If You Are Running a Small Business, Character Matters!

by John O. Burdett

“Talent is a gift; character is a choice.”

In an era where uncertainty is the only constant, leaders must go beyond skills and embrace a deeper, more transformative quality — character.

We often hear the phrase “normal times,” yet the steady-state world we once knew is now a relic of the past. Today’s landscape is defined by relentless technological disruption, volatile trade policies, and an evolving workforce grappling with disconnection, misalignment, and digital apprehension. To navigate this ever-changing terrain, leaders must do more than adapt — they must inspire, instil confidence, and foster resilience through their character.

Character is more than just determination. Winston Churchill famously said, “When you are going through hell, keep going.” But perseverance alone is not enough. True character is an intentional force — it is trust, tenacity, and impact sustained over time. It’s about crafting a legacy rather than merely reacting to challenges. It is the intersection of courage, compassion, and conviction that differentiates a leader from a mere manager.

A strong character is not just crucial for large enterprises; it is the lifeblood of small businesses. In the absence of deep resources, it is determination, resilience, and agility that determine survival. In any organisation, character is the ultimate driver of meaningful change, shaping cultures that thrive amid uncertainty and leading teams that achieve the extraordinary.

So, how does character manifest in your leadership? The following ten descriptors offer a lens into how character shapes organisational success. Where can you confidently say, “This is exactly how we behave”?

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Contents:

  1. Introduction.
  2. 10 descriptors of character.
  3. Conclusion.

This article is an extract of content © Orxestra® Inc. The download is available from the TRANSEARCH International website.

John O. Burdett is founder of Orxestra® Inc. He has extensive international experience as a senior executive. As a consultant he has worked in more than 40 countries for organisations that are household names. John has worked on organisation culture for some of the world's largest organisations. His ongoing partnership with TRANSEARCH International means that his thought leading intellectual property, in any one year, supports talent management in many hundreds of organisations around the world. Get in touch with John O. Burdett »

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