People don’t buy what you do – they buy why you do it.
That’s the message Simon Sinek explores in his book, “Start with Why: How Great Leaders Inspire Everyone to Take Action.”
The book is the subject of a TED Talk he gave in 2010, that has since been viewed over 35 million times.
There must be something to it, yes?
Yes, because after reading it, I found myself lying awake for hours, thinking about those core questions we all need to answer.
Why does your business exist?
Why do you do what you do?
What purpose, cause or belief keeps you going – no matter what?
What is your why?
Your WHY is a belief you hold about your business, your employees, clients and customers. It’s what sets your work apart from others in your field. It’s what matters most about the way your business shows up in the world.
It’s what drives you personally – and always has, probably since you were a kid.
It’s what makes it all worth it.
When asked why they started the business they have, many entrepreneurs will say they wanted to be their own boss, make more money, have more freedom.
And yes, those are important.
But your clients and customers don’t care about that; that’s not why they love you.
That’s not what drives them to buy your programs or tell others about your services. That’s not what draws them to you over countless other options they could choose instead.
And I’ll bet none of that really fuels your fire either.
No – it’s your heart, and the heart of your business – that does that.