First up, if you've no idea what I'm on about when I say 'finding your why', take a look at Simon Sinek's inspirational video, here.
(Actually, worth a look, even if you're already familiar with it). Now, I'm a big fan of Simon Sinek, he talks absolute sense.
However, I'm not a big fan of the concept of 'finding your why' being mangled in far-too-quick training, which encourages you to nail it in a couple of hours. This is at best, not helpful, and at worst, actually harmful.
The problem with trying to rush into discovering your 'why', particularly under the pressure of a group environment, is this.
I've seen it happen. In absolute desperation to finish the task they've been set, I've watched small business owners grasp onto anything that sounds meaningful, just to have something to 'present'.
In this instance, you're much better off Saying "Gah, this is too hard" and admitting that really, right now, you just want to make money, and you haven't thought much further than that.
Because not having a 'why', well, it's not the end of the world. Give yourself time to really process what is truly meaningful to you, and it might just come to you. Probably over a glass of wine, in the middle of a conversation with someone, when you can't find a pen.
But, carrying forward a fake, made-up 'why', and actually using it, to shape what you do? That's much, much worse. Because marketing needs to be authentic. And you're not going to be authentic when you haven't even, truly, convinced yourself of your supposed why.
Conveying that, in a genuine way, to other people? Forget it. You are going to sound fake.
This is not a 'fake it 'til you make it' moment. If you can't come up with something that's truly from the heart, don't come up with anything at all. Overthinking it can also make you a little bit...self absorbed. When, realistically, your business is much more about your clients, than it is you.
I'll bet you already know your clients, really well. Focusing on them, and what's important to them, really gives you something to talk about. People love to feel understood, and it's the first step in building a strong connection. Put your efforts into showing your clients how very much you understand them, and you will talk authentically.
And, as you get ever more passionate about what's important to your clients, and serving them to the absolute best of your ability, you might just stumble across your own 'why' too.
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