Crack the Code: Why Do Customers Really Buy?

Finding Your WHY: A Guide for Small Business Owners

Introduction

Did you know that most decisions to buy a product or a service start with our emotions?

Emotions often play a more significant role than logic. While both factors are involved, emotions tend to drive the initial attraction to a product or service, with logic coming into play later to rationalize the decision.

Have you ever wondered why some businesses seem to have a magnetic pull, effortlessly drawing customers in? The secret often lies in their “WHY” – the core reason they exist beyond making a profit. Chances are, the decision was driven more by how the product made them feel rather than its practical benefits.

Inspired by Simon Sinek’s book “Start with WHY,” this blog will help you uncover your own “WHY” and show you how it can transform your business.

Understanding the Concept of “WHY”

Let’s start with the basics. Your “WHY” is your purpose, cause, or belief that inspires you to do what you do. It’s not about what you sell or how you sell it, but why you sell it. Think of it like this: if your business were a tree, the “WHAT” would be the leaves, the “HOW” would be the branches, and the “WHY” would be the roots – the foundation that nourishes everything else.

When you apply your 'why' to your what and 'how' and it is reflected in anything you and your company stand for - it reflects on your customers. Buying your product or using your service resonates with a deeper feeling and emotions within them before they even rationalize it,

Simon Sinek’s Golden Circle model perfectly illustrates this concept. The outer circle is the “WHAT,” the middle circle is the “HOW,” and the innermost circle is the “WHY.” Most businesses start from the outside and work in, but truly inspiring businesses start from the inside out.

The Importance of Finding Your WHY

A clear “WHY” can be a game-changer. Take Apple, for example. Their “WHY” is to challenge the status quo and think differently, being the 'rebel.' This core belief resonates deeply with their customers, creating a loyal following. Apple users are 'hard-core'. They are proud to show the Apple logo on their devices and will be the first to buy a shirt or a key chain with the logo, showing their loyalty.

When you have a strong “WHY,” it not only motivates you but also attracts customers who share your values. It’s like having a lighthouse guiding your ship through the fog.

Another great example is TOMS Shoes. Their “WHY” is to improve lives. For every pair of shoes sold, they donate a pair to someone in need. This mission resonates with customers who want to make a difference, driving both sales and social impact.

“Instead of asking, “WHAT should we do to compete?” the questions must be asked, “WHY did we start doing WHAT we’re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?”

Steps to Discover Your WHY

Finding your “WHY” might seem daunting, but it’s a journey worth taking. Here are some steps to get you started:

• Self-Reflection: Spend some time thinking about what truly drives you. What are you passionate about? What gets you out of bed in the morning? What companies did you shy away from, and why?

• Identify Core Values: Write down your core values and beliefs. These are the principles that guide your decisions and actions. (see my blog on this subject)

• Analyze Past Successes: Look back at your past successes. What made those moments meaningful? What common thread ties them together?

• Seek Feedback: Ask trusted colleagues, friends, and customers for their insights. Sometimes, others can see things about us that we can’t see ourselves.

• Craft Your WHY Statement: Combine your reflections, values, and feedback into a clear and compelling “WHY” statement. Keep it simple and authentic.

Aligning Your Business with Your WHY

Once you’ve discovered your “WHY,” it’s time to align your business with it. This means integrating your “WHY” into every aspect of your operations. For example, if your “WHY” is to promote sustainability, ensure that your products, packaging, and practices reflect this commitment. Consistency is key – your “WHY” should be evident in everything you do.

Look everywhere in your company and make sure that anyone who steps in, reads your ads, or calls you immediately feels that 'why'.

Communicating Your WHY to Customers

Your “WHY” is a powerful story waiting to be told. Use storytelling to share it with your customers. For instance, if your “WHY” is to support local artisans, tell the story of how you source your products and the impact it has on the community. Use your website, social media, and marketing materials to convey this message. Remember, people don’t just buy what you do; they buy why you do it, and they buy because it aligns with their 'why'.

Case Study and Example

Let’s look at a real-life example.

IKEA, the Swedish furniture giant, is a stellar example of a company that has clearly defined and consistently demonstrated its “WHY.” Their mission, “To create a better everyday life for the many people,” encapsulates their core purpose and drives every aspect of their operations.

The WHY of IKEA

IKEA’s “WHY” is centered around making well-designed, functional home furnishings accessible to as many people as possible. This purpose goes beyond selling furniture; it reflects a commitment to affordability, sustainability, and innovation. This mission resonates with their customers, who seek stylish and practical solutions for their homes without breaking the bank.

How IKEA Demonstrates Their WHY

1. Affordable Design

   • Flat-Pack Furniture: IKEA revolutionized the furniture industry with its flat-pack design, which reduces manufacturing and transportation costs. This innovation allows them to offer stylish furniture at lower prices.

   • Democratic Design: IKEA focuses on creating products that combine form, function, quality, sustainability, and low price. This approach ensures that good design is not a luxury but a standard.

2. Customer Experience

   • In-Store Experience: IKEA stores are designed to provide a unique shopping experience. The layout encourages customers to explore and discover new ideas for their homes. The in-store restaurants and play areas for children enhance the overall experience.

   • Online and Delivery Services: IKEA has expanded its online presence and delivery services to make shopping more convenient. They offer detailed product information and virtual planning tools to help customers make informed decisions.

Impact of Their WHY

IKEA’s clear and compelling “WHY” has had a significant impact on their business:

• Customer Loyalty: Customers who appreciate IKEA’s commitment to affordability and convenience are fiercely loyal. They trust IKEA to provide stylish and practical solutions for their homes.

• Brand Reputation: IKEA is widely recognized as a leader in affordable design and sustainability. Their commitment to these values has earned them a strong reputation and a dedicated customer base.

• Business Growth: IKEA’s focus on their “WHY” has driven consistent growth. Their ability to innovate and adapt to changing customer needs has helped them maintain their position as a market leader.

Conclusion

Finding your “WHY” is more than a business strategy – it’s a journey of self-discovery that can transform your business. By understanding and embracing your “WHY,” you can inspire your team, attract loyal customers, and achieve lasting success. So, take the first step today and start uncovering your “WHY.”

Let's discover your why

We’d love to hear your “WHY”! Share it in the comments or on social media using #MyBusinessWhy. Need help getting started? Contact us for a free consultation and let’s embark on this journey together.