Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
Have you ever thought about the fact that the sunrise and sunset are two common beauties that anyone across the world can access every single day without leaving their homes?
This thought struck me during a particularly stunning sunrise. You don’t need to hop on a plane, hike a mountain, take time off work, etc. All you need to do is be present and pay attention and anyone in the world will be able to witness the beauty of the sunrise and sunset.
Another one of those rare commonalities that spans the globe is the concept of “why”. It’s human nature for us to want to know our purpose, the impact we’re making, and the difference that we are making in someone’s life.
That’s why as a business, it is crucial to be intentional about the awareness around your why and how you strategically communicate that to both your team and your consumers.
Why the “why” is important
How did you feel when you were a kid and you had a list of chores to do? You probably dreaded having to do them because you wanted to spend your time playing or with your friends instead.
Or consider how you feel when you go into a superstore to buy paper towels. Chances are the paper towels aren’t pulling at your heartstrings and you just pick the one that is decent quality and gives you the best value.
It’s human nature to want to know the “why” behind what we’re doing, whether that’s the work that we do, the products that we purchase, or the people and services that we interact with. Without the “why” we will simply check the box to move on to things that are more fulfilling to us.
Your “why” is basically what guides your lifestyle. It’s who you identify with, what you identify with, and how you personify this identity. This is true for both businesses and individuals.
As a business, you want to have this awareness and harness this fact in a powerful and impactful way. You want your own “why” to be clear to your team and your consumers.
When your team knows the “why” of the business, they will have more sense of purpose, which will lead to increased engagement, accountability, and morale. When your consumers know the “why,” they are more likely to purchase from, engage with, and promote your business because it aligns with their lifestyles and values and isn’t just a commodity to choose from.
There’s no better resource to explain this concept than Simon Sinek’s book Start with Why (links to paperback and Kindle).
What is your “why”?
Your “why” is what gets you up in the morning. Your “why” is the transformation that you provide and the impact that you make.
Maybe you’re thinking, “What gets me up in the morning is my alarm, a cup of coffee, and the obligation to make money to pay my bills.” Fair enough.
But as you move through your day tomorrow, pay attention to what lights you up. While your shine may be diminished by the monotony of a day-to-day routine, there was a reason you chose your job, your hobbies, and your friends in the first place that formed into this routine.
Channel that.
As a business owner, this “why” is probably easier to parse out. Why did you start your business? Why have you structured your time and days the way you have? Why did you hire the type of people that you hired?
While all separate questions, these will all come to the same answer, and that is your “why”.
Your “why” as a person and as a business is your identity, and it acts as the guidepost for the direction you take in all aspects of your life.
How do you communicate your “why”?
It’s great to have your “why,” but it’s crucial that you communicate this effectively. Without effective communication, you aren’t harnessing the true power and potential of your purpose. When you step into your purpose, you can make amazing waves, but just think about all the additional waves and ripples you can make when you engage others in this “why” as well.
Strategically communicating your “why” isn’t just putting it in the About section of your website and hoping that people will find it. This “why” should be intertwined in your regular interactions and communications. It should be in email communications, social posts, your Home page, how you present your products and services, how you interact with others, and so much more.
At this point, you’re probably thinking what a turn-off it might be to repeat the same thing over and over again.
This is where strategic communication comes into play. I’m not saying to draft up your “why” and start copying and pasting it all over the place. It’s an identity, remember? Your “why” should be evident in the voice that you use in your communications, where you place your focus, how you communicate the transformation your company provides, and how your values are personified when you put this pen to paper (or fingers to keyboard).
The goal is for your why to be authentically ingrained into the variety of ways in which you market and talk about what you have to offer.
While I’m a writer and storyteller at heart, I’m also passionate about empowering others to further elevate their businesses through strategic communication and storytelling. If you’re looking for someone to help you refine your strategy and then craft those communications for you, book a free strategy session with me!
Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
Disclaimer: This blog should not be construed as providing, or intending to provide professional financial, legal, psychological, or other professional advice. It is simply meant to share my experiences with those who may find them relatable and helpful.