People don’t buy what you do, they buy why you do it,” – Simon Sinek

At Next Edge Commercial Finance, we are entrepreneur-to-entrepreneur problem solvers. Standing out among competitors is a huge challenge for many emerging businesses. Here, we’ll share some secrets on one of the most impactful ways to rise above the crowd: rallying around a clear mission.  In other words, start with ‘why.’

Give Customers a Reason to Believe

What do you believe? How are you doing things differently? And most importantly, why are you driven to do what you do?  If you can answer those questions, you can connect with potential customers and partners on a different level. If people believe in your mission, they’ll go beyond giving you their business; they’ll champion you to others and evangelize for your company.

“People don’t buy what you do, they buy why you do it,” said leadership expert and bestselling author Simon Sinek. “People want to do business with people who believe what they believe.” Sinek is an adjunct at the RAND Corporation and also teaches Strategic Communications at Columbia University. In his famous TED talk, The Power of Why: How Great Leaders Inspire Action, which has nearly 37 million views on YouTube, he argues that inspired leaders and organizations communicate from the inside out, selling the ‘why,’ not the ‘what.’

Sinek’s TED Talk references the Law of Diffusion of Innovation, which explains how, why, and at what rate new ideas and technology spread. People are grouped into categories including innovators, early adopters, early majority, late majority, and laggards. The law states that the adoption of an idea (in this case your business’s new product or service) usually reaches critical mass at the peak of early majority phase.

Therefore, the more efficiently you communicate your mission—why you do what you do—the faster your best customers will seek you out, and the faster referral sources will tell their friends and colleagues about you. That critical mass equals a stampede of new, high-quality leads.

The Sales Stampede Starts with Why

Here’s where to start: take some time to write a mission statement that gets to the heart of why you do what you do. Display it somewhere people can see it on your website. And dig deep to write a short but sincere About Us statement that explains why you believe what you’re doing matters. Post it somewhere people can see it and don’t be shy about referring to it.

Next Edge Commercial Finance understands the unique needs of emerging businesses. We unlock funding opportunities where others can’t, but we also leverage our insights to help customers find the straightest path to success.

Contact us today to get started creating your company’s next competitive edge. It’s why we do what we do.