Inspired by Simon Sinek’s ‘How great leaders inspire action’ talk on TED, I’ve been contemplating these questions he asks:

“… very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit.” That’s a result. It’s always a result. By “why,” I mean: What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? “

This is important stuff, because the findings of his research prove that people don’t make decisions of trust based on what you do or how you do it, they trust you because they identify with why you do it.

So businesses like yours and mine need to give some serious thought to what those beliefs are and how we articulate them, if we’re to reach out to clients and customers more effectively.

To that end I’ve begun the process of capturing what I stand for. So far, I’ve come up with:

  1. I’m a clarity fascist who enjoys making things simpler and easier to understand
  2. I’m on a lifelong quest to help people be more honest and say what they really mean
  3. I crave functional utility and things* that really do what they say

*Whether that’s the tangible, like devices or useful objects (I’m a geek too) or the intangible, like words and pictures that motivate people and connect with them.

These values and beliefs are at the core of who you are; branded into your soul and inform everything you do. What are yours?

This deserves a more thorough post on the implications for copywriting.