"Why" - The Heart of Marketing Mindset

Have you ever stopped to consider the underlying philosophy that drives the success of the very best marketing tactics? And why some brands just always seem to get it, with ease and confidence.

At the heart of every successful marketing strategy, campaign, and brand, is a profound understanding of their 'WHY'. This simple, yet often overlooked element can be the catalyst that propels your marketing efforts into the stratosphere, or to the depths of business hell.

Simon Sinek, in his influential TED Talk and subsequent book, "Start with Why," argues that companies that can clearly articulate why they exist, beyond just making a profit, are the ones that resonate most with consumers. This principle extends far beyond individual companies; it permeates the core of effective marketing strategy for any organization.

At its essence, the "Why" factor is about purpose, values, and the emotional connection between a brand and its audience:

1. Relevancy and Resonance: Knowing your 'Why' helps you create content that resonates with your audience. For instance, TOMS Shoes' 'Why' is to improve lives with every product sold. This core belief has driven their One for One campaign, where for every purchase, a person in need receives a pair of shoes. This not only helps TOMS stand out in a crowded marketplace, but it also resonates deeply with their philanthropically inclined audience.

Inspiring Loyalty through Purpose

Customers are no longer satisfied with merely purchasing a product or service; they seek a deeper connection. When a brand clearly communicates its "Why" – its purpose and values – it fosters a sense of community and shared identity with its audience. This emotional bond is the bedrock of customer loyalty.

Consider TOMS Shoes as an example. Their "One for One" model, providing a pair of shoes for a person in need for every pair sold, transcends mere commerce. It speaks to a deeper sense of purpose, inviting customers to be part of a meaningful movement.

2. Brand Identity and Trust: Your 'Why' becomes the foundation of your brand identity. Apple's 'Why' is to challenge the status quo and think differently. This belief has guided them in the creation of innovative products that customers trust and love. Apple isn't the greatest technology out there, but they are the most successful. Think about how they built their business, differently.

Authenticity Breeds Trust

Trust is the currency of modern business, and authenticity is its cornerstone. When a brand's "Why" is authentic and aligns with its actions, it builds a level of trust that goes beyond transactions. Consumers are more likely to forgive mistakes and remain loyal to a brand they believe is genuine in its mission.

3. Employee Engagement and Retention: Understanding your 'Why' can inspire and motivate your team. When employees understand and connect with the company's purpose, they become more committed and engaged. For instance, Google's 'Why' is to organize the world's information and make it universally accessible. This mission statement unifies their team and drives innovation.

Differentiation in a Crowded Marketplace

In a market saturated with choices, the "Why" factor becomes a potent tool for differentiation. Beyond the features and benefits of a product, consumers are drawn to brands that align with their own values. Articulating a compelling "Why" helps a brand stand out and carve its unique space in the market.

Consider the environmentally conscious stance of companies like Patagonia. Their commitment to sustainability is not just a selling point; it's a guiding principle that sets them apart in a sea of outdoor apparel brands.

Whether personally, professionally, or within a business, always be asking 'Why'?:

1. What is the problem that you or your company is truly solving?
2. What was the core motivation behind starting your business?
3. What is the problem my skills and experience are solving for your company or clients?
4. How does your product/service positively impact your customers or the world at large? The pain points (identify what makes people sad, angry, frustrated, happy, relieved, stressed, excited, fulfilled).

Students:

Consider a student pursuing a degree in Engineering. The question 'Why' helps to clarify their purpose. Are they passionate about innovation, solving complex problems, or creating sustainable solutions? For instance, Elon Musk's fascination with space exploration and sustainable energy led him to co-found SpaceX and Tesla. This 'why' led to groundbreaking innovations in their respective fields.**Mid-Career

Thought Starter:

What drives your academic pursuit? Is it the subject itself, the potential job prospects, or a larger purpose? Usually there's an underlying thread of why we pursue certain jobs, companies, industries, or environments.

Professionals:

Mid-career, we often find ourselves on autopilot, merely keeping up with job demands. Asking 'Why' can reignite passion and purpose. For example, a project manager in a tech firm may ask why they chose this path. Was it their passion for leading teams, their knack for problem-solving, or their fascination with technology? Understanding this 'Why' can inspire them to seek more fulfilling roles within their industry or even spur a career pivot.

Thought Starter:

What motivates you in your current role? What aspects of your job truly excite you and how can you orient your career to focus more on these areas? What types of environments will allow you to thrive?

Business Owners:

For business owners, the 'Why' is crucial to their business strategy. Let's take Patagonia, the outdoor clothing brand. Their 'Why' is to save our home planet. This mission guides their business decisions, from sustainable sourcing to encouraging customers to buy used Patagonia products. As a result, they have built a loyal customer base that shares their values and supports their mission.

Thought Starter:

What values form the foundation of your business? How do these values resonate with your target audience and guide your business decisions?

By understanding your 'Why', you can align your actions with your purpose, leading to more fulfilling and effective outcomes.

Tactics can change, platforms can evolve, but your 'Why' must remain constant. It is the heart of your marketing strategy and cornerstone of your brand.

So, dig deep and find your 'Why'.

Let it drive everything you think, feel, and do.