As an entrepreneur you already know this: You need to know your why – your purpose.  Among many other things, the why is the foundation of your passion.  It is the flux capacitor of relentless energy (there’s a little homage to Back To The Future) needed to grow a business successfully.  But does the why matter to customers? Hell yes it does!

When a customer buys your product or service we buy your story (your why) behind it.  If we didn’t care about the story behind products and services we would all buy only one type of car. One type of mustard. One type of laundry service.  But the truth is all of us (you and me included) care one hundred times more about the why of products and services more than anything else.  We buy your why because we want to belong.  We buy your why because we want to be part of your story.

Sell the why. That’s what we are buying.