In anything you do, you need to communicate your why, but we’d like to address the fact that you need to perfect your why.
So it’s all good and well to define your purpose, build your business and brand around why you do what you do, and shout it from the rooftops. Have you considered the fact that although you’re doing what you love, you do need to be bloody good at it too?
In the #BossTribe series, we’ll be addressing the importance of aligning quality marketing with a quality product.
Oh when I say we, this series is inspired by and features Lesotho’s marketing guru, the one the only, Motebang Senaoana.
From Simon Sinek and Gary Vee the concept of discovering your business/brand’s “WHY” could never be overemphasized. Both emerging economies and more developed economies need to understand just what a brand stands for in order to feel connected to it enough to consistently choose it over all the others. In the field of content marketing and branding, there is so much prominence in creating a brand voice and storyline that puts users’ emotions at the forefront and how much value could be added into their everyday lives.
But why, why?
Often, early-stage entrepreneurs mislead themselves and reach for the nearest answer in discovering their why. So in the end, chase a half-assed dream when they should really interrogate, introspect and project.
A passion for music can mean a lot of things. It does not mean that you should be a performer. You could be a sessionist, a producer, a DJ or a manager. How can you leverage your skills to pursue your purpose? As a music performance graduate, I learned very quickly that my success lay in creating platforms. Purely because I wouldn’t give what was required to become the best saxophonist. No doubt, I still enjoy playing, but with close observation for where I would naturally gravitate in the value chain. Administration and coordination are my true calling in the music industry.
Take the time, through trial and error but always be open to feedback. Criticism will help you determine if you’re truly on the right track. Remember, when you’re starting out, your biggest fans are your immediate circle. Seek honest feedback, so you can pivot and grow quickly.
The Golden Circle. Start with Why, then Perfect Your Why.
Why: Why, is all about your purpose. Very few people or companies can clearly articulate why they do what they do. This isn’t about running a profitable company—that’s a result. Why does your company exist? So why do you get out of bed in the morning? And why should anyone care?
How: Some people and companies know how they do what they do. Whether you call them a ‘’ differentiating value proposition’’ or a ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better.
What: Every single company on the planet knows what they do. This is true no matter how big or small the company is, or no matter what industry they belong to. Everyone can easily describe the products or services their company sells or the job function they have within the company.
Stop it, I like it!
This is the quintessential triage that often gets overlooked, although you do need to start with why. You cannot negate the importance of how and what. Those two components will define the quality of what you’re delivering through your profound why. Thus perfect your why.
Too often we’ve seen incredibly passionate people and companies build cult-like tribes, everyone just had to experience their product/service. Only to be dismally disappointed in having spent money to have the worst experience ever. The poster is dope, the line up is lit, the hype is crazy and the event is sold out. The ques are long. The food on sale is sub-par. There’ no accreditation, so although the event is sold out, VIP is overcapacity. The VIP restrooms don’t flush, the toilet paper never arrived. *CRINGE*
You’re clearly passionate about putting on the best turn up. But you looked over the what and how to ensure you delivered a quality consumer experience.
Over the next couple of posts, Motebang and I will be covering the importance of aligning quality marketing with a quality product. Perfect your why