Saturday, July 20, 2024
Business File

Why? One question that will change how you run your business

John Corban

We all know what service and products we provide in our business; we also know how we provide our service or products, but are you clear about WHY you run your business?

Many business owners in the horticulture Industry might say they love working with plants, maintaining and installing gardens, or growing and selling plants, but do your employees and clients know WHY you do what you do.

Simon Sinek delivered a Ted Talk a few years ago that had a massive influence on global entrepreneurs. Since that talk, WHY we run our business has been a hot topic because it can have an infectious effect on our employees and clients.

When companies talk about WHAT they do and how advanced their products are, it may be appealing, but it isn’t something we want to be part of.

But when a company clearly communicates their WHY and what they believe in, if we also have a similar belief, then we will often include those products, services in our lives.

One such example is Patagonia. Yvon Chouinard, the boss of Patagonia, loved rock climbing and started selling clothing gear to climbers, but he always said he was in business to help save our home planet.

And this purpose (his why) is more than just nice words. It shines through everything they do at Patagonia – from how they hire and manufacture, to how they sell. And he backs it up with spending millions of dollars on political campaigns to make everyone aware of what is threatening the planet.

So how do you communicate your WHY?

Sinek uses Apple as an example of this. If Apple were like everyone else and communicated from the outside in, their marketing message may sound like this:

“We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?”
But here’s how Apple actually communicates:

“Everything we do, we believe in challenging the status quo, we believe in thinking differently.” (THE WHY) “The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly.” (THE HOW) “We just so happen to make great computers. Want to buy one?” (THE WHAT).

To find your purpose or your why

Step 1: Write down the top 3-5 core values of the company. What are the things your company cares about the most? What is non-negotiable?

Step 2: What are the goals of your company that matter most? These goals naturally emerge from what you value the most.

Step 3: Assemble these valued goals into an overall company purpose. Your purpose can be aspirational, but it must be authentic.

Your WHY or your purpose should permeate all that you do in your business. The way you treat your clients and employees, the way you work, your marketing, your culture. Purpose-driven companies make more money, have more engaged employees, and more loyal customers. Be clear about your WHY.

John Corban
Business Coach for Landscapers,

Horticulturists and Nursery owners
Mob: 0433 27 1980

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