Differentiating by the "How" and "Why": The Dynamic One-Two Punch

In today's hyper-competitive market, businesses and job seekers alike are scrambling to stand out. The unfortunate truth is that most of them are going about it the wrong way. They focus on the "what"—what they do, what they sell, what their product is. But let's be honest: the "what" is often strikingly similar across competitors. It's the "how"—the unique approach, the process, the culture—and the "why"—the purpose and motivation behind what you do—that truly sets you apart. And that's what we're diving into today.

The "What" is Overrated

Let's start with a bit of humor. Imagine you're at a party, and someone asks you what you do for a living. You say, "I'm a dentist." The conversation ends there because, well, everyone knows what a dentist does. But what if you said, "I help people rediscover their confidence through transformative dental experiences"? Suddenly, you have their attention.

Data Speaks Volumes

A study by Harvard Business Review found that companies focusing on their unique processes and methods outperformed those focusing solely on their products by 26% over five years. "It's not just about what you sell; it's about how you sell it," says Michael Porter, a professor at Harvard Business School.

The Power of "How"

The "how" is all about the actions, the culture, the processes, and the experiences that are unique to you. It's your secret sauce. Let's look at some examples to illustrate this point.

Case Study: Apple

We all know what Apple sells—iPhones, iPads, MacBooks, and so on. But what truly sets Apple apart is how they do it. Apple's "how" is rooted in design thinking, user experience, and a relentless focus on simplicity and elegance. Steve Jobs once said, "Design is not just what it looks like and feels like. Design is how it works."

Case Study: Zappos

Zappos, an online shoe retailer, differentiates itself not by the shoes they sell but by their customer service. Tony Hsieh, the late CEO of Zappos, emphasized, "We're a service company that happens to sell shoes." Zappos' "how" includes a 365-day return policy, free shipping both ways, and a commitment to "wow" their customers with every interaction.

Adding the "Why"

While the "how" is crucial, combining it with the "why" can create a powerful narrative that resonates deeply with your audience. The "why" is the purpose, cause, or belief that drives you. It’s what gets you out of bed in the morning and keeps you motivated.

Case Study: Tesla

Tesla's "what" is electric cars. Their "how" includes cutting-edge technology, direct-to-consumer sales, and an extensive Supercharger network. But their "why"—to accelerate the world's transition to sustainable energy—is what truly inspires people. Elon Musk has repeatedly emphasized that Tesla's mission is to make sustainable energy a reality. This "why" resonates with environmentally conscious consumers and investors alike.

How to Define Your "How" and "Why"

Defining your "how" and "why" starts with introspection and a deep understanding of what makes you unique. Here are some steps to get you started:

1. Identify Your Core Values: What principles guide your actions? These should be authentic and not just buzzwords. Think about what you stand for and what you're passionate about.
2. Analyze Your Processes: How do you do what you do? Break down your processes and look for unique elements that can be highlighted.
3. Understand Your Purpose: Why do you do what you do? What is the underlying motivation and mission? This should be a driving force that is clear and compelling.
4. Focus on Customer Experience: How do you interact with your customers? What kind of experience do you provide? This is often where the most significant differentiation can occur.
5. Leverage Your Culture: Company culture is a powerful differentiator. How do you treat your employees? What's it like to work at your company? Happy employees often lead to happy customers.

Bringing Humor into Your "How" and "Why"

Humor can be a fantastic way to differentiate your "how" and "why." It humanizes your brand and makes you more relatable. Just make sure it aligns with your overall brand message. For instance, Dollar Shave Club took the mundane task of buying razors and turned it into a hilarious, viral marketing campaign with their video, "Our Blades Are F***ing Great."

The "How" and "Why" in Job Seeking

For job seekers, focusing on the "how" and "why" can make all the difference in a crowded job market. Instead of just listing your skills and experiences (the "what"), emphasize how you achieved your results and why you are passionate about your work. Did you streamline a process that saved your company thousands of dollars? Did you lead a team to success through innovative strategies? Highlight these unique approaches and your underlying motivation.

Example: The Creative Marketer

Let's say you're a marketer. Instead of saying, "I ran social media campaigns," you could say, "I created a series of viral social media campaigns that increased our follower base by 300% through creative storytelling and community engagement." And if your "why" is to connect people through compelling stories, make sure to communicate that as well.

Measuring the Impact of Your "How" and "Why"

It's essential to measure the impact of your "how" and "why" to continuously refine and improve them. Here are some metrics to consider:

• Customer Satisfaction Scores: Are your customers happy with the experience you're providing?
• Employee Engagement: Are your employees engaged and motivated?
• Process Efficiency: Are your unique processes yielding the desired results?
• Market Differentiation: Are you standing out from your competitors?

Conclusion

In a world where everyone is focused on the "what," shifting your focus to the "how" and "why" can be a game-changer. It's about creating unique experiences, processes, and cultures that set you apart. Whether you're a company looking to differentiate yourself in the market or a job seeker aiming to stand out, remember that the "how" and "why" are where the magic happens.

To quote Simon Sinek, "People don't buy what you do; they buy why you do it. And what you do simply proves what you believe." So, let's start showing the world not just what we do, but how we do it and why it matters.