Most company websites have a tab on the navigation bar that says <\/span>What We Do<\/b>.\u00a0<\/span><\/p>\n

I don\u2019t want a <\/span>What We Do <\/b>tab. I want a <\/span>Wh<\/b>y<\/strong> I do what I do tab.\u00a0 What is my purpose, what do I believe? What is my cause? What does my work mean to myself and others?\u00a0 Why did I decide to be a guy who helps people develop and deliver better speeches and presentations? I\u2019m having trouble articulating the <\/span>Why<\/i><\/b>.<\/span><\/p>\n

I know companies that talk about the <\/span>Why<\/i><\/b> before they talk about the <\/span>what<\/span><\/i> have more distinct cultures. They are a tribe unlike any other tribe in the neighborhood. They are more saturated cultures, more cult-like. They have perhaps carved out a niche, and there are, or so I hear, riches in niches.\u00a0<\/span><\/p>\n

Because of this stronger, more distinctive identity, <\/span>Why<\/i><\/b> companies attract like-minded people to their cause, and repel those who don\u2019t share the same interests. That\u2019s a double benefit.\u00a0 The like-minded clients arrive at the doorstep of the <\/span>Why<\/i><\/b> company and think they have found heaven, while the disinterested prospects go elsewhere, which is good. Those non-believers are likely to be the dreaded clients from hell.\u00a0<\/span><\/p>\n

Why<\/i><\/b> companies offer to their potential colleagues and clients a belief system, a set of values, by which the customer experience and the employee experience can be elevated from something routine and generic to something meaningful.<\/span><\/p>\n

For instance, Newman\u2019s Own gives<\/span> 100% of the after-tax profits from the sale of its products to Newman’s Own Foundation (a private non-profit foundation) which in turn, gives the money to various <\/span>educational<\/span> and <\/span>charitable<\/span> organizations<\/span>. Why is Newman\u2019s Own a successful business?\u00a0 I suppose because people loved Paul Newman as an actor and\/or they liked his business model. He was an eleemosynary packaged goods tycoon.<\/span><\/p>\n

Because <\/span>Why<\/i><\/b> companies attract people who agree with the values the companies promulgate, the companies are more likely to develop a community of trust, inside and perhaps even outside the walls of the enterprise.\u00a0 Word of mouth, after all, is the best advertising.<\/span><\/p>\n

Now in my case, I am first of all asking why I strapped myself to the public speaking wheel.<\/span><\/p>\n

And then secondly, why have I not yet found the right words to explain why I did so.<\/span><\/p>\n

I\u2019m hoping this interrogation will bring me closer to an answer to these two questions.<\/span><\/p>\n

And I invite you to ask yourself WHY you do what you do, because people don\u2019t buy what you do, they buy why you do it.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Most company websites have a tab on the navigation bar that says What We Do.\u00a0 I don\u2019t want a What We Do tab. I want a Why I do what I do tab.\u00a0 What is my purpose, what do I believe? What is my cause? What does my work mean to myself and others?\u00a0 Why… Read More »My Search For The Ultimate \u201cWhy?\u201d<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_ti_tpc_template_sync":false,"_ti_tpc_template_id":""},"categories":[144],"tags":[991,145,146],"yoast_head":"\n