By Meghan Ritchie, Owner – Trustal Recruiting
As a small- or mid-sized business owner, you’ve likely been asked at some point, “What is your ‘Why’?” It is a simple question, yet one that deeply probes the core of your business. What is your purpose? Why does your company exist beyond making a profit? This question touches on the passion behind what you do. Leading with purpose is the secret ingredient that transforms a good business into a great one. It taps into people’s own reasons for following you and that is much better than trying to persuade them to do so.
If someone asked you right now, “What’s your Why,” could you answer it immediately? And more importantly, would your answer inspire others? The truth is, people do not just buy what you do, they buy why you do it. Simon Sinek famously explained this concept in his 2009 TED Talk, Start with Why. He shared that great leaders and organizations start from the inside out, communicating their purpose and belief system first, which then attracts customers, employees, and vendor partners who share those same values.
Five Reasons Why Leading with Purpose is Crucial for Your Business
1. Clarity and Authenticity Drive Engagement
Without a clear “Why,” your team, customers, and vendors may lack emotional connection, leading to mediocrity in their work or even disengagement. Leading with authenticity by sharing your core beliefs and passions helps build trust and inspires genuine loyalty. (The cost of turn-over is expensive!)
2. Your “Why” Influences Motivation and Performance
People are more committed and motivated when they believe in your purpose. Talented employees and quality products are not enough if there is no shared belief. Genuine buy-in from your team and partners is essential for reaching your full potential because people will work harder and smarter, because they authentically care.
3. Connect Emotionally by Communicating from the Inside Out
Tapping into the limbic system, the emotional center of the brain, is key. Instead of just listing facts, tell stories and express convictions that resonate emotionally, inspiring trust, loyalty, and action. Doing this taps into people’s drive, without them often realizing it. They feel good at work and want to be there, and sometimes they’ll say, “I don’t know exactly why I like working here; I just do!”
4. Purpose-Driven Leadership Attracts and Aligns the Right People
Clearly articulating your “Why” makes it easier to find and hire people who share your values, creating a “right fit.” When team members believe in your purpose, they are more committed to helping you achieve your vision. This is why the phrase “right fit, right seat” is critical. It is in this order for a reason. The “right fit” should be first and MOST important when considering new team members. It is the stickiness that creates a strong, committed team.
5. Purpose in Marketing and Business Success
Centering your messaging around “Why” attracts like-minded customers and partners, fostering meaningful, value-based relationships. Success is about inspiring others, not just offering the best products or services. Often, businesses’ “Why” is expressed in their taglines such as Nike’s “Just Do It” or Apple’s “Think Different.”
Take the time to discover or reconnect with your “Why,” the passion and belief that fuel your business. If you are not doing so, share it boldly and proudly and watch as others are inspired. Your purpose is your power. Use it to light up your team, inspire your customers, and make a meaningful impact in your community. My guess is that you will be amazed at the results.
Meghan Ritchie is the founder of Trustal Recruiting, a firm specializing in recruiting services for home services companies like electrical, HVAC, roofing, plumbing, and other trades. The company collaborates deeply with its clients to develop their teams over time. Learn more at trustalrecruiting.com.
