We say to succeed in business you have to do the opposite of what you think you have to do. While the unsophisticated and shortsighted think they have to push for the highest and quickest profit margin, we say that you have to give more than you take. While the elites in academia, government and journalism constantly report that business is about greed, we say it is about value creation.

Topic for Discussion: Does it make sense to have such a lofty goal for your business? Should we all strive to create value for customers and employees?

Answer: Yes. In this episode of the show, you meet some of the most creative, pleasant people on earth. In the lightbulb, Hattie concludes, "They are in love with what they do. This is their expertise, their gift, and no matter what happens, they are constantly working to perfect it even further. Don't think about marketing from a distance unless you have a unique product, unless you are willing to devote yourself completely to quality." These people are perfectionists without being perfectionistic. These business people are on a journey that will last their lifetime. They are artists who constantly craft their talents, their products, and services.

Some would say that it makes no sense to have a lofty goal. Though the businesses we study here at Small Business School create an abundance of value, we all know that there are many businesses -- small, medium, and large -- that are more about greed and they create a modicum of value. Those that create no value should not even be called a business. Look at Global Crossing of Gary Winnick fame. Once the shell game was discovered, perhaps this company should be delisted as a business. Perhaps we need to begin making a distinction between "companies" and "businesses." You can have a "company of creeps or fools or liars or cheats." But it is not a business. In the stock markets they delist businesses when their value drops into the penny stock category.

Maybe we need to delist businesses that create negative value and put them in categories as "companies of creeps, fools, liars, or cheats."

Small business is generally about the business of creating something of value. Of course, we see the evidence of an underbelly of small business everyday in our email. Scams, hooligans, get-rich-quick-multi-level shenanigans, and tasteless exploiters -- none are really businesses. All are companies of very unpleasant people. In small business everybody knows what is going on. In small business everybody knows whether a company is creating value or taking shortcuts.

You think about it: What value do you create for customers and employees? Have you every asked your customers or employees why they are in a relationship with you? If so, what did they say? If not, why not?