Why?

by Bill Collier

We business owners could learn a few things from 3-year-old kids. They ask why. A lot.

“Why do I have to go to bed?”

“Why is grandma’s hair that color?”

Simon Sinek, author of the hit business book “Start With Why,” says that most businesses can explain what they do and how they do it but that few can clearly articulate why.

Great point. Here are some “why” questions to ponder:
1. Why do you do what you do?
2. Why do your customers choose your business instead of your competitors?
3. Why do your employees work for you instead of somewhere else?
1. Why do you do what you do?

I’ve met hundreds of entrepreneurs over the years, and the most common reasons they have given for being in business include:

• Be my own boss
• Passion for industry
• Make more money

Why do you come in early and stay late? Why do you take risks and sign personal guarantees?

Give this question the serious thought it deserves. Then build your business in a way that supports your “why.”

2. Why do your customers choose your business instead of your competitors?

This one is huge. Here’s an experiment for you:

With no warning or preparation, ask each of your employees to write down the answer to this question. It’s an opinion—no pressure, no right or wrong answers, and nobody gets in trouble for their response.

Gather them up and see what they say. Unless you’ve been doing a pretty good job of discussing your value proposition, you’ll get about as many responses as you have employees.

Another good exercise: Survey your customers. Find out what’s important to them. What do you do well, and where can you improve?

How powerful would it be for everyone in your company to know exactly why your customers choose you over the competition and to use this knowledge to enhance every communication, every transaction, and every customer contact?

3. Why do your employees work for you instead of somewhere else?

Hopefully it’s because they choose to and not because their choices are limited.

Also hopefully you see your employees as a team—an essential, important ingredient of your business’ success.

Each of your employees has a “why.” Find out what it is. Conduct an employee survey, but also be sure to speak with them individually. What are they after? What are their aspirations? How can you help?

Important questions—important answers

If you will take the time and make the effort to explore these three questions, get the answers, and then apply this knowledge to your business, it will go a long way toward building a business that serves your why, your customers’ why and your team’s why.

And isn’t that a great reason to do what you do?

Bill Collier is the St. Louis-area head coach for The Great Game of Business. He works with organizations that want to improve financial results, engage their employees and create a winning culture. Bill can be reached at 314-221-8558, GreatGame.com/stl, GGOBSTL.com or bcollier@ggob.com.