First, it allows business owners to actively create a business culture that is in line with his or her mission and vision and consistent with the values he or she desires for the business. Second, focusing on employee value fit also helps small businesses create a consistent culture which helps employees understand the patterns of behavior that are expected and rewarded in the business and it also helps customers learn what to expect from a business. In fact, Collins and Allen (2006) note that small employers that use a person organization fit strategy (rather than a person-job fit strategy) had a 7.5% higher revenue growth, 6.1% higher profit growth, and 17.1% lower turnover.