The majority of startups don’t make it past their first year. But here’s the twist: it’s not always about the idea but the execution. That’s where entrepreneurial skills step into the limelight. Crafting a business from the ground up demands a toolkit brimming with more than strictly passion and perseverance. It requires a blend of leadership, financial acumen, and the ability to pivot at a moment’s notice.
It’s not for lack of brilliant ideas but often due to a gap in entrepreneurial skills. These skills are the seldom praised factors behind the curtains of every successful business story. They transform a vision into a thriving reality, guiding the journey from the spark of an idea to the establishment of a solid enterprise.
This article looks deeper to reveal the core competencies and skills that set successful entrepreneurs apart from the dreamers. We go over what it takes to start and sustain a business in today’s modern era that doesn’t seem to be slowing down in growth and innovation.
What are entrepreneurial skills?
Entrepreneurial skills are a comprehensive set of abilities that enable individuals to initiate, develop, and manage a startup effectively, turning innovative ideas into successful business ventures. These skills are essential for any business owner looking to navigate the complex landscape of modern entrepreneurship. They encompass a wide range of competencies, from strategic planning and financial management to leadership and team building.
At the heart of entrepreneurial skills lie strong communication skills. These enable entrepreneurs to articulate their vision, negotiate deals, build relationships with stakeholders, and lead their teams effectively. Whether it’s pitching to investors, selling to customers, or collaborating with partners, the ability to communicate clearly and persuasively is fundamental.
For those aspiring to become an entrepreneur, understanding the basics of business administration is critical. This knowledge helps in making informed decisions regarding the day-to-day operations of a business, from managing resources to implementing business strategies. It covers a broad spectrum, including marketing, accounting, and human resources, providing a solid foundation for running a successful startup.
IN A NUTSHELL: Entrepreneurial skills are a blend of vision, innovation, and execution. They are vital for anyone looking to start a new venture or grow an existing business. Developing these skills is a continuous process, requiring dedication, adaptability, and a willingness to learn and apply new concepts in the ever-evolving business world.
What are the most important entrepreneurial skills?
Entrepreneurship thrives on a unique blend of talents, where hard skills meet the indispensable soft skills. To effectively face the multifaceted process of starting and running a successful business, entrepreneurs need a well-rounded arsenal of capabilities.
Here is a detailed breakdown of some of the most important entrepreneurial skills for success in the business world.
Leadership and Motivation
Leadership sets the direction for the business and inspiring the team to follow. A leader with effective motivational skills fosters an environment where everyone feels valued and driven.
This includes setting clear goals, providing feedback, and recognizing achievements. Entrepreneurs must embody the entrepreneurial mindset, leading by example and nurturing a culture of accountability and growth.
- Inspiring a shared vision among team members
- Encouraging innovation and creativity
- Building a culture of trust and respect
- Recognizing and rewarding achievements
- Leading by example to foster a positive work environment
Strategic Thinking and Planning
Strategic thinking and planning skills are key for setting long-term goals and mapping out the path to achieve them. This involves analyzing strengths, weaknesses, opportunities, and threats (SWOT) to make informed business decisions.
Entrepreneurs with strategic thinking skills can anticipate future business challenges and opportunities, enabling them to keep the business moving forward effectively.
- Setting clear, achievable business goals
- Conducting SWOT analysis for informed decision-making
- Anticipating market trends and adapting strategies accordingly
- Allocating resources efficiently to maximize business growth
- Developing contingency plans to manage risks
Financial Management
Financial management is important for the sustainability and growth of a business. Entrepreneurs must understand financial statements, manage cash flow, and make informed financial decisions.
Financial skills help in budgeting, forecasting, and securing funding, ensuring the business remains viable and profitable.
- Budgeting and forecasting to manage financial resources
- Understanding financial statements for better decision-making
- Identifying and securing funding opportunities
- Managing cash flow to ensure operational stability
- Pricing strategies to maximize profitability
Marketing and Sales
Marketing and sales skills help greatly with promoting the business and driving revenue. Entrepreneurs need to understand their target market, develop effective marketing strategies, and possess strong sales skills to convert leads into customers.
This involves branding, online marketing, customer engagement, and sales techniques to grow the business.
