Your “Why" Drives Business Success

In today’s hypercompetitive market, standing out requires more than just offering great products or services. We are all drawn to businesses with a strong purpose. I call it the “why.” What is the cause, the story, and the company value that your business brings to the world?

You better know the answer, because your company's "why" is far more important and profitable than the details of what you sell or do. And when you have a strong enough "why," the "how" becomes much easier. A strong vision makes it much easier to effectively implement the strategy, because the team totally understands the outcome they are trying to achieve.?

This shift in focus toward purpose-driven businesses is widespread and transforming industries. It’s not just about making money; it’s about making a difference. By understanding and articulating your “why,” you can attract loyal customers and foster a workplace culture that appeals to top talent.

People want to work for a company that stands for something bigger than profits, one that offers meaning, growth opportunities, and a sense of contribution. Let’s explore why your business’s mission is the crucial factor in driving success and how you can leverage it to attract both customers and employees.

The "Why" of 4Ocean

4Ocean is an excellent example of a company that uses purpose to drive profits by aligning its business model with a powerful environmental mission—cleaning the world's oceans. On their website, they say that only 3% of U.S. philanthropy goes to environmental causes. Through innovative solutions, 4Ocean funds ocean cleanup by selling bracelets made from recycled materials, directly linking their product to their purpose.

Before I say anything else, let me say that I love the oceans, and I have more than one of the 4Ocean bracelets. But I've said many times that these bracelets are worth just a few bucks from anyone else. They kind of look like the bracelets your daughter made in summer camp at age 11.? But when they are backed by the 4Ocean "why," they become $30 bracelets.? 4Ocean does all kinds of things to clean up the ocean, including pledging to donate at least 1% of their gross sales to environmental organizations. This commitment to sustainability, paired with a strong business strategy, has created a powerful "why." It has enabled 4Ocean to build a very profitable company while driving positive change for the planet.

The “Why” Behind Your Business: More Than Just Products and Services

So maybe you don't want to spend all your time saving the ocean. That doesn't let you off the hook. You have to create a compelling and exciting image for the outside world. Just saying you do good work at a fair price is never, never, never going to push you ahead of the competition. You may survive. You may be profitable. But you're not going to grow into an industry leader with big profits that also becomes a standalone asset with value to potential buyers.

Yes, the products or services your business offers are undoubtedly important, but they are no longer the sole factors that drive customer loyalty or employee engagement. People care about your company’s purpose and the story behind why you do what you do.

Customers are more drawn to a business’s “why” than its “what.” It’s the values, mission, and the difference you’re making that truly resonate. Look at what these folks are doing:

Patagonia is a $3 billion company known for its commitment to environmental sustainability and conservation.

Ben & Jerry's is a billion-dollar brand focusing on social justice, environmental activism, and ethical business practices.

TOMS is valued at $300 million, built on the "one for one" model, donating shoes and supporting global causes.

Warby Parker has a market value of $3.5 billion; this company combines affordable eyewear with a purpose-driven model that provides glasses to those in need.

Allbirds makes eco-friendly footwear using sustainable materials, focusing on carbon reduction and renewable resources. Recently valued at $90 million.

I could go on and on (and sometimes I do.) But the fact is that customers, especially younger generations, are value-driven in their purchasing decisions. They look for the "why." In other words, aligning your business with a clear and compelling purpose can inspire deep loyalty, and people are willing to pay a premium for a product or service if they believe in the cause behind it.

Top Talent Looks for the "Why"

While “why” can draw in customers, it’s equally important when it comes to attracting and retaining top talent, particularly Millennials and Gen Z. Even corporate superstars prefer to be part of something meaningful.

?While hybrid or work-from-home is getting all the press these days, it's important to remember that employees, especially top talent, seek out companies that provide them with a sense of contribution, growth, and fulfillment.

A Truly Virtuous Circle

First of all, you have to have a "Why." Second of all, you have to make it part of every aspect of your business. Make your “why” resonate throughout your business by fostering a strong company culture.

Culture is the backbone of how a company operates—it defines how employees interact, how decisions are made, and how the business is perceived both internally and externally. A positive, purpose-driven culture can amplify your “why,” making it not just a marketing message but a lived experience for everyone involved in your business.?

Building a strong company culture requires focus and intention. You have to embed your “why” into everything, from hiring practices and leadership styles to daily operations and employee recognition. When your culture aligns with your “why,” you'll start to see exponential benefits. Recruiting like-minded individuals who share your company’s values and vision will be easier, creating a cohesive and high-performing team. And loading your company up with top talent will accelerate success, and so on, creating a truly virtuous cycle.

More Than Just a Good Vibe:? “Why” Fuels Business Growth

The “why” behind your business is much more than a nice thing to do. And it's more than just another marketing tool—it’s the jet fuel that powers the "how," - a force that drives your business forward.

By focusing on your purpose, you can create a brand that resonates deeply with both customers and employees. People are more attracted to companies that stand for something meaningful. If you want to find the "why" in your organization, contact me to talk. I've helped thousands of companies in dozens of countries find their "why," and I'm excited to help you next.