When building your business, you will need to get help from outside. You will hire freelancers or other small companies. Some might even be big companies.

You need to be aware that such helpers tend to shift your original strategy towards changing them to what they prefer to deliver. This change of strategy might be motivated by their lack of knowledge, their focus on higher margin services or misunderstanding of your business model.

Here an example scenario:

Imagine you have built an IT company. You are serving SME clients. Every month you grow by 2-10 new SME clients. Gradually you are becoming profitable and adding more staff to your team. Some people you are hiring as full time employees and others you can only afford to have as freelance experts on bord.

Eventually you decide that you need to increase the credibility of your new company. You identify a variety of potential methods to increase your website visitor's perception that you are a trustworthy company:

• branding by association with celebrities (e.g., Actors, politicians)
• branding by certification (e.g., ISO 9001 / ISO 27001)

Someone might tell you, you need to a photo with a highly controversial politician. In reality, they want to make some extra benefits for themselves, while ignoring the fact that this celebrity might drive your clients away and thereby cost you a large portion of your revenue.

On the other hand, getting your organisation certified for having a trustworthy quality management system in place might even attarct larger clients that generate far higher revenues. Once you have those enterprises as clients you can use their branding to show that you are trustworthy because these large companies do not buy from everyone.

Of couse, an enterprise in today's time will expect you to also have an ISO 27001 certification. In a later episode i will provide more guidance on the subject of company certifications. In particular SaaS Companies need today a information security management system which is certified in accordance with the international ISO 27001 standard.

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