- Developing a strong brand identity
- Utilizing digital marketing strategies to reach a wider audience
- Engaging with customers through effective communication channels
- Implementing sales techniques that convert leads into customers
- Analyzing market trends to adapt marketing strategies
Communication and Negotiation
Effective communication and negotiation skills are a must for building relationships, resolving conflicts, and securing deals. Entrepreneurs must be able to communicate their vision, negotiate with stakeholders, and manage interpersonal dynamics effectively.
This includes public speaking, writing, listening, and negotiation tactics to ensure clear and constructive exchanges.
- Clear and concise communication to convey business ideas
- Negotiation strategies to secure favorable terms
- Active listening to understand and address concerns
- Public speaking skills to represent the business effectively
- Conflict resolution techniques to maintain positive relationships
Problem-Solving and Decision-Making
Entrepreneurs face challenges daily, making problem-solving and decision-making skills critical. This involves identifying problems, analyzing information, considering alternatives, and making choices that benefit the business.
A successful entrepreneur needs to think critically, act decisively, and learn from outcomes to drive business success.
- Identifying and analyzing problems efficiently
- Evaluating alternatives and making informed decisions
- Critical thinking to assess situations from multiple perspectives
- Learning from outcomes to improve future decision-making
- Implementing solutions effectively to overcome challenges
Adaptability and Flexibility
Entrepreneurs must be able to handle changes in the market, technology, and customer preferences with ease. This ability to pivot and adopt new challenges is what keeps a business relevant and competitive.
Being adaptable means staying open to new ideas and opportunities, while flexibility allows for quick responses to unexpected challenges, ensuring the business can thrive in an ever-changing environment.
- Embracing change as an opportunity for growth
- Adjusting business strategies in response to market feedback
- Remaining open to new technologies and methodologies
- Tailoring products or services to meet evolving customer needs
- Demonstrating resilience in the face of setbacks
Time Management and Organization
Entrepreneurs must juggle multiple tasks, prioritize effectively, and ensure that every minute counts. Good organization skills lead to increased productivity, reduced stress, and a better work-life balance.
Mastering these skills helps entrepreneurs meet deadlines, manage their workload, and keep their businesses moving forward efficiently.
- Prioritizing tasks based on urgency and impact
- Utilizing tools and apps for better time tracking and project management
- Delegating tasks to focus on high-value activities
- Setting realistic goals and deadlines
- Maintaining a clutter-free and organized workspace
Networking and Relationship Building
Strong relationships can lead to new business opportunities, partnerships, and valuable mentorships. Entrepreneurs with good networking skills can effectively connect with others, share ideas, and build a supportive community around their business.
This helps open doors to new possibilities and also strengthens the business’s position in the market.
- Attending industry events and conferences to meet potential partners
- Engaging with peers through social media and professional platforms
- Offering value and support to others within your network
- Building trust through consistent and authentic interactions
- Cultivating long-term relationships with customers, suppliers, and partners
Risk Management
Entrepreneurs must identify potential risks, assess their impact, and develop strategies to mitigate them. This proactive approach helps protect the business’s assets, reputation, and future growth.
Effective risk management involves careful analysis, contingency planning, and the willingness to take calculated risks when necessary.
- Conducting regular risk assessments to identify potential threats
- Developing contingency plans for critical business operations
- Diversifying products, services, and income streams
- Ensuring adequate insurance coverage for different aspects of the business
- Staying informed about legal and regulatory changes affecting the industry
Innovation and Creativity
Innovation and creativity enable entrepreneurs to develop unique business ideas, solve problems creatively, and differentiate their products or services in the marketplace.
A culture of innovation encourages continuous improvement and adaptation, helping businesses stay ahead of the competition and meet customers’ evolving needs.
- Encouraging a culture of experimentation and learning
- Staying open to new ideas from all sources
- Investing in research and development to explore new possibilities
- Applying creative thinking to overcome challenges and create value
- Continuously seeking feedback to refine and improve offerings
Resilience and Perseverance
Resilience and perseverance are critical for coping with the ups and downs of the entrepreneurial process. Entrepreneurs will inevitably face challenges and setbacks, but it’s their ability to persevere and bounce back that determines their success.
Resilience is about maintaining a positive outlook, learning from failures, and staying committed to your vision despite the obstacles.
