Understand the Power of WHY: Unlock the Path to Business Success

Knowing your WHY can elevate your business above the competition. It serves as the driving force behind your decisions and actions, providing clarity and focus. When your WHY is clear, it becomes a magnetic force that attracts like-minded customers, employees, and partners.

   Reading time: 7 minutes


Welcome to our comprehensive insight on finding the power of WHY, your HOW, and WHAT – three key components to unlock the path to business success. In this featured insight, we will delve into the essence of these three critical aspects and how they can propel your business to new heights. 

Given the current state of Nigeria’s macroeconomic indicators and its negative impact across organizations (see below), it is imperative for businesses to understand their purpose, methodology, and offerings as crucial in today’s competitive market, via the following:

  1. Establish a clear and compelling value proposition that inspires their customers to take action.
  2. Meaningfully communicate with all stakeholders.
  3. Differentiate their brand from others in their respective industries.
Uncover the power of Why for business success. Find your purpose, inspire your team, and thrive in a competitive market.
Nigeria's Macroeconomic Indicators

The Power of Purpose

Understanding the WHY

At the core of every successful business lies a strong sense of purpose, the WHY. It is not just about making profits or offering products and services; it’s about having a deeper reason that drives your company’s existence. Your WHY is the core purpose and belief that drives you and your business. It is the reason you do what you do beyond making profits.

Simon Sinek, a renowned author and motivational speaker, introduced the concept of “Start with WHY,” emphasizing the importance of identifying and communicating your purpose to inspire others.

The Impact of Knowing Your WHY

Knowing your WHY can elevate your business above the competition. It serves as the driving force behind your decisions and actions, providing clarity and focus. When your WHY is clear, it becomes a magnetic force that attracts like-minded customers, employees, and partners. It forms the foundation of your brand’s story and influences the decisions you make. Having a strong WHY is crucial for long-term success, customer loyalty, and sustainable growth.

Communicating the ‘WHY’ taps into the part of the customers’ brain that influences behaviour and inspires action. This is why the Golden Circle model is considered an influential theory of leadership.

Uncover the power of Why for business success. Find your purpose, inspire your team, and thrive in a competitive market.
The Golden Circle

Discovering Your WHY

Self-Reflection and Analysis

Discovering your WHY is a process that requires deep self-reflection and analysis. As a business, you need to ask yourself meaningful questions, such as:

    • What are our core beliefs and values?
    • What motivates us beyond financial gain?
    • How do we want to make a difference in our customers’ lives?

Involving Your Team

Your company’s WHY should not be solely determined by the top management. Involve your team members in the process of uncovering the organization’s purpose. By including diverse perspectives and insights, you can create a more holistic and authentic WHY that resonates with everyone in the company.

Listening to Your Customers

Understanding your customers’ needs and desires is crucial in defining your WHY. Conduct thorough market research, engage with your customers through surveys and feedback mechanisms, and listen to what they truly value in your products or services. Aligning your WHY with your customers’ aspirations can strengthen your brand and boost customer loyalty.

Embracing Your WHY in Business Practices

Alignment with Business Strategies

Once you have discovered your WHY, it should permeate every aspect of your business. Align your marketing, product development, and customer service strategies with your purpose. Ensure that all your business practices reflect your WHY, creating a consistent and authentic brand experience.

Authentic Brand Storytelling

Storytelling is a powerful tool for conveying your WHY to the world. Craft authentic brand narratives that showcase the journey of your business, highlighting the values and beliefs that drive your organization. Compelling storytelling can captivate your audience and build emotional connections that lead to long-term customer loyalty.

Attracting the Right Audience

Having a clear WHY helps you attract the right audience for your products or services. Customers who resonate with your purpose are more likely to become brand advocates, spreading the word about your business and contributing to organic growth. This targeted approach can save marketing resources while achieving better results.

The role of WHY in crafting the BIG IDEA

Most organizations and creative agencies struggle to craft the right positioning statement during the process of creating their big idea. In the end, most of the big ideas created, fail to connect with  consumers, and therefore, most product/service propositions fail to reach their potential – leading to major recurring wastages in the marketing budget.

Organizations must therefore craft their ‘WHY’ and use same as the positioning statement – this is where the disconnect lies. Creative agencies should work with us to bridge this gap on behalf of their brands/organizations. 

Uncover the power of Why for business success. Find your purpose, inspire your team, and thrive in a competitive market.
Develop the right Positioning Statement ("WHY")

Building a Purpose-Driven Culture

Fostering Employee Engagement

When employees understand and align with your WHY, they become more engaged and committed to their work. A purpose-driven culture motivates your team members to go beyond their job descriptions, contributing their best efforts to the greater vision of the company.

