As the pandemic and its effects have unfolded, one of the things that I miss the most is face-to-face meetings with business leaders. Things have changed a lot, and there is little doubt that the way we interact post-pandemic will be different.
What won’t change is the value of asking questions of those we help with their business strategy – and then listening intently to what they have to say. Hearing their story, learning about their company, digging into their challenges and successes, finding out their goals – it never gets old.
So much can be learned in these conversations, and I’m always listening for the (sometimes subtle) answer to this business question: Why do you exist for your customers? Think about this question for a minute. It seems simple, but it’s not as easy to answer correctly as it seems.
Simon Sinek said it best in his book Start With Why when he wrote “people don’t buy what you do, they buy why you do it.” If you’ve read my previous post on the Five Whys (www.anchorwebsite.com/solve-problems-by-asking-why/), you may be under the impression that all I think about is root cause analysis – but it’s much more than that. I’ve learned that marketing strategy is a messy process and that digging into our clients’ true purpose for doing business is critical for a strong foundation.
Like a building foundation, understanding your “why” acts as support for everything you build on it, providing needed strength when storms hit.
When I talk to our clients, it is so encouraging and inspiring to see their response to this pandemic. For example, in one conversation I listened to the president of a company talk about his customers cutting capital budgets and how travel restrictions were hurting his engineering and sales teams. Yet during the same conversation, he made it clear that he was committed to finding ways to emerge from these uncertain times even stronger than before.
The future is unpredictable, but this leader and his team have a clear purpose that influences their decisions. They recognize that “why they exist” has become more important than ever, and they’re adapting to make it happen.
So you may wonder “why does Anchor Marketing exist for its clients?” Why do I get up every day and go to the office (or the dining room table, as is the case right now)? To contribute to our clients success. It’s our core purpose. It drives our decisions and charts our course into the future, a future that hopefully includes being able to meet face to face again.
Until then, let’s have a virtual meeting – I want to hear your story too. You can reach me at email@example.com
For more information about Start With Why, watch this video of Simon Sinek: https://youtu.be/7zFeuSagktM?t=121