If I ask about your business, you’ll probably tell me all about what you do. Or maybe how you do it. OK, that’s interesting. But if you want me to really care about you and your venture, you should tell me why you are doing it? How will you change the world? Or improve lives? Or make a difference?
Simon Sinek tells us people are inspired by brands that “Start with Why.” And Roy Spence of GSD&M wrote a book titled “It’s not what you sell. It’s what you stand for.”
Here is the stated Brand Purpose for these highly successful brands:
Whole Foods — Healthy people and healthy planet
Tesla — To accelerate the world’s transition to sustainable energy
Southwest Airlines — To connect people to what’s important in their lives
Whole Foods doesn’t mention groceries, Tesla doesn’t say anything about cars and Southwest doesn’t talk about on-time flights or free bags.
So next time someone asks about your business, start with why.
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