Screw Your “Why”

There isn’t a more cliched, generic statement in business than - “You need to find your why.”

I know that might rub some people up the wrong way. But it’s true.

Look, I’m all for having a reason for doing what you do. In fact, as coaches, consultants and business owners, we need that. What we do is tough, requires resilience, and comes with a whole lot of setbacks. So your drive to succeed does have to be motivated by more than just money.

That said, this notion that finding your why is all you need, is straight up crap!

When You Focus Too Much on the Why ..

… you often neglect the how.

I’ve lost count of how many business owners I’ve spoken to, who haven’t had the first clue how they were going to sign clients and grow their revenue.

They seemed to think a strong why was all they needed.?

Newsflash: It’s not.

Can I be brutally honest here? No one else gives a crap about your why!?

Okay, your spouse probably does. Maybe your kids or parents do. And perhaps a handful of close friends.?

But outside of that? People are too wrapped up in their own dramas to care.

That’s why you need to have a proven strategy as well. If all you have is a why, you don’t have a business.?

Sure, you’ll tell people your why and they might say - “Oh wow, that sounds interesting.” But finding something interesting is a long way from someone wanting to pull out their credit card and paying you $3,000 to $15,000 to coach them.

But It’s Not ALL About the Logical Brain

Your logical brain is the part that takes care of all the ‘nuts and bolts’ of your marketing.

Logically, we know we need a way to bring people into our funnel. (An ad on somewhere like Facebook, YouTube, Instagram, Google or TikTok.) We need somewhere to drive those people to. (A landing page.) And we need a way to convert those people to paying clients. (A webinar and a sales call.)

I can’t stress the importance of that.

However, your logical brain isn’t the only thing that matters. Because, despite how I started this newsletter, your heart plays a huge role in your success.

The way I see it, your heart has a calling. That’s step one. The heart and the logical brain then work together to create the vision. And finally, the logical brain takes over with the practical implementation.

When it comes to creating impact and fulfillment (and income,) one of the biggest mistakes we can make is to take the heart away, and bury the why.

Believe me, I used to be skeptical of this kind of stuff. Sure, I cared about my clients, and I wanted to get them amazing transformations, so they could change their lives. But at the same time, I never really focused enough on the heart and the why, as I was wrapped up working with my logical brain.

It was only when I really started to spend time working on my why, and not trying to suppress my heart though, did COD really take off.

The Key Is Balance

I definitely don’t think you need to be exactly 50% heart, and 50% logical brain. We’ve seen hundreds of more ‘why-focused’ coaches hit 6 and 7 figure incomes in COD … And we’ve seen hundreds of process-focused coaches hit 6 and 7 figure incomes, too.

But what you don’t want is to be solely about heart, or solely about brain.

So if you find yourself neglecting strategy in favor of feelings and your why …

OR if you find yourself dismissing your heart and your why because it’s too ‘woo woo’ …

Then my advice would be to acknowledge these aren’t the smartest approaches, and aim to bring a little more balance to your business.