What’s your ‘why’? The longevity of your business depends on it

Your ‘why’ is your ultimate purpose, the reason your business exists.

Business is about money, I don’t want to down play that, if not we’d start a hobby not a business. But above all it’s about meaning. It’s a pursuit of something that matters; it’s about impact, significance and progress.

The most successful business people have a cause that drives them, sustains them, keeps them going when things get tough. They have a strong ‘why’. You need one too.

So ask yourself these questions:

  • What change do I want to drive through your business?
  • How do I want to help others?
  • What impact do I want my business to have in the world?

Not only is your ‘why’ important for you, but it’s also important for your customers, prospects and those connected to your business, it acts as a common bond that provides a firm foundation for business relationships.

People connect to meaning not your marketing or product per se. we rally around ideas that matter, we join movements.

Create a movement.

It’s emotional

The emotional messages you send are often as important as the factual ones. Purchase decisions aren’t wholly rational; more of our purchase decisions are driven by an emotional response than we realise.

Think of the last non-essential item you purchased; a pair of shoes, a new phone an item of clothing. Now, you know that your iPhone doesn’t cost anywhere £500 to make, or the cloth they used to make that bagging outfit you just bought cost a lot less than what you paid? And yet you bought it – why? Because it wasn’t about the facts, it was about the feelings associated with that purchase.

The most successful business owners know that and tap into their ‘why’, so that so that they can connect to yours.

Here are a few examples:

  • Go pro – helps capture & share lives’ most meaningful experiences with others (they know it’s not just about the picture for you, it’s about the sharing)
  • Airbnb – helps find accommodation for unique travel experiences (they know you don’t just want another holiday, you want a unique experience)
  • Uber – Evolving the way the world moves (they know you want convenience, you want to get to where you’re going with minimal effort)
  • Beats – Introduced a new generation to the possibilities of premium sound entertainment (they know that music is the pulse of this generation)

You may not have known these things about these brands, but now that you do, you’ll see how their ‘why’ permeates everything they do.

In a nutshell

So here’s what I’m saying – if you know your ‘why’…

  • Your business is more likely to stand the test of time
  • Your marketing will be more passionate and compelling
  • Your brand will resonate more
  • More people will come back
  • You’ll see a lot more opportunities to expand your offering

There is also another reason your why is so important and its this… building a successful business is probably one of the hardest things you will ever do, what a travesty it would be to uproot our whole life, make money and still miss your purpose…

Before I sign-off, a couple of announcements:

  • You can catch me live on Facebook every Wednesday, where I share a valuable marketing tip to help you move from a great idea to a great business, like my Facebook page for the time and notifications each week.
  • I’ve written a book on marketing, motivation and the start-up journey that I’m really excited about. It will be launched this summer, sign-up for sneak peaks and updates.