When we look at our everyday lives – from childhood to adulthood – we all seem to have asked one question in situations where we do not understand something. And that question is simply: WHY? We all ask ‘why’ because we seek to understand. WHY has become a most powerful word in recent times. Be it in our life, love, work or the business that we do, we usually try to ask the question WHY to be able to ensure that we understand a message, a conversation, and/or a person. Globally and indeed in Africa, you would identify that with the most successful personal brands, influencers or businesses, there is one commonality. When asked the secret ingredient to the success of their business or themselves, they always tell a story with summary that ends with Purpose or Belief.
WHY can be defined firstly as REASON, secondly as DIRECTION and lastly as your PURPOSE. Irrespective of the definition of WHY, one key concept can be understood. It makes our messaging simpler, our conversations more concise and it relays consistency as to what we do. I refer to the WHY’s of our lives, love or business as THE MODEL. The Model is your WHY for starting a business or a movement. This model is what leads us to do what we do and to act the way we act. Globally, it has become a phenomenon underlying both personal and business success.
Your Model is a unique personality that lives, breathes and grows from an idea, an initiative or a dream into an empire of results. It is the constant reminder that keeps you grounded when you feel like walking out on your business. The market you sell to or what you sell is not enough to take you through the harsh times when the storms of failure come crashing at your door. The reason you start a journey is the mark of fulfillment when you start to see results and you begin to realize your dreams.
One thing that fascinates me about our WHY is its ability to bring humanity, authenticity and credibility immediately to any conversation, any story and any delivery. It is a key question that needs to be looked at more intimately in our spaces be it the corporate track, the entrepreneurship track or the personal track. It is a model that should be focused on at any point in the leadership journey.
A recent study from Korn Ferry showed that companies with teams focused on their organization’s purpose had annual growth rates nearly three times the annual rate for their entire industry. According to the survey, 90% of people who worked in a purpose-driven organization reported feeling engaged in their work. In companies that are not as focused on purpose, only 32% of employees reported feelings of engagement and connectedness with the work they were doing.
High Performers at different stages of their lives have raised the necessity of asking, ‘Why do I do what I do and why does my business do what it does? In all African and Global examples, you would see businesses set apart successfully based on their WHY. Right from the cocoa farms all the way to the boardrooms, everyone has a reason WHY they do what they do. When they focus on that reason, be it a painful reason, the need to solve a problem or make an impact or whatever it may be, that is the driving force to everything that they do.
Simon Sinek a global leadership coach summarizes it in this way, “People don’t buy what you do, they buy why you do it.” “The goal is to do business with people who believe what you believe.” This is the recipe for sustenance and followership of your business. When people understand the heart and soul behind the service or product you are providing they feel a deeper sense of connection with the business.”
From the Law of Diffusion of Innovation, it is said that if you want mass-market acceptance of an idea, you cannot achieve it until you achieve the tipping point between 15% and 18% market penetration. Early adopters are only about 13.5% of a population. This group is not as quick to generate a new idea but they are quick to embrace a product or idea that appears to be valuable to them. Once they feel like a product is useful they will do whatever it takes to obtain it. They are also very quick to offer referrals to others about the products that they like. Now, the early adopters are the people who will follow you relentlessly if they can find a connection with your product or service, if they feel the same way you do by agreeing with the reason you innovated your product. This section of people as compared to the Early or Late Majority and the laggards are the most likely percentage to jump on your bus to support you in your journey.
In summary, what you do proves what you believe in. I will end by reminding you through Simon Sinek’s words that leaders simply hold a position or authority. A true leader however, is a believer of something and inspires others who can buy into that cause to follow him.
Start to Believe, Sow, Inspire and Grow!
Are you ready for TRANSFORMATION?
Dzigbordi K. Dosoo: The H.E.L.P. Coach
Dzigbordi K. Dosoo is a Certified High Performance Coach, Global Speaker, Media Personality and award-winning Entrepreneur.
She is the Founder of Dzigbordi K. Dosoo (DKD) Holdings; the mother company that holds Dzigbordi Inc. & Allure Spa in The City. These brands provide services in Personal Impact & Development, Corporate Consulting, Wellness & Grooming.
Her coaching, seminars and training has helped many organizations and individuals to transform their image and impact, elevate their engagement and establish networks leading to improved and inspired teams, growth and productivity.
Her area of focus is Humanness, Entrepreneurship, Leadership and Power (H.E.L.P).