When we think about our family business, we do so from our own perspectives.  It’s typically about how we see our mission, our vision, our strategy, our culture, our people, product and service.

A recent article by Dharmesh Shah, Founder and CTO at HubSpot, is entitled “How To Find A Company You’ll Love Working For” http://www.linkedin.com/today/post/article/20131217153926-658789-how-to-find-a-company-you-ll-love-working-for?trk=eml-ced-b-art-Ch-5&ut=354bHPbXfcWC01 .   I was attracted to it because a friend of mine is exploring a new job opportunity, but as I read it, my mind wandered to how valuable it can be to see our family businesses through the eyes of others- like the television show “Undercover Boss” where the CEO goes undercover in his own company.  How are our culture and leadership team viewed by the outside world?  Does our “appeal” not only satisfy ourselves, but does it appeal to the outside world as well?

Maybe it’s time to flip the coin- to look at our businesses from the outside in and to think about how we are viewed by prospective employees, clients, customers and service providers.