Anne Shea
shares a post on the importance of “Why?”. Thanks Anne.
So many of us can easily answer “what” questions, whether the focus is our personal or professional lives.
What do you enjoy doing on the weekends? What types of music do you prefer? What is your favorite restaurant? What kind of work do you do? What services or products does your business provide?
However, while the “what” answers easily roll off our tongues, the equivalent “why” questions often are far more perplexing.
Just consider how much more thought is required to answer questions such as these. Why do you enjoy playing golf on the weekends? Why do you prefer classical music? Why is Tom’s Deli your favorite restaurant? Why did you choose to become an accountant? Why do you serve Mexican, Italian, and Chinese food? So often the initial response to a “why” question is “I don’t know” or “I am not sure” or “because” or “it has always been that way.”
But should we be able to answer the “why” questions as easily as we answer the “what” questions?
Understanding the “why” is understanding the essence of who you are, what you represent, and what value you offer to others. Gaining this clarity of purpose is essential for developing robust and mature relationships and can significantly influence your business success. Yet so many of us struggle with gaining this clarity which seems to be so simple on the surface but often eludes us and therefore we miss the opportunity to truly differentiate ourselves and stand out from our competitors.
Just ponder for a moment, a dentist. What business is a dentist in? You may suggest that a dentist is in the business of cleaning and restoring teeth. Given this definition, you should theoretically be able to visit any dentist and receive an equivalent cleaning, a filling, a crown, or whatever other service is needed, pay the bill, and mission accomplished. But is random selection how you choose a dentist? Are they all the same? Are there other characteristics (excluding insurance) which are influential to your purchasing decision?
Now consider the dentist who defines their business beyond the business of cleaning and restoring teeth. The dentist whose self-perception is that their business is building other’s self-confidence through oral health or their business is longevity and good health through oral health. The self-perception is not based on upsell opportunities, it is simply because that is why they became a dentist, to build other’s self-esteem or to foster longevity and good health – it is their purpose and why they get up in the morning. What would your perception of the dreaded cleaning or filling be if one of these options was the persona of the dentist? Would you choose this dentist over another dentist who is a task master in the business of cleaning and restoring teeth?
As we move towards the beginning of a new year, I would encourage you to ponder your “why?” Do you truly understand “why you do what you do?” What is your chosen purpose? In gaining this clarity, you will be free to
1. Develop a meaningful vision to propel your business forward
2. Develop S.M.A.R.T. goals that truly align to your values
3. Develop a marketing and sales strategy that will differentiate your business from your competitors
Why #3, a marketing and sales strategy? Because as you gain clarity on your purpose and mission, you will grow far beyond your trade profession in the mind of others, you will become a person with a defined purpose, values, and gifts that will speak clearly and loudly to those who will seek you out!