Flicking through the TV channels on Sunday morning I
happened to come across a programme that under normal circumstances I wouldn’t
be inclined to watch, but what I saw in those first few seconds of
channel-hopping got me gripped and also reminded me of one of the most powerful
drivers we have for business success, yet so few of us ever tap into it.
The programme was “Obese: a year to save my life” and
this particular episode focused on a lady by the name of Jacqui McCoy and her
Coach Chris Powell. Jacqui had been battling with her weight after being
attacked as a teenager. The traumatic experience left her mentally scarred and,
in order to attempt to numb her mind, Jacqui turned to food for comfort. As she
got bigger, her confidence dwindled and this meant saying goodbye to a
promising career in the theatre. The weight also caused numerous other problems
for her.
The point at which I picked the programme up was at her
first gym session and her Coach Chris was asking for another 5 reps of a
particular dumbbell exercise. With tears running down her face Jacqui was
adamant that she couldn’t do it…she had nothing left. As you know, a Coach’s
role is to help you to be the best you that you possibly can be and, with that
in mind, Chris asked the vital question that would make all the pain Jacqui was
going through worthwhile, the question “Why are you doing this?” to which
Jacqui replied, “So that I can have children.” to which Chris responded, “What
else?” and Jacqui reeled off a whole host of reasons why losing the weight was
so important to her.
Once, they were both clear on her ‘Why’ Chris demanded
another 10 reps and, at the beginning of each rep, reminded her why that
particular rep was so important. Hey presto, Jacqui completes the 10 reps. Her
Coach had helped her break through her mental barrier because he had got her
really clear on ‘WHY’ she was doing this. As a result of constantly tapping
into Jacqui’s ‘WHY’ he was able to help her shed a massive 207 lb’s!
You may be thinking to yourself “this is supposed to be a
business blog not one on dieting tips, so what has this to do with business?”
Simply, it has everything to do with business!
Business can sometimes be tough, cash flow can be tight,
customer businesses going bust and leaving you with a bad debt, competitors
under-pricing you, long hours, not enough personal income, people (including
your own team) letting you down… the list goes on, but you understand where I
am coming from.
It is in these times that we can sometimes think “Is this
worthwhile?” For some, it’s not and they give up. For others they may say “That’s the way it is
in this business it becomes the new norm,” but for just a small percentage they
choose not to accept these inconveniences; they are on a mission they
understand their ‘WHY’ and nothing is going to get in the way of them achieving
the outcome they want.
Quick question for you “which way of thinking is likely
to be more successful?”
Some more questions for you, after all I am a Coach:
·
What’s your Why?
·
Why put yourself through this?
·
What was it that drove you to start your
business in the first place?
The last question is a great place to start. When we
first start our businesses we are driven and enthusiastic and then reality sets
in there is a whole lot more to business than we first realised. A good
exercise is to take some time out, find yourself a quiet place where you won’t
be disturbed and ask yourself that question. You may have wanted to change the
world, change your industry, provide the best product, provide the best
service, produce the best results, you may have wanted freedom etc..
Once you are clear on why you started your business,
evaluate whether you are still on track.
Is it something you really have to, as opposed to want to achieve?
What you are creating here is a higher purpose for your
businesses existence and, from the customers’ point of view, it clarifies what
business you are really in. You might be, for instance, An Accountant, A
Solicitor, A Plumber etc., which lets people know what you do. By being clear
about WHY you are in business you are creating a uniqueness and point of
difference that will present a more compelling reason for your customers to do
business with you.
So once you are clear about your WHY, start shouting
about it. Have it on your web site, marketing, business cards. Make it a common
theme throughout everything you do.
Put in place strategies that will remind you of your WHY
on a regular basis, this could include images, dream boards, reminders on your
phone, screensavers etc. If you ever feel yourself flagging remind yourself WHY
you’re doing it. Fearful of picking up the phone to that customer that hasn’t
paid their invoice remind yourself of your WHY.
Up against it and need to get yourself another 5
customers this month, tap into your WHY you’re more likely to achieve it and
you never know just like Jacqui McCoy you might hit 10!
Thoughts:
“He who has a why to live for can bear almost any how”… Freidrich
Neitzche
“People don’t buy what you do, they buy why
you do it”…Simon Sinek
“When
you dance, your purpose is not to get to a certain place on the floor. It’s to
enjoy each step along the way”….Wayne Dyer
“When
you’re surrounded by people who share a passionate commitment around a common
purpose, anything is possible”…Howard Schultz
“True
happiness…is not attained through self-gratification, but through fidelity to a
worthy purpose”….Hellen Keller
“There
are only two ways to influence human behaviour or you can manipulate it or you
can inspire it”…Simon Sinek
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