Many people in business, or going into business get these fundamentals the wrong way around. The earlier you are in the development process the more important it becomes to get this right. Simon Sinek covers this brilliantly in his book ‘Start With Why’, which you should certainly add to your reading list.
Next time you go networking, just take a look at how many people are in the room or on the call, when it is time to introduce themselves, will start by telling you all about what they do. many, if not most will stop at this point. Others, much fewer in number will go on to talk about how they do what they do. very few, hardly any in fact will bother with why they do it!
At the foundations of your business, there needs to be complete clarity and this clarity comes from your big reason ‘Why.’ It is your ‘Why’ that holds all the attraction it is your ‘Why’ that will attract people to you and your cause. When we ask you to seek clarity, we are asking you to recognise the importance of not following everyone else but to embrace your ‘Why.’ As Simon says in his book start with ‘Why’ then progress to ‘How’, within which lies your differential. The ‘What’ will look after itself!
For this to be really compelling, it needs to be done correctly and needs to have come from deep within you. To achieve this takes some quality time and thought. Your reason for being in business should be the major influence over everything that you do.
The ‘How’ you go about it should contain the building blocks of your uniqueness, your differential. What you do is simply what you do to help you to satisfy your ‘Why.’