Unleashing the Power of 'Why' –Farquharson/Tedesco
"Why" Creates New Market Opportunities. Few businesses want to be pigeonholed as the provider of just one product or service. Framing your business in terms of "why" gets you out of this trap.
Back to Apple, one last time. Apple has long infused their "why" statement—"Think Different"—into everything they've done. Yes, they started as a computer company, but that soon became almost an afterthought.
"Why" is malleable. General, but compelling, slogans like "Think Different" can be applied to virtually any product. This is one reason why Apple has moved seamlessly into the phone, TV, tablet and other electronics markets, while many of its competitors—hello, Dell—have had trouble diversifying.
"Why" in Action—a Lesson from Health Care IT. One of your authors has a client in Silicon Valley's health care IT industry. When the business relationship began more than six years ago, this company had a problem: many potential customers didn't understand what they did because the company's messaging was caught up in technical details. They'd failed to compellingly answer the "why" question for prospects.
This company had an impressive "why" message up its sleeve. They exist to make hospitals safer, to make health care safer and to ultimately make the world safer. A little more compelling than "we offer software solutions for health care organizations," isn't it?
Making "Why" Real for Your Printing Company. Here are some tips for developing and communicating your "why" message. Be ambitious and broad reaching. Your "why" statement should be big.
Try finishing these three sentences. "My company exists because___. Our purpose is to___. Other people should care because___." This exercise might be all you need to arrive at your compelling "why" message.
Now, let the world know. Develop marketing content to support your new message. Run your "why" message through your:
• Video content—Create a brief flash video that concisely and compellingly answers the "why-how-what" question. This will engage your customers and prospects more than another "history of X company" corporate YouTube video.