Start with “why”

Concept of “Why”

Starting a new business is an exhilarating journey filled with excitement, challenges, and endless possibilities. However, amidst the excitement of launching a venture, it’s easy to overlook a fundamental aspect that can make or break your success, your “why.” The concept of “why” refers to the underlying purpose, values, and motivations that drive you personally or your business. It’s the deep-rooted reason behind what you do, the essence of your mission, and the compass that guides your decisions and company culture.

What We’ll Discuss

We’ll delve into the importance of clarity and focus that defining your “why” brings, helping you stay on course and avoid getting lost in the noise. We’ll discover how starting with “why” differentiates your business from the competition, attracts loyal customers, and creates an emotional connection that goes beyond transactional relationships. We’ll discuss how your “why” can set bumpers for future decision-making alleviating some of the stresses along the way. Your “why” should be a framework for your business.

What is Your Why

Derived from Simon Sinek’s influential book “Start With Why,” the “why” represents the fundamental purpose, cause, or belief that inspires and drives a person or business forward. While the “what” and “how” aspects focus on the products, services, and processes, the “why” delves into the deeper motivations and values behind them. It goes beyond making a profit and delves into the impact a business seeks to create in the world or to create the freedoms that you hope the business will provide.

Does Your Business Need a Why

Patagonia’s “why” is to save the planet and inspire others to do the same through their commitment to sustainability and environmental activism. Not every business though has to have a world changing mission. In fact, most of them won’t. Sometimes the “why” is a little more personal and its about what you personally want from the company. You can also get your fulfillment about changing the world elsewhere, like volunteering.

Creates a Bonding Agent

Understanding the concept of “why” allows entrepreneurs to align their business goals with their personal values and create a strong foundation for their journey. It can provide a bond, inspiring both the entrepreneur and the team, and attracting customers who share the same beliefs. By starting with “why,” businesses can tap into a deeper sense of purpose and make a meaningful impact for themselves or in their industry and beyond.

Benefits

But why start with “why”? Starting a business with a clear understanding of your “why” offers many benefits that can greatly impact your success.

1. 1. It provides clarity and focus. By defining a clear purpose and direction, you establish a guiding light that illuminates your path forward. When faced with decisions and challenges, you can refer back to your “why” and ensure that your choices align with your core values and long-term objectives. This focus helps you avoid getting sidetracked by short-term trends or shiny pennies, keeping your business on track towards your ultimate goals.
   2. Starting with “why” potentially differentiates your business. In a crowded marketplace, finding a unique selling proposition is essential. Your “why” sets you apart from competitors by showcasing the underlying values and beliefs that drive your business. By attracting customers who resonate with your purpose, you build a loyal community that goes beyond transactional relationships. People want to support businesses that align with their own values, and your “why” becomes the bridge that connects you to your target audience on a deeper level. It could even become part of your sales story.
   3. Your “why” serves as a constant source of motivation and inspiration. Entrepreneurship can be challenging, with ups and downs along the way. Having a strong sense of purpose or vision keeps you motivated during tough times and inspires you to persevere. Your “why” becomes the driving force that pushes you forward, enabling you to overcome obstacles and remain committed to your vision.
   4. Starting with “why” builds trust and loyalty. When you communicate your purpose and values transparently, employees and customers perceive authenticity and develop trust in your brand. They become loyal supporters, not just of your products or services, but of your entire mission. By consistently delivering on your promises and staying true to your “why,” you cultivate a loyal customer base that not only continues to support your business but also becomes advocates for your brand.

Starting with “why” offers the invaluable advantages of clarity, differentiation, motivation, and trust. It sets the foundation for a purpose-driven business (life) that attracts the right employees and customers, inspires stakeholders and propels you towards long-term success.

Determining Your Why

So how do you determine your “why”? Discovering your “why” is a transformative journey that involves introspection, reflection, and aligning your personal values with your business mission.

