Make Your Mark

Though it might sound strange, many start-ups and entrepreneurs struggle to answer a simple question: “Why does your business exist?” Many point to their product’s awesome features, or talk about how their service is cheaper than the competition. Yet these replies don’t answer the question.

Regardless of what you offer or how it bests the competition, you will never be successful unless you can answer this simple question. Why? Because the answer outlines your purpose.

Every successful business has at its core a purpose which aims to make society a better place and which its products and services aim to embody. No matter how many features your product may have, if it doesn’t solve someone’s problem, it can’t succeed.

So, before you even begin your business venture, you need to figure out your purpose: How do you hope to benefit the world with your product or service?

Nike, for example, is famous for its innovations, connections with sports stars and cool image. Yet behind all this lies a purpose: to help people reach their athletic potential.

As your business develops you will need to constantly ensure that your actions align with your purpose. One good way to do this is by always asking “why.”

For example, whenever you want to add something to your product or service, ask: “Why does this matter?” Why, for example, would you want to add a voice command function to your kettle?

Answers like “because it’s cool” or “no one else has it” are unacceptable, since they don’t relate to your purpose. On the other hand, if you are trying to solve a problem for arthritic customers who want to make a cup of tea, then your development has a clear purpose and you have a reason to proceed.