Why “Finding Your Why” Isn’t Enough Anymore with Kevin Perlmutter
“Finding your Why is a great leadership principle… but it’s been overused as a framework for brand strategy.”
Many brands from corporate to personal have adopted the “Find Your Why” approach to messaging and brand strategy, but as Michelle B Griffin and I discuss on the Ask The Brand Therapist Show, “Finding Your Why” without “Understanding Your Who” (your customers!) is a incomplete brand strategy that hinders the ability for your brand to connect emotionally and resonate with its customers.
During the show, we discussed the challenges and antidotes to a “What’s My Why?” approach:
The problem with only asking “What’s My Why” and how it leads to a half-baked brand strategy
The importance of discovering “Who’s My Who” for a complete brand strategy
How to have authentic, relevant conversations with your customers to understand what makes them tick
What the Limbic Sparks Brand Strategy is all about: where it comes from and how it works
Practical ways to implement emotional insights into your brand using the three steps to create Limbic Sparks - moments when a brand ignites someone’s interest and desire
Here are some Soundbites from our discussion about why “Finding Your Why?” is not enough:
“Finding Your Who is not just identifying who your audience is… it’s understanding them at a deep level… and connecting with them in a way that’s meaningful.”
“We’ve entered a new age, the age of emotion… where we are less likely to be sold to. We are more interested in prioritizing what is important to us in our personal lives and our work lives… and our BS monitors are up.”
“Most of the things that pass us by, we don't invest energy in. But if something crosses our path that we actually find to be relevant (something we like, need, want, or desire), we'll spend more time with it, get to know it, and be invested in it.”
“Limbic Sparks are when a brand or someone you encounter is someone… or something you instantly want to bring into… your world, and you get that instinctive feeling, because it's sparking your attention in a relevant way.”
“Bring curiosity into everything you do; don’t be afraid to ask questions, investigate who it is that you're trying to reach… understand what they spark to, and then turn that into something that is unique and compelling.”
“It's not about finding your why in isolation and shouting it from the rooftops. It's about finding your why, understanding your who, and then finding the natural intersections that make your brand relevant to the people you're trying to reach.”
I encourage you to listen to the full interview here.
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