- Viewing failures as learning opportunities
- Maintaining a positive and proactive mindset
- Staying focused on long-term goals during difficult times
- Seeking support from mentors and close ones when faced with challenges
- Demonstrating tenacity and determination to overcome obstacles
Why are entrepreneurial skills important in business?
Entrepreneurial skills extend far beyond the initial stages of starting a business. They play a big part in sustaining growth, managing risks, and ensuring the long-term success of a business.
Exploring deeper into these next parts, we’ll see how each entrepreneurial skill contributes to building a solid, adaptive, and thriving business
Drive Innovation and Growth
Entrepreneurial skills enable individuals to identify new opportunities, think creatively, and implement innovative solutions that meet market needs. By encouraging a culture of innovation, businesses can develop unique products and services, enhancing their market position and driving sustainable growth.
Entrepreneurs who continuously seek to learn new skills and apply them innovatively ensure their businesses remain relevant and forward-thinking.
Better Handle Market Changes
Entrepreneurial skills like adaptability, market insight, and strategic thinking enable business leaders to anticipate shifts, adapt their strategies, and capitalize on emerging opportunities.
This agility ensures businesses can respond swiftly to market demands, regulatory changes, and competitive pressures, maintaining their relevance and competitiveness.
Build Competitive Edge
Entrepreneurial skills help businesses build and maintain a competitive edge. Skills such as problem-solving, strategic planning, and innovation allow entrepreneurs to outthink and outmaneuver their competition.
By leveraging unique business strategies, optimizing operational efficiencies, and delivering exceptional value to customers, businesses can differentiate themselves in crowded markets and secure a dominant position.
Cultivate Leadership
Entrepreneurial skills foster strong leadership by equipping individuals with the ability to inspire, motivate, and guide their teams toward achieving common goals.
Leadership skills ensure that entrepreneurs can build cohesive, high-performing teams, create a positive organizational culture, and drive their businesses toward success.
Boost Networking
Entrepreneurial skills help improve an individual’s ability to build meaningful relationships, forge strategic partnerships, and expand their professional network.
Effective networking can open doors to new opportunities, provide access to valuable resources, and facilitate knowledge exchange, all of which are essential for business growth.
Enhance Financial Management
Sound financial management is critical for the health and sustainability of a business. Entrepreneurial skills in financial planning, budgeting, and financial analysis enable entrepreneurs to make informed decisions, optimize resource allocation, and ensure the financial stability of their business.
Strong financial management skills are essential for coming to grips with the complexities of business finance and securing the long-term viability of the enterprise.
Inspire Team Motivation
Motivating a team is key to achieving business objectives and fostering a productive work environment. Entrepreneurial skills help leaders understand and leverage the diverse motivations of their team members, create a supportive and empowering environment, and align individual goals with the broader vision of the business.
Motivated teams are more engaged, productive, and committed to the success of the business.
Accelerate Decision-Making
The ability to make quick, informed decisions is invaluable in quickly moving and changing fields like business. Entrepreneurial skills sharpen critical thinking, analytical abilities, and decisiveness, enabling business leaders to evaluate situations rapidly, consider various perspectives, and make choices that propel the business forward.
Efficient decision-making processes help maintain momentum and ensure timely responses to business challenges and opportunities.
Strengthen Risk Management
Effective risk management is a key part of business management, which is important for safeguarding a business against potential threats. Entrepreneurial skills such as analytical thinking and strategic planning are essential in identifying, assessing, and mitigating risks.
Entrepreneurs with strong risk management skills can foresee potential challenges, develop contingency plans, and maintain business continuity, even in turbulent times. This proactive approach helps to minimize losses, protect assets, and ensure the business remains on a stable growth trajectory.
Increase Customer Insight
Entrepreneurial skills aid an entrepreneur’s ability to gather and analyze customer data, leading to deeper insights into customer behavior. This knowledge enables businesses to tailor their products and services, improve customer satisfaction, and foster loyalty.
Developing these skills helps entrepreneurs make informed decisions, adapt to changing market demands, and create value propositions that resonate with their target audience.
Expand Market Reach
Expanding a business’s market reach is essential for capturing new opportunities and driving growth. Entrepreneurial skills in market analysis, strategic marketing, and sales enable entrepreneurs to identify new markets, understand competitive landscapes, and devise effective entry strategies.
By leveraging these skills, businesses can broaden their customer base, increase market share, and increase their overall market presence.
