The Power of ‘Why’ in Business Storytelling

The very first question I ask every founder I work with is “why did you begin the business?”.

It is a non trivial question, behind it I find the passion that motivates the founders to get out of bed in the morning. It is the reason why they carry on despite of challenges and it is the north star that guides the business.

The next question I ask is “How connected you feel to the story now.”

And this is more important than the first question. Unfortunately over time the ‘why’ is forgotten in fighting the fires, in playing for survival and this is when the spark from the business is gone. Its like a ship sailing without a destination.

When the founders lose their connect to the origin story their organisations too lose connect to the reason of existence, every one is now playing a survival game. And the stories get driven by quarterly performance, numbers and statistics around profits and loses.

If your origin story is about making money’ , becoming a ‘millionaire’ , you have lost the plot , no one connects to this story , not your employees , not your customers. Origin stories are about deeper purpose beyond profits, they are about Legacy.

The ‘Why’ changes everything.

The most powerful origin stories are about legacy, they are turning points that change everything. I just met a small business owner last week, she runs a pet essentials store, she had an origin story, she got out of a job that did not give her happiness to chase her dreams doing what she loved supporting those like her who loved their pets. Both she and her husband have a pet and love taking care of pets. They have started this business together.

Many times I find founders don’t share this origin story and it never gets passed on to teams and their customers.

The origin story of ‘why’ builds an emotional connection because , people love people like them , they want to support people like them they root for people like them.

In today’s competitive market, the ‘Why’ of a business is more than a narrative; it’s the foundation upon which lasting customer relationships are built.

The Origin Story of Airbnb.

The story of Airbnb’s inception is a classic example of innovation born out of necessity and opportunity. In 2007, roommates Brian Chesky and Joe Gebbia, struggling to afford their rent in San Francisco, saw an opportunity during a major design conference when local hotels were booked solid. They set up an improvised bed-and-breakfast in their living room, using air mattresses and offering homemade breakfast to their guests.

This initial act of ingenuity sparked the idea for a bigger business model: a platform that connects travelers with local hosts offering unique lodging alternatives to traditional hotels. Thus, Airbnb was born, evolving from a quick fix to make rent into a global phenomenon in the sharing economy.

The story of the founders at Airbnb struggling to find space for themselves has become a legend that has been passed on.

Making Magic with Origin Story

The Magic of Origin story happens when it is shared and connects their audiences.

Organisation cultures are built around origin stories . I remember an organisation where I worked as the head of communications ,the origin story was of founders who were friends at campus and wanted to build something together and their story begins at the dinning room of one of the founders . They were first generation entrepreneurs who wanted to make a mark in the just emerging landscape of software business in India.

This story has been shared innumerable times within the organisation and is also captured in their anthem , it has become a story of pride and coming together to make a difference .

The Steps to Implement ‘Origin Story’ in Your Business Storytelling

1. Discover Your ‘Why’: Reflect deeply on the core purpose behind your business. Ask yourself critical questions about your passion, the problems you solve, and the change you wish to bring.
2. Craft Your Story: Develop a narrative around your ‘Why’ that encompasses your business’s origins, the challenges faced, and how your core purpose has driven you.
3. Integrate Your ‘Why’ into Brand Messaging: Consistently reflect your ‘Why’ in all brand messaging, ensuring it resonates through every aspect of your communication.
4. Target the Right Audience: Connect with a market segment that aligns with your ‘Why’. These individuals are more likely to engage with your brand on a deeper level.
5. Engage Authentically: Communicate your ‘Why’ authentically across various platforms. Authenticity fosters genuine connections with your audience.
6. Align Practices with Your ‘Why’: Your business operations, from product development to customer service, should mirror your ‘Why’.
7. Evaluate and Evolve Your ‘Why’: Regularly reassess and evolve your ‘Why’ to ensure it stays relevant as your business and the market change.
8. Share Customer Stories and Testimonials: Use real stories and testimonials to showcase the impact of your ‘Why’ on your customers.
9. Train Your Team: Ensure your team understands and can convey your ‘Why’ effectively. They are your brand ambassadors.
10. Be Consistent: Consistency in reinforcing your ‘Why’ is crucial in building a strong, coherent brand identity.

Embracing the ‘Why’ for Sustainable Success

Implementing the ‘Why’ in business storytelling is not just a marketing strategy; it’s about building a brand rooted in purpose. By following these steps, business owners can effectively harness the power of their ‘Why’, building brands that resonate with audiences on a deeper, more meaningful level.

Sanjay Mudnaney

Marketing Strategist and Brand Storyteller