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WHY are you so special?

As business owners, we can sometimes get so caught up in the ‘doing’ of our business that we lose sight of the point of it all – building an amazing team that serves our customers’ needs.

Rather than just do the same things over and over each day, I’m a huge believer in stopping regularly to take stock of where we’re at.

What makes us so special? There are thousands of accountants / mechanics / mortgage brokers / florists in Australia. Why do customers come to us over a competitor? And what changes can we make to attract new customers?

The answer lies in understanding yourself: what drives our business, what benefits we give to customers, and – most importantly – why we do what we do.

What’s your why?

Simon Sinek’s famous TED talk, Start With Why, had a huge effect on me when I first saw it many years ago.

Your why is different to your mission statement. Your mission statement is the purpose for your business; it articulates who it is that you serve, and how you serve them, and explains what you give others (usually your customers).

Your why is why you do it: why you come to work each day; what gets you out of bed on those cold winter mornings; why your business exists; and why anybody should care. You need to find that underpinning reason behind why you do what you do – and then convey that to your team and your customers.

Just as importantly, your why is like a moral compass for your team members: it clearly states the behaviours and attitudes we want them to adopt if our business is to succeed.

It’s not what you do but why you do it that makes you different. To be honest, I don’t really like accounting—it bores the pants off me—but I love helping people. I do what I do because I’m passionate about changing people’s lives for the better, and giving them lifestyle options through financial freedom.

In the end, we were able to articulate why we went into business, and the ethos that drives us to this day, into The Practice’s WHY: Liberating People’s Lifestyles.

Understanding your why is immensely powerful, and will influence every aspect of your business: how you hire and train team members; how you greet customers; how team members behave; and your yearly strategic planning activities, to name a few.

Articulating ours was one of the best business decisions we ever made.



Join us in paradise to build your dream business

Business Masterclass  |  9-11 August 2018  |  Fiji

Email us for more details, or call (03) 8888 4000.