I love asking this question to business leadership. So many times the answer comes back as, “Well, we’re a [blank] company, so we sell [product.] And our product is the best because of [features].” That’s great, but why should I or anyone else care?

15 years ago, Simon Sinek - a visionary in the Ted Talk/business world - wrote a book called Start with Why. I’m sure most of you in the business world have heard about figuring out your why or have at least heard of Simon Sinek. In his Ted Talk from September of 2009, Sinek talks about the shift from the thinking about “what” they do/create and “how” they do or create it to “why” they do what they do. And he makes it very clear that he doesn’t mean “to make a profit.” He uses these questions to illustrate what the “Why” means:

“What’s your purpose?”

“Why does your organization exist?”

“Why do you get out of bed in the morning?”

“And why should anyone care?”

He goes on to talk about the “why” and how inspired companies, leaders, innovators, start with their message with the “why” and then go to the “how” and “what.” As opposed to the other way around. People don’t buy “what” you do, they buy “why” you do it. People like to be tied to a belief. I’m a die-hard Apple product consumer because I like how the company’s products make me feel. Not because of the products themselves. My husband hates his Apple phone, but he can’t come up with a reason to compete with my “Apple feels cooler” mentality, even though Android products are fantastic products, as well. Plus, I’m the IT wizard of the household and I’ve threatened that if he changes phone I won’t be his tech support.

But this same concept that Sinek talks about on higher levels of company outlook and leadership can be applied to smaller concepts, as well. This is why my marketing strategy doesn’t start with the product/service. It doesn’t actually start with identifying the audience. It definitely doesn’t start with identifying avenues for placing marketing messaging.

It starts with: Why should I care?

If the company cannot come up with a compelling reason of why someone should buy their product, use their service, donate to their cause, then how is the audience supposed to care enough to buy? Sure, you’ll get some customers. Sinek also talks about the Law of Diffusion of Innovation, which every person who has taken a business statistics class still has PTSD over. You’ll get the Innovators and Early Adopters, but it’s the cross over in the early majority that you really want to see your company take off. And the more compelling you can make you messaging by leaning into the “why” the more likely you’ll cross into the bigger acceptance of the market.

So the first question that should be answered for any marketing strategy should be: Why? Once you have your answer, then you can move on to determine who. Sometimes the why will actually change who the “who” was originally going to be. And periodically come back and ask the question again. Why should my audience care? It helps so that you don’t lose sight of that inspiration.

Need help figuring out your “why?” Let JJA Marketing help. Reach out today, and let’s create something amazing together!