“Thanks for the therapy session, Emma!”
This is what a client said to me recently after a 1:1 call to uncover their why. I’m so glad they called it therapy because I called it an interrogation!
The call was the first part of the process of writing this client’s About Us page for his Virtual Assistant Agency – something he’d never quite managed to nail in the past. Once I had all the important dates, diary entries and juicy details of his journey to entrepreneurship, it was time to dig deeper into some brand storytelling and ask the crucial question: “Why?”
Why is knowing your why important?
If you ask some entrepreneurs why they chose to start a business, many will give personal reasons like the flexibility to work around family, the freedom to travel, or the ability to work with clients they enjoy.
While these are valid personal motivations, they don’t help your clients understand why you’re the right choice for them or why you’re better than any other business with similar products or services.
Also, these personal motivations could have led to any number of career choices or businesses. They don’t explain why you chose this particular business, this specific industry.
It’s crucial because it:
- Guides your business decisions
- Forms your USP
- Inspires your customers and team
- Ensures consistency across all your touchpoints
- Makes your brand more resilient to changes
Understanding your why helps you articulate not just what you do or how you do it, but the deeper reason why you’re passionate about your particular field and the unique value your business brings to the world.
But how do you uncover this essential element of your brand story?
How to find your why in 5 steps.
An effective method to uncover your why is an exercise inspired by Toyota’s problem-solving technique. It’s called the 5 whys.
Here’s how it works: Start with the simplest form of the problem, then ask “Why?” five times. Each answer becomes the basis for the next question. Let’s look at an example:
Problem: The vehicle won’t start.
Why? The battery is dead.
Why? The alternator isn’t functioning.
Why? The alternator belt has broken.
Why? The belt was beyond its useful service life.
Why? The vehicle wasn’t maintained according to schedule.
Root cause: Lack of proper maintenance
You can use this technique to uncover your why too. Just switch the simple problem with a simple goal. Here’s an example using my business:
Goal: To write about people and places
Why? To inspire people
Why? So they connect with others, learn, grow, explore
Why? So they have positive experiences
Why? They will go on to inspire others
Why? More humans living rich, full and meaningful lives
My why: To create a ripple effect of inspiration, where stories encourage people to connect, grow and make positive, lasting impacts in their own lives and beyond.
And it’s true. This exercise made me realise that my current writing career was an evolution of the same core purpose that drove me in my previous business – a travel-inspired beauty salon.
I enjoyed helping people feel more confident, creating moments of positivity and sharing my adventures in both life and business. My goal was always to inspire them to pursue their own paths and dreams.
If you’re interested in learning more, I’d recommend checking out the books Start with WHY and Find Your WHY by Simon Sinek.
The power of a why-driven business.
Leading with your why gives your business a unique selling point and ensures it can withstand change. If I decide to pivot from writing to public speaking or content creation, my core purpose remains intact. It’s the heart of what I do, regardless of how my business evolves.
In contrast, if I focused solely on telling people “I write about places and people,” I’d be limiting myself. It doesn’t make me stand out, restricts my ability to adapt and fails to showcase my values, passion, or unique perspective.
Ready to have a go at some brand storytelling?
Finding your why isn’t just about creating a better About page – it’s about laying the foundation for more authentic and impactful brand storytelling that you can use throughout your entire business.
Give it a go! Don’t overthink it, keep each sentence super simple. If needed, go through the process multiple times, or even extend it to seven whys if that helps.
If you feel comfortable, I’d love to hear about your experience with this exercise or the why you’ve uncovered. Leave me a comment below!