“Beta bada hoke kya banna hai?” is something everyone was asked at least once if not more in their formative years. (What do you want to become when you grow up?) And we would ecstatically chirp “Doctor, Engineer, Pilot, Police Officer.”
After all these years having grown up many of its disparity we see. Disparity in our ambitions, values & dreams we once saw as a child. Have you ever wondered, given it a second thought rather to this question. Why does this happen? It could be many things, let’s discuss something that’s struck me hard & got me thinking. Maybe it’s because we knew our “What” and we probably defined this “What” naively mistaking it for a “Why”. “Why” here essentially means to be aware of the purpose one has for choosing a career & not just fascinations behind the same.
In the book “START WITH WHY” Simon Sinek, has defined a Golden Circle which starts with “Why”, “HOW” & than follows “WHAT”. The author quotes every single company knows “What” they do i.e product and service they are selling. Further they also know “How” i.e what is the USP of that product or service. But many often fail to answer their “Why”.
The “Why” is defined by the Vision statement of a company – “to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” is the big moment ‘Why’ of Tesla – “People don’t buy WHAT you do; they buy WHY you do it.”
Business is much like dating in which loyalty towards the other will never separate companions irrespective of bad circumstances, same holds true for a company and its valued customer base. But for this to be achieved the However, “Why”, “What”, “How” eggs must fall in the basket well.
The customer should be emotionally connected with a brand and not rationally connected to a product. It doesn’t mean one can sell anything, it means a company is preferred over the others for its good quality product because invariably their “Why” factor stands tall and strong. Very often a rational mindset leads to overthinking about the product and ultimately low quality decision making. Organizations should try to “Win hearts” over “Mind”. People rely on emotions rather than information for brand decision. Now-a-days more advertisements are seen that connect to the masses through emotional pictography rather than product benefits. Loyal customers and loyal employees can be found when they attracted to why factor above product benefits & monetary benefits respectively.
But it’s never too late, you can shape your own definition of your “Why” & follow through with it, imbibing the same on your employees and customers. Remember, day-to-day operations should not drown one in the web of things. Look at the bigger picture and answer your “Why”. It is this anchoring factor that’ll keep you going in the long haul.