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How to define your “why”?

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?

This week’s video is about exactly that – how to define your “why”?



The “why” of your business, particularly as a small business owner, is intricately bound up with your personal purpose in life.

How do you see what your purpose is in this world? Are you here to teach people? Perhaps it’s about contribution – is your purpose to contribute to society? Is your higher purpose to find new ways to help people, to invent and to innovate for a better world? Perhaps your purpose in life is to be the world’s greatest parent or support for your family? What do you want people to say about you at your funeral – what do you want them to remember you by?

Follow the steps in the video and write down the “why” of your business so that you can construct your business model wrapped around it.

Once you’ve done that, get over to teikoh.com and see what other of the many tips, ideas, tools and free resources you can use to grow your business! While you’re there, make sure you subscribe to the mailing list so that these free business growth videos can be sent directly to you every week.


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