HOW TO DISCOVER THE WHY OF YOUR BUSINESS SUCCESS

“You can only become truly accomplished at something you love. Don’t make money your goal. Instead, pursue the things you love doing, and then do them so well that people can’t take their eyes off of you.” - Maya Angelou

By now, you'd have realised entrepreneurship isn't a bed of roses. You've probably wondered "why am I doing this?" countless times when faced with steep challenges. But the fact you're here now suggests you've overcome those moments. Have you ever wondered how you did it?

If Maya Angelou's quote resonates well with you, you've found the answer. You belong to a group of people with a deep appreciation of their "Why", which has brought them success in life. Their response to the question is the North Star directing them to success.

Steve Jobs was clear of his "Why", which is to change the way people think about personal computers. His love for all things beautiful, especially calligraphy, remains the foundation of Apple's success. At a time when computers were seen to be for the 'big guys', Apple found its way onto people's desks, bags, palms and now wrists. Why is knowing your "Why" critical?

1. A significant point of differentiation

The late Tony Hsieh, the founder of Zappos, is credited for the excellent customer experience the company is known for. He strongly believes in looking after people first, both customers and employees. Ensuring their well-being is his "Why". Employees manning the call centre are known for engaging customers in conversations that may not necessarily lead to a sale.

Unlike other online retailers, Zappos did not treat technology as a point of differentiation. It's just an enabler. But being people-centric is. This "Why" is the company's reason for being. It sets them apart from competitors at a time when online shopping was changing the way people shop.

2. Staying authentic is easier

Authenticity is a brand characteristic businesses strive for. Unfortunately, an intensely competitive environment makes it challenging to live up to it. But with a clearly defined and stated "Why" staying authentic is easier even in the most challenging circumstances.

3. Effective decision-making

An organisation can't make decisions; it's the people in it. When owners and employees have a deep appreciation of the organisation's "Why", they'll marry it with information and insights to arrive at more effective decisions. After all, the best decisions are made within the context of a 'bigger' reason.

Are you looking to discover your "Why" or perhaps articulate it better? Here are some questions to guide you.

1. What gets you up in the morning?

2. What is the transformation you want to make in the lives of your target audience? What is the problem you want to solve for them?

3. What do you love doing even if you are not paid for it?

When your target audience resonates with your "Why", it's easy to draw them towards you. They'll buy into what your brand stands for. It's your reason-for-being. Connect here to discover your "Why".