• • It begins with a deep dive into your own motivations, passions, and desires. Take the time to reflect on what truly drives you, what makes you come alive, and the impact you want to make in the world.
  • Identify the values that are most important to you and consider how they can be translated into a business context. Identify what your want out of your business. Is your goal to make a dent in the universe, like Steve Jobs, or do you simply want to make a dent in your life. Your “why” could be as audacious as to rid the world of hunger or it may be personal. You may want freedom, whether it be time, money, relationships or purpose. Maybe you desire a lifestyle business that provides for your family but gives you additional time to volunteer at your church or a food shelter.
  • Your business does not have to fulfill your life purpose. It can just be a vehicle that allows you to reach your ultimate dreams. None of my companies to this point have had a change the world mission. Sure, they delivered value to its customers that hopefully enhanced their lives, but my personal fulfillment has always come outside of work. My companies have created the freedoms I desired to live the life I want. Once you have a clear understanding of your personal “why,” it’s time to align it with your business values.
  • Determine how your personal mission can serve as the foundation for your business’s purpose and vision. Ask yourself how your business can make a positive difference in the lives of others or solve a problem in the world and can deliver the resources you need to accomplish your ultimate goals. Articulate your business’s “why” in a concise and compelling manner that resonates with both your team and your target audience.
  • Communicating your “why” effectively is also crucial. Craft a compelling brand story that conveys your passion and purpose. If applicable, use your “why” as a guiding principle in all your marketing efforts and messaging. When your audience understands your “why,” they will be more likely to connect with your brand on a deeper level and become loyal advocates.

By embarking on this process of self-discovery and aligning your personal values with your business, you can uncover a powerful “why” that will fuel your entrepreneurial journey and set the stage for success. Take time to reflect on your life and what changes you want to see in THE world or in YOUR world. You may already have an idea of your “why” or you may be starting from scratch. Don’t rush this step. It will drive all future decisions for your company.

Now What

So you have found your “why”, now what? Implementing your “why” in business operations is crucial to ensure that your core purpose and values are integrated into every aspect of your company. Here are some key steps to effectively incorporate your “why” into your business:

1. 1. Aligning your company culture and values is essential. Create a work environment that reflects and promotes your “why” by fostering a culture built on shared values and a sense of purpose. This can be achieved through open communication, regular team meetings, and recognizing and rewarding behaviors that align with your core beliefs. If you know that your “why” is to be able to be home every night for dinner with your family, when a project is offered that takes you out of town 2 nights a week, it is easy to say no. It does not align with your “why”, regardless of the money. Does this extend to your employees as well?
   2. Hiring employees who resonate with your “why” is vital. Seek individuals who not only possess the necessary skills and qualifications but also share a genuine passion for your mission. During the recruitment process, emphasize your company’s purpose and values to attract like-minded individuals who will contribute to the growth and success of your business.
   3. Incorporating the “why” into product development and innovation is key to maintaining consistency and relevance. Ensure that your products or services align with your core purpose and add value to your customers’ lives. If you want to provide a living wage to your employees, ensure that your supply chain shares the same mission. Continuously innovate with your “why” in mind, seeking ways to better serve your target audience and fulfill your mission.

By implementing your “why” in these fundamental areas, you create a cohesive and authentic business that consistently delivers on its promises and resonates with customers, employees, and stakeholders alike.

Conclusion

Starting with “why” when creating a business is a fundamental step that can have a profound impact on your success. By defining and embracing your “why,” you establish a clear purpose and direction for your venture, enabling you to make focused decisions and avoid distractions that may hinder your progress or take you off course from your goals. By incorporating your “why” into every aspect of your business, from company culture to product development, you create a cohesive and purpose-driven organization. So, discover your “why,” embrace it, and let it be the driving force behind your business, guiding you towards success and making a positive impact in the world or in your world.

Additional Reading

1. “Start with Why: How Great Leaders Inspire Everyone to Take Action” by Simon Sinek: This book explores the concept of finding your purpose or “why” and how it can inspire and influence others. It provides insights into the power of purpose-driven leadership and offers practical advice for discovering your own why.
2. “The Purpose Driven Life: What on Earth Am I Here For?” by Rick Warren: This best-selling book explores the question of purpose and helps readers understand their unique role in the world. It provides guidance on finding meaning in life and living with intention.
3. “Man’s Search for Meaning” by Viktor E. Frankl: This powerful memoir by psychiatrist Viktor Frankl chronicles his experiences as a prisoner in Nazi concentration camps during World War II. Through his personal story, he explores the importance of finding meaning and purpose in life, even in the most challenging circumstances.