Getting it Right Doesn't Mean Success: 4 Ways to Run a Successful Business

The opinions expressed by entrepreneurs contributors are their own.

One of the first lessons I learned as the founder and CEO of Truly Free is that wellness doesn't guarantee success. Years ago when we were a startup, I had it in my head that all I needed to be successful was an unwavering vision to have a positive social impact, a must-have product, not a nice-to-have product, and a easy-to-use product website. Reality quickly dispelled this idea.

Anyone new to e-commerce quickly learns that having a website doesn't mean website traffic just pops up. However, basic logistics forced us to reconsider: the cost of shipping our natural laundry detergent was as high as the product itself.

We went back to the beginning. It was not just about finding a solution to the immediate problem, although that was at the heart of our efforts. We started with our main business goal: to provide a safe product for families, especially children and people with specific allergic reactions to harsh chemicals and ingredients. The result was that we completely reimagined the modern laundry room and the way we do business.

Four key elements emerged as we transformed our business into a successful social impact brand. These critical components took more than good intentions and a website, but the journey – and more importantly, the results generated positive social impact far beyond our original vision. Here are four ways social impact businesses can improve their brand purpose and results

Related: How to Know When to Give Up, When to Pivot, and When to Persist

1. Make relationship building a core skill

For us, customers are part of the family. This approach is more than just a way of thinking, it's our way of doing business.

With every decision, we challenge ourselves to think about whether we would do this for our family. Would we want our family to use a product with these ingredients? Would this offer or price be fair and something we would recommend to our families?

Every detail counts. Attention to detail can be a well-honed idea. Yet when customers actually witness the attention and energy put into every detail - from their experience on the website to the ingredient list on the product - they begin to see your business not just for the products you you generate, but also for the values ​​and the mission that you bring to the world. These efforts result in genuine transparency and trust, the foundation of a strong and lasting relationship.

For example, we put every ingredient in our products, so our customers can research for themselves. Based on customer feedback, it has played a major role in creating the long-term relationships we aim to build with them.

Building relationships can be a one-sided initiative, but it does a lot for every customer. We understand that transactions pay the bills, but our experience proves that relationships build businesses.

2. Connecting humans to humans

Our non-toxic dryer sheets are handmade by women rescued from poverty and trafficking. Our customers know it and appreciate it. Our customers also know that the money they spend with us helps free women and children from trafficking, shelter and feed orphans and even a hearing-impaired village in Haiti.

We make it a priority for our customers to experience the power of their pure...