When you decide to create a business, you should make it with sustainability in mind. Companies whose purposes and actions are grounded in financial, environmental, and social concerns are the most sustainable, though that doesn’t mean it’s easy to keep your purpose and actions aligned with them. Following the following tips will help create a more sustainable future for both your company and community.

Build on belief

The one thing you shouldn’t change about your business is your core beliefs. You created your business on these beliefs, and it very likely depends on what you believe to both survive and thrive. If your beliefs are a bit more specific, focus on localizing your business; if they’re time-sensitive or time-bound, revisit the business’ mission. No matter what, be consistent with what your company does and where you plan on going in the future.

Embrace change

Fighting against change will only make your business stagnant, and that’s not good when the market is constantly evolving. By embracing change, your business can end up being at the top of the line for your specific market. Take to the market with your next idea and let it thrive—staying still will only encourage your business to die.

Growth doesn’t mean comfort

With how quickly things change these days, it’s no surprise that your business might go through a period of discomfort while you work to keep up with the market. No one likes going into the unknown, especially when no one can confidently say where the industry will end up when you’re through the shift. The best way to end up on top while growing is to constantly deliver value to your customers in innovative ways.

Excel in one area

You aren’t one company versus the world, despite what it might seem. By creating a business, you become part of an ecosystem of businesses all striving to deliver value to the consumer market. By not being part of this ecosystem, you limit yourself down the line; where you might struggle as an individual, you can thrive instead as a group. 

You can potentially become a star player in your market—but you have to make sure you stand out first. Rather than trying to encompass the entire market, focus on one area, and become good at that area. It’s better to be great at one thing than mediocre at many things.