“He who has a why can endure any how.” – Frederick Nietzsche
Most companies can answer the question “What do you do?” with ease, but it becomes a lot more difficult when asked, “Why?” Think about it, if someone were to ask you right now why you do what you do, would you be able to answer?
Your organisation transforms when you are clear on your ‘why’. Leaders are inspired, staff are motivated, customers are engaged, and potential customers are converted. Ready to uncover your why? Here are four questions to help.
1. What are you trying to achieve?
One of the biggest reasons defining your why can be so challenging is because you are trying to define the invisible, intangible benefits of what you are doing. With this in mind, it can often help to look at the bigger picture, what you as a company and team want to achieve.
Here are some further questions to think about and discuss:
- As a company who do we serve? (Think in terms of customers and staff when answering)
- What difference do we want to make in their lives?
- How do we want them to feel when they do business with us?
2. What are your strengths?
Next, look at your points of difference. Brainstorm and evaluate what you do or can offer that sets you apart from others in your industry.
- Do you have more expertise or experience?
- Do you have better processes or frameworks that allow you to serve your customers better?
- Do you have a higher standard of quality? Do you have a greater success rate? More quantifiable results?
- Do you offer a more personalised service?
But don’t stop there, now you need to start asking ‘why’. Why are these strengths important to your customers and staff?
3. What are we really selling?
As you start to question your point of difference you will start to uncover what you are really selling and here’s a hint – it’s not your products and services. The key to motivating your customers to buy and your staff to buy-in is to appeal to their emotions.
We buy based on what something will do for us, give us, save us and make us feel, then we justify our purchases logically. We also find meaning in our work much the same way. So what are you really selling?
4. What story are we telling?
Your customers and staff want more than a product, service or place to work. They want something to believe in, hope for and a story to tell. As Simon Sinek, Best-selling author of Start With Why says, “People don’t buy what you do, they buy why you do it.”
So ask yourself and your team:
- What experience can we create?
- What story can we tell that our customers and staff will want to be part of?
- What cause can we champion?
- What market, voice or opinion can we defend or uplift?
Have you found your ‘why’? Share it in the comments below; I’d love to know your why!
Still not sure? Jump on over and watch Simon Sinek’s TED Talk on ‘How great leaders inspire action’ it will be worth every second of your time.