Every organization on the planet knows what they do. Some of them understand how they do it—their USP. Very few are able to articulate why they do it—their raison d’ȇtre. Yet, people don’t purchase because of what you do—they purchase because of your why.
In one of the best TED talks of all time, Simon Sinek challenges companies to live out of their “why”—their cause, their driving belief. It’s also one of the fundamental elements we emphasize with our clients. To be successful in inbound marketing, you absolutely must have agreement about your “why” as an organization—and you’ve got to live out of it…
