Why Knowing Your ‘Why’ is so Important for Your Business

The wafting aroma is the first to invade your senses.

Your fingers warm to the touch, twitching in anticipation. You raise the cup, eager to ignite your taste buds and spark your adrenaline. You don’t just want it, you crave it.

Coffee.

Every morning, millions start the day with all the prerequisites: shower, dress, drive. The day doesn’t really start, however, until that first sip of coffee. According to the National Coffee Association, the number of Americans who drink coffee on a daily basis rose to 62 percent in 2017. On average, coffee drinkers spend about $1,000 a year on coffee at $3 a pop.

We love our magic coffee beans, partially because they taste like manna from heaven, but mainly because coffee revs us up like hi-test gasoline.

The truth is, however, as an entrepreneur, it is not caffeine that really gets you going in the morning. The true source of any entrepreneur’s motivation is an internal spark that drives you toward success. You need a different kind of brew coursing through your veins—no less desirable, no less delicious—but more plentiful and abundant.

It’s your “why,” an internal java you can use to tap into during moments of challenge, to help push beyond your comfort zone and, ultimately, to achieve your goals.

Your “why” is the reason you started this business in the first place, and it goes far beyond the bottom-line. It is about what’s at the heart of your entrepreneurial actions. While your “why” may explain your desire for those tangibles, it’s about more than a single word, like money or fame or success.

As Simon Sinek says in his book Find Your Why, “Money is a result … the question we ask is, what is the reason (people) want the money. Is it for freedom? To travel? To provide a lifestyle for their kids that they didn’t have? The point is, money isn’t the thing that drives people. WHY goes much deeper to understanding what motivates and inspires us.”

Understand, however, your why, your internal cup of coffee, must be a special blend. It’s not some manufactured instant brand you’re dumping out of a tin can and into a coffee maker. It’s a matter of marrying five special tenets together to create the perfect entrepreneurial pot of everyday inspiration.

• Vision.

  Every entrepreneur needs to envision what they hope to achieve. It’s good to have always dreamed of owning your own business. Now that you’ve embarked on the journey, what’s the destination? What are you striving to achieve? The more clarity you can include in the answer, the more you can heighten the possibilities. To be successful is too vague. You need specific benchmarks, perhaps noting how much you want to make in Year 1, Year 3 and Year 5. Or how many clients you want to attain in those some periods. Why does vision need to be in the blend? Because reaching those milestones will keep you going?

• Values.

  Now that you’ve targeted a destination, what’s the mode of transportation. Hard work, of course, will be at the core, but your internal belief system will dictate how you reach those benchmarks. Will you do so with integrity and care for others, creating a foundation that will boost your future? Will you keep your principles at the forefront of your decision-making, never losing sight of what’s more important? Knowing that you’re guided by key standards will fuel your drive. Why do values need to be in the blend? Because how you succeed is more important than success alone.

• Talent

  The word immediately conjures visions of inherent, God-given gifts: Michael Jackson moonwalking across the stage. If you’re bringing natural abilities to the entrepreneurial effort, great. Talent, however, also can be acquired through training. The biggest key is determining the skills you need to succeed, taking a concise inventory of your strengths and weaknesses and then working to supplement them. Why does talent need to be in the blend? Because there’s always room for improvement.

• Passion.

  Your vision, your values and your talent all must be rooted in your passion. It’s the most essential ingredient in your special blend of why. Passion will make you sharpen your vision, elevate your values and enhance your talent. That love will make it seem like the blood, sweat and tears you’re putting in every day is worth it. It’ll spur you to complete the mundane tasks and nurture your euphoria when you’re truly doing what you love. Why does passion need to be in the blend? Because Mark Twain said, “Find a job you love, and you’ll never work a day in your life.

• Community.

  No one succeeds on their own. The greatest entrepreneurs had mentors who lent advice, friends who carried them through the struggles and even acquaintances who told them “no” when they needed a dose of reality. No one, especially those just starting their own business, has all the answers. But your “why” is built around a never-ending quest to find those answers. Why does community need to be in the blend? Because asking the right question and asking the right person can be more important than thinking you have the right answer.

At Rising Tide Innovation Center, our “why” centers on our passion for community. We’ve invested in this co-work space not out of necessity, but because building community excites and enriches us. In a word, our “why” is you. We’re passionate about creating a community to support entrepreneurs like you in making your dreams come true so that, together, we can create a positive impact on the world.

It’s why we can’t wait to leap out of bed in the morning. Well, that, and our cappuccino.