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Simon Sinek's profound statement, “People don't buy what you do, they buy why you do it,” is an important message for anyone who wants to add meaning to their work. This concept isn't just about knowing your products or services; it's about finding out what motivates the organization and being able to communicate that message.
I want to talk about the process of finding and leveraging your “why” and how it has transformed my business.
Related: An inspiring discussion with Simon Sinek about learning your “why”
Discover the “why”
When I started my company, I was all about the “what” and the “how.” I thought that if I made my products better than my competitors and provided excellent service, customers would flock to us. My team and I spent countless hours refining features, streamlining processes, and polishing our presentation. But no matter how hard we tried, we couldn't build lasting customer relationships. We were missing something important.
So the tipping point came during a customer feedback session. A comment struck a nerve: “Great, I like your product, but I personally don't identify with your brand.” It was a revelation. I quickly realized that while we had mastered the “what,” we had completely ignored the “why.” Customers weren't just looking for a product, they were looking for the reason behind it. They wanted to be part of something that meant more than a simple purchase.
The process of identifying our “why” was one of self-reflection. I also reflected on what had motivated me to start the company in the first place. It wasn't just about identifying a need and filling it; it was the vision to create something that would have a positive impact on people's lives. This realization led to our purpose: “To innovate and introduce solutions that make life easier while providing more exciting experiences.”
Communicate the “why”
Once we identified our “why,” the next best thing was to make sure we got it right. Simply saying what we were about wasn't enough; we had to embed purpose into every organizational function. Here's how we did it:
1. Authentic storytelling
They say that people don't read numbers, they read stories. We started explaining the history of the company, the problems we encountered and the inspiration behind the innovations. This authenticity touched our audience. It made everyone remember that there are real people behind the brand and that there is a lot of passion behind our work. Stories about how our products helped customers also helped us remember why we do what we do and they gave us an emotional touch.
2. Consistency across all channels
Our “why” needed to be evident at every touchpoint, from the website to our social media channels to marketing messages and customer interactions. This consistent message also served to create a strong, easily recognizable brand image. Every piece of content created, every ad placed and every customer service call made was done with intention.
3. Customer loyalty
We also involve our customers in our business operations and engage them as stakeholders in our company. To achieve our goal, we shared the behind-the-scenes stories, content and updates on social media platforms. We asked customers to express their 'why' and we also listened to them – which not only helped deepen the bond with the existing customers but also attracted new customers with similar mindsets.
Related: Purpose-driven companies grow three times faster—here's how to become one without sacrificing profit.
The impact of a strong “why”
Once we fully understood and communicated our “why,” we found that not only was customer loyalty impacted, but overall brand perception and even employee satisfaction. Here’s how it worked:
1. Differentiation in a competitive market
In the face of strong competition, our “why” gave us the edge we needed. It offered the audience a new perspective and triggered an emotional response. It wasn't just about customers consuming our products; it was about them becoming part of our dream. This differentiation was effective and allowed us to avoid the competition, which tended to only highlight features and price.
2. Build customer loyalty
The consistent and highly effective “why” helped cement loyalty. This happened because our customers identified with our brand not only for the services we received, but also for their beliefs. This laid the foundation for customer loyalty, which translated into customer visits and word of mouth. It helped us become the brand, connecting with the ideas and promoting them to like-minded people who can become customers.
3. Attract and retain talent
Our “why” was also critical to employee attraction and retention, two important aspects for any company. Employees look forward to working in organizations that share their beliefs and give them a sense of purpose. By embracing the concept of “why,” we were able to attract like-minded individuals who were genuinely interested in our mission and willing to contribute as much as possible to the success of our company.
Practical steps to implement your “why”
Learning and recognizing the importance of your “why” may be easy, but putting it into practice is a whole different story. Here are some practical steps that have helped us integrate our “why” into our business strategy:
1. Anchor your “why” in the corporate culture
The 'why' needs to be evident in your company culture and in your day-to-day operations. When it comes to the services you offer, please ensure you have a clear purpose in mind. It's essential to recognize successes that demonstrate a commitment to the 'why' and use these to teach and encourage others what's at stake.
2. Measure and adapt impacts
Quantify the impact of your “why” on your business so you can track improvements over time. Check customer loyalty, brand impression and employee satisfaction to see how well you are promoting and embodying your purpose. Apply it in decision-making and continually improve your intervention approach.
3. Get involved in your community
Use social media to build a deeper connection with your audience by telling them why you do what you do and asking them to be part of the process. By posting images, opinions and milestones on social networks, sending newsletters and holding events in the community you influence, you should share stories and updates that reflect your intent. People should be able to identify with your “why,” and you should encourage your customers to share their own “why” experiences with you.
Related: 3 Ways to Make Sure Every Aspect of Your Business Is Connected to Your Purpose
Finding and sharing our “why” has been a game changer for my business. I've found that it helps us understand our customers better and drives our development. To recap: your “why” is the essence of your business. Nurture it, communicate it, and see how it can revolutionize your brand and move your business forward.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
