The basis for asking WHY we are doing what we are doing is to avoid a deep-rooted flaw in the way we build, brand, and market our new business. That flaw could lead to a division between what our customers, employees and community stakeholders truly care about and what he business stands for.
Answering the simple question, Why? Will guide us as we build this brand to be the most admired, profitable, and case study inspiring brand possible. To achieve this we must realize that our financial success and ability to survive the test of time lies not in chasing earnings or in trying to sell more “whats” to more “whos,” but in aligning our offerings and values with the “why” of our customers.