The Power of Why: Connecting Purpose and Action

Hatched by Glasp
Sep 16, 2023
3 min read
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The Power of Why: Connecting Purpose and Action
In today's content-saturated world, effective marketing is all about standing out and connecting with your audience on a deeper level. Doug Kessler, the co-founder of Velocity Partners, refers to the overwhelming amount of content as "the content marketing deluge," and he doesn't mince words when he says that most of it is crap. So, how can you break through the noise and make a meaningful impact? The answer lies in asking the right questions and understanding the power of why.
When it comes to marketing, asking why is crucial. Why does your organization exist? What is your purpose? What do you believe in? These questions go beyond the surface-level features and benefits of your product or service. They tap into the core values and mission that drive your organization. Simon Sinek, a renowned author and speaker, famously said, "People don't buy what you do, they buy why you do it." This simple statement holds a profound truth - people are drawn to purpose and meaning.
One company that exemplifies the power of why is Patagonia. This $600 million company has built a strong brand by aligning its values with its customers' values. On their homepage, you won't find a list of products or promotions. Instead, you're greeted with words like passion, accomplishment, vision, culture, environment, and protection. Patagonia's why is clear - they exist to make a positive impact on the planet. By communicating their purpose effectively, they have attracted a loyal following of customers who share their values.
So, how can you incorporate the power of why into your marketing strategy? Here are three actionable pieces of advice:
- 1. Understand Your Why: Take the time to reflect on your organization's values, mission, and purpose. What do you truly care about? How do you want to make a difference in the world? This clarity will not only guide your marketing efforts but also inspire your team and attract like-minded individuals.
- 2. Understand Your Audience's Why: To connect with your audience, you need to understand their why. What are their values and beliefs? How can your organization align with their aspirations? By empathizing with your audience and speaking to their core motivations, you can forge a genuine connection.
- 3. Communicate Your Why: Once you have a clear understanding of your why and your audience's why, it's time to incorporate it into your communication. Whether it's through your website, social media, or advertising campaigns, make sure your purpose is front and center. By consistently reinforcing your why, you'll attract the attention of people who share your values and build trust over time.
In conclusion, the power of why lies in connecting purpose and action. By understanding your why, understanding your audience's why, and communicating your why, you can differentiate yourself in a crowded market and build a loyal customer base. So, take the time to ask the important questions, define your purpose, and let your why guide your marketing efforts.
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