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Simon Sink’s profound statement, “People don’t buy what you do, they buy why you do it,” is an important message for anyone who wants their work to matter. This concept is not just about knowing your products or services; it’s about identifying what motivates the organization and being able to communicate that message.
I’d like to talk about the process of finding and using your “why” and how it changed my company.
Related: An Inspiring Discussion With Simon Sink About Learning “Why”
Discovering the “Why”
When I started my business, I was only interested in the “what” and the “how”. I thought that if I made my products better than my competitors’ products and provided excellent service, the customers would come. My team and I have spent countless hours improving features, fine-tuning operations, and refining our presentation. However, try as we might, we were unable to create customer relationships that would last. Still, we were missing something important.
So the breakthrough was made during a customer feedback session. One comment struck a note: “Great, I like your product, but I don’t personally relate to your brand.” It was an eye opener. 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 looked for a reason behind it. They wanted to be part of something bigger than just shopping.
The process of identifying our “why” was a process of soul searching. I also thought about what motivated me to start a company in the first place. It wasn’t just about identifying a need and providing for it; it was a vision to create something that would positively impact people’s lives. This realization led to our purpose: “To innovate and deliver solutions that can make life easier while offering more engaging experiences.”
Communicating “Why”
After realizing our “why,” the next best thing was to make sure we communicated it properly. Simply saying what we were about was not enough; we had to integrate purpose into every organizational function. Here’s how we did it:
1. Authentic storytelling
They say people don’t read numbers, they read stories. We started by explaining the story of the company, the problems we encountered and the inspiration behind the innovations we made. This authenticity moved our audience. Everyone was reminded that we are real people behind the brand and that there is a lot of passion behind our work. Stories about how our products have helped customers also help remind us why we do what we do and give us an emotional touch.
2. Consistency across channels
Our “why” had to be evident at every touchpoint, from the website to our social media channels, marketing messages and customer relations. This consistent message also served to create a strong and easily identifiable brand image. Every piece of content created, every ad placed, and every customer service call made was intentional.
3. Engagement with customers
We also involve our customers in our operations and involve them as shareholders in our company. To achieve our goal, we incorporated behind-the-scenes stories, content and updates on social media platforms. We invited customers to express their “why” and we also listened – which not only helped to deepen the bond with existing customers, but also attracted new like-minded customers.
Related: Purpose Driven Companies Grow 3x Faster — Here’s How to Become One Without Sacrificing Profits.
The impact of a strong “why”
Once we fully embraced and shared our “why,” we found that it impacted not only customer retention, but overall brand perception and even employee satisfaction. Here’s how to do it:
1. Differentiation in a competitive market
With so much competition, our “why” gave us a much-needed edge. It offered viewers a view that was new and evoked an emotional response. It wasn’t just that customers were consuming our products; rather, they became part of our dream. This differentiation was effective and allowed us to avoid competitors who tended to emphasize only features and price.
2. Building customer loyalty
A consistent and extremely strong “why” helped solidify loyalty. This happened because our customers identified with our brand not only on the basis of services, but also in matters of belief. This created a foundation of customer loyalty that manifested itself in customer visits and word of mouth referrals. It helped us become a brand, connect with ideas and promote it to like-minded people who can become clients.
3. Attracting and retaining talent
Our “why” has also been instrumental in attracting and retaining employees, two major considerations for any organization. Employees look forward to participating in organizations that embrace their beliefs and provide some sense of purpose. Turning to the concept of “why” allowed us to recruit like-minded people who were truly interested in our mission and who were willing to bring as much as possible to see our company succeed.
Practical steps to realizing your “why”
Learning and realizing the meaning of your “why” can be easy; however, practicing it is a completely different story. Here are some practical steps that have helped us incorporate our “why” into our business strategy:
1. Bury your “why” in the organizational culture
The “why” must be evident in your company culture and in your day-to-day business. When it comes to the services you offer, ensure that you are doing them with a clear goal in mind. It’s imperative to recognize the wins that indicate a commitment to the “why” and use them to educate and encourage others about what’s at stake.
2. Measure the impact and adapt
Quantify the impact of your “why” on your business so you can track improvement over time. Check customer loyalty levels, brand impressions and employee satisfaction to see how well you are promoting and embodying your purpose. Apply it to your decision-making and consistently improve your intervention approach.
3. Get involved in your community
Use social media to connect with your audience on a deeper level by telling them why you do what you do and asking them to be a part of the process. By posting pictures, opinions, and milestones on social media, sending out newsletters, and hosting events in the community you influence, you should share stories and updates that reflect your purpose. People should be able to relate to your “why” and you should encourage your customers to share their own “why” experiences with you.
Related: 3 Ways to Make Every Aspect of Your Business Connect to Your Purpose
Finding and sharing our “why” has been one of the biggest changes in my business. I found it allowed us to better understand our customers and focus on our development. To recap, your “why” is the essence of your business. Cultivate it, communicate it and see how it can revolutionize your brand and jump-start your business.