1. Forge Stronger Emotional Connections with Potential Customers

In our action-obsessed culture, it can seem counterintuitive to spend time exploring such an often elusive and sometimes vague question before cutting our teeth on any communications roll-out strategies or plans. Our instinct often is to jump right to the “what” or “how” of our businesses for our marketing, but as Simon Sinek famously said, “People don’t buy what you do they buy why you do it.” Taking time to clearly articulate the driving purpose behind your organization creates a guiding framework that allows you to communicate from a much more powerful place.

Now, instead of vying for people’s attention with facts and figures, you are appealing to their underlying belief systems, and creating the potential to connect with them on a deep emotional level. If you allow yourself to be boldly who you are, people will resonate. Not everyone of course, but the ones that do will be forging much stronger emotional bonds, and those are the kinds of customers that are loyal, drive referrals, and increase visibility.

2. Hone your Internal GPS

As Tony Robbins says, (thanks Allie Andrews!) success is 80% mindset, 20% strategy. This often overlooked benefit of getting clear on your “Why” is all about mindset. Without a doubt, how we talk about our work impacts the way we feel about our work. And these feelings are BOUND to come through in our work product and interactions large and small.

When we are clear on the central purpose getting us out of bed every morning, we are more confident in our work, and there is more room for joy, creativity and risk taking. When we are connected to the higher purpose behind our daily activities, every aspect feels less transactional because we are in service. But also, when we get clearer on the WHY behind our work, we are also able to better evaluate opportunities that either fuel that mission or distract from it.