Vantage Blog

08
Jun
2012

Why do you do what you do?

Why do you do what you do?  What drives you?  What is your passion? I watched a video not so long ago by Simon Sinek.  He talked about the Golden Circle – the WHAT, the HOW and the WHY of business…worth a look…



In summary he outlined that every business knows WHAT they do – they sell ‘stuff’.  Only some know HOW they do it – their special sauce. 

But few know WHY they do what they do (and it’s not just about profit – that is an outcome). So? Why is it important?

It’s important because it’s in the WHY that real connections can occur with your customers.  Where your WHY has resonance with theirs.  Passion and motivation are aligned. 

At the end of the day we are all people…and according to a number of studies over the years something like 85% of the decisions we make are based on some form of irrationality i.e. emotions.

Sinek uses the well worn example of Apple to which I know a few people will groan.  So here’s one that I think is really powerful in Australia.  Boost Juice. 

Have a look at how Janine Allis talks about her WHY

 She believes in the Optimism, Enthusiasm and Energy of youth.  She espouses this in relation to her staff but it clearly is in the DNA of the brand and the business. 

This is her WHY for not only staff, but for their core customer – the very youth she attracts to each of her stores.  Her HOW is this very neat virtuous circle she has created between her brand, her staff and her customers.  And the WHAT?  Well, she sells juice. So what’s your WHY?  Does it drive you to get up every day?  Do you get a real buzz when you connect with customers?  Does it not only ignite a true connection but actually drive your business and differentiate you from all the other so-so brands?

If not, start looking – it’s a worthwhile journey.

What’s Vantage’s WHY?  Click here… James Atkins, Vantage Strategy & Marketing





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