Why?

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Why does your organization or brand exist? Why should anyone care that it does? Why do you do what you do every day?

I love Simon Sinek’s TED Talk and book, Start with Why. Understanding the why of your brand or business provides a clear vision that can inspire you and your team, and — as you plan the growth of your business — can help illuminate ways to align your brand values with your audience’s values.

After years of telling every workgroup and roundtable I’ve been a part of to watch Sinek’s TED Talk, someone asked what was my business’s why.

Why branding/design/communications?

Because communication is the lifeblood of relationships.

Just like with personal relationships, brands need to communicate well if they are to connect and maintain strong relationships.

Design is a powerful and effective way of thinking, planning, and making ideas and information clear and relatable to people. In other words, design is a tool for communicating. Design is an industrial-strength how that can help deliver your why.

Communication, design, branding — whatever your preferred term for that fusion of activity and ways of thinking — connects dots. It helps people (brand people and customer people) connect. Which helps companies grow. (And if not done well, can do the opposite.)

Bad communication > weak relationships

Good communication > strong relationships

Relationships that fuel growth for your brand and business.

Sinek does a wonderful job of explaining how leaders and organizations can start with why to align and inspire their teams in this short version (only 5 minutes) of his TED talk. Why not watch it now?

—Joy

 

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