find your why! communicate your value proposition with clarity and purpose
DESCRIPTION
“People don’t buy what you do, they buy why you do it,” is a methodology made popular by Simon Sinek in his book, Start with Why. While true in theory, many entrepreneurs struggle to define the “why” behind their businesses and, as a result, experience a brand identity crisis that erodes the value of their products and services. Drawing from proven case studies, Jackie Bebenroth offers practical guidance that will lead you to your “why,” then demonstrate how to best leverage it for immediate and long-term growth. Presented at the COSE Small Business Conference in Sandusky, Ohio in Fall, 2013.TRANSCRIPT
Find your why!
Communicate Your
Value Proposition with
Clarity & Purpose
Presented by
Jackie Bebenroth
Principal, Muse Content Group
@MuseContentGrp
@MuseContentGrp
People Don’t Buy What You Do, They Buy Why You Do It.The Golden Circle: A Simon Sinek Methodology
@MuseContentGrp
Why a Why?
• Guides strategic growth decisions• Draws likeminded, motivated employees• Increases customer loyalty and advocacy• Distinguishes you from competitors• Elevates value perceptions• Builds equity in your brand over time
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The Spice CircleThe Golden Circle Applied
@MuseContentGrp
Spice PositioningThe Spice Circle Communicated
WHAT
Restaurant, catering company, urban and suburban farms, concessions, community outreach, farm-to table dinners
HOW
Committed to growing & sourcing the vast majority of its ingredients from small family farms within 100-mile radius of Cleveland.
WHY
Spice of Life economic health and physical wellness of Cleveland communities.
@MuseContentGrp
Spice PositioningThe Spice Circle Communicated
@MuseContentGrp
Messaging Hierarchy
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Messaging Hierarchy…with Audience Interaction
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Spice MarketingThe Spice Circle Promoted
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Spice MarketingThe Spice Circle Promoted
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Spice Public RelationsThe Spice Circle Covered
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Spice Public RelationsThe Spice Circle Covered
"Upscale catering with a down-to-earth twist" is the tagline for Spice of Life Catering, chef Ben Bebenroth's company that pledges allegiance to all things regional,
seasonal, and sustainable. That includes not only purchasing 95 percent of ingredients from farms within
a 100-mile radius, but going so far as to grow foods specifically for your special event.
-Cleveland’s Best Caterer, Scene Magazine
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So, What’s Your Why?
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How to Find Your Why
• What was the primary reason that you started your business?
• What is the ultimate benefit you offer your customers?
• If you’ve grown your business over time, what core value has stayed the same?
• Finish this statement:
We believe that __________________.
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Start from the Outside In
Product
WHAT products/services do you offer?
Process
HOW do you create/source/implement those products/services?
Purpose
WHY do you do it?
@MuseContentGrp
Characteristics of a Great WhyAuthentic, Authentic, Authentic
• Representative of your mission/vision• Accurate to your current product/service
portfolio• Mutually beneficial to your buyer• Meets marketplace need• Reflective of your culture• Presents opportunity for future growth
without shift
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Examples of Viable Whys
• Contribute to economic vitality• Improve quality of life• Strengthen the family unit• Expedite the supply chain• Enhance the candidate experience• Achieve operational excellence• Transform perception in your industry
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Be Clear and Definitive
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Use Your Why Wisely
• Brand positioning• Brand ambassador training• Strategic planning• New hires• Marketing & Sales
