The Power of Why: Connecting Values and Mission

The Power of Why: Connecting Values and Mission

In today's world, where content marketing is overflowing, it's crucial to ask ourselves why we do what we do. Doug Kessler of Velocity Partners calls it "the content marketing deluge" and believes that most of it is simply crap. To stand out from the crowd and create meaningful connections with our customers, we need to dig deeper and understand our purpose, values, and mission.

Sakichi Toyoda, the founder of Toyota, understood the power of asking why. He used the technique of the 5 WHYs to get to the root of complex problems and find effective solutions. This approach has contributed to Toyota's reputation for reliability. So, what does asking why really mean?

When we ask why, we are exploring the core belief and purpose of our organization. We are questioning our existence and why anyone should care about what we do. Simon Sinek, in his book "Start with Why," emphasizes that people don't buy what we do; they buy why we do it.

Let's take the example of Patagonia, a $600 million company known for its commitment to the environment. Their home page is filled with sentiments such as passion, vision, and culture. They invite their audience to take action and donate. By being clear and sincere about their values and mission, Patagonia attracts people who share those values. Consistency over time builds trust.

To apply this principle to our own organizations, we must first understand our audience. What drives them? What is their why? By aligning our why with their why, we create a connection that goes beyond transactional relationships. Incorporating our why into our communication is essential to effectively convey our values and attract like-minded individuals.

Now that we have explored the importance of why, let's shift our focus to the craft of writing. Tim Urban, the writer behind Wait But Why, offers valuable advice on finding our voice and style. He emphasizes the importance of practice and experimentation. It took him 300 blog posts to find his voice, tone, and style. So, don't be discouraged if it takes time to discover your unique writing style.

Reading is like fertilizer for writers. It exposes us to different writing styles and helps us find inspiration. Urban suggests starting somewhere in the middle between imitating other writers and being completely unique. As we mature as writers, we can gradually work our way up the scale and find our own voice.

However, when seeking feedback on our writing, it's essential to be cautious about the source. The person giving feedback should believe in us, be rooting for us, and understand that what they're reading is not our maximum potential. Feedback from someone who meets these criteria can be invaluable in helping us gain confidence and refine our voice.

Ultimately, the ideas behind our writing hold more value than the quality of the writing itself. It's better to have great ideas with pretty good writing than the other way around. Focus on developing unique and thought-provoking ideas, and the quality of your writing will naturally improve over time.

In conclusion, integrating the power of why into our organizations and writing can lead to profound connections and success. Three actionable pieces of advice to take away are:

1. Clarify your organization's values and mission. Be clear and sincere about what you care about. This will attract people who share your values.

2. Understand your audience. What drives them? How can you align your why with their why? This connection goes beyond transactions and builds long-term relationships.

3. Practice writing and experiment with different styles. Find your voice and tone by imitating and innovating. Seek feedback from trusted sources who understand your journey as a writer.

By incorporating these practices into our lives and work, we can create a powerful impact and stand out in a sea of content marketing. Remember, the power of why is the key to meaningful connections and success.