Practical Ways to Add Value

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By Earl Shindruk

Adding value is a widely-used term today. Such a task can be daunting work and concepts like the Triple Bottom Line for adding value seem lofty.

It does not have to be that way

There are ways to add value to the following areas that, done properly, foster long term relationships and word-of-mouth endorsements that spur lasting growth.

Owners It is easy for leaders to overlook first adding value to themselves. Since they are at the core of most organizations, its vital owners must perform self-care, physically, mentally, emotionally and spiritually. I am a good example: starting out I worked 60 hours or more every week. I met clients in evenings and weekends to get ahead. I got run down and often felt like quitting. Only after I set a routine to get more sleep and more exercise did my productivity improve, which in turn helped the business flourish. Employees

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It is often said that the customer comes first as they are the lifeblood of all businesses. However, employees come before customers because staff are the key touchpoint for customer contact. Whether you have one employee or 100, you must get to know your staff - their needs, the reasons they are with your organization and what keeps them there – this is where to add value. It is seldom just about the money. Acceptance by co-workers is key to workers feeling welcome and to diffusing toxic workplaces that drive employees away. Adding value here lowers costly staff turnover. Likewise, employers need to create opportunities for staff to learn new skills, to develop and grow in order to advance their careers and the business. Customers

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Many organizations fail by being out of touch with customers. Leaders must stay connected to their customers. By conducting needs surveys by email, phone and in person, companies will learn more about how their customers perceive offerings and find ways to improve their operations. Frequent communication is important, especially now in these disconnected times. Our company reached out to all of the clients early in the pandemic. Our clients told us they appreciated these touchpoints. Being clientfocused and not just on how you can get customers to buy your products or services is one of the keys to success.

The Community

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At times, the life of an entrepreneur is challenging, with a big focus on just surviving. It is vital never to forget the community around us and give back, since it is where your customers and stakeholders are.

As a company, we look outward to support many local charities and to help others in need.

Earl is a key contributor to his community, donating lots of time and expertise to charities and not for profits. He is past board chair of the NPO Collective, and board member of The100YEG and the Edmonton Business Association. His legacy includes sharing knowledge and expertise. For over 11 years he was an instructor and guest speaker at MacEwan University, and a guest speaker at the University of Alberta.

Successful businessman and community leader, Earl Shindruk, launched Optimax Benefits in 1998 after a vast career at TransAlta, Laidlaw Waste Systems & with a local contractor. He has grown Optimax by harnessing people skills, ‘being accessible’, ‘getting to know your client’, and ‘being innovative’.

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