Principles Guide You When the Going Gets Tough

By Vladimir Gendelman
Founder and CEO of Company Folders, Inc.

             
As leaders, we all have guiding principles. Some of us establish them by design, examining our values, and expressing them in our businesses. And some of us arrive at them by default, making decisions based on unexamined ideas and assumptions. However, if we're conscious of our guiding principles and intentional about creating businesses based on them, they help us navigate challenges with purpose and clarity.

Guiding principles are different from a mission. For example, Company Folders, Inc.'s mission is to offer people the largest selection of presentation folders, with the most coatings, stocks, and imprint methods available. We have turned that mission into a multi-million-dollar business that serves customers like Ford, Hilton, Sony, and Google.

The Ukraine invasion

But offering lots of folders didn't help me when seven of our employees were suddenly displaced by the Ukraine invasion. That's where guiding principles came in.

I had to make decisions that affected my employees and my business quickly. The simple and powerful guiding principle I relied on is valuing people, and this is how you can apply it in your business:

When Russia invaded Ukraine, our employees and their families were fleeing the shelling, frightened and unsure what to do, lacking electricity or internet, and, in the first week or two, largely unable to work. So, I had to make decisions fast.

Because my guiding principle is valuing people, my responsibility for supporting our team was clear, and so were my decisions.

These are great people. I asked what they needed, listened, and gave it to them. I assured them they would have their jobs no matter what, that we would pay them for whatever time off they needed to get to safety and provide salary advances to help. We endured a few weeks of disruption, and, of course, no one knows when the war will end. But for the most part, everyone is back to work.

Appreciate your team

Never forget that leaders cannot do everything single-handedly. We need people, and we need to keep in mind that they are essential and valuable.

Surround yourself with the best

Hire amazing people, people you like and respect. Employees aren't functions or cogs. They are individuals who each come with unique skills and perspectives that help a company function and thrive.

Support your people

Give people what they need to do their jobs well. When people feel supported and trusted to do what they do best, they create great products, treat customers well, and grow companies.

Listen and Learn

I suggest getting to know each employee and what motivates them. People may tell you what they need, but we also need to ask questions, listen, and observe.

Treat employees like individuals

A one-size-fits-all approach doesn't work. Each person has a different situation, priorities, and needs. For example, one of our employees loves to travel. So, he will rent an apartment in South America, Europe, most recently, Egypt, work remotely and use his free time to explore. For someone else, it's scheduling around caring for a sick relative.

Own leadership responsibility

As leaders, it's our job to make sure our people are happy. People take care of the company, and if we take care of the people, they can do their jobs well. So, our employees are our responsibility.

Valued People Drive Great Results

Most of my team has been with us for over ten years. That's unusual – the average time people stay at jobs is four years. Our people stay because they feel trusted and valued. They give their best. They understand and embody our guiding principle of treating customers like they're valued. As a result, we have over a hundred reviews on Google, with a five-star average. I know that is because of our clarity about valuing people – both our employees and our customers.

In Closing

I hope my simple article was of value to your company's success. I also look forward to your ideas for building stronger companies. You can reach me on LinkedIn at linkedin.com/in/vladimirgendelman

Vladimir Gendelman
Founder and CEO of Company Folders, Inc.