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What is a WHY Statement and what is yours?

By Bryan Mann-Entzel

Managing Partner-Strategist & Brand Storyteller

Every few months I find myself having a cluster of conversations about DEFINING YOUR WHY STATEMENT with various clients.

Your WHY, is the reason you exist as a business, or more specifically why you do business the way you do. For >Greater Thought, we spent a lot of time thinking about our WHY very early on and we defined it like this:

Greater Thought is devoted to being a valued partner to our clients, and producing top-notch work that is strategy-driven, inspired, goal-focused and results-oriented to create success for our clients, our team and our community.

Our tagline, Creating Mindful Marketing, speaks to the notion that the work we do with our clients is pointedly client focused on being the right size, at the right time, and the right elements for the business. We want our work to have purpose and yield results–it should perform.

When we place our emphasis on being better partners to those we work with, we build trust and that is paramount. Our WHY at >Greater Thought is rooted in a desire to do good work and build relationships. For us, the work we do is more than just transactional. We care about the people we work with and want them to succeed.

“We Create Mindful Marketing because we care about your success,” could be our extended tagline if we were to expand on it.

As we consider the components of our WHY statement I am reminded of a TED TALK that was given more than a decade ago by Simon Sinek. He does an amazing job articulating the shift from talking about what you do, to talking about why. The first time I watched this video, it was a paradigm shift for me. It blew my mind, to say the least. Refocusing your purpose as a business around your WHY can actually motivate your team. It can highlight a deficiency in your company culture, it can even reaffirm why you exist.

Rooted at the core of your WHY is something that I talked about last month in a blog article, “TRUST”.

Defining your why requires establishing trust and without trust, you won’t likely be believed by those who are finding your brand or company for the first time. There are obviously steps you can take to reinforce your statements and begin establishing trust but the WHY statement is the answer to the question and everything else can be build around it. Consider it foundational. A solid understanding of your WHY as a business, brand, or organization is the start of a strategy that will speak volumes about how people can benefit from working with you.

Visit our blog to find the TRUST article from early May, 2022.

If you would like to have our help analyzing and defining your WHY statement as an organization, we would love to start a conversation with you.
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