When you’re making a buying decision – any kind of buying decision – whether it’s choosing a restaurant, an electrician, a realtor, a painter, an attorney or a bank, do you care about the why? I do. In fact, I’ve become obsessed with the why. If I’m going to choose your services I want to know what drives you, I want to know that you’re passionate about what you do, I want you to be able to tell me why you do this every single day. Take my bank, for example. They won me over because every teller at every branch is so friendly. They exude enthusiasm. They love working there and it shows. I figure that If you love what you do every day then you’re going to do it well and I’m going to get your best.
Beyond the What and How
If companies are eager to tell you what they do – and they should be – they’re even more eager to tell you how they do it. They want you to know about their latest technology and groundbreaking techniques, how they’ve invested in education, how they’re on the cutting edge. This is all good stuff. But does any of that set them apart from every other company in their industry? Does it make you want to do business with them? Does it make you feel good about choosing them? Maybe. But for me it’s more about the why and less about the what and how. This is not a new idea. Simon Sinek has built a following by advising us to start with the why. He uses the example of Apple as a company that starts with why and explains how their commitment to innovation and user satisfaction has created a legion of Apple evangelists.
Try Asking Why
In my initial meetings I use a questionnaire to gather important information about my client’s business. A few weeks ago I added the following question to the top of the list, “Why do you do what you do?” The results have been extraordinary. Some clients answer the question immediately and with great enthusiasm. Some have difficulty answering it at all. The point is this. People don’t care how much you know until they know how much you care. (I didn’t make that up. I wish I did). Let your passion show. Let people know why you do what you do. They will connect with you in a visceral way. In a way that goes beyond intellect. In a way that gets them to choose you because it feels right. And isn’t that what you want?
And Now Back to You
How much have you thought about the why of your business? Is it a question you can answer easily or do you have to think about it? When you’re choosing a company to do business with, do you care about what drives them? Share your thoughts with me in the comment box below. I’d love to hear from you.
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