I meet many people in various sectors, doing different kinds of business and I get to communicate with many brands. Almost always the meeting starts with a “tell me what you do” – usually from the CEO or otherwise business representative looking to perhaps hire me and my company for consults or community management service. The next step is for them to explain what they do. I get a lot of “we developed a [insert name here] that does [insert action here]”.
It is usually by that time that I ask them one very simple question: “why?”
To my surprise this question baffles most entrepreneurs and business owners I’ve met over the years. Some of them never really thought of the “why”. However, despite common though, the most important question for any business or brand is not “what do you do” (or what do you sell), but why do you do it and who do you do it for.