It is such simple advice and I am always surprised how many small businesses don’t follow it.

It all began with a 2009 TedTalk video by Simon Sinek - if you haven’t seen it, go search it out.

Of course, what Simon is really talking about is your ‘Value Proposition’. Simon defines a company’s ‘why’ as your purpose - what you believe in.

I’m more old school having learned my marketing fundamentals by reading the works of the legendary academic Philip Kotler.

For me your WHY is 'Why do you exist as a company’ - what problem do you solve and why as a potential customer should I care.

Once you have defined your why, always with the WHO front of mind (i.e. your ideal client or target market)

Then go on to explain your HOW - basically how you do what you do and how your approach, product, service is different / better than the competition.

And only then are you ready for the WHAT… that is the nuts and bolts of your product / service - its features and benefits.

What I love about 'The Start with WHY’ is

1. it’s easy to remember and

2. it turns everything on its head - so many companies start with the what which is not memorable and often a little boring. Leaving me thinking ‘So What?’ instead.

Starting with the why, if done right, makes people stop and listen.