Businesses with purpose create better content

Articulating and communicating why you do what you do is the foundation of successful marketing today. Purpose helps you know what to say, and how to say it. Here’s help finding your purpose.

Not ‘what’ but ‘why’

Finding your purpose is the very first stage in creating truly valuable content and attracting the right business as a result.

Articulating and communicating why you do what you do is the foundation of successful marketing today. Purpose helps you know what to say, and how to say it. It will shape your content strategy. Purpose is the power that gives your marketing focus and drive.

Why? As the brilliant Simon Sinek says in his TED talk,

“People don’t buy what you do, they buy why you do it.”

Businesses that get it right thrive. Witness companies like Apple and IBM, Innocent and Hiut Denim who communicate a clear mission with emotional resonance.

Find your business purpose

But purpose can be a slippery thing to define. It exists at the touchy feely end of the spectrum. There are no immutable facts to hold you steady, instead you need to articulate the difference you make to people’s lives, the way you make them feel, or your big bold dreams for a better world.

Define your purpose, and the rewards are huge. Having a mission that you, your people and your customers get behind will make differentiating your business simple. Creating content becomes much easier. Companies that nail it consistently create more original, more creative, and more likeable content. They build tribes around what they do, so social sharing comes naturally.

The slides above were used to illustrate a talk we gave at the Bristol & Bath Marketing Network in January 2015. You’ll find a clip of Simon Sinek’s talk that inspired us, examples of three UK businesses that are winning on a mission, and some tips to help you define your purpose this year.

How to put this into action

All good but how do you put purpose to work in your business. Here are stories of how two of our clients uncovered their purpose and put it centre stage, firing up their business development in the process:

  1. Lesson from fintech success story Wealth Horizon – a story and content to disrupt the status quo
  2. How change experts Project One made the change – clear purpose, great content, stronger business

Other content you might find useful:

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  1. David Shaw

    Another great post as always! Do you ever have an off day? 🙂 I have just finished the audio version of Why and although had read it before it was like a new book. A must read. Have a great 2015 guys.

  2. Sonja Jefferson

    David – that’s very kind of you to say. Thanks!

    Are you referring to the Simon Sinek’s Start with the Why book? Couldn’t agree more if so.

    I also like this book: The Power of Why by C. Richard Weylman – particularly the first half: Interesting process to uncover a business’ why.

    Thanks again David. Catch up soon.


  3. Robert Craven

    Enjoyed the article – some great examples to support the case.

  4. Sonja Jefferson

    Thanks Robert. Very glad you liked it, and appreciate the comment. Sonja


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