Understanding your ‘why’ is a fundamental part of growing your business.
March 21, 2017
In marketing communications, our goal is to tell your story in a way that resonates with your target audiences, whether these are customers, prospects, employees or other stakeholders.
Telling your story involves articulating the who’s, what’s when’s, where’s, how’s, and most importantly your why.
Your why is the part that makes an emotional connection, the part that adds context and shows what your business is about, beyond the day to day operations.
This isn’t just stuff for consumer facing organisations; it’s key for B2B too. Since 65% of senior executives rely on gut instincts and subjective factors when making decisions, it’s important to think about your why and get it across in your marketing.
What is your why?
Below is Simon Sinek’s Golden Circle. The principle is that every organisation knows what it does, some people know how they do it differently from competitors, and few know why.
You should start with your why and plan your business outwards, looking at how you will do it and what the specifics look like.
Why do I need to know my why?
It makes it easier to make business decisions.
Your why sits at the core of your business. It’s what makes your business tick. Whenever you need to take strategic decisions your why points you in the right direction and makes decisions easier.
If a decision jars with your why then it’s probably not the right route for your business. Knowing your why is useful throughout your business as it enables your employees to make decisions that are in line with your brand and to act out your brand values more easily.
It helps you to differentiate your business from competitors.
People don’t buy what you do; they can buy that from your competitors. But, according to Sinek’s research, they do buy why you do it.
Your why creates an emotional connection that can be so strong that people will overcome inconveniences in buying from you because they support your why. They might travel across town, stay on hold on the phone, or forgive the occasional substandard experience because they’re on board with your why.
Apple is a great example. Its why is to challenge the status quo and think differently. This translates into it’s how through the look and quality build of its product. And into its what, which is pretty much the same as its competitors; they build computers. Ask any Apple customer and they’ll tell you that it’s more than just another computer company.
It helps you to motivate your team.
When your business is going through a tough time, knowing your why will help you and your team to keep on track by bringing a strong sense of purpose that you all believe in. This sense of working together towards a common goal is one of the most powerful motivators, another reason to talk to your employees about your why.
Find out more about the Golden Circle.
Take a look at Simon Sinek’s Ted Talk to gain further insight and examples to help you to find your why.
You can use your why to build a business that is truly different from the rest, think Innocent, Apple and Zappos. Use your why to shape your marketing content and you’ll be sure to set your business apart.
Give us a call on 01254 457016 or email firstname.lastname@example.org if you’d like to discuss your ‘why’.