The restart after the break at the end of this 50 year exceptional period, requires an examination of the value of a business, especially which efforts have been made by a business in order to determine this value for the future of the business.

In the past years where growth and expansion and quick successes shaped the image, many businesses have succumbed to the error, due to a certain amount of carelessness, that the appearance, as long as it outshines everything else, is more effective than setting the standards, oriented on a moral concept and its implementation within a business.

It didn’t seem to be worth the effort, to always keep an eye on how to be and to always and consequently work on it. To be strict with oneself, to accept discipline and to practice being disciplined did no longer seem necessary. Nearly anything that was touched worked out. One can’t help but think that success simply had to happen.

“The show is over” is how the situation could be described, that we currently live in. A situation that is making demands of us at the highest level and requires us to refocus on our values and moral concept which we take as a basis for our entrepreneurial activities, and to be fully equipped for all necessary decisions, required for the successful completion and configuration of the future.

“To be more than it appears” is going to be a quintessential task of future successful business management to communicate the moral concept and the preservation of values to all of those employed in a business. The classic value orientation such as the readiness to assume a risk, mobility, venture and pioneering spirit at its best, which staff members and those responsible see as the basis for their work, reflect in the products, services and brands, which stand for these products and services.

Brands which are cared for in such a manner, gain to a great extent authenticity and truthfulness. Aside from all entries into trademark registers, a profile, a clear-cut positioning on the market, image and awareness offer a notedly significant and secure protection for the brand.

Corporate strategies based on this, developed and implemented according to this, are strategies for the future. The people, no matter if they are employees, business partners or customers will appreciate it, if “to be” is everything and “to appear” is nothing.