Written by this month’s guest blogger, Lisa Barry, founder of Mission Led Business.
The most successful mission-led businesses know exactly what they stand for – and just as importantly, what they stand against.
Many people I work with are afraid to explore this side of their business and messaging, they don’t want to be controversial or put people off. Of course, I get this. If done badly, that’s exactly what could happen so I understand the fear.
But when I ask you to know what you stand for and against, I am not asking you to make political statements or start weighing in on the latest celebrity gossip. What I am asking is, if you’ve sat and considered as a business owner and a business, what is important to you?
What Do You Stand For?
To get clear on what you stand for, ask yourself:
- What is the deeper mission behind my business?
- What do I want my clients to experience beyond physical results?
- How do I want people to feel when they work with me?
- What industry practices do I wholeheartedly believe in?
For example, you might stand for:
1/ Body positivity and inclusivity
On a practical level, this means you will endeavour to ensure that everyone, regardless of size, ability, or background, feels welcome in your space.
2/ Holistic health
On a practical level, this means focusing on overall wellbeing rather than just physical appearance, considering mental and emotional health as equally important.
3/ Empowered movement
On a practical level, this means helping clients build confidence and strength rather than pushing unrealistic body standards or guilt-driven motivation.
4/ Sustainability
On a practical level, this means promoting ethical and environmentally conscious practices in your business, from sourcing sustainable products to reducing waste.
What Do You Stand Against?
Equally important is identifying what you don’t align with. Consider:
- What frustrates you about the fitness and wellbeing industry?
- What harmful myths or practices do you want to challenge?
- What type of client expectations don’t align with your values?
Some examples of what you might stand against:
1/ Toxic diet culture
On a practical level, this means rejecting the idea that fitness/wellbeing is about shrinking bodies instead of strengthening them. It’s about promoting strength, confidence, and overall well-being, rather than unrealistic beauty standards.
2/ Quick-fix solutions
On a practical level, this means prioritizing sustainable, long-term well-being over fads and gimmicks. True health and fitness are built over time, not through short-term fixes that often lead to frustration and burnout.
3/ Shame-based motivation
On a practical level, this means refusing to use guilt, fear, or body shaming as tactics to encourage clients. Fitness should be empowering, not punishing, and motivation should come from a place of self-respect and care.
4/ Exclusionary fitness or wellbeing spaces
On a practical level, this means creating an environment that welcomes all bodies and abilities rather than reinforcing exclusivity. Everyone deserves to feel comfortable, included, and valued in a fitness or wellbeing setting.
How This Shapes Your Business
Once you’re clear on what you stand for and against, you can use this as a foundation for everything in your business.
- Your website, social media, and marketing should reflect your values openly and confidently.
- You’ll naturally attract clients who align with your mission while filtering out those who aren’t the right fit.
- From partnerships to pricing models, your values will guide the way you structure your business.
- When you operate in alignment with your beliefs, your work feels more meaningful, and burnout is less likely.
Standing for something means standing out.
It means being willing to repel the wrong people so you can deeply connect with the right ones. It means running your business on your terms, in a way that feels true to who you are.
If you want to build a business that feels fulfilling, sustainable, and impactful, start by getting clear on what you truly believe in, and what you refuse to stand for.
So, what do you stand for?
Lisa Barry helps solo business owners build Mission-Led businesses that feel good, do good and make good money. Follow her on Facebook for more Mission Led Business wisdom and support: https://www.facebook.com/lisa.barry.319
Thank you to Lisa for this fantastic blog.
Until next time,
Best wishes
Philippa x