I have been a part of a lot of start-up companies and the ones who have seen the most success get this principal and live it at at the core of everything they do.
Even though I have seen a few companies live this out, it wasn’t until I heard my absolute favorite Ted Talk that I kept this in mind every single time I go to help a company with their messaging. It is not mind blowing because it is a new concept but it is the number one thing most companies will forget as they build marketing content.
“People don’t buy what you do; they buy why you do it”
Now that you have this mind set you would think it is easy, right? Think why! Think why! Think why! Not as easy as it sounds. The key is to get the heart of your company. What are you passionate about? What gets you up every morning to do what you do? Are the leaders in our organization driving the “We believe….” “We love…” “We are driven by…” If you walk around your entire company right now and ask everyone from accounting to sales what it is your company passionate about, would the answer be the same across your organization? Some companies spend thousands on brand agencies to help the develop this exact message and it ends up on a plaque in the lobby but does it drive your business?
I had the pleasure of working for Infusionsoft in the early days where the brand promise became about the dream of every employee. As a matter of fact, every employee was not only asked to memorize the Dream, Vision, Purpose and Mission (see below) we were asked to carry it out in everything we did.
Dream: Revolutionize the way small businesses grow.
Vision: Infusion will be the sales and marketing software program small businesses use to grow their companies quickly and profitably.
Purpose: Liberate and empower small businesses and their employees so they can enjoy doing business, wow their customers and better serve their families and communities
Mission: To create the leading sales and marketing software program for small business that is easy to use and powerful enough to turn small businesses into big businesses.
When you answer the WHY (Liberate and empower small business and their employees so they can enjoy doing business, wow their customers and better serve their families and communities) you can build on your DREAM ( Revolutionize the way small businesses grow) and easily and more clearly:
My name is KC DeKorte-Cox and I am a demand generation marketing expert with over 15 years of experience focused primarily on helping businesses with marketing and sales alignment strategies aimed at driving growth. I help design marketing and sales programs that scale by leveraging the power of technology, specifically CRM and Marketing Automation.