Why Your Why is Important to Customers

Entrepreneur's WhyA few months ago had new sensors put on my tires so the low tire pressure light would turn off. Five sensors (including the spare) and three-hundred-dollars later, the light remains a beacon of their misdiagnosis.

So I took the car back—again—explaining the issue to yet another person. And once again I was subjected to a five-minute monologue about how they were going to fix the problem. Guess what? I don’t care! All I care about is that they solve my problem, not how they solve it! I care about their customer service policy—how important is it to them that the issue gets resolved? What is their guarantee? Are they going to stand behind their work or will I have to deal with corporate red tape? I cared about their why, not their how.

The mistake too many small business owners make.

As I peruse the websites of many an entrepreneur, as I listen to a coaching prospect tell their story, as I experience misguided customer policies (or lack of), I see and hear entrepreneurs talk about their expertise—in technical terms that don't engage their prospects.

When you meet someone new can you describe what you do with the passion of your why driving your description? Do your marketing materials, including your website, convey a message that will resonate with your ideal customer?

If you have a difficult time finding the right words to pitch your company and close the sale, it’s probably because you don’t know your why. You may believe you do, but if that problem exists I assure you—you don’t. It’s time to dig deep down within yourself to explore your passion, and it’s not “I love helping people”. Not to dismiss the importance or significance of that, but there's more to it.

Finding your purpose: the why behind being an entrepreneur and doing what you do.

Finding your why can be a long process, or it can be delivered in a sudden “Ah Ha” moment as soon as you begin the process. It's not something people can often do alone, but this will get you off to a good start.

Begin with the following questions and, after each one, ask why? Why is this true? Why is it important to me? Why do I feel so strongly about this? Why, why, why? When you believe you have the answer, ask again–why? Use your feelings as the gauge; they will tell you when you finally arrive at the real answer.

  • What is the most important thing in the world to me?
  • When I lose all track of time, I am usually (doing what)?
  • I get most excited and passionate when I talk about (what)?
  • If money were not an issue, I would volunteer my time and money to do (what)?
  • If there was one thing in the world that I could change what would it be?
  • What world issue matters most to me?
  • If I did a TED Talk, what would my core message be?
  • What are my personal values? (This too goes deeper than you may believe. Another process that you may need help going through.)

An entrepreneur's coach can help.

Remember, to find the freedom that is so important to you, this is the single most important piece of information to wrap your heart and mind around. Devote the time, energy, and money if necessary, to find your real why! Please reach out to me to learn more about how I can help.