Doug Kessler, the founder of Velocity Partners, refers to the overwhelming amount of content flooding the marketing industry as the "content marketing deluge." According to Kessler, most of this content is simply not good enough. In order to create meaningful content, it is essential to ask the question "why." By understanding your values and mission as an organization, you can find common ground with your customers and create content that resonates with them.

Doug Kessler, the founder of Velocity Partners, refers to the overwhelming amount of content flooding the marketing industry as the "content marketing deluge." According to Kessler, most of this content is simply not good enough. In order to create meaningful content, it is essential to ask the question "why." By understanding your values and mission as an organization, you can find common ground with your customers and create content that resonates with them.

Asking "why" in the right way can lead to powerful insights. Sakichi Toyoda, the founder of Toyota, famously used the "5 Whys" technique to solve complex problems. By asking why multiple times, he was able to get to the root cause of the issue and find a solution. This approach has been credited with Toyota's reputation for reliability.

So what does "why" actually mean? It encompasses the core belief of the organization, its purpose, and its cause. It is the reason why the organization exists and what drives its members to get out of bed in the morning. Simon Sinek, a renowned speaker and author, argues that people don't buy what you do, they buy why you do it. Therefore, it is crucial to clearly communicate your organization's values and mission in order to attract like-minded individuals.

One company that exemplifies this approach is Patagonia. Their website is filled with sentiments of passion, accomplishment, vision, culture, and environmental protection. They actively encourage their audience to take action and donate to causes they care about. By consistently aligning their activities with their values, Patagonia has gained the trust and loyalty of their customers.

To apply the power of "why" to your own organization, start by understanding your audience and what drives them. What is their "why" and how can they identify with your "why"? By incorporating this understanding into your communication, you can create content that truly resonates with your target audience.

In conclusion, the power of "why" lies in its ability to connect you with your customers on a deeper level. By understanding and communicating your organization's values and mission, you can attract like-minded individuals who share your beliefs. To harness this power, remember these three actionable tips:

1. Clearly define your organization's values and mission. Understand your "why" and communicate it consistently across all channels.
2. Take the time to understand your audience and what drives them. Identify their "why" and find ways to align it with your own.
3. Incorporate your "why" into your communication. Make it a central part of your messaging and use it to connect with your audience on an emotional level.

By following these steps, you can tap into the power of "why" and create content that truly resonates with your target audience. Remember, creativity is not just a one-time event, but a continuous process that requires understanding and connection.