I recently bought an umbrella. It had the features I wanted: Extendable, sturdy, black color, on sale. 

You know what it didn’t have? A big, powerful “Why.” I didn’t care if the umbrella company was on a mission to save the earth from climate change and cure cancer. If it was, great. Cherry on top. But what I really wanted was a reliable umbrella that kept me dry. That’s it. 

I think all this “Why” talk started with Simon Sinek’s book Start With Why, which talks about the idea that people don’t buy what you sell, they buy why you sell it.

It’s an awesome concept, and an awesome book. But it’s not 100% accurate 100% of the time. And when it comes to selling your product or service as an online entrepreneur, you best believe nobody is going to care about your “Why” if your “What” sucks. 

They just aren’t 🤷 Or maybe they will, and then they’ll feel duped and never buy it again (and tell their friends never to buy it!). 

What’s more, needing to have some big “Why” behind your business puts so much unnecessary pressure on you! Maybe your “Why” is as simple as “Graphic design makes me happy!” “Writing is fun!” “Web design keeps the lights on for me and my family.” THOSE ARE VALID TOO. Never feel ashamed for having a straight-forward reason for doing what you do.

So if you’re just starting out in business, make SURE your “What” is on. point. Make sure you’ve invested in the skills, education, and practice you need to deliver an incredible product or service to your clients. Get proof of concept first, then spend hours ruminating on why your work is going to save the world 😉

Does this resonate? Do you agree? Drop a comment below!

P.S. Need help articulating your “Why” or your “What”? Hop on my 2022 project waitlist and let’s hone in on them together in the new year!