Saturday, 25th of November 2017

Saturday, 25th of November 2017

We help organizations and leaders, teams and divisions, entrepreneurs and employees discover and live their WHY.

In business, we operate on three levels:

  • What we do
  • How we do it
  • Why we do it

We all know WHAT we do.  WHAT we do is the products we sell, the services we offer, the jobs we do.

Some of us know HOW we do it.  HOW we do it are the things that make us different and stand out in a crowd.

Few of us know WHY we do what we do. WHY is our purpose, cause or belief.

  • WHY our company exists
  • WHY we get out of bed in the morning
  • WHY anyone should care

Money is the result. It’s not our WHY.

People don’t buy WHAT we do or HOW we do it. They buy WHY we do it

Here's a rational WHAT and HOW sales pitch:  We sell motorcycles. We offer great styling and performance at the best possible price. Want to buy one?

Here’s the same sales pitch starting with WHY:  We believe in bringing people together all over the world who share a passion for the freedom of two wheels, those with the simple pursuit of chasing their own horizons and following their dreams. We build motorcycles for the total riding experience. Want to buy one?

Starting with WHY makes our products and services sound good.

Starting with WHY connects us deeply and emotionally with the value we bring to the world and is ultimately more influential.

When we get those customers or clients whose values align with our WHY, they are likely to do business with us over and over again and remain loyal even if other vendors offer similar items at lower prices.

Apple and Harley Davidson are prime examples. They don’t have to convince anyone of their value. They are not about reducing prices or offering rebates to generate sales. They don’t focus on how to differentiate themselves from everyone else.

Everything Apple and Harley Davidson does starts with WHY. They both sell lifestyles that people connect with on a deep, personal level. People buy Apple and Harley Davidson products and services because of what it says about them!

When we understand our WHY, we can inspire others to buy from us, work for us and join our cause.

Knowing our WHY injects passion into our work, and that’s good for business.

We can use our WHY to:

  • Ace an interview
  • Hire the right people
  • Inspire our team
  • Guide a single new venture
  • Direct an entire organization
  • Inspire a marketing campaign
  • Transform a corporate culture

Entrepreneurs, individual employees, teams and divisions of organizations and organizations all benefit from discovering their WHY.

When the WHY of our employees, teams and divisions is in alignment with the WHY of our organization, and when the WHY of our organization is a part of everything we think, say and do, we have the foundation for long-term abundance, contentment and success. 

Organizations and leaders that know and live their WHY stand heads and shoulders above the rest, and will be here long after the WHAT and HOW organizations and leaders are gone.



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"He or she has usually practiced law for many years, and is recognized for the highest levels of skill and integrity."