The “why” in your business.

 In Concepts, Digital Marketing, Strategy

If you’re in business you’re probably familiar with Simon Sinek and his famous Ted Talk. During his presentation about The Golden Circle he challenged attendees to examine the core of what makes employees and customers buy from or buy into a company. His leading case studies included the visions of Steve Jobs from Apple, the Wright Brothers and the famous speech of Martin Luther King, I have a dream. Sinek commented regarding business – it’s not about money. Great businesses start with WHY.

There’s so much competition and there will always be another business who can build or create a better widget, product or service faster and cheaper. If the goal of business is to merely make money, it’s achievable. But, if the goal is to sustain long-lasting-raving-fan-loyalty-customers-will follow-you, it’s going to be because of your WHY and the quality of how and what you sell.

So, how do you define your WHAT, HOW and WHY?

The WHAT: Most companies can easily define WHAT they sell or do. It’s got to be obvious to a customer before they’re going to buy. No matter how big or small, no matter what industry, everyone should be able to describe the products or services a company sells. Or, the job function they have within the system.

The HOW: defining the HOW may not be obvious to the public, but it’s easier to communicate and clarify the HOW does WHAT they do through a USP. A unique selling proposition or USP clearly defines for people HOW something is different or better.

Many companies stop at the WHAT and the HOW but the core differentiator can really be the WHY.

The WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. This isn’t about making money  – that’s a result. WHY is all about your purpose, cause or belief. WHY does your company exist? WHY should anyone care?

Why go the extra mile in your customer service. Why add that extra quality ingredients. Why treat your employees and your customers with care and respect?

When you’re clearly positioned in your why. When you are honest in your delivery. When you hire people who believe what you believe. Most companies will find that people don’t buy WHAT you do. They buy WHY you do it. You become an inspiration and a motivator.

As a small business owner, my WHY is a simple. To honor God in all that I do. To let that filter down into every aspect of my personal and professional life. To stand behind my word and deliver creative solutions. To listen. To help. To serve. All based on my desire to honor God. That’s my why.

Business should be a long-distance jog, not a short distance sprint. So, stick to your why because those who inspire are those who we want to follow.

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