Describing ‘who’ you are means unearthing your ‘what and why’

Telling someone you’re a lawyer or dentist tells me a little bit about your business.

It is who, with a very small ‘w’.

Such a generic description doesn’t reveal your heart and soul however.

Using a broad descriptor for your who doesn’t provide an opportunity to engage a stranger at a deeper level, because they can’t determine the real you.

Showing the inner who of your business can only be achieved by telling me your ‘what and why’.

In theory, ‘what’ should be comparatively simple.

But many businesses do a number of different things. The art and science is deciding on the one thing that best represents your offer.

Your ‘why’ is a trickier beast. It needs to be a an eyebrow raising reason for a customer to be intrigued enough to want to know more.

It takes some self-reflection, time, and perhaps a neutral outsider to mold your ‘what and why’ that resonates – both externally for, and just as importantly, internally in a business.

Get it right though, and nobody has any doubt about who you are.