Thanks to Simon Sinek, almost everyone in business seems desperate to identify and declare the motivation that lies at the heart of their business. They dutifully repeat that it isn't about what they do; it's not even about how they do it. It's all about the “why”.
Maybe this is a good thing. After all, if you don't know why you're in business, you aren't likely to be successful. But “look for your why” has become a bit of a cliché. Sinek talks of “starting with why”; he doesn't say we should end there
Many websites are full of phrases that begin, “we believe in…”, “we’re committed to…” and “we’re on a mission…”. Which is all very well and laudable, but there’s a point where we end up sounding like the beauty queen contestants of old, wanting to use our businesses to foster world peace and understanding.
In reality, however relevant your own “why” is to you, and however much your own values and vision feed into your organisation’s culture and influence what your company does and how you do it, your personal “why” may not actually be very relevant to your clients. Most clients have a particular need, a pain, or a problem of some kind, and they are looking for a supplier who can meet the need, salve the pain, and solve the problem. They may prefer to work with someone whose values align with theirs, but the “why” your clients are most interested in is “Why should I work with you and not your competitors?”
So it’s important to remember that there are other question words. Depending on your business, who?, what?, where?, how?, when? and why? may all be relevant questions that need to be answered. But they may not all need to be answered the first time you meet a prospect.
Sinek talks of “starting with why”; he doesn't say we should end there.
Let’s take a look at the other question words and some of the questions they prompt. Obviously the relevance of these will depend on the type of business you run and what your client is looking for, but here are a few ideas of questions your clients may want answered:
Each of these questions reveals a little bit about your expertise, your process, and your approach. By offering answers to these questions as they become relevant to the specific transaction or project under discussion, you provide the prospect with information that defines you and your organisation and that differentiates you from the competition.
No doubt your “why” is at the heart of your business and will inform your answers. But the “why” that matters to your client is why they should work with you.
Your “why” is integral to your organisation’s brand and to how your business communicates, so our discovery process for brand projects involves us asking you lots of questions. We’re also happy to answer any questions you have. Why not get in touch for a chat?