Who cares about what you do? That is boring in and of itself. It is sterile in a world full of people and companies that do what you do.
If you communicate with a focus merely on your function, then it is hard to connect with that part of you which the world craves in your leadership. We want to know why you do what you do. The why is more important than the what. It is what fuels the leaders and tribes of today and harmonizes their relationships.
Here’s how it looks:
- Believing that simplicity is beautiful . . . but you just happen to make software that is simple.
- Thinking that performance and intensity is what matters . . . and you happen to use bootcamps to get people there.
- Living to make a difference and an impact . . . but you happen to write and share self-help tips.
- Believing that a job is a dangerous thing . . . and you happen to consult to help people start the entrepreneurial journey.
The Why Is What You Believe
Starting with what you believe and relating to people that share your beliefs builds immediate connection. They “get you,” and they want to follow because it resonates with their own beliefs. Your inspiration makes it about them.
I get along great with people who want to make things happen and go after things. People who believe substance is more important than appearances get me. I believe it, and they believe it. It makes connecting easy. What we happened to do business around becomes secondary. What I believe and what they believe is what constitutes a partnership towards some goal together.
You will get to apply this in many situations whether it’s in trying to win a new customer or in answering the common question of “What do you do?” Instead of starting with the what, how about telling them why you exist and do what you do. Then let them know what you just happen to do. See if they believe with you.
