How Defining Your Purpose Can Help Attract the Right Clients, Build Culture and Drive Success Embrace your "why," and enjoy long-term success.
By Ricky Navar Edited by Chelsea Brown
Key Takeaways
- A clearly defined purpose helps attract the right clients, leading to stronger, more productive relationships and minimizing issues like miscommunication and scope creep.
- A defined and clear "why" not only reinforces your market position and brand, but it also helps build a loyal client base and workforce that's motivated and aligned with your mission.
- Hiring and leading with your "why" fosters unity, passion and commitment among employees.
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When you ask someone about their career and job, they can easily explain what they do and how they do it, but if you ask them why they do it, many struggle with the answer. Knowing your "why" should serve as the foundation and be clearly defined, as it provides a powerful purpose.
Embracing your "why" can have a tremendous impact on your life, business and success as it not only helps attract the right clients but also can boost company culture and lead you on the path to sustainable growth.
Related: The Power Of Finding Your Why
Attracting the right clients
Many businesses and leaders feel they should serve and be open to every interested person or client who presents themselves. However, not every client is the right fit for your business. When you keep your purpose and "why" front of mind, it helps naturally attract clients who align with your values and beliefs, while discouraging others who aren't a right fit. This alignment saves time and efforts spent on meaningless meetings, proposals, etc., which allows you and your team to focus on delivering top results to the right clients.
Think back about difficult clients you've experienced — maybe they question your costs, approach and methods, or push the limits when it comes to your defined scope. They may not see or appreciate the true value in the services you provide, and oftentimes, it's because they do not align with your company's "why." You want to work with clients who align and resonate with your purpose, as they will be the ones who will trust, value and appreciate your expertise and services, often becoming long-term partners.
Avoiding misalignment and scope creep
If you do not have a defined "why," it opens the door to confusion and future issues such as miscommunication or client asks outside of your determined scope of work. By defining your "why," you reduce the chances of misalignment happening in the client relationship, which can cause frustration on both sides.
It's also important to set boundaries and expectations from the beginning in order to make sure everyone is aligned on objectives and to prevent misunderstandings. This helps develop a more productive and fulfilling relationship for both parties. Your "why" should serve as a guiding principle to keep your business on track and focused on its mission.
Reinforcing your market position and brand
In order to build your brand and establish your position in the marketplace, you need to set your business apart from the competition. A defined and clear "why" can not only make your business more memorable, but by showing your investment in the greater good and something other than just earning a profit, it can help attract both loyal clients and employees. Sharing your "why" along with your company story, mission and values makes your company more relatable and authentic. Think of this as another tool to build trust and loyalty, which contributes to long-term growth.
Related: An Inspiring Discussion With Simon Sinek About Learning Your 'Why'
Developing a unified team
Beyond your client relationships, a well-defined "why" plays a critical role in building a solid, unified team. If you hire employees based on just skill and experience, you may have a high-functioning workforce, but they may lack passion, loyalty and commitment. You want your team members to believe in your "why," so they are invested in your vision.
Employees who align with your purpose don't work solely for the paycheck — they are dedicated, innovative and take a sense of ownership and pride in their work. Those team members become a driving force delivering top-tier customer service that has an impact on the long-term success of your business. A team that shares a collective "why" is more motivated, resilient and can overcome adversity.
Your "why" is more than a simple mission statement — it is the core of your business. It impacts the clients you attract, your company culture and the long-term success of your business. Leading with a purpose draws you to the right people, including clients and employees, who share the same beliefs about what you stand for. It helps foster a profitable, fulfilling and sustainable business environment. I encourage you to take a moment and ask yourself: Why do you do what you do? The more clearly you can define your answer, the stronger your business will be.
