them. So it’s no wonder why they only have short life spans.

Nonetheless, I would ask myself why they failed to make it. Why did they fail to become legacy companies? I would analyze the owners, the staff, and their branding, looking for answers. The conclusion I came to was that they were in it for the wrong reasons.

It’s no secret that when someone sees a company killing it – by increasing its revenue, staff and footprint on the world – others perk up their ears, sniff the air and start tracking down where all the noise is coming from.

When this person arrives at the source of the commotion, they see growth, opportunity and revenue potential, which is commendable. But all they see is the outside of that company; honestly, it looks pretty easy from that point of view. So what do they do? They copy that successful business in hopes that they can capitalize on their success. They copy their look, their messaging, their unique selling propositions…basically, they sit their ass down in that company’s sandbox and begin playing with their toys. 

The company that built that sandbox may look up a few times to see who has joined them, but their attention quickly goes back down to what they were doing. This is the first sign of trouble to come.

Soon there is more competition plopping their asses down in that sandbox. When that pioneering company looks up once again, what they see surprises them. Their sandbox, the one they built, is full of others who look, sound and feel the same way they do. 

Now, this pioneer is panicking. 

As they look around, they wonder what the hell they need to do to get rid of these invaders. Anger sets in. Confusion is next. Instead of looking for ways to separate their company from the invaders, they begin watching what everyone else is doing and start copying them. What happens next is incestual. A sandbox filled with chromosome-deficient mutants who are all sputtering the same messages in slightly different ways.

That pioneer began the right way by building their own sandbox, but they didn’t do enough to make their sandbox impenetrable to copycats and lazy, self-serving business owners looking to make a quick buck.

This manifesto is not a rant, although it can be argued. It is a plea to business owners, leaders and people of power to stop doing what everyone else is doing. This is your permission to do things your way. A way built on cause, purpose and mission-driven intent that is unique to you and no one else! I am giving you the ‘go ahead’ to build your own sandbox so far away from everyone else that the moment some asshole gets a sniff of your success, they will see the long journey ahead of them to get to your sandbox that they will give up before they even get started.

What about those companies who have good intentions but fail as well?

I can tell you why they failed. 

They didn’t believe in themselves and their brand marketing. When things got tough, which happens with ANY business from time to time, instead of defaulting back to their purpose, cause, mission and values, they opted to leave their newly built sandbox and go play with their peers in the crowded sandbox over there in the corner.

The rest is history.

I want you to understand that NOWHERE does it say that you must follow everyone else just because that’s what everyone else is doing in your industry.

I mean, really! Who told you you had to do it that way? Who told you that your brand has to sound like everyone else? Who said you must stay in the same sandbox as your competitors?

I will tell you who. NO ONE!

There is way too much competition out there, and as our world grows more connected, many more countries will come knocking at your customers’ doors and looking for their share of that person’s wallet. The companies that don’t get it will default to competing on bottom-feeder tactics like price, boasting how good they are, selling out to get 5 minutes of fame, discounts, creating controversy on purpose, click-baiting, etc. These are businesses that forgo customer service in the name of making money. They scoff at brand experience, purpose-driven philosophy, cause and values. In their opinion, the mere thought of this is a complete waste of time. And they will be the first person to tell you so.

Those who think and look at the big picture will know better. They understand that success is predicated on longevity. They will ask themselves, “How do I stay relevant for the next 20 years or more?”

They will discover that the answer is: Build Your Own Sandbox.

If you think, “I want to build my own sandbox,” I encourage you to keep reading because I will show you how to do it.

Building your sandbox takes time. Patience, vision and belief are also required. You have to be in this long-term for it to create success.

If you lack patience and are looking for a silver bullet to make your company millions in a matter of months, you have come to the wrong place. Many instafakes on social media can give you ‘secrets to their successes’ in exchange for a couple of hundred bucks. I suggest you seek them out but beware. It’s all bullshit. You’re welcome.

Those of you who are in it to win it the right way. Let’s begin.

The world needs and desires business owners like you.

One of our most primal instincts is to be part of communities. Communities that share the same values and causes they do. When people find a community that fits their own values and beliefs, they stay there for the long term.

Your company will build a brand that creates community – internally and externally.

Not only will customers stick with you, but they will promote and advocate for you. Don’t forget this also applies to your employees. You are going to create a community, culture, and lifelong fans.

But to build your own sandbox requires the right tools.

These tools can be found anywhere. Using them properly is where most business owners give up.

The tools you will need to create your own sandbox are:

1. Your Purpose 
2. Your Values
3. Your Mission
4. Your Cause
5. Continuous Learning
6. Evolution
7. Creativity
8. Belief
9. No Fear

Your Values

Unfortunately, personal values are being ignored in today’s world. If society took a deep breath and looked intently at their personal values before they commented on social media, the world would be a better place.

