Create Something Worth Existing

One of the questions we ask ourselves at Be More Fox when we're considering a new client is surprisingly simple.

If this business disappeared tomorrow, would anyone genuinely care?

It's not meant to be harsh. In fact, it's usually the quickest way for us to understand whether a business has something special.

• Would customers miss it?
• Would the community around it miss it?
• Would the industry be any worse off without it?

Because the hard truth is, there are plenty of businesses making money that aren't necessarily creating value.

And before anyone jumps on that statement, this isn't an anti-profit argument. Quite the opposite.

We're huge believers in growth. We want businesses to make money. We want founders to build wealth. We want good companies to scale, employ people, invest in innovation and create opportunities.

But somewhere along the way, a lot of modern business advice became focused on extraction rather than creation.

• How do we acquire customers cheaper?
• How do we increase lifetime value?
• How do we improve retention?
• How do we maximise profit?

They're all valid questions. We ask them ourselves.

The problem is when those questions become more important than asking whether you're actually building something people value in the first place.

The brands we enjoy working with most are rarely trying to reinvent the world. They're not standing on stages talking about purpose. They're not writing long manifestos about changing humanity.

They're usually just obsessed with doing something well.

• Creating a better product.
• Providing a better service.
• Giving customers a better experience.
• Building a stronger community.

Making life slightly easier, more enjoyable or more meaningful for the people they serve.

That sounds simple, but it's surprisingly uncommon.

You can feel the difference when you spend time with founders like that. They care about the details. They care about the customer experience. They care about the quality of what leaves the building. They care about whether what they're creating deserves to exist.

That's really what intentionality means.

Not perfection or sustainability certifications and certainly not having a purpose statement written on the office wall.

Just being intentional about what you're putting into the world and making sure it's adding more value than it's taking.

At Be More Fox, that's the common thread between the businesses we work with.

Different industries. Different sizes. Different products.

The thing they all have in common is that they're trying to build something worthwhile.

• Something customers would miss.
• Something communities benefit from.
• Something that improves its corner of the world, even if only in a small way.

Because ultimately, that's what good business should be.

Not growth at all costs. Not disposable products. Not manipulative business models.

Just good businesses doing meaningful things well. And if you can do that successfully, profit isn't something to be embarrassed about. It's usually a sign you're creating genuine value.

Which, in our view, is exactly how business should work.