A colleague of ours recently pointed out the importance of working with business owners to articulate the “why” of their business. The “why” is very different than the “what” or the “how” of the business, which is what is usually discussed. The point is that customers and clients connect to your business not because of what you do or how you do it, but because of why you do it. The emotional connection that is created between you and your customers is often the deciding factor between using your business versus a competitor.
Differentiating your business from other businesses that offer similar products comes down to your core purpose not just the features and functions of your product or service.
In thinking about your “why”, check out this great TED Talk by Simon Sinek: http://www.youtube.com/watch?v=u4ZoJKF_VuA and then, consider the following questions:
- Why is your company in business? Why is it that you come to work everyday and put so much time, effort and energy into your business?
- How do you tell the story of your company? How does your story make people feel? Do you tell your story in a way that connects with other people’s hearts? If not- give it a try.
- How do other people (customers, employees, referral sources) talk about your company? What kind of language do they use to describe the connection they feel with the business? Pay attention to what kind of connection they describe as they talk.
If you haven’t already- consider creating a “why statement” for your company, to remind you, your employees and your customers the real reasons to choose you, your products and services over those of others.
Visit www.cobaltgroupinc.com/innercircle to learn more about peer circles for business owners.
