Do you know why you do what you do? Do you know why your business exists?
Whoa, that’s deep. … I get it.
But you know what? Knowing the answer to those questions is super important. So, I’m going to ask it of you because answering this question will put you on the fast track to being remarkable to exactly the RIGHT customers and clients!
Not every entrepreneur has a why. There are many of us who aren’t infused with stoke on any level in our businesses. While I can’t personally relate with that, I want to confess that I understand that dynamic exists.
But for motivated entrepreneurs in the outdoor, bike, snow, endurance or travel markets (Uberites!) who want to go big in today’s era of connected consumerism, the sharing economy and all that? It’s not an option anymore to not know why you exist or what the impact is that you want to have. You HAVE to know your why and display it prominently at your points of entry and infuse it in all of your brand messaging.
The reason is because we work in passion industries. We chose these industries for a reason. To successfully and memorably connect and to truly be differentiated, you need to have a passionate reason for being.
Simon Sinek has a great Ted Talk on the subject, which has been downloaded 1.4 million times (and counting).
That’s a ton of downloads.
The reason that it’s been downloaded SO many times? Because we need guidance to know what our why is. We all get set in our track, don’t we? We habitually tread forward and serve our people, collect money and moveon.org. We also habitually find a track that yields regular revenue and we keep going back to that track.
But, our companies cannot be GREAT if we are serving anyone with a pulse who shows up in need of what we provide.
The great companies? They selectively serve the people who believe the same things you believe (which are the tenets of what your company stands for).
When you get this right? Your competition is obsolete. It’s not just about your product or service. It’s about telling/sharing stories about why you exist.
Remember Cliff Notes? I know I’m dating myself, but Cliff Notes were the solution for the last-minute research report deadline in college. I’m going to give you the Cliff Notes version of Simon Sinek’s Ted Talk on Why, right here and now (info pulled from Youtube.com’s Simon Sinek’s Ted Talk. …
What’s your purpose, cause or belief? Why does your organization exist? Don’t focus on the what or the how. Focus on the WHY.
Once you capture this, then think, act and communicate from the inside out instead of the outside in. Brands and companies that communicate from the outside in gravitate to the what and the how. Brands and companies that communicate from the inside out? They deliver the why.
Here’s an example provided in Simon Sinek’s Ted Talk:
Apple: If they were communicating like everyone else (outside in):
We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?
Here’s how Apple actually communicates (inside out):
Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo, is by making our products beautifully designed, simple to use and user friendly. We just happen to make computers. Want to buy one?
Perhaps the most important take away of the entire Ted Talk?
The goal is not to do business with everyone who needs what you have. The goal is to do business with people who BELIEVE WHAT YOU BELIEVE.
If you’ve ever sat in front of your computer, or in a meeting with peers, and wondered how your brand promise could have an emotional connection with your ideal customer/client avatar, go back to this video.
At the end of the day? That’s what keeps us stoked to get up the next day and be remarkable to our people again, isn’t it? Let me know your thoughts on this – you’ll help your fellow LivingUber.com community members and you’ll also spark some very good conversation in my podcasts and in this blog going forward. I very much invite your feedback and insights!