When I was a student in the 1990s, I had no idea about the Why of companies. I was deeply passionate about marketing and strategy courses. The BCG matrix and Michael Porter’s Market-Based View/Prescriptive approach were the absolute hits. However, what struck me most, a few years earlier, was a 12-foot verse from Nicolas Boileau, a French poet and writer who lived during the time of King Louis XIV:
“Ce que l’on conçoit bien s’énonce clairement, Et les mots pour le dire arrivent aisément”
from L’art poétique (1674). This translates to “Whatever is well conceived is clearly said, And the words to say it flow with ease.”
To be honest, I had forgotten about it. The rise of company positioning has become a business priority. Positioning is now explained in clear and simple words.
The Golden Circle: The Alpha & Omega Of Clear Positioning
Flash forward to 2017 in Heidelberg, the charming German city along the Neckar river, in the affluent Bundesland of Baden-Württemberg. We at Nytro Marketing were attending an internal workshop. Why? Because we were feeling stuck in the creative process for a client. To maintain clarity, we decided to engage an external consultant and hired brand equity strategist Gabriela Lungu. The focus was on brand equity for a leading ERP vendor in Europe.
When you have enough professional experience, you can advise customers effectively. However, humility remains a valuable personal and professional trait. Sometimes, you think you don’t need to revisit marketing basics. This is a mistake.
Revisiting the fundamentals, we were introduced to Simon Sinek’s legendary TED talk about the Golden Circle from 2010. Years later, it remains an inspiring moment to show this video, despite its poor image quality, to a customer. Simon Sinek’s tremendous talent is so unique that very few can even compare.
Discovering My Own Business’s Why, How, and What
Given the large number of marketing experts on LinkedIn, I decided to apply my own recommendations. I treated myself as a client.
Finding the Why (My Purpose)
I believe in helping businesses to realise their potential and to reach their sales goals. My passion lies in bridging the gap between cutting-edge software solutions and the diverse needs of businesses.
By understanding the unique challenges in the software industry, especially regarding SAP, I aim to meet client expectations. My goal is to exceed their expectations while driving growth and innovation in every project I undertake.
Identifying the How (My Process)
With over two decades of experience, I approach lead generation with a blend of proven strategies and innovative tactics. My method involves deeply understanding the specific needs of each client. This applies whether they are software vendors like SAP or reselling partners.
This approach leverages both online and offline marketing techniques. It ensures a comprehensive and targeted reach for clients.
I implement the basics of growth marketing with the right mindset and tools typically used by B2C companies.
The IT industry is time-sensitive, focusing on quarter-based goals and budgets. I believe the test-and-learn mindset suits this sector well.
Listing the What (My Offering)
As a seasoned marketing professional, I offer mentoring and consulting services. I help clients implement comprehensive lead generation services tailored to the software industry.
My expertise includes a wide range of marketing tactics. These range from digital campaigns to traditional offline methods. All tactics focus on driving meaningful engagement and conversion for vendors and partners.
My services go beyond generating leads. They aim to create lasting, valuable connections that foster growth and success for clients in the software sector.
This introduction reflects your belief in technology’s transformative power. It showcases your adaptive marketing approach and specific lead generation offerings for SAP-related businesses.
It’s tailored to resonate with clients who value strategic depth and practical, results-driven marketing expertise.
The Why: Real-World Examples of Strong Statements
After discovering your own business’s Why, How, and What, it is valuable to see these principles in action. Let’s look at a few brands with a clear purpose. These brands have set themselves apart, inspired loyal customers, and influenced every aspect of their business.
Take Nike, for example. Their “Why” is simple yet inclusive: “To bring inspiration and innovation to every athlete in the world.” Nike makes a powerful statement that redefines an athlete. By adding, “If you have a body, you are an athlete,” they open the door to everyone.
This makes their brand about empowerment, not exclusivity. This motivational “Why” fuels everything they do. From advertising campaigns to product design, their messaging encourages people to overcome personal boundaries.
Nike positions itself as more than a sportswear brand—it is a mindset. This clarity in purpose makes marketing impactful and creates a meaningful narrative that resonates universally.
Similarly, Patagonia shows how a strong “Why” can define a company’s ethos. Their purpose, “We’re in business to save our home planet,” is more than a statement. It is a call to action. It shapes every decision they make, from sustainable sourcing to bold activism campaigns.
When Patagonia donated 100% of their Black Friday sales to grassroots environmental groups, it wasn’t just marketing. It was their core purpose in action. This authenticity creates a strong connection with customers who share those values. Patagonia becomes not just a brand but a movement people want to join.
Reflect on these examples and think about your own “Why.” How can it shape your products, services, and campaigns? How can it guide the way you engage with customers? Your “Why” should drive every decision, helping you craft a distinctive brand voice and a genuine impact your audience can feel.
Mastering Differentiation: The Ultimate Competitive Edge of The Why
Understanding the Why is crucial in today’s business landscape. It’s not just introspection; it’s a strategic necessity for differentiation.
In a world filled with choices, standing out requires more than being different. It demands being authentically and meaningfully different.
The Power of Self-Knowledge: Knowing yourself – your true motivations, strengths, and values – is the first step in crafting a unique value proposition. This self-awareness, or ‘Knowing Yourself’ (KYS), is crucial in a market where authenticity resonates more than ever with customers. Furthermore, it’s about aligning your business practices with your core beliefs, ensuring that every message and action reflects the essence of who you are and what you stand for.
Beyond the Norm: In the battle of acronyms, KYS (Knowing Yourself) versus KYC (Knowing Your Customers), the former sets the foundation for the latter. By understanding your own business deeply, you can more effectively identify and empathise with your customers’ needs, creating solutions that not only meet but anticipate their demands. Additionally, this deep connection fosters loyalty and sets you apart in a crowded marketplace.
Creating a Unique Space: Differentiation is not just about being unique; it’s about creating a unique space in the minds of your customers. Moreover, it’s about offering something that is not just different but also valuable and relevant. This could be an innovative product, a unique customer experience, or a brand story that resonates on a personal level.
The Ripple Effect of Differentiation: When you differentiate effectively, it creates a ripple effect. It not only attracts customers but also sets a benchmark in the industry, often leading to increased market share and profitability. More importantly, it fosters a culture of innovation within your organisation, encouraging continuous improvement and adaptation. As a result, differentiation becomes a powerful tool for long-term success.
In Conclusion
As we delve into the realm of personal branding and business development, let’s not forget the power of differentiation. By starting with ‘Knowing Yourself’ and understanding your unique ‘Why’, you can carve out a distinct place in the market. This journey of self-discovery and clarity is not just about standing out; it’s about being true to your vision and values, thereby creating a brand and a business that not only survives but thrives in the competitive landscape.
Remember, in the end, the businesses that succeed are the ones that are true to themselves, understand their customers, and consistently deliver value in their own unique way. So, as you embark on this journey, embrace the uniqueness of your ‘Why’, and let it guide you to unparalleled success.
I recommend starting with ‘Knowing YourSelf’ (KYS) before ‘Knowing Your Customers’ (KYC) in a battle of acronyms. To go deeper, I suggest reading the blog post on The Power of Personas in the IT Sector , an actionable idea to complement the work done on the ‘Why’.
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