Start with Why
People don’t buy what you do;
they buy why you do it.
As a business owner, you not only have to sell your company and services to your potential customers, you have to sell your business to employees and brand partners. Getting people bought in to your vision and mission is not only critical to meeting sales goals, it’s also critical for low-employee turn over rates and creating a consistent, repeatable experience with your company. How do you create buy in? Start with Why.
Watch the TED Talk
Ask the questions
WHAT
Every organization on the planet knows WHAT they do. These are the products they sell or the services they offer.
HOW
Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
WHY
Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. WHY is a purpose, cause, or belief. It’s the very reason your organization exists.
Dive deeper
Keeping in mind The Golden Circle concept by Simon Sinek pictured above, answer the following questions about your business:
What makes your business unique?
What problem does your company solve?
What has changed and/or evolved in your business between when you first started and now?
What’s your business purpose? Why does your company exist? (remember – this is not about profits – this is your contribution)
Who benefits from your business?
What do you want your legacy to be?
What do you believe in—personally and professionally?
Ask your partner, staff, or advisor to answer these questions as well. They may have some interesting insight that you have overlooked. Once you have these ideas on paper, can you fill in the Why statement?
To ___________________________ so that ______________________________.
The first blank is your contribution and the second blank represents the impact of your contribution. Try a few out, it may take a quite a few attempts before you land on something that feels unique to your company.