Empowering Decision-Making

Having a clear WHY provides a solid framework for decision-making. Employees can refer to the company’s purpose when facing challenges or making tough choices. This shared purpose streamlines the decision-making process, ensuring that every action taken contributes to the overall mission.

Creating a Positive Impact

A purpose-driven culture extends beyond the confines of the workplace. It fosters a sense of responsibility towards society and the environment. By aligning your business with a greater purpose, you can contribute to positive change and social impact, which can, in turn, resonate positively with your customers.

Measuring Success Through Purpose

Beyond Profits

While profits are essential for the sustenance of any business, measuring success solely based on financial metrics can be limiting. Embrace a broader definition of success, one that encompasses the impact your business has on the world and the lives of your customers.

Impact Metrics

Identify and track impact metrics that reflect your WHY. These could include customer testimonials, feedback surveys, social media engagement, or the number of lives positively affected by your products or services. Measuring impact can provide valuable insights into the effectiveness of your purpose-driven strategies.

Evolving with Purpose

As your business grows and evolves, your WHY may also transform. Embrace change while staying true to your core values. Continuously reassess and refine your purpose to keep it relevant and aligned with your vision for the future.

Identifying Your “HOW”

Your “HOW” represents the strategies and approaches you employ to achieve your business goals. This step involves recognizing your strengths and skills as an entrepreneur or business owner. Here are some ways to identify your “HOW”:

Assess Your Unique Strengths

Take an honest inventory of your strengths and areas where you excel. These strengths will become the building blocks for your business strategy.

Set Clear Goals and Action Plans

Outline specific and measurable business goals. Break them down into actionable steps and create a timeline for achieving them. Having a well-defined plan will keep you on track and accountable.

Embrace Continuous Learning

The business landscape is constantly evolving. Stay adaptable by embracing continuous learning and acquiring new knowledge and skills to stay ahead of the competition.

Discovering Your “WHAT”

Your “WHAT” represents the products or services your business offers, as well as the value it brings to customers. To discover your “WHAT,” consider the following aspects:

Identify Your Passion and Niche

What are you truly passionate about? Identify areas where your interests align with market demands, and find a niche that sets your business apart.

Define Your Unique Selling Proposition (USP)

Determine what makes your products or services unique. Your USP is the distinct value proposition that sets your business apart from competitors.

Focus on Solving Customer Problems

Understand the pain points and needs of your target audience. Tailor your offerings to address these issues effectively.

Aligning Your “WHY,” “HOW,” and “WHAT”

The true power lies in aligning your “WHY,” “HOW,” and “WHAT” cohesively. When these elements are in sync, your business becomes a force to be reckoned with. Here’s how you can achieve alignment:

Craft a Compelling Mission Statement

Combine your “WHY” and “WHAT” to create a mission statement that encapsulates your business’s purpose and offerings.

Communicate Your Purpose

Ensure that your “WHY” is communicated effectively to your team and customers. Share stories that exemplify your purpose and inspire others to be a part of your journey.

Stay Committed to Your Values

Integrate your “HOW” into your daily business practices. Stay true to your values, even when faced with challenges or opportunities that may tempt you to deviate.


Finding your WHY is not just an exercise in branding or marketing; it is the heart and soul of your business. Embracing a purpose-driven approach can differentiate your organization, attract loyal customers, and empower your team to achieve greatness. Remember that your WHY is unique to your organization, and by consistently living it, your will be propelled on the path to business success.


  1. Why is finding your WHY important in business? Finding your WHY is essential because it aligns your passion with purpose, unleashes intrinsic motivation, guides decision-making, inspires others, and fosters resilience.
  2. Can my WHY change over time? Yes, your WHY can evolve as you gain new experiences and insights, allowing for growth and adaptation.
  3. How does understanding my WHY benefit my team? When you have a clear purpose, it inspires and unites your team, creating a shared vision and sense of meaning.
  4. Can my WHY impact my business’s brand? Yes, a compelling WHY can resonate with customers, creating a strong brand identity that attracts loyal patrons.
  5. How does finding my WHY help with decision-making? Your WHY acts as a guiding compass, helping you make aligned and purpose-driven decisions for your business.
  6. Can finding my WHY help me overcome challenges? Yes, knowing your WHY provides resilience during tough times, fueling your determination to persevere.

Need Help?

At Carthena Advisory, we can help you craft the perfect WHY, HOW and WHAT. We also provide strategy facilitation and development services to build the right competitive advantage, increase productivity, and drive growth and profitability. Contact us or visit our strategy development and implementation monitoring capability for more information.