Why is that your Why? (aka Why Squared)
I’ve had so many ‘What’s your Why?’ conversations with customers and friends alike lately, that I’m in real danger of donning a pair of black rimmed glasses and a button down shirt and morphing into Simon Sinek circa 2014.
It’s still such a fundamental question to answer, whether it's in reference to your business brand or your personal brand. What you do, is rarely the thing that will distinguish you from the pack. Why you do it, and the belief system that underpins this, is what compels people to connect with you.
Both Laura and I love these explorations of purpose and belief. These are in-depth conversations that we facilitate that wander in many different directions, before they finally circle back and settle on a truly elemental, beating-heart of a Why. And when we come into land on their reason for being- there’s this kind of group euphoria that spontaneously erupts and we all get extremely over-excited about where this territory will take them. Such fun.
And then it’s the next day. And said customer (let’s call them Dave) decides to take their newfound Why out for a spin. They’re at an industry function, or a committee meeting or a prospective customer coffee- and they proudly present their brand’s Why, like Mufasa holding aloft Simba. And everyone is rightfully impressed that they have done this kind of deep-thinking, and admires their Why with the reverence it’s due. But then, one brave soul asks… ‘But why, is that your Why?’.
Eek. A why on a why! A Why squared. Dave is not prepared for that and swiftly changes tack, diverting quickly back to the comfortable ‘this is what we do’ territory that is about as engaging and differentiated as a shopping list.
Straight after the meeting, a frantic phone call ensues to Laura or myself. ‘MY WHY DIDN’T WORK!’. To which we respond, ‘Remember, how you deliver your Why still needs some work. Breathe, Dave, breathe’.
Because you see- defining your brand’s Why, or Purpose, is not the end point. It’s the start. Your Why needs a narrative, an origin story. It needs to sit squarely in the context of the world you and your customers live in. There is always a catalyst for this raison d’etre that is so core to who you, and/or your business are. And being able to explain where your Why came from- the defining moment that profoundly affected your world-view, the undeniable human truth or injustice that demands your business response, the tension you’ll try-or-die-trying to break… is what really helps people make sense of and grab onto your Why. And importantly, make them believe that it’s genuine, and not just a convenient bit of spin.
We WINGMAVEN’s love to write a brand manifesto, to help bring the ‘Why this is our Why’ to life. Intentionally emotional, and not just functional, just a few short paragraphs should engage and compel your audience and cover:
WHAT you observe in the world, that demands attention
WHY this speaks to you/your business- at a human level, and not just because it presents commercial opportunity. This is typically because of a core belief that you hold, that makes it almost impossible for you to turn away..
WHY you’re best equipped to be the first responder to this situation, above all others
Most of all, when you read it back- it should feel true to you, your brand and your business strategy. Because in order to convince others, you bloody well need to believe it yourself!
So if you’re struggling to story-tell your Why, give a brand manifesto a whirl. And if you could use a helping hand (one that totally geeks out over this stuff!), we’re here to help.
NB. Have a bit of a Google, and you’ll find all the best known ones- Nike, Apple and Patagonia all get mentioned with frequency. But here’s a bit of less exposed manifesto inspo (that we love) from Moleskine notebooks , to help get you started!
