1. Why? What’s all the fuss about?

2. The most important question you’ll ever answer in business is this: WHY DO YOU DO WHAT YOU DO?

3. ‘The why’ encompasses your purpose, cause and belief. It helps you answer questions like: Why does my job matter? Why do I work so hard? Why do I keep going when the going gets tough? Why do I get out of bed in the morning? Why should other people care?

4. ‘The why’ behind your business is the inspirational force that creates two very important behaviors:

5. BEHAVIOR 1: BRAND LOYALTY

6. People don’t buy what you do. People buy why you do it. BRAND LOYALTY: APPLE CASE STUDY

7. WHY DOES APPLE DO WHAT IT DOES? “Because the ones who think they’re crazy enough to change the world are the ones who do.” -Steve Jobs Because ordinary is boring and different is good.

8. Lead with what We make great computers Follow with how They’re beautifully designed and simple to use Conclude with why Want to buy one? Lead with why Everything we do, we believe in challenging the status quo Follow with how We do that by designing our products beautifully and making them simple to use Conclude with what We happen to make great computers. Want to buy one? so what? absolutely!  BRAND LOYALTY: APPLE CASE STUDY

9. ‘The why’ gives you something to believe in. (and it will) Failure will not be an option. And if you believe in ‘the why’… when the going gets tough… BEHAVIOR 2: PERSERVERANCE

10. For-mission companies: These are the companies who give a damn. They’re led by social entrepreneurs who measure performance based on community impact, not profits and return. This mindset pervades culture and contributes to the greater good of society. THE SECRET BEHIND “THE WHY”

11. 1. Are you a for-mission organization? 2. If not, what do you need to do to become one? 3. What’s your why? ARE YOU UP FOR THE CHALLENGE?

12. Let’s Chat caitlin@angeloakcreative.com 919-607-3507