Elevate Brand Reputation
A strong brand reputation is invaluable, influencing customer perception and loyalty. Entrepreneurial skills in branding, communication, and customer engagement help greatly in shaping a positive brand image.
Entrepreneurs who excel in these areas can build trust, establish brand authority, and build a loyal customer base, contributing significantly to the business’s long-term success.
Secure Funding Opportunities
Access to capital is critical for business growth and development. Entrepreneurial skills in financial planning, pitching, and negotiation are crucial for securing funding from investors, lenders, or grants.
Entrepreneurs who can effectively communicate their business vision, demonstrate financial acumen, and present solid business plans are more likely to attract the funding needed to fuel their business’s growth and expansion.
Improve Product Development
Innovation in product development sets a business apart in competitive markets. Entrepreneurial skills in creativity, market research, and product design enable entrepreneurs to develop products that meet and exceed customer expectations. By continuously improving product offerings, businesses can enhance their value proposition, stay ahead of competition, and drive customer satisfaction and loyalty.
Maximize Resource Use and Operational Efficiency
Optimizing resources and operational efficiency is key to maintaining profitability and competitiveness. Entrepreneurial skills in process optimization, resource management, and lean operations help entrepreneurs streamline processes, reduce waste, and maximize productivity.
These skills ensure that businesses can deliver quality products and services more efficiently, improving customer satisfaction and improving the bottom line.
Harness Digital Transformation
Digital transformation is reshaping the business landscape, offering new opportunities for innovation and growth. Entrepreneurial skills in technology, digital marketing, and e-commerce enable businesses to leverage digital tools and platforms to reach wider audiences, improve operational efficiencies, and create new business models.
Embracing digital transformation allows businesses to stay relevant, competitive, and responsive to market changes.
Sustain Long-Term Viability
Ensuring the long-term viability of a business requires a strategic approach and forward-thinking mindset. Entrepreneurial skills in strategic planning, sustainability, and innovation are critical for adapting to market changes, addressing environmental and social challenges, and building a resilient business model.
Entrepreneurs who focus on sustainability and long-term goals contribute to the creation of a business that not only thrives economically but also adds value to society and the environment.
How To Develop Entrepreneurial Skills
Developing entrepreneurial skills is a dynamic process, essential for anyone looking to start their own business or enhance their business acumen. These skills are the foundation upon which successful businesses are built and grown.
Here’s how you can cultivate these important abilities to better cruise through the relentless business world.
Identify Market Gaps by Conducting Thorough Research
To develop entrepreneurial skills, start by identifying market gaps through comprehensive research. This involves understanding customer needs, analyzing industry trends, and identifying areas where current offerings fall short.
This research lays the groundwork for innovative business ideas and solutions.
- Analyze industry reports and market trends
- Conduct surveys and interviews to gather customer insights
- Study competitors to identify unmet needs
- Use data analysis to validate your findings
- Stay open to emerging trends and technologies
Cultivate a Growth Mindset to Embrace Challenges
A growth mindset is a must for entrepreneurs, as it enables them to see challenges as opportunities for learning and development. Cultivating this mindset involves adopting change, being open to feedback, and persisting through setbacks.
- View challenges as learning opportunities
- Seek feedback and use it constructively
- Celebrate small wins and learn from failures
- Practice resilience and adaptability
- Set personal development goals
Network with Industry Experts and Potential Partners
Networking is a key entrepreneurial skill that opens doors to new opportunities, insights, and collaborations. Building relationships with industry experts and potential partners can provide valuable mentorship, advice, and business opportunities.
- Attend industry conferences and events
- Join professional organizations and online communities
- Engage in social media networking relevant to your industry
- Offer value and support to your network
- Seek mentorship and guidance from experienced professionals
Develop Strong Communication and Persuasion Skills
Effective communication and persuasion skills enable you to articulate your vision, persuade stakeholders, and build strong relationships. Developing these skills involves practicing public speaking, improving your writing, and learning to listen actively.
- Practice public speaking and presentation skills
- Enhance your writing for clear, concise communication
- Master the art of active listening
- Tailor your communication style to your audience
- Use storytelling to engage and persuade
Build Resilience to Handle Setbacks and Failures
Resilience is a critical skill for entrepreneurs, as setbacks and failures are part of the process. Building resilience involves maintaining a positive outlook, learning from mistakes, and staying committed to your goals despite challenges.