Your Values are one of the cornerstone tools for building your sandbox. Without a set of values, you cannot move forward. Your values will guide customer service, hiring, firing, collaborating, aligning with other companies, and decision-making principles.

What are your unwavering values as a person? What values do you act on daily? It’s very important that what you write publicly is actioned by you and everyone in the company; otherwise, it’s hypocrisy, and everyone will know.

Your values are what you believe are important in how you live and work. They determine your priorities and measures you use in decision-making. They are the principles or standards of behaviour you use to gauge judgment of what is important in your life.

Understanding your values is necessary to creating the next pieces of your sandbox. So, it’s important that you take the time to polish these and revise them as needed. 

Your Purpose

In 2009, Simon Sinek opened the corporate world’s eyes to the power of Purpose. Back in its infancy, Purpose was ignored. It wasn’t taken seriously by anyone but the few who watched his TED Talk. I took it seriously the moment I saw his TED Talk go viral in 2013, so much so that I went on a journey to discover my own Purpose.

The moment I discovered it, crafted it into a sentence and began implementing it with intent and belief, my world changed. Purpose gave me clarity and direction. It has been my beacon since 2013.

“To inspire others so that they can create continued success”

To create your own sandbox, you will need to discover your Purpose. Understand that this statement needs to come straight from the company owner. Their personal purpose is the foundation for creating a purpose for their company. Like any organization with leadership, everything flows downhill. It starts with the leader and filters through the rest of the company and brand.

But beware. Many companies claim to be purpose-driven, but when you pull back the curtain, that Purpose statement they created is nothing but a marketing ploy. Your Purpose has to be felt in your heart and soul. It has to mean something to you and your brand. It has to be authentic for it to be effective.

When you have your Purpose created, you can move on to create your Cause.

Your Cause

A Cause is also your vision. It’s hard not to be a fanboy of someone, but when a person becomes popular because they are deep thinkers with incredible insights, it’s hard not to promote them.

Simon Sinek discussed Cause extensively in his book The Infinite Game. His argument encouraging organizations to create a Cause is compelling—so much so that it got me thinking differently about vision statements. Because, let’s be honest, all of this stuff seems like a complete waste of time and nothing but fluff that is simply there to appease HR. 

Here is a brief explanation of a Cause so you can understand the difference. I also encourage you to read The Infinite Game.

A cause embodies the principles and values of an organization’s leaders and employees. The objective of a Cause is not to win. It’s all about the infinite game and legacy you desire to create. A Cause is specific, and gives a sense of where the company’s going that empowers every person to use their judgment to do the right thing, for now, and for the future. It gives your people a reason to build your company without you. Continuing a legacy when you are long gone.

Creating a Cause takes time.

Your Cause is not about becoming the biggest, the best or number one company that sells the most widgets. It’s not about reaching a certain revenue goal either. It is about pursuing something that is infinite and will probably be unattainable.  Where most companies go wrong in creating a vision statement is they look at it as a goal. It is not a goal, is it a vision of the future, a Cause to believe in and pursue relentlessly. It is something so noble that others are willing to devote their lives and careers toward advancing it. When their careers are over, the Cause can live on and serve to inspire further progress of the company or organization. Kinda like handing over the baton knowing that what is being created stays on the same track, no matter who is piloting.

A Cause is informed by your Purpose . It describes a vision of the world that is so inspiring and compelling that people are willing to sacrifice to see that vision advanced.

There are five criteria to articulate your Cause. It must be: 1) For Something; 2) Inclusive; 3) Service-Oriented; 4) Resilient, and 5) Idealistic.

• For Something
  It serves as a positive and specific vision of the future. While being against something may be effective in rallying people, it doesn’t inspire, and it won’t last. A Cause is what you stand for rather than what you stand against.
• Inclusive
  It is open to all who wish to contribute. A great Cause attracts people from diverse skill sets. It inspires all to make worthwhile contributions and feel valued for them.
• Service-Oriented
  The primary benefit of the cause has to go to those other than you. For example, if you go to your boss for career advice, the expectation is that the advice you receive will benefit your career. If your boss gives you advice that benefits their own career, they are not service-oriented. This extends to organizations, leaders and companies. A business’s products and services must be designed to benefit its customers, not the company primarily. If you are a leader, your leadership has to benefit the people you lead.
• Resilient
  A great Cause must be able to endure political, technological and cultural changes. So, if you define your Cause based on a particular technology or a specific product and there is a market change, your Cause will not last long.
• Idealistic
  Your Cause has to be big, bold, and ultimately unachievable. This is how you create a Cause. Once your Cause is complete, you are ready to use the next tool to create your own sandbox—your Mission.

