Since Simon Sinek’s Ted Talk “How great leaders inspire action” and his book “Start With Why” everyone has been inspired by the need to understand and define the higher purpose of your business – not what you do but why you do it.
The premise is that people don’t buy what you do, they buy why you do it.
I have spoken often enough about the power of a clear vision – a strong vision statement sets the target for your business to work towards. I have also spoken, in marketing terms, about how you should not swell the features of your product but the needs that it meets.
The higher purpose – your “why” – is an extension of these two principles: “People don’t buy what you do,” how boring, “people buy why you do it,” that’s inspirational.
But if you’re confused about your higher purpose, how do you find and define it?