Stand for something

Don’t ask me why this quote popped into my head the other day, but it did…“When you stand for nothing, you fall for everything.”If I'm being honest, the quote itself feels a bit too melodramatic to have any practical application in my life.But I do appreciate the general sentiment it offers: one of upholding some principle that you believe deeply in.The way I see it, the quote's rooted in knowing yourself, your values, and what really matters to you. These are important intrinsically, but also in building connections with others.And that got me thinking about the importance of coworking spaces knowing and talking about what they stand for.See, your space (like any great brand) needs to stand for something. It needs to have principles and values and pillars.And you need to articulate and communicate them with people.Your values help guide and inform your decisions, your brand voice and personality, and even what you say and how you say it. They’re central to your purpose.But they also help people connect with your space and your brand, and even with you as an operator. I know I sound like a broken record repeating Simon Sinek's wisdom so often, but...People don't buy what you do, they buy why you do it. And your values are a reflection of that.Your values could be things like being…

  • Community-focused
  • A safe and inclusive workspace
  • Committed to creating a positive impact and giving back
  • An alternative workspace that prioritizes work-life balance and puts people first
  • A business that operates in a sustainable way

Whatever your values are, they should be honest and authentically yours. And once you have them defined and articulated, share them where they can be seen and make sure they’re reflected in every piece of content you create and every direct or indirect interaction you have with your audience.Because people trust brands that share their own values. And trust helps turn leads into members.

Join the Newsletter

Sign up for digestible tips to build your brand, make your space stand out, create word-of-mouth buzz, and attract new members.

    We won't send you spam. Unsubscribe at any time.

    30+ content marketing tactics that drive ROI in coworking

    In this article, I dive into 9 categories of content marketing and 30+ tactics that you can use to drive meaningful ROI for your coworking business.

    Read more

    Case study: content distribution for Lucid Private Offices

    Here's how I helped Lucid Private Offices turn a series of raw member spotlight videos into polished multichannel content assets.

    Read more

    2026 Forecast: 7 Content Marketing Trends to Watch in the Coworking Industry

    What's happening with content marketing in 2026, and how can you use it to generate real results for your coworking business? Here are my seven big predictions.

    Read more