As this pandemic drones on and we find ourselves in the middle of winter it can be tempting to look for something different, something to turn things around. Understandable, and not a bad idea. Before we do that, it’s important to go back to our core values and be certain that all on your teams understand what they mean and their importance to your success.

If you don’t have your core values clearly stated and written down for all to see, now is the time. It’s fair to say that as the pandemic has moved along, information has changed — a lot. Combine that with an uncertain future and people are desperately looking for something solid that they can count on, and that should be your core values. Operating your business with clear, concise core values will give your Customers (remember, I capitalize the C) the stability they desire and the confidence to do business with you.

If you’re going to revisit your core values, there’s not much more for you in this article. Keep the faith. Don’t give up. In the words of the David Lee Murphy song, “Everything’s going to be alright.” You should listen to it. I do almost every day.

If you’re not sure about core values or what yours are, maybe I can help: Core values are the things in your business that you will not compromise on. Things like honesty, fairness, integrity. Core values are what your business culture is based on. We all have them, but many businesses let their core values exist in some sort of Never Never Land. They’re vague, but they’re out there somewhere.

That’s not going to get us through these times and bring us out on top on the other side. We need to have clear, concise, and documented core values that define our culture.

You may think this is all hooey, but it’s not. You already know what your core values are. You live them every day. All you need to do is write them down, share them with your team members and your Customers. You have nothing to hide. After all, if you don’t share them, how will these folks know what you stand for?

As you try new marketing initiatives and search for new opportunities, don’t lose sight of the core values that got you where you are. As we move forward in 2021, my advice would be, if it’s working, keep doing it. If it’s not working, quit that and try something else!

Remember, “Everything’s going to be alright.”

Bill Packard is an Avis Budget Agency Operator with a long history of entrepreneurship focused on customer service. Packard also coaches small businesses on the significant value of increasing their retention rate. He can be reached at bpackardme@gmail.com.