How and Where to Find Your Why

In great marketing, nothing is more important than vision.

If you’ve seen Simon Sinek’s video on finding your why, you’ll know that identifying and communicating a clear vision is one of the most essential traits of successful companies.  You will also know that getting clear on “core values”  is one of the most successful traits of iconic individuals.  Richard Branson is perhaps one of the most outstanding examples of someone who is crystal clear on what his vision is: to create a brand that everyone enjoys.

A vision is an easily-assimilated mental picture of what your company (or you as an engaging individual) stands for and where you are headed. The vision defines who and what the business is, why it exists, and where it is going in the grand scheme of things.

For a vision to be effective (meaning spoken about widely), it should be a basic, easy-to-understand goal with a universal human dimension or truth rather than one that focuses on product features. Sounds obvious, but on today’s bandwagon of social media, everyone blathers on about their widget instead of inspiring us with their vision.  This perhaps radical suggestion requires honest exploration and discussion, but the reasons this is so important are:

• Almost every marketplace is overcrowded with competitors offering parity products – yes, even your market;
• Differentiating on price might be a disruptive, market-share gaining strategy in the short term, but offers no real brand difference;
• Differentiating on customer service is nigh on impossible without expensive bums-on-seats, and who can afford that in today’s economy.

A unique, differentiating vision that positions your brand as a model corporate citizen that benefits or gives something back to society via the end-user or customer is an entirely different proposition. Such a vision differentiates your proposition, meaning no one else can own it. But much more importantly, such a vision would be driven by the Internet’s most powerful marketing weapon – user advocacy. Your customers, having bought into the brand vision, will tell other potential customers about your vision and your brand will grow from strength to strength.

This fundamental criterion, the power of user advocacy is what defines successful Web 2.0 Internet brands. Brands like YouTube, Facebook, Flickr, Twitter, Quora and others spend almost nothing on advertising.  User advocacy has always been a powerful brand-building force, but in today’s digital world, it has become the most important media development of all time. The people, the end users themselves, have become the media. And it’s your job to give the media something to talk about; it’s your job to inspire your customers.

What does vision have to do with selling more stuff?

For a long time, I had heard the concept of “core values” and of course the term “vision” is often bandied about, but I never really took the time to understand why they mattered, or why I should care.

Recently, I was presented with an opportunity to do some work on my own values, and the aha’s I received from learning them was astonishing.

When I spent the time to learn what my core values are, I suddenly realized why it was that some of the people and relationships in my life seemed so effortless… while others always felt like a lot of work and struggle.  You see, when someone violates your values (often without knowing it), it creates a  very negative, deep violation inside of you.  If you’re not aware of what your own values truly are, this can create frustration and confusion – because you can’t figure out why you respond to seemingly innocent situations and experiences.

You’re probably expecting some “business building” insight and strategy at this point,  but whether you realize it or not, getting clear on your own values is truly one of the little known secrets that the world’s most successful people have mastered.

Operating without knowing your core values is a little bit like trying to operate a complex piece of machinery without the instruction manual. You just randomly push buttons and pull levers, trying to get the result you want – but it’s frustrating, and you often end up creating more damage and problems than you solve.  And even if you do get some success, you can’t repeat it, because you don’t know what you did to actually create the success the first time round!

That’s how important a vision and core values are. And I believe this so passionately, that I created a methodology for easily crafting a vision that inspires customers, suppliers and employees.  I’ve used this methodology with dozens of clients, and in every case, the results are quite profound.  We’re talking not only about significantly growing a business, but about speaking opportunities at TED, endorsement by Bill Gates on The Gates Notes, endorsement by The World Economic Forum and other grand and seemingly impossible outcomes.  Things that really get you excited about getting up in the morning.

I’d love to chat more about finding your vision.  Why don’t we get on the phone for an hour and throw a few ideas around?  Interested?  Contact me.  Or read more about my methodology.