Customers don’t buy what you do; they buy why you do it. ~ Simon Sinek

This quote came from a TED talk by Simon Sinek, in which he talks about starting with why

Sinek claims all the great leaders and organisations are communicating in the same way: They start by communicating why they do what they do.

This strategy could work for your business too. Read on to find out how.

Why should you be thinking about your why?

Your why is partly linked to emotion, which is often used in our buying decisions. People like to do business with businesses that share their values.

Communicating in this way inspires support and loyalty from your employees and customers, which makes your organisation stronger and more profitable.

But how do you achieve it?

And how do you work out what your why actually is?

Your why is your purpose — your reason for being

Your why can be a powerful differentiator, setting your business apart from your competitors.

To find your why, you need to look at three core areas:

  1. Strengths and talents
  2. Passions and motivations
  3. Beliefs and values

Below I have asked a series of questions in each of these areas that will help you to work out your purpose and determine your why.

1. Strengths and talents

  • What are you naturally good at?
  • What are your areas of knowledge?
  • What are your areas of expertise?
  • What are your main skills?

2. Passions and motivations

  • What do you feel passionate about?
  • Why did you decide to start your business?
  • What do you most enjoy?
  • What drives you to be the best?
  • What are your main ambitions for your business?
  • What do you believe will bring you success?

3. Beliefs and values

  • How does what you do make a difference?
  • What are your core beliefs and values?
  • What does your business stand for?
  • What do you want your reputation to be?
  • How do you invest in yourself, your employees and your business? 


Your what is still the first thing your customers need to know — don’t forget this.

Your why should shine through everything you do.

What now?

If you have completed the questions above, you should have a rounded idea of your why.

That’s a great start, but it doesn’t stop there.

You now need to translate your why into the powerful differentiator you need to push your business forward.

And, for that, you need a copywriter, like me.

If you’re a UK business and would like to convert your why into more business and sales, why not get in touch?

Image by: Edwin Jaulani from Pexels