The Power of Why: Connecting Purpose and Community

The Power of Why: Connecting Purpose and Community

In the world of marketing, there is a constant bombardment of content. Doug Kessler of Velocity Partners refers to it as "the content marketing deluge," and he doesn't mince words when he says that most of it is crap. With so much noise, how can businesses stand out and make a meaningful connection with their customers? The answer lies in asking the right question: Why?

Asking "why" is a powerful tool when it comes to understanding your organization's purpose and mission. It goes beyond the superficial and gets to the core of what drives you and your business. Sakichi Toyoda, the founder of Toyota, is credited with using the "5 Whys" technique to solve complex problems. By repeatedly asking "why," he was able to uncover the root cause and find a solution. This approach has undoubtedly contributed to the reputation of Toyota for reliability.

So, what does "why" actually mean? It encompasses your purpose, cause, and belief. It's about understanding why your organization exists and why it matters. Simon Sinek famously said, "People don't buy what you do, they buy why you do it." This statement holds true in the world of marketing and business. If you can clearly communicate your values and beliefs, you will attract people who share them.

Take, for example, Patagonia, a company with a clear mission to protect the environment. Their website is filled with sentiments of passion, vision, and culture. They invite their audience to take action and donate. By aligning their actions with their core belief, Patagonia has gained the trust and attention of like-minded individuals.

To incorporate the power of "why" into your communication, start by understanding your audience. What is their "why"? What drives them and what do they care about? By connecting your "why" with their "why," you create a meaningful bond. Consistency is key. Stay true to your values and mission over time, and you will build trust with your audience.

But the power of "why" doesn't stop at marketing. It extends to the concept of "Exit to Community." This idea challenges the traditional venture capital model by advocating for shared ownership between startups and the communities they serve. Instead of selling out to wealthy investors, the goal is for communities to become the eventual owners of the businesses that serve them.

The dominant venture capital model was established in 1979 when Congress allowed pension funds to invest. However, it is not a level playing field. There are limitations and barriers to entry that prevent communities from accessing the same opportunities. To make "Exit to Community" a viable option, there needs to be policies in place that support financing business ownership by communities.

By trusting in the day-to-day work of the community, we can create mission-led businesses that truly serve the needs of the people. Community-created, community-governed technology should be the default option. It may require going against the grain and challenging the status quo, but the rewards are worth it.

In conclusion, the power of "why" lies in connecting purpose with community. By understanding your own "why" and aligning it with the values of your audience, you can create a meaningful connection. Consistency and sincerity are key to building trust over time. Additionally, the concept of "Exit to Community" challenges the traditional venture capital model and advocates for shared ownership. By trusting in the community and working towards community-based technology, we can create a better future for all.