Imagine setting out on a journey without knowing your destination. You might wander aimlessly, make countless wrong turns, and eventually end up nowhere meaningful. The same is true in business and life—without a clear destination, it’s easy to get lost in the noise and distractions of daily challenges. I’ve been there myself, navigating the highs and lows of entrepreneurship, only to realize that having a clear direction is essential to avoid drifting aimlessly.
As the saying goes, "If you don’t know where you’re going, any road will take you there." But what if you do know where you’re going? That’s where the concepts of Valuable Final Product (VFP) and Purpose come into play. They are the compass and map that keep you on track, ensuring that every step you take moves you closer to meaningful success. These aren’t just goals—they are a vision of what you aspire to achieve, something greater than where you are now.
In this blog post, I want to explore how defining a VFP and Purpose can transform the way you approach both business and life. Whether you're an aspiring entrepreneur, a seasoned business owner, or someone looking to bring more focus into your life, understanding and embracing these concepts can set you on a path to growth and fulfillment.
As the Japanese proverb goes, “Vision without Execution is a daydream. Execution without Vision is a nightmare.” Let’s ensure that your journey is neither, but a well-guided adventure towards something truly worthwhile.
Defining the Destination—What is a VFP?
Defining VFP:
Valuable Final Product, or VFP, refers to the ultimate outcome or result that holds significant value for a business, its customers, or stakeholders. It’s more than just a product or service; it’s the essential achievement that defines success. A VFP is specific, measurable, and directly tied to the needs and desires of those you serve. In the board game industry, defining a clear VFP is crucial because it directly impacts not only the players' experience but also the integrity and sustainability of the business itself."
Personal Journey to Defining VFP:
My journey with High Noon began with a simple goal: to create a game that brought people together, just as I experienced in my childhood. I wanted to capture that feeling of unity, where laughter and fun took precedence over everyday concerns. But as I re-entered the industry as an adult, I realized that the landscape had changed. The focus had shifted away from the joy of gaming to issues that had little to do with games themselves—politics, ideologies, and a drive for profit at any cost.
The turning point came during our initial attempts to launch High Noon. We faced resistance not because of the quality of our game but because of unrelated factors like political beliefs and market gatekeeping. It became clear to me that for High Noon to succeed, we needed to define a VFP that was not just about making money but about restoring what made gaming great in the first place—fun, accessibility, and integrity.
This realization led us to define our VFP: to be a game developer and publisher that is more profitable, ethical, and customer experience-driven. We achieve this through award-winning customer service, innovative game design, strategic initiatives, and industry education. Our VFP goes beyond just making games; it's about setting a new standard in the industry, one that puts the customer first and ensures that gaming remains a joyful, inclusive experience.
As we developed our VFP, one word that kept coming up was 'Legendary.' It wasn't enough to be good or even great; we wanted to be legendary in how we served our customers. This idea was inspired by the philosophy of Sam Walton, who once said, 'The goal as a company is to have customer service that is not just the best but legendary.' We took this to heart. Legendary customer service means going above and beyond, exceeding expectations, and creating experiences that people talk about long after they've left the table. It's about building relationships based on trust, respect, and a genuine commitment to making the customer feel valued. For High Noon, this means providing not only high-quality games but also unparalleled support, from the first interaction to the final product delivery. It means being transparent with our customers, owning up to our mistakes, and always striving to improve.
Examples of What a VFP Looks Like:
In practical terms, a Valuable Final Product means delivering something that truly resonates with your audience and meets their needs. For High Noon, this means creating games that are easy to learn and fun to play, with universal themes that appeal to a broad audience. It also means maintaining ethical business practices, like transparent pricing and honoring commitments to our customers, which help rebuild trust in an industry that has been plagued by questionable practices.
Looking at other industries, companies like Apple have defined their VFP around innovation and user experience, consistently delivering products that not only meet but exceed customer expectations. Similarly, brands like Patagonia focus on sustainability and ethical sourcing, aligning their VFP with their values and the concerns of their customers. These companies succeed because their VFP is clear, compelling, and aligned with a Purpose that goes beyond profit.
Guidance for Readers:
To start defining your own VFP, ask yourself: What do I want to achieve? What do my customers truly value, and how can I meet those needs in a meaningful way? Your VFP should not just reflect where you are now but where you aspire to be. It should challenge you to grow and push your company towards greater goals. Remember, a VFP is not just about what you produce; it's about the impact you have on your customers and the industry as a whole. Aim to be legendary in your field, setting a standard that others look up to and strive to emulate.
Leading by Example—High Noon vs. Industry Practices
Defining Purpose:
Purpose is the driving force behind everything we do. It’s not just a statement on a wall or a paragraph in a business plan—it’s the ‘why’ that fuels our actions, decisions, and the direction of our company. If the Valuable Final Product is the destination, then Purpose is the compass that guides us there. It’s about how we choose to travel on our journey, the principles we uphold, and the impact we want to leave behind.
Personal Journey to Defining Purpose:
When I first returned to the board game industry, I was disheartened by the state of things. What I remembered as a space for unity and fun had become fragmented and exclusionary. Gatekeepers were more concerned with politics and ideologies than with the joy of gaming. Publishers were exploiting customers, focusing on flashy assets and complex games that lost sight of what really mattered. I knew that if High Noon was to succeed, it couldn't follow the same path.
