Ever been stuck at a networking event when someone asks, “So, what do you do?” It’s that moment when you can either give a forgettable answer or say something that makes people lean in and want to know more.
This is exactly where your business “Why” comes into play – and it might be the most valuable tool you’re not using yet!
Why Your Business Needs a Strong “Why”
If you’ve been focusing all your energy on what you sell rather than why you sell it, you’re missing a huge opportunity to connect with customers who share your values.
Simon Sinek put it perfectly: “People don’t buy what you do; they buy why you do it.”
Your “Why” isn’t just a nice-to-have statement for your website. It’s the foundation that makes everything else in your business stronger and more effective. Here’s what a clear “Why” does for you:
- Guides your decisions when you’re not sure which direction to take
- Attracts the right customers who connect with your purpose, not just your products
- Keeps you motivated on tough days when you’d rather throw in the towel
- Sets you apart from competitors who offer similar products or services
I’ve seen businesses transform once they clarify their “Why” – from struggling to stand out to becoming the obvious choice for their ideal customers. And you can do this too!
The Three Layers of Your Business
Think of your business as having three important layers:
Layer 1: Your “What” (The Outer Layer)
This is simply what you sell – your products or services. It might be handmade jewelry, coaching services, or digital products. This layer matters, but it’s just the beginning.
Layer 2: Your “How” (The Middle Layer)
This is your approach or method – what makes your process different. Maybe you use sustainable materials, combine unusual techniques, or have a unique framework for delivering results.
Layer 3: Your “Why” (The Core)
This is the heart of everything – the real reason your business exists beyond making money. It’s the change you want to see in the world or the problem you’re passionate about solving.
Most businesses only communicate their “What” and maybe their “How.” But the businesses that truly connect with customers share their “Why” loud and clear.
Finding Your Own Powerful “Why”
Your “Why” is already within you – it’s what drove you to start your business in the first place. Let’s uncover it with a few simple but thought-provoking questions:
- What problem or frustration inspired you to create your business? Think about the moment you decided to start. What were you trying to fix?
- Who did you first want to help and why did they matter to you? Picture your ideal customer and what you wanted to make better for them.
- What change do you want to see in your industry or community? Consider what would make you proud to have contributed during your career.
- What compliment from a customer would mean more to you than any sale? This often reveals what impact truly matters to you.
- If money weren’t a factor, would you still do this work? Why? Your answer points directly to your deeper purpose.
Don’t rush this process. Jot down your initial thoughts, then revisit them tomorrow with fresh eyes. (Sometimes our best insights come after we’ve let ideas sit for a bit.)
Crafting Your “Why” Statement
Once you’ve reflected on those questions, it’s time to put your “Why” into words. Here’s a simple formula that works well:
“I [what you do], by [how you do it], because [why you do it].”
Let’s look at some examples:
Basic version: “I sell handmade jewelry.”
Better version with Why: “I create handmade jewelry from sustainable materials because I believe women deserve to feel beautiful without harming our planet.”
Another example:
Basic version: “I offer business coaching.”
Better version with Why: “I help creative entrepreneurs build profitable businesses because I believe financial freedom shouldn’t come at the cost of doing work you love.”
Your “Why” statement doesn’t need to be perfect – it just needs to be authentic to you and clear to others. When you’ve got it right, sharing it should feel both exciting and meaningful.
Putting Your “Why” to Work in Your Business
Having a clear “Why” is great, but using it consistently is what truly transforms your business. Here’s how to integrate your “Why” into everything you do:
Your website: Feature your “Why” prominently on your home page and about page where visitors can easily find it.
Social media: Let your “Why” guide what you post and how you talk about your business. Share stories that show your purpose in action.
Product development: Use your “Why” to decide which new offerings align with your core mission and which might lead you off track.
Marketing materials: Lead with your “Why” in your emails, ads, and sales pages to attract customers who share your values.
Daily decisions: When you’re not sure which path to take, ask yourself, “Which option better aligns with my Why?”
The best part? When your “Why” guides your business, your marketing feels less like selling and more like sharing something you truly believe in.
Real-World Benefits of a Strong “Why”
When you get clear on your “Why” and actually use it in your business, you’ll start to notice some real changes:
- You’ll attract customers who already value what you offer (which means less convincing and more connecting)
- You’ll make business decisions faster and with more confidence
- You’ll stand out in your industry because most of your competitors are still focused only on features and benefits
- You’ll stay motivated through challenges because you’re connected to a purpose bigger than profit
- You’ll build a community of customers who become advocates for your brand
These aren’t just feel-good benefits – they translate directly to business growth and sustainability.
Your Next Simple Step
If this all sounds good but feels overwhelming, start with just one small step this week. Update your social media bio to include a hint of your “Why” along with what you offer.
For example, instead of “Handmade jewelry maker,” try “Creating sustainable jewelry for women who want to look good while doing good.”
That one small change can start attracting people who share your values right away!
Remember, uncovering your “Why” isn’t about creating a perfect mission statement. It’s about connecting with what truly drives you and then sharing that with customers who care about the same things.
What change are you really trying to create through your business? When you can answer that clearly, you’ve found the magic that will take your business from just another option to the obvious choice for the right customers.
You’ve got this – and your business will be stronger for it!
