What does success mean to you?

For most entrepreneurs in the gung-ho pre-credit crunch boom years, success was measured solely in financial terms. It was about sales growth, building client databases, rising profits and what material possessions could be accumulated as quickly as possible. Does this sound familiar? Many 21st century entrepreneurs, however, have a different agenda. Success is seen in terms of work-life balance.

When I left the world of big business and the cosy corporate lifestyle back in 1998, success for me had to be about being able to work in a way that was truly personal. I had to re-think my priorities and move away from a numbers drive system, to one where I recognised innovation and originality. This concerned the style of delivery and personal interaction along with the quality of concept, rather than how many emails or calls could be made in rapid succession. In the long term, this would create a good business, I had no doubt whatsoever, but it would also produce a more meaningful workplace for myself and those close at hand.

What came out of the first few years of real entrepreneurial activity was a desire to retain my purpose and natural drive but avoid areas that didn’t add to my sense of achievement. For those activities, I just partnered with really good specialists. I also wanted to communicate with people only after I had a chance to add some value. All clients were informed that we did not have an immediate response policy but we would consider all options before responding. The vast majority of our new and long-standing clients reacted very positively and soon saw the benefits.

I interviewed one of Europe’s top corporate governance executives for my book Get a Dog – Don’t Work Like One who works for an international drinks giant. He has a highly successful career but would now trade some of the ambition, responsibility and even salary for greater job satisfaction and more emotional attachment in his daily routine. This is a typical response and is not confined to upper echelons of management as many of us seek something more rewarding.

The individuals that will truly succeed in 21st century business will do it on their own terms, work in a way that’s individual but still strive to achieve financial goals. This kind of approach will see strong business performance not at the expense of lifestyle, employees or business partners but in harmony with them.

Jim Banting is an entrepreneur and author of Get a Dog – Don’t Work Like One. To read on the subject of work-life balance and how to think like an entrepreneur visit www.jimbanting.com .