In the past, we have used this blog space to share our knowledge and expertise with our readers, covering topics such as digital branding, content marketing, SEO, and website conversion. In this blog post, we will be profiling one of our favorite marketing experts, Simon Sinek, and how the “why” can be a way to differentiate and capture your audience. In addition to being an expert marketer, Mr. Sinek is also a motivational speaker and author, and he has helped millions of people discover, and in some cases rediscover, what motives them in business and in life.

What is your “why”?

Your “why” is the purpose behind your business and ultimately inspires you to do what you do. Discovering or rediscovering your “why” can mean the difference between excelling at the things that inspire you on a personal and professional level, leading to personal and professional success, and floundering due to a lack of inspiration and self-motivation. If you haven’t already, watch Simon Sinek’s legendary 2009 TED talk.

Just as Simon Sinek speaks to the power of knowing your “why” and being able to communicate that to your audience, it is the same for us and our small business clients. Once you uncover your “why”, you find a unique way to stand out and connect to your niche audience. It is a window into the inspiration behind the business, and the foundation of a solid brand story.

“A ‘why’ is not something we change when it suits us. It is not something we adapt from time to time.”

Mr. Sinek is very passionate about the permanence of the “why”, which can stand in stark contrast to the pivoting we often do as entrepreneurs and business leaders. If a particular marketing initiative isn’t working, we move on and develop another more successful initiative. The same goes for business strategies and other tactics used to succeed in the chaotic and competitive world of business.

However, just like a foundation of a building, your “why” is not something that shifts or morphs based on the short-term success of your business – it remains a bedrock that anchors you and your business to the core and it’s the fundamental beliefs that define who you are. Your “why” goes beyond what you are selling, as what you sell is indeed the same as countless other businesses. Your “why” goes deeper into what inspires you and your team to step up, and make the world a better place. It is a peek into the transformation you promise to your clients.

“People don’t buy what you do; people buy why you do it.”

In his TED talk “How great leaders inspire action”, Simon Sinek discusses at length the driving forces behind customer loyalty and what motivates people to elevate one product over another, even when the products are comparable in terms of quality and value. Consumers connect with a brand and what it stands for. They want to believe in a company’s “why”, and when an entrepreneur can successfully identify and communicate a compelling and genuine “why”, it ultimately inspires brand loyalty.

As an entrepreneur and small business owner myself, I know that what drives our team at Blue Zenith is more than just delivering our end-services. The inspiration behind our services is that we give voice to the small businesses that feel invisible, voiceless, and are not effective in their marketplace. In the same way, by giving voice to the inspiration and passion behind your business, you create a connection to the people that understand and value the same thing. With so many competing for the same end-service, we must be bold in our messaging and help our clients see through to our inspiration behind our business if we want to stand out.

You can’t do this alone

Entrepreneurship can result in great rewards – most notably, professional success and financial independence – but entrepreneurs and other business leaders are also under an enormous amount of pressure. Entrepreneurs and business leaders are expected to be experts, while at the same time, posing as models of individualism and self-reliance. It is this that pushes us to innovate our business and industry. By clearly communicating the inspiration and why behind your business, you allow your trusted team and business advisers to contribute to the diversity and insights that you need to fully expand and grow. Position yourself as the expert you are, one that inspires many, that affects many.

Why Choose You?

At Blue Zenith, we believe that having a strong foundation built upon your “why” can make a real difference, especially when it comes to small business. It is how you stand out from the crowd and cut through the noise that influences your customers’ decisions. If you can speak directly to what motivates your customers, they will listen.

Do you know why your customers choose you?