- Develop a positive mindset and outlook
- Learn from mistakes and failures
- Stay focused on long-term goals
- Seek support from peers and mentors
- Practice stress management and self-care
Master Time Management for Efficient Task Execution
Time management is vital for entrepreneurs to juggle various tasks efficiently. Mastering this skill involves prioritizing tasks, setting clear goals, and using tools to stay organized and productive.
- Prioritize tasks based on urgency and importance
- Use tools and apps for task management and scheduling
- Set clear, achievable goals and deadlines
- Avoid multitasking and focus on one task at a time
- Delegate tasks when possible to focus on high-value activities
Improve Financial Literacy and Budgeting Skills
Financial literacy is fundamental for making informed business decisions. Improving your financial skills involves understanding basic accounting principles, learning to create and manage budgets, and making financially sound decisions.
- Learn basic accounting and financial principles
- Create and stick to a budget for your business
- Use financial software to track expenses and income
- Understand financial statements and metrics
- Seek advice from financial experts when needed
Hone Negotiation Skills for Favorable Deals
Negotiation is essential for securing favorable deals and terms. Hone your negotiation skills by understanding the art of compromise, practicing active listening, and learning to communicate your value effectively.
- Prepare thoroughly for negotiations
- Understand the needs and interests of the other party
- Practice active listening and empathy
- Communicate your value proposition clearly
- Aim for win-win outcomes
Continuously Learn Through Books, Courses, and Mentors
Continuous learning is undeniably a key ingredient for entrepreneurial success. Engage in ongoing education through books, courses, and mentors to stay updated on industry trends, acquire new skills, and gain valuable insights.
- Read books and industry publications regularly
- Enroll in courses relevant to your business and industry
- Seek mentors with experience in your field
- Attend workshops and seminars for hands-on learning
- Stay curious and open to new ideas and approaches
Create a Compelling Business Plan for Clarity and Direction
A well-crafted business plan provides clarity and direction for your entrepreneurial endeavors. It outlines your business goals, strategies, and how you plan to achieve them, serving as a roadmap for your business journey.
- Define your business vision and objectives
- Conduct market research and analysis
- Outline your marketing and sales strategies
- Detail your financial projections and funding requirements
- Review and update your business plan regularly
Practice Decision-Making by Assessing Risks and Rewards
Effective decision-making involces the careful assessment of risks and rewards. This process requires gathering relevant information, weighing the potential outcomes, and making informed choices that align with your business objectives.
- Analyze potential outcomes and their impact on your business
- Consider both short-term and long-term consequences
- Use data and insights to inform your decisions
- Develop contingency plans for high-risk decisions
- Learn from past decisions to improve future outcomes
Prioritize Customer Feedback and Adapt Accordingly
Listening to and prioritizing customer feedback is essential for business growth and improvement. It provides insights into customer needs, preferences, and pain points, allowing you to adapt your products, services, and strategies to better meet market demands.
- Regularly collect feedback through surveys, reviews, and direct communication
- Analyze feedback for patterns and actionable insights
- Implement changes based on customer suggestions and needs
- Communicate changes and improvements to your customers
- Measure the impact of changes on customer satisfaction and business performance
Develop a Strong Online Presence for Marketing
A strong online presence is indispensable for marketing and brand visibility, especially given today’s social media-driven society. Developing an effective online strategy involves creating engaging content, leveraging social media platforms, and optimizing your website for search engines.
- Create a professional and user-friendly website
- Engage with your audience on social media platforms
- Use content marketing to provide value and attract customers
- Implement SEO strategies to improve online visibility
- Monitor and analyze your online performance to refine your strategy
Efficiently Delegate Tasks to Maximize Productivity
Delegation is key to maximizing productivity and ensuring that you can focus on high-priority tasks. It involves identifying tasks that can be entrusted to others and clearly communicating expectations and outcomes.
- Identify tasks that can be delegated based on skill and workload
- Choose the right team members for each task based on their strengths
- Clearly communicate task requirements, deadlines, and expectations
- Provide support and feedback to team members
- Regularly review delegated tasks to ensure quality and efficiency
Seek Opportunities for Innovation and Creativity
Innovation and creativity help in driving the development of new products, services, and business models. Actively seeking out and embracing opportunities for innovation can set your business apart from the competition.
