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In 2015, REI stores, known for selling outdoor and fitness apparel, made a bold move. They declared that Black Friday had gotten out-of-hand and they were going to close their stores to encourage people to spend time outdoors instead.
Since their mission is about encouraging outdoor activities, their move, in alignment with their values, sent a strong message about their commitment to their values.
In Matthew 26 the disciples criticized Mary for pouring expensive perfume over Jesus’ feet. But, “Jesus said to them, “Why are you bothering this woman? She has done a beautiful thing to me.” Mary chose to invest in who she valued and Jesus honored her for it.
What does your business value? Is there any evidence that your values are really important to you?
How Unconventional Is Your Business?
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