Know your why.

Why are you in business?

Why do you do what you do?

What drives you?

When I speak with business leaders I am often challenged to assist them grow revenue and profits. Which, in business of course should be a goal. But there are many ways to do this; many ways to set yourself apart from others. Sometimes there is a magic sales trick that can transform a business, but most often, it's actually an alignment of values that drives business success. And this is driven by your why.

When business leaders are crystal clear about why they are in business, and can articulate this simply and passionately, it will inform everything from business strategy to brand guidelines, from the board room to the call centre phone call. 

Your why will inform and provide direction on your how and this is what will set you apart. 

I choose my favourite coffee shop not because they have great coffee, let's face it - lot's of coffee shops have great coffee. This is their what. It's what they do in business. The reason I choose them is how they do business. It's how they treat me like a friend, how they remember my name and that I like a small jug of cold water on the side of my half strength long black. The way the owner gets everyone to dish up the same how is her why. She has complete buy-in on why she does what she does. Staff buy in, how is delivered consistently, happy customers are the result. Happy customers are repeat customers and they become raving fans who bring more customers.

But without her why, she is still just focusing on her what. 

Know your why. 

Get crystal clear on why. The rest will follow.

Why will set the tone, how will give you differentiation, what is the minimum everyone expects anyway. What can you do to shift and sharpen your focus?