Our mission barrels ahead like a battering ram against the status quo. We decided to tackle the industry's problems head-on, taking a sledgehammer to the core issues. For us, Purpose meant taking a firm stance on our own principles without sacrificing our identity. Our motto became, 'Everyone is welcome at our table, 'cept for liars and cheats.' It’s a simple statement that embodies inclusivity in its purest form: believe what you want, just don't fudge the dice. Where others had become exclusionary in the name of inclusion, we truly embodied the idea that everyone deserves a seat at the table.
This Purpose guided our actions when COVID-19 struck and logistical challenges threatened to bankrupt us. Unlike other publishers who passed these costs onto their customers, we bore the burden ourselves. It wasn’t easy—we came close to bankruptcy—but our commitment to integrity and transparency never wavered. We communicated openly with our backers, admitted our mistakes, and sought their support not with demands, but by offering more value. The feedback we received was overwhelmingly positive, showing us that when you prioritize people, they stand by you.
Contrasting High Noon with the Industry:
In the broader board game industry, it wasn’t uncommon to see companies compromising their integrity for the sake of profit. I witnessed this firsthand when a well-known publisher, celebrated for their polished presentations and alignment with popular opinions, launched a Kickstarter campaign. Despite reaching their funding goal, they abruptly canceled the campaign, citing concerns about product quality. The truth, however, was that they had set unrealistic goals and gamed the system, expecting to rake in millions. When the funds didn't meet their hidden expectations, they chose to abandon their backers rather than deliver on their promises. It was a clear case of deception, undermining trust in the entire industry.
At High Noon, we faced our own challenges. Early on, some within my company advised similar tactics—set high goals, manipulate expectations, and let appearances do the rest. But I couldn't allow our Purpose to be compromised. When our first campaign didn’t meet its mark, I took a stand. I fired those who had pushed for unethical practices, even though it meant losing key team members and taking on an overwhelming workload myself. This decision came at a personal cost—long nights, financial strain, and the isolation of handling everything alone. But accountability is the bedrock of integrity. If you don't hold people accountable for unethical actions, you compromise the very soul of your business.
Instead of hiding our failures or making excuses, I decided to be transparent with our community. I explained the situation, refunded pledges, and committed to fulfilling the promises we had made. I even went a step further—producing and delivering the game to our original backers at no extra cost to them. Many thought it was a reckless move, but I knew that building trust was worth more than any short-term gain. And that trust paid off. When we relaunched the campaign a year later, the response was overwhelming. Our backers returned, we exceeded our funding goals, and we laid the foundation for a community built on mutual respect and shared values. High Noon showed that staying true to your Purpose, even when it’s difficult, can lead to success beyond what you ever imagined.
Guidance for Readers:
Finding your Purpose means looking beyond profit and asking yourself why you do what you do. It’s about identifying the principles that matter most to you and your company. For High Noon, Purpose is about restoring integrity to the board game industry, prioritizing the customer, and making gaming inclusive and fun again. Ask yourself: What change do you want to see? How can your business be a force for good? Aligning your Purpose with your VFP creates a powerful combination that not only guides you to success but also leaves a positive impact on the world around you.
The Power of Alignment—VFP and Purpose Working Together
The Power of Alignment:
At High Noon, we’ve only begun to scratch the surface of the impact we can make in the board game industry through our VFP and Purpose. But even as a single company, there are limits to how much change we can drive alone. To truly transform the industry, it will take a collaborative effort—a community of publishers, event organizers, and professionals who share our commitment to integrity, inclusivity, and customer-driven values. That’s why our Purpose isn’t just about what we achieve as High Noon; it’s about leading by example and inspiring others to take the same stand.
We believe that when VFP and Purpose are in alignment, and they are larger than ourselves, they become a force that can’t be stopped. This alignment has guided us through challenges and opened doors we never thought possible. Despite the relentless efforts of those in the industry who have tried to exclude us, we are gaining recognition. More event organizers, publishers, and customers are beginning to see the value in what we offer. They see what’s possible when you put people first and stick to your principles. We are receiving more invitations to participate in gaming events, reaching more households, and bringing joy to more tables around the world.
This is the power of aligning your VFP with a clear Purpose. It creates a ripple effect that not only transforms your business but also inspires others to join you in making a positive impact. It’s a message of hope and a call to action for everyone in the industry who feels that things can be better—that integrity and joy can once again be at the heart of gaming.
Practical Steps for Alignment:
Aligning your VFP with your Purpose isn’t just about having lofty ideals; it’s about taking concrete steps to ensure these principles guide your every action. Here are some practical steps to help you align your VFP and Purpose:
Ensure Your VFP is Larger Than Yourself: A strong VFP should aim to make a broader impact and inspire others. It’s not just about personal or company success but about leaving a positive legacy. Consider the value you want to provide and how it can reach beyond your immediate goals.
Tie Your Purpose Directly to Achieving Your VFP: Your Purpose should be the roadmap that guides you to your VFP. It’s about how you get there—the principles and actions that will lead you to achieve your ultimate goals. Make sure your Purpose aligns with your VFP and drives every decision you make.
Regularly Reflect and Realign: Alignment isn’t a one-time task. It requires ongoing reflection and adjustment. Regularly check if your actions, strategies, and goals are still aligned with your VFP and Purpose. Be willing to make tough decisions to stay true to your path.
By taking these steps, you not only create a roadmap for success but also set the stage for meaningful change. When your VFP and Purpose are aligned, and you remain true to them, nothing can stop the positive impact you can make.
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