Finding Your ‘Why’ Instead of Your “What”

Nonprofits and companies are often very good at talking about what they do.

But the organizations that have the greatest success connecting with donors or customers, motivating people to spread the word, or getting media attention typically spend little time just talking about their programs, services, or products.

Instead, they are adept at articulating why they do what they do.

They look beyond just providing meals or medical care or clean water. They are laser focused on showing people why these services are important -- and what they hope to accomplish by doing their work.

They don’t just sell a product. They empower people to live better lives.

If you're struggling to find your voice or having a hard time connecting with potential supporters or customers, it's important to take some time to think clearly about the core essence of why you exist -- and then commit to ensuring that you articulate that 'why'.

What is easy. Why is hard.

It's easy, for instance, for the charity that provides meals to rattle off how many meals it serves and the need to make sure its shelves are stocked with cans of vegetables and boxes of pasta.

But if you're looking to move people in a deeper way and advance your cause to achieve more meaningful results, it's important to move beyond just talking about the what (the cans and boxes) and being able to articulate the why -- purpose behind what you do.

Why are you working to feed people?

What is the larger impact of your work?

What is your ultimate aim?

These questions require a deeper level of thought than the simple question of "what do you do?”

By taking the time to answer these questions, however, you gain a clearer sense of purpose. 

In turn, you have a much better chance to inspire people to take action on your behalf, change minds, and get attention for your work.