When we started FiveFour in early 2018, the vision of the founders was to teach everyone what had made our individual businesses successful: a remarkable customer experience.
But what we discovered is that, with our customers, most needed a step before that. They needed to start with WHY.
I was reminded of this while listening to Simon Sinek’s book, Start with Why: How Great Leaders Inspire Everyone to Take Action. Sinek writes:
It all starts with clarity. You have to know why you do what you do. If people don’t buy what you do, the buy why you do it, so it follows that if you don’t know why you do what you do, how will anyone else? If the leader of an organization can’t clearly articulate why they organization exists in terms beyond it’s products or services, then how does he expect the employees to know why to come to work?
If a team doesn’t know WHY it’s important to have a great experience for their customers, teaching them WHAT to do has far less of an impact.
That’s why the Define the Culture is the first of the four steps in my 4D Transformation Method and Design the Experience is the second. We have to start with WHY.
Sinek perfectly describes the type of business we most frequently deal with:
When organizations are small, WHAT they do and WHY they do it are in close parallel. Born out of the personality of the founder, it is relatively easy for early employees to “get it.“ Clarity of why is understood because the source of passion is near – in fact it’s physically comes to work every day. In most small businesses all the employees are all crammed into the same room and socialize together. Simply being around a charismatic founder allows that feeling of being a part of something special to flourish.
But, as Sinek writes, For companies of any size, success is the greatest challenge. When businesses grow and employees are no longer around the leader all day, every day, the WHY can get fuzzy and disengagement creeps in.
The answer is almost always to rearticulate the WHY. Sinek writes:
Finding WHY is a process of discovery, not invention…the WHY from every individual or organization comes from the past. It is born out of the upbringing or experience of an individual or small group.
And in our experience, that rediscovered WHY always includes something that was done for the customer, which perfectly sets the stage for focusing on customer experience.
How’s the WHY of your business? Has it gotten a little fuzzy? Take my assessment to find out and then chat with me about how to rediscover your WHY.