- Encourage a culture of creativity and experimentation within your team
- Stay open to new ideas and approaches, regardless of their source
- Invest time and resources in research and development
- Collaborate with customers, partners, and industry experts to generate innovative solutions
- Regularly review and update your offerings to stay ahead of market trends
Embrace Failure as a Learning Experience and Iterate
Failure is an inevitable part of life, but it also offers valuable learning opportunities. Embracing failure and using it as a stepping stone for growth and improvement can greatly develop your resilience and adaptability.
- View failures as feedback, not setbacks
- Analyze what went wrong and identify key lessons
- Apply these lessons to future endeavors to avoid repeating mistakes
- Share your experiences and learnings with your team to foster a culture of learning
- Use failures as motivation to innovate and improve
Develop a Strong Work Ethic and Discipline
A strong work ethic and discipline are fundamental for achieving long-term success. These qualities help you maintain focus, overcome obstacles, and stay committed to your goals, even in the face of adversity.
- Set clear, achievable goals and commit to achieving them
- Establish a structured routine to optimize your productivity
- Practice self-discipline, especially in challenging situations
- Prioritize tasks and manage your time effectively
- Take responsibility for your actions and their outcomes
Cultivate a Passion for Solving Problems
A passion for solving problems drives innovation, motivates persistence, and fuels the desire to make a positive impact through your business.
- Identify problems that are meaningful to you and your target audience
- Approach problem-solving with curiosity and an open mind
- Use creative thinking and innovation to develop solutions
- Test and refine your solutions based on feedback and results
- Share your problem-solving journey to inspire and engage others
Set SMART Goals for Measurable Progress
Setting Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals is crucial for tracking progress and achieving success. SMART goals provide clarity, focus, and motivation, helping you to break down your vision into actionable steps.
- Define clear and specific objectives that align with your business vision
- Ensure goals are measurable to track progress and outcomes
- Set achievable goals that challenge you but are within reach
- Ensure goals are relevant to your overall business strategy
- Assign deadlines to each goal to maintain momentum and focus
Conclusion
What sets apart the entrepreneurial elite from the sea of aspiring business moguls? It’s not an exclusive club of innate talents but a cultivated garden of entrepreneurial skills.
By actively engaging in these practices and mindsets, you can develop and refine the entrepreneurial skills essential for maneuvering through the complexities of starting and growing a successful business. Each step you take in this direction can help enhance your capabilities and also bring you closer to realizing your entrepreneurial aspirations.
When it comes to running a business, having the right skills is similar to having a toolbox that’s ready for anything. After looking at what these skills involve, it’s clear they’re not simply about the day-to-day tasks. They’re about being able to tackle new challenges and keep going even when things get tough.
Now, reflect on your own venture in business or your dream of starting one. Are you equipped with the skills you need to make it through the ups and downs of the business world?
FAQs
Q: Why are interpersonal skills important for entrepreneurs?
A: Interpersonal skills are important for entrepreneurs as they enable effective communication, relationship-building, teamwork, and conflict resolution, which are crucial for successful business operations and leadership.
Q: What are the key networking skills every entrepreneur needs?
A: Key networking skills every entrepreneur needs include active listening, relationship-building, effective communication, confidence, and the ability to offer value to others in professional relationships.
Q: What are hard skills in the context of entrepreneurship?
A: Hard skills in the context of entrepreneurship refer to specific technical and specialized abilities such as financial analysis, digital marketing, product development, coding, and project management, which are essential for running and growing a business.
Q: How can I develop my problem-solving skills as an entrepreneur?
A: You can develop your problem-solving skills as an entrepreneur by practicing critical thinking, seeking diverse perspectives, analyzing challenges from different angles, and experimenting with innovative solutions to business problems.
Q: What are some business strategy skills every entrepreneur should possess?
A: Some business strategy skills every entrepreneur should possess include market analysis, competitive positioning, resource allocation, innovation, risk assessment, and long-term planning to achieve sustainable growth and competitive advantage.
Q: Why are communication skills essential for entrepreneurs?
A: Communication skills are essential for entrepreneurs as they enable effective interaction with stakeholders, conveying a compelling vision to employees and investors, negotiating deals, resolving conflicts, and building a strong brand and company culture.