Simon Sinek, the author of the book Start With Why, strongly believes that the “Why” of your business is far more important than the “What” or the “How”. In other words, know (and promote) your mission, reasons, core beliefs and raison d’etre, and the rest will take care of itself.
This might sound like a pipe dream with no relation to business reality, but in fact it’s an essential part of your brand. If you are your brand, it’s even more important!
I first came across Simon Sinek when he was interviewed on the Marketing With Coffee podcast. I then watched his TEDx presentation at Puget Sound last year: