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Why ‘why’ is the most important question in marketing

You’ve gone into business because you love what you do right? Wrong. Well it might be partly true but that’s no where near enough to convince us or anyone to invest and also to convince yourself on the days when you most certainly don’t love it.

Why have you come to Startup Giants? Is it just because you love what you do? Right now that may be the case but if you’re coming to Startup Giants with an idea that you want investment for you’re going to need to dig much, much deeper than that.


Because for the people to believe in your concept with online tech as humans they need to see a humanised need for it. Not just a solid gap in the market place. It’s not enough to know what you you do, people need to know why you’re doing it, and ‘because I love it’ isn’t going to cut it. It’s not enough … you need to find an emotional benefit for them that they can believe in.

You may already have it but you need to identify it and speak about it clearly to be able to market it wholeheartedly.

At Startup Giants you will work alongside expert storytellers to find your message and hone it into the voice that your desired customer base will want to hear. But for now, grab a piece of paper and begin by answering these questions:
  • How does your concept benefit your end consumer?
  • Does it save them valuable time? More time for them to spend with loved ones or on their other ideas
  • Does it raise their productivity? This can be majorly stress relieving
  • Does it reduce energy usage?
  • Does it increase safety?
  • Does it aid communication in real-time?
  • Will it help them understand an issue that they’re having?
  • Does it spread the word about a particular matter close to your heart?
On a personal note, why is it essential for your own sanity to find your ‘why’? Frederick Nietzsche, a German philosopher said: ‘He who has a why can endure any how.’

Starting up anything new in life is essentially like forming a new habit. Some days it’s easy to do, some days it’s hard, but when you have an inherent ‘why’ running through your blood you can’t ignore that. It won’t go away, it’s an itch that needs to be scratched. In business you will definitely come across days where you don’t enjoy let alone love what you do and it’s those days where you need to tap into those extra reserves of purpose to find the will to keep going. If you’ve nailed your purpose, you’ll keep finding solutions o issues that prevent you from reaching it.

Ask yourself now: what value to someone’s day will your concept bring?

Delve deeper into the subject matter of ‘why’ with one of the most popular TED talks of all time: Simon Sinek breaks down how the best leaders inspire change … starting with, yep you guessed it, why … Grab a coffee and start watching.