Market Who You Are By Saying Why You Matter

This is a guest post by team member, Joel Fortner. Be sure to follow Joel on his blog and Twitter.

Do you remember what you wanted “to be when you grew up”?

I bet it wasn’t someone who worked in a cubicle or a square office where motivation was solely found on a poster with a penguin.


Kids tend to think big, don’t they? When I was a kid, I knew kids who wanted to be doctors, lawyers, dancers and athletes. I never had a friend who strove to work from 9-5 on the third floor.

Somewhere along the line we stop being bold. Regardless of why, we get logical and find safety in blending in with the pack.

Then one day, we start a business or become a leader inside one and our finely-honed logic and fear dictate our decisions.

And when asked, “What do you do?” or “Who are you?” we say or write things like this.

We solve your needs by providing strategic solutions that leverage best practices to transform your business into a next-generation enterprise….blah blah blah. Gag me.

What does this even mean? Where’s the inspiration? Where are the people even found in this?

This happens when we lack courage. When we want to sound sophisticated.

The thing is this inspires no one. It does anything but build trust, let alone tell people what you offer.

So here’s an exercise I want you to do.

1. Get with your team and answer this question – Who are we?

Read what you’ve written down somewhere to describe your business. Talk about it for a little while. Write down what’s said.

2. Then ask, “Why do we matter?” And talk this through.

3. Compare your answers to both questions. In the second list, you will discover who you REALLY are.

Let this new perspective pour through your business. Let it shape your marketing and culture.

People want to buy from, work for and associate with people who inspire and grow them. When we don’t, we settle for less.

Who really wants to be less?

Question: Have you struggled with how you describe your business?



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Meet Chris LoCurto


Chris has a heart for changing lives by helping people discover the life and business they really want.

Decades of personal and leadership development experience, as well as running multi-million dollar businesses, has made him an expert in life and business coaching. personality types, and communication styles.

Growing up in a small logging town near Lake Tahoe, California, Chris learned a strong work ethic at home from his full-time working mom. He began his leadership and training career in the corporate world, starting but at E'TRADE.

22 thoughts on “Market Who You Are By Saying Why You Matter”

  1. Yes, we have struggled. This is a great framework and one I will be mentioning this morning during our staff meeting! Thanks for sharing Joel and helping others not answer this question with the same old, tired, “blah, blah, blah”.

  2. This takes courage to do and time to invest into the process. Many times we don’t want to take time away from “producing” to do these exercises. We need to see these exercises as a gateway to increased production.

  3. Very few businesses allow themselves to be vulnerable enough; trying to see how their customers view them. Even fewer define their purposes in such a manner as you described. Everything can be meaningful but if it isn’t defined there is rarely passion and purpose.

  4. I’ve found the difficulty of this exercise increases [and the willingness of leadership to try it decreases] in direct proportion to the length of time the organization has existed. Said another way, the longer we’ve been around, the harder it is to articulate why we SHOULD be around.

  5. Nice work Joel! Such a simple exercise, but it’s totally on point! Bringing the team into that discussion is a step that often get’s missed. It’s key however, because the people that interact directly with the customers probably have the best insight into the “why” that makes them special.

  6. I guess, it’s part of the process where we get confused of what’s really our purpose and how we can deliver it to our recipient in a way that they can understand our business better. But, as you go along through business each day, you will understand your purpose in the industry. Thanks for the post! Joel

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