The Power of Purpose: Why Knowing Your "Why" is Essential for Entrepreneurs
In the bustling world of entrepreneurship, where start-ups are as common as the sunrise, success stories often seem to hinge on exceptional ideas or relentless grit. However, beneath the surface of every thriving business venture lies a foundational key to success that many overlook—the most crucial question an entrepreneur needs to answer: What is my "why"?
Being a business owner has both mountain top moments and times of difficulty. Every seasoned entrepreneur will tell you that there was a time where they wondered why they even started a business, woke up at 3am in a cold sweat from anxiety over the business, or experienced moments where they thought they would lose it all.
It’s in moments like these that we need to cling to our “why” and it’s the reason we need to start our business knowing the purpose behind it. It will get you through the hard days and keep you grounded when all else seems to be falling apart. Looking back over the 14 years I’ve been in business, I’ve had plenty of mountain top moments and equally as many moments in the valley. People are often drawn to business ownership for the promises of reward, but nobody tells you about long work hours, endless demands, or countless factors outside of your control.
Even so, if I had to do it all over again, I would absolutely do it! I love being a business owner because I believe that businesses help our communities and provide in a way that resembles “neighbor helping neighbor”. When I start to really struggle, I always go back to my “why”.
The "Why" Behind the Brand
Barreling forward without a clear "why" is akin to setting sail without a destination. You may drift aimlessly, responding to the tides of market trends, winds of competitor moves, or your feelings in the moment. While these factors hold significance, they should not be the primary guidance system for you.
Your "why" is the center around which every business decision, big or small, revolves. It's the reason customers will resonate with your brand and employees will come to work with you. When you know your purpose, others will see it too!
When I originally started my first mental health practice in 2010, I called it “Two Roads One Path Counseling”. I named it this because I loved the Robert Frost poem, “The Road Not Taken” and the idea that all adults have choices in life that can ultimately lead them to the life they want for themselves. I loved the idea of taking control of what we can, doing the hard work necessary to get to our destination, and taking the road less traveled that would make all the difference in life.
My “why” and original idea of “Two Roads” has evolved over the years and now we have a clear “why” and brand with our Two Roads Wellness Clinic and our integrative healthcare model that focuses on personalized healthcare and getting to the root cause of problems and concerns.
Defining Identity and Culture
The "why" is the DNA of your business, shaping its identity and culture. It transcends logos and color palettes, becoming the story that employees and consumers alike connect with and champion.
Attracting Like-Minded Individuals
Your