Why is the most important word in the English Language

Mark Twain once said that the two most important days in your life are the day you are born and the day you work out why. I love this quote for all kinds of reasons. One of the key ways to measure your well-being, of course, is how much purpose you have in your own life and why you get up in the mornings. Without knowing the answer to this, life becomes much harder.

Mark Twain’s quote is equally important when it comes to business. As Simon Sinek writes in his now-famous book, ‘The Golden Circle’ people don’t buy what you do; they buy why you do it. The magic of marketing in professional services is often defined by the work you do in finding the unique, relevant, and distinctive message that resonates with your customer. In my experience, too little time is often spent on finding this answer. It’s one of the reasons why so much marketing fails.

The critical question is how you find that message. We’re very clear that you can find the answer in one of four places. It’s either going to come from how you define your ambition as a business, the essence of your company culture, a killer insight you have into your target audience or something unique about your product or service. One of these four keys will always be the ones to unlock your messaging door. They will also be the springboard for finding the big ideas that can transform your business and turbocharge your growth.

So, working out a company’s why is probably the most important thing a professional services marketer can do. It’s certainly one of the things that gets us out of bed in the mornings.