So often we're told you can only make a profit or help people but you cannot do both. Truly disruptive companies think outside of the box, they realize that new thinking can help us change, grow, and breathe new life into a situation. As long as there is clarity on the "why" or the purpose behind the effort - the strategy remains focused. Organization's without a clear "why" or who under utilize their "why" as a placeholder mission statement instead of a form of culture often encounter problems such as uninspired work, frustrated team members, and lagging results.

An organization that realizes their why, embraces it and connects it to the bigger picture; empowers their organization and provides perspective for their customers. This grounding in your corporate identity better reveals the faces behind the screens. You can relate to your audience's "why". You can answer questions that push the needle forward such as "Why do they engage?" or "Where are they at in the journey?" and even "How can I provide value to them?" This is how organizations develop a real connection with people that means something... through a marketing methodology of meeting needs and creating value through the why. 

It works phenomenally well even if it is only the tip of the iceberg. The question is what is your why and are you clear on how to maximize your potential?

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