As we begin this new year, a good question for every business owner, sales rep, and marketing professional to ask is this question: “What is my purpose?”

Why do you do what you do?

Simon Sinek says, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

If you want to grow your business or hit your quota, you better know your purpose.

It doesn’t matter whether you sell technology, financial services, jet engines, or widgets, you likely have competitors. Those competitors sell things that are very similar to what you sell. Most of them are probably good people and most of them offer good service.

How will you win business in a competitive environment like this?

One option is to lower your price. However, unless you have a dramatically different cost structure than your competitors, your race to the bottom will end in a huge thud!

The other option is to understand your purpose. Connect with your “why” and communicate it everywhere. Build your value around your purpose. Change your operations to align with your purpose.

In her book, Story Driven, Bernadette Jiwa shares multiple stories of companies that have gone through the process of connecting with their purpose. Her examples range from small photography businesses to organizations as large as IKEA, Virgin Airlines, and Michelin. In each case, the business had its breakthrough when it connected with its purpose.

How do you find your purpose? It begins by understanding your story. (I went through this process over the holidays. You can read my backstory here.)

  • What got you to where you are today?
  • What are your passions?
  • What has frustrated you?
  • What are your values?

These are the building blocks of purpose. Understanding, living, and communicating your purpose may be the key to breaking through to the next level of success.

Here’s to a great 2019!

Larry Levine

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