He states that most business owners talk about what they do and how they do it, and then add the benefits to the customer. He then talks about the importance of turning this around, stating the ‘why’, then ‘how’ you do what you do before finishing with ‘what’ you do – using Apple’s phenomenal success as an example.
The reason behind this is that we process the ‘what’ with the rational part of our brain and the ‘why’ and ‘how’ with the part of the brain that responds to feelings rather than words. We do ‘what’ we do ‘how’ we do it, ‘so’ a benefit can be gained by our clients or customers and this is what people connect with – through feeling emotions rather than logical interactions.
I was already aware of this but the ‘why’ topic led on to the benefits of creating a ‘Brand Manifesto’, as opposed to a ‘Mission Statement’, to share your core values as well as the ‘why’, or intentions, behind ‘what’ you do in your business.
My three most important core values – firmly established over 25 years ago during the early days of my three-year training as a person-centred counsellor – are authenticity, integrity and empathy. I work in a heart-centred way rather than one that’s ego-based – hence being the ‘guide at your side’ rather than the ‘sage on the stage’!
My ‘why’, or intention, which has developed over the years, is ‘To enlighten people by sharing the powerful life-changing lessons I’ve learned along my journey, so they can change their mindset and discover inner peace & happiness, as I have.’
I’ve created a visual to support my Brand Manifesto, showing many of the very positive results that anyone can benefit from by embracing those lessons into their lives…