What’s Your “Why” In Business?

Understanding the “why” behind your business is not just about knowing the reasons for its existence; it’s about connecting with its core purpose, which influences every decision and strategy.

Even if you’re just after the money, having a solid purpose for your business makes it easier since there’s a common goal to rally and put the full force of the 9 Triangles behind.

For example, a large part of BlitzMetrics’ “why” is empowering young adults to build successful businesses and generate a million jobs around the world as a result.

This concept of having a “why” has been popularized by leaders like Simon Sinek, who famously said, “People don’t buy what you do; they buy why you do it.” In this article, we’ll explain why identifying and embracing your business’s “why” is key to foster alignment, inspire action, and drive sustainable success.

Why Your “Why” Matters:

The “why” of a business is the foundation of its brand identity. It answers the most fundamental questions: Why does this business exist? What is its purpose beyond making money?

This core purpose not only guides strategic decisions but also helps in differentiating the brand in a crowded market. A clear, compelling “why” resonates with customers, creating a strong emotional connection that transcends the basic value of products or services.

Employees and stakeholders are more engaged and motivated when they understand and align with the “why” of the business. It gives them a sense of purpose and belonging, knowing that their work contributes to a larger mission.

This alignment is crucial for fostering an enthusiastic and committed workforce, which in turn enhances productivity and innovation.

Our model revolves around a triangular framework where each point represents a key component of the business strategy: the mission (why), the operational methods (how), and the products or services (what). This triangle is a powerful shape that signifies strength and stability—qualities that any robust business model should aspire to achieve.

Example: Nilson Silva at Master Touch Outdoor Living: Nilson is a first generation immigrant from Brazil who came from nothing and built a $15 Million/year business around helping people. 

As a result – he’s built more than a profitable business, but a community in Parkland, FL through his ability to help others build pools and serve his community.

Ask yourself: “What problem is my business solving and how can we be most helpful in solving it?”

Businesses that articulate a clear and authentic “why” differentiate themselves by establishing a unique brand persona.

Why (Mission/Purpose): The “why” for Nilson is his commitment to building great outdoor spaces in South Florida and helping his community. This is the core reason it exists beyond making a profit. Its mission might be articulated as: “To improve South Florida homes by making backyards more beautiful”

How (Process/Methodology): The “how” details the methods or processes the company uses to achieve its mission. For Master Touch Outdoor Living, the “how” could involve:

• Sourcing Sustainable Ingredients: Choosing suppliers who provide biodegradable, plant-based ingredients that do not harm the environment when building the pool.
• Local Contractors: Using workers native to the Parkland community, Nilson can accomplish his goals while giving back in a way which is undeniable.
• Education and Advocacy: Sharing his story on how he grew up as an immigrant in South Florida and quickly rose to the top in his industry.

What (Products/Services): The “what” is the actual product or service the company offers to the market. In this case, it includes:

• Pool Building: This could include building or renovating pools in South Florida with high quality materials.
• Leak Detection: Having a service like Leakxperts to look for and fix pool leaks as a part of his business.
• Pool Cleaning Service: A service that cleans pools for a set subscription price, many of the pools being ones his team has already built.

This differentiation is not just about what they sell but about the values and missions they champion, which often leads to a stronger market presence and customer loyalty.

A well-defined “why” also serves as a catalyst for innovation. It challenges businesses to think creatively about how they can serve their purpose more effectively. This can lead to new products, services, or business models that not only meet market needs but also propel the business forward.

Once you have your why, you should think about how your business ties into SBP (Specialists, Businesses, and Partners)

Specialists: The Backbone of Expertise

Specialists are at the heart of any business operation that requires a high degree of skill and knowledge. In our context, these are the trained young adults who, equipped with certifications in digital marketing, become the operational backbone of the companies that employ them.

By focusing on developing these specialists, businesses can ensure a steady supply of skilled labor that is not only proficient in current technologies and strategies but also adaptive to evolving industry demands.

For instance, in digital marketing, these specialists handle everything from content creation and SEO to analytics and campaign management. Their expertise allows businesses to stay at the forefront of efficiency and effectiveness, driving better results in a more consistent manner.

Businesses: The Demand and Infrastructure

The businesses in this triad are those that require digital marketing services to expand their reach and efficiency. These can range from small local service businesses companies that serve a specific area, to large corporations.

The demand from these businesses for skilled digital marketing specialists is what drives the need for training and certification programs. By tapping into this demand, training initiatives can align their curriculums with the practical needs of the industry, ensuring that the specialists they train are ready to hit the ground running.

These businesses provide the necessary infrastructure—such as tools, platforms, and systems—essential for the specialists to apply their skills effectively. This symbiotic relationship helps in creating a job market that is responsive to the needs of both the employers and the employees.

Partners: The Aggregators and Enablers

Partners play a pivotal role in scaling the impact of training and employment initiatives. They can be diverse entities such as educational institutions, industry associations, or even tech conglomerates like GoDaddy, which serve as aggregators of both demand and supply. Partners help bridge the gap between trained specialists seeking employment and businesses needing skilled personnel.

For example, a partner like a university can serve as a talent pool, supplying freshly trained graduates to the business ecosystem. Similarly, a company like GoDaddy, with its vast customer base, can act as a channel through which small businesses access digital marketing services provided by these specialists.

Partners also support the training programs by offering platforms for certification, venues for networking, and even financial resources.

Once you have your “why” and know how your business fits into our SBP framework, you can begin to grow and delegate following DDD (Do, Delegate, Delete). The larger your business grows, the more important it is for you to manage others. 

To learn how to manage others following this framework, watch our next video in our series here.