The concept of values is as old as Greek philosophy but we are not talking about right and wrong. More the core areas of life that determine how we spend our time, money and energy.

There are seven that we explore and how they influence the choice of customers we engage and business we operate to be truly fulfilled.

Values can help you to identify the difference being wanting and putting in the effort to get that success. Perhaps you want a million dollar business but are you willing to work 80 hours a week for a long time to get it?

By ranking your values it can help to structure a business that will work for you. Business owners fail because often they are working towards other people's values and not their own. If you values aren't aligned to your business, it will fail.

You have to 'find the juice to get the squeeze' – what gives you the joy in your business.

Once you understand your values it also help you to identify how you work and the target market to focus on, and focus is everything when it comes to a successful business.