Facebook for Business: The Disastrous Effects of Not Having a Dream

facebook for business

Did you see a brand's epic meltdown on Facebook a few weeks back?

It was extraordinary by all measures – not only in the initial incident, but then again in the response.

What happened is that the owners of a restaurant recently featured on Gordon Ramsey's Kitchen Nightmares (a show designed to give struggling restaurants some tough love and fix their operations and marketing) were dumped from the show. The reason? They were deemed too hard to work with.

When people started commenting on their fan page on Facebook, the owners responded.  Negatively. Rudely.  Obnoxiously.

And like many situations where each side tries to one up the other, it quickly went completely out of control.

And it went on, and on, and on.

As reports of the incident went viral online, the owners tried a different tactic, saying that their Facebook, Yelp, and website had all been hacked, and that they were working with the FBI to fix the situation.

Unfortunately, the Facebook meltdown looked a lot like their behavior on the show that got them booted.

Facebook for Business: If You Don't Know Your Dream, You'll Lose Your Way

There's been a lot of talk online about how you should really respond to criticism when using Facebook for business. How you should be transparent, polite, try to guide the discussion to private messages, etc. 

These are all great, sound strategies, but honestly, I think the situation goes much, much deeper than that.

I think this points to what happens when you don't have a dream guiding your work or you have lost your connection with the dream you once identified. 

What's a Dream and Why Does It Matter?

I've written before about what a dream is when it comes to building your business

A dream is the greater good you want to create.

If you are in business without a dream, it becomes very easy to get tunnel vision. You can quickly get into a mindset that the only thing that matters is your income. And don't get me wrong – making money is a great thing – but only as a tool that helps you to implement your dream.

But when you don't have a dream, its easy to decide that the ends justify the means, so to speak, and to pursue financial success at all costs – whether those costs are your relationships with loved ones, your health, the wellbeing of your employees, the loyalty of your customers, the natural environment, and so forth. 

That same kind of tunnel vision can result if you have a dream, but for some reason you've forgotten it. If you don't find a way to keep your dream in front of you, it can be easy to lose your way in the face of challenges to your dream.

In the case of these unfortunate business owners, their epic meltdown on Facebook (and behavior on the show) suggests that for some reason, in this case they didn't really understand the bigger picture. It made it appear that there was nothing guiding their conduct towards something bigger than individual financial gain.

Having A Clear Dream Can Prevent Epic, Public Meltdowns

There's another way that being truly connected with your dream (aka your larger purpose) can help prevent this kind of online tantrum. When you are connected with a larger purpose, you understand that business is ultimately a vehicle to achieve your larger purpose. It's not the end in itself.

And working toward a greater good helps to shape your mindset into one more geared toward servant-leadership. Cultivating a heart of servant leadership can be a powerful way to keep your emotions in check when challenges arise. Because ultimately – a meltdown only serves the ego, not the greater good you're striving for.

If you're not guided by a clear dream as you build your business, you can easily lose some of the things that really matter about being authentic and human.

QUESTION:  Have you identified your dream as you market and grow your business? Is your marketing in harmony with that dream?  Leave a comment below – I love hearing from you!


  1. Hi Edmund, Thank you for the great example of people out of control.period.  Grown ups should be in business, not childish adults without a Dream.  You have to love everyone if you want to sell anyone.  Forgive, Forget and Move on.


    Rich Bilodeau

    • A dream is, and will always be the guiding principle for what we are creating and giving to the world.

  2. So appropriate for me right now, Edmund, as I was one of those who was focusing on the wrong thing. I got a gentle reminder of the right thing last week and I was amazed at how that reconnection eased my tension and stress levels. Thanks for the reminder.

    • You’re welcome Jackie.  Funny how life tends to give us those *gentle* reminders during the times we need them most.

  3. This reminds me of today's social media revelation that Paula Dean regularly uses "the N word" unapologetically and was said to be planning a party using black men and women as servers (because it was a slave era party or some such nonsense).

    Why does fame and fortune cause seemingly nice people to think they can believe whatever they want and act however they choose?  (Or were they always crummy people in the first place who were just initially careful not to let anyone see their true selves?) 

  4. Love this statement, Edmund…"A dream is the greater good you want to create." 

  5. Edmund thank you for reminding us to always keep our eye on our dream, sometimes when we get caught up in all it takes to run a business on a day-to-day basis, we might lose sight of it, your article was a great reminder. 

  6. What great fod for thought! I am always moving and changing things in my business and this is a timely post. Thanks Edmund!

  7. How often we see small businesses fail to have that vision, that dream of what they want to do and what path they want that business to follow. So they take on any number of communications projects – direct mail, content marketing, Facebook promotions – without a plan other than 'if we do it, we'll sell more.' That Kitchen Nightmare is an extreme example, but we see it all the time – a small biz just shocked and offended at the notion that a customer would be disappointed enough in the product/service to say so, so they either ignore it or have some kind of emotional breakdown — instead of remembering they're there to help the customer. Get the marketing, the communication in line w/ the vision – then work that plan, agree it's the better way. FWIW. 

  8. WOW! Powerful article! I really enjoyed it. I do have a dream and that is your "why". Your "why" is the motivator not to show out in public as well as staying motivated.

  9. Frankly speaking, I spend major time in LinkedIn Professional site to improve my professional activity. Of course my activity is friendly with my dream and I think it will be realized in near future. Here also, I like to receive any suggestion from you on this matter to synchronize my activity with my dream.


    • LinkedIn is a great avenue when it comes to professional activity.  When it comes to your dream, it is critical to clearly identify it in your mind.  When it is clear, then doors will open and the necessary activity will follow.

  10. I like to think I'm "living the dream" every day! 

    • Well there ya go!  That’s the best way to live!

  11. A great example Edmund of where the daily obstacles we face can blind us to our dream. And I think there are many people who have never sat down and asked themselves what they'll do with the money once they get it.

    Great post! I will reword and acknowledge on my blog if that's OK Edmund. Thanks for the wise words.

    As a point of interest, you might be interested to find that I followed the path from a Pinterest post you made 3 weeks ago "A candle loses nothing by lighting another candle. How will YOU spread your light to others throughout the week?" to Facebook, then to your blog.

    • Not a problem Sue.  It’s such an important question to be asking ourselves.  And hey, that’s the power of social media and incorporating different channels into one’s marketing strategy 🙂

  12. great post Edmund!! Thank you for reafirming of having a vision and keeping with it!! money is great but helping others is muchmore gratifying.

  13. Made me re-evaluate my dream. I'm still focused on mine although it was and still is challenging learning marketing techniques, target audiences, SEO and on. Thanks for the added inspiration. I borrowed this from Debra at "Gallery 122", "Life is when I'm creating. Everything else just takes patience".

  14. I agree with you about the business needing to have a greater purpose, but I don't think it's that easy.

    The fact is that we have all had bosses that were jerks. We've all known business owners who were mean, nasty, unhappy people and made everyone around them miserable. I don't know why people are like that, but some people just are. And in the old days, it wasn't a huge problem. The business owner stayed out of the public eye, or if he did do something foolish, word only traveled to a handful of people.

    That's not the case now. Businesses turn to social media because they think of it as a great way to advertise. That's not what it is. It's a way to connect with your customers, your audience, your clients. Traditional advertising sets up the seller as the one presenting the message and the buyer as a passive receiver; social media is about dialogue. It's about establishing a two-way relationship, and the companies that we see excel at social media are the ones who use that relationship to improve their business, to respond to problems, and to listen to their customers.


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