What Is the Purpose That Drives Your Business?

What Is the Purpose That Drives Your Business?

Yvon Chouinard was the founder of Patagonia, and he loved rock climbing. Being environmentally conscious, Yvon noticed the damage his climbing equipment was having on the rock faces. To try and prevent further damage, he began making his own equipment. This effort to look after the environment would become a driving force behind the business ethos. But, Yvon wasn’t saying he really cared about the environment just because it would impress people… He really meant it. And it shines through everything they do at Patagonia – From how they hire and manufacture, to how they sell, as well as spending millions of dollars on political campaigns to make everyone aware of what is threatening the planet currently.

Because Patagonia stays true to their purpose – the raving fans, customers, employees, sales, and profits, have continued to grow and impress the world.

So how do you communicate your ‘WHY’?
Sinek uses Apple as an example of this. If Apple were like everyone else and communicated from the outside in, their marketing message may sound like this:

“We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?”
But here’s how Apple actually communicates:

THE WHY: “Everything we do, we believe in challenging the status quo, we believe in thinking differently.”
THE HOW: “The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.”
THE WHAT: “We just so happen to make great computers. Want to buy one?”

Your ‘WHY’, or your purpose, should permeate all that you do in your business; The way you treat your clients and employees, the way you work, your marketing, and your culture. Purpose-driven companies make more money, have more engaged employees, and more loyal customers.

So be clear about your ‘WHY’ and above all else make sure it’s authentic.


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