What You Do Matters. But Why?

Sitting with long-time friends and colleagues, our conversation rambled back-and-forth about family, sports, taxes, good food … the usual topics. When we turned to work, I asked how things were going, and what exactly their company does. The response was somewhat expected … our company “monitors this” to “do that” and “drive results” for “growth”. I probably stopped listening closely about the time I heard “monitor” and began to hear the Charlie Brown teacher in my head. My friends are awesome, but the reply just blended into the buzz of the world swirling around me.

But then, they mentioned a specific day (and for clarity they work in healthcare) where a co-worker was on a call, and a patient was suicidal, and how the co-worker effectively talked the patient through some issues long enough for caregivers to arrive and address the situation … where this patient’s life was hanging in the balance.

At that moment in our conversation, I offered to my friends … “So, what your business really does … is actually a matter of life or death … right?” After some thought, they replied, “You know … it really IS that important …”

For business … and individuals … what you do matters … really, it does. From technology to processes to management, all products and functions do certain things at certain times and produce certain results. But thinking about marketing … and how you attract interest, to drive engagement, and eventually selection – have you considered WHY that matters? Have you thought about your marketing strategy and your message that appeals to someone’s emotions, or solves a challenging problem? Here’s a hypothetical example of how a company might describe their product: the company produces a device that is typically composed of a long shaft of wood or other composite material, that has a bound set of fibrous materials permanently attached to the end, which is used to remove debris from a variety of surfaces. But, better stated in simple terms, the company makes a broom that can help clean-up floors and other messes left by rowdy children (or adults).

A simple example, but representative of how businesses need to understand … and communicate … WHY their solutions matter … to target prospects and decision makers.

Maybe you know and can describe exactly WHAT you do … but now it’s time to know WHY that matters, speak in the customer’s language, and most importantly, solve their problems. Learn more about driving Better Results … visit www.sfbideas.com.