Deciding on New Ventures: A Guide to Aligning Values

This morning has been a time for self-reflection—an opportunity to acknowledge that sometimes it’s not only acceptable, but necessary, to take considerable effort in deciding whether a new venture is truly right for both yourself and your business.

Since founding CJ & L Consultancy Ltd, we have built a reputation for staying true to our mission and core values. We see partnerships as the foundation for building the future and creating new opportunities. So far, we’ve been proud to become part of the journeys of Cognidox, the University of Cambridge (as an approved supplier), Cambridge Network, and most recently, Red Lodge Nutrition. In each of these collaborations, I have developed a clear understanding of the products and services offered—and how they align with our mission and values.

Recently, I was invited to consider joining another new venture. As always, I approached this professionally: NDAs were signed, documents reviewed, and time taken to digest the concept and evaluate the product or service being offered.

However, despite all the information provided and my own research, one fundamental question remained unanswered: What is the product or service actually being provided? As I mentioned earlier, investing time or money requires a complete understanding of the proposition. Coupled with an already full workload and commitments to existing ventures, I had to pause and review whether this opportunity aligned with my long-term goals and values.

On this occasion, I have decided not to move forward. This was not a decision made lightly, and it may even turn out to be the wrong one—but I believe that constructive feedback and clarity are far more valuable than pursuing a venture you don’t fully understand.

For now, CJ & L Consultancy Ltd continues to thrive, and the future looks bright. Stay tuned for more news coming soon.