Why is a very powerful word. It provokes conversations and promotes thoughtful responses. Simon Sinek thought it was so important he wrote a book about it “Start with Why”. He said that “What” is the action, “How” is the method, and “Why” is the purpose or promise. He says, “People don’t buy what you do; they buy why you do it.”
I did an interview with Mark S.A. Smith where he said that in the B2b sales and marketing world, “C-Level customers only care that you solve their problem, and don’t get them fired!” I have to agree somewhat, but I want to add that they have a WHY also. Maybe it’s about their family? It could be their employee or customers, or back to what I said before, it could be their passions.
All so often we tend to focus on the “What” or the “How”. “Our software will find hidden customers.” “Our training will help you retain employees.” And, “Our machine has better up-time, leading to more profits”. What’s missing is the WHY. Why do they want more customers, happier employees, or more uptime from their machines? It’s not a simple answer but probably more complex issues, but while everyone is shouting the “What” or the “How”, you can stand out by emphasizing the WHY.

“Some people see things that are and ask, Why? Some people dream of things that never were and ask, Why not? Some people have to go to work and don’t have time for all that.”
– George Carlin

In this episode, we will explore… What is you “WHY” and how to align that with your perfect customers’ “WHY”?



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