perhaps your children have taken over. It’s time for you to move on, shut the door on this part of your life, retire.
When people talk about what you achieved, what do you want them to remember? If you had to write an obituary for your business, what would it say?
It’s something I’ve been thinking a great deal about lately, the mission behind my business and what I’m hoping to accomplish both personally and professionally.
If you’re in the same boat and want to do some soul-searching you’ll love this post by Alexandra Franzen featuring “100 questions to inspire rapid self-discovery”, one of which inspired this post.
If you’re finding it hard to answer the question in the heading, maybe you need to scale it back and start with your why. Why are you in business? What gets you up in the morning to continue on the path you’ve chosen for yourself? What’s your story? (We love stories, it's why we exist.)
I have watched this Simon Sinek TED talk countless times (if you haven’t seen it I urge you to make yourself comfortable, press play and prepared to be inspired.) His Golden Circle theory tells us, “People don’t buy what you do; people buy why you do it.” The outer circle is meant to represent “what” your business does. The next circle inside is “how” you do it, or the advantages of your service/products. Most businesses have these two points pretty well covered. Simon argues that customers respond best to those businesses that know how to access the inner circle, uncover their “why” and convey this in their branding.
Many people can tell you how they do what they do with ease – “I have a Bachelor degree in so and so” (they’ve got the knowledge), “I’ve worked with these clients” (experience to boot), “Check out these testimonials” (they can prove it too). Impressive yes, inspiring? Maybe, depending on the kind of clients they’ve worked with and the results they’ve achieved. I don’t know about you but I’m more excited by the why . Why do you even exist? If I’m passionate about the same things you are and I believe in your why, you’ve got me. It’s likely to be the same with your customers, so let them know what drives you. What do you want your legacy to be?
Do you know your why? More importantly, do your customers know?