Your Mission

It’s laughable to think of how many companies out there create mission statements that lack authenticity. When you read one, you will know if it’s legitimate or not because as you dig deeper into that company you want to buy from or work with, many moments of confusion will creep in. From customer service issues to employee retention problems to social media posts and brand experience, those who actually embody their Mission, all of the issues I just mentioned will be negligible.

To create a mission statement, you must define what you want to accomplish as a company. It’s a self-serving goal that can ignite motivation in yourself and your staff. It embodies your values and correlates with your purpose. It can be short-term, everlasting or simply a call to arms for internal purposes.

Again, this statement has to mean something to everyone in your company. It is not to be created to look good. It has to embody the spirit of your organization.

Now, your sandbox is beginning to take shape. Four more tools are required before you can dust off your hands, wipe the sweat from your brow and gaze upon your creation.

Continuous Learning

Any great leader building their own sandbox knows they have to be a sponge. They need to be continually focused on the big picture. To do that, they need to be open to new ideas, thoughts, insights and ideas. This only happens when you are genuinely humble and willing to learn continually.

As your company grows and your sandbox starts generating attention, people will test its security and try to get into it. A surefire method to keeping these greedy bastards out is to keep learning.

Here are ways to keep learning:

• Listen to your customers and employees. Listen with two eyes and two ears. Read their reviews, engage in conversations, and be intentional about it.
• Listen to podcasts and read books about business owners and their methodologies.
• Keep up to date on consumer & market trends.
• Look for inspiration from other industries, sectors and individuals who are irrelevant to your industry.
• Collaborate with other companies that share your values and complement your business. Visit their sandbox from time to time to see what they are up to, share ideas, and see if you can implement them in your own sandbox.

Continuous Learning keeps you relevant. It produces adaptability and creativity, which are very important tools for the durability of your sandbox.

Evolution & Creativity

The world changes quickly, and so do your employees and customers. Being adaptive, willing to evolve, and creative with your company will fortify your sandbox walls from intruders.

As time progresses and you continue learning new techniques, ideas, methods, and insights, you must be willing to implement what you learned. Experiment and become creative with your ideas to see if they benefit your company’s growth and added value. Through experimenting and being creative, you learn. Most will fail, and that is a good thing. Failure is a learning experience. 

Be curious and brave. As your company grows older and wiser, ask deeper questions and pose them to your teams. Give them the psychological safety to share ideas, try out new methodologies, engage in healthy debates, and empower them to make decisions and learn from the results.

Evolving your company keeps you relevant. It also keeps complacency away.

Belief

Mindset is everything when creating your sandbox. Many will stop by or intrude on your sandbox. Some will pose as friends when they truly are foes wanting to see you fail. They will give you agenda-based advice that’s posed as friendly. It is important that you believe in yourself and the sandbox you are building. When your heart is in the right place, belief in what you are building can get you through tough times. You will have moments where self-doubt and limiting beliefs creep in. Stand strong and find your centre. Look back to your purpose and cause. Recite them and move forward. These statements will help you maintain belief in the sandbox you are building.

Your core values are also there to keep you centred. Lean on them. Make sure everyone in your company believes in them as well.

Your staff also needs to believe in what you are building. That collective mindset of belief will make your sandbox a cultural powerhouse impenetrable to any intruder. 

No fear

Purpose, Cause and Belief will give you courage – courage to tackle any fear that comes your way. That voice that whispers in your ear can become deafening at times. Fear can disguise itself through recessions, politics, pandemics, divorce, death, illness, weather, revenue loss or worse. YOu can and will persevere. You are building a sandbox to last a lifetime. Never forget it.

Closing

You have permission to do things your way. You have permission to go build your own sandbox. A sandbox built with the tools to make your sandbox last a lifetime. Owning a business is hard enough. Does it have to be boring? Aren’t you entitled to have excitement in your life as you build your legacy? 

No one told you that it has to be done a certain way or you won’t get customers or employees. 

Don’t believe me? 

Ask Apple how they did it. Ask Patagonia how their sandbox has been doing since 1973. Talk to Lush and ask them how their sandbox has held together for the last 2 decades.

These brands and many more didn’t follow conventional tactics and industry norms. They didn’t plop themselves into their competitor’s sandbox. They went and built their own. They used the tools I outlined and created it into a fortified brand that will last another 100 years or more.

I hope this has inspired you to believe in yourself, your organization, your people and your customers.

Now, go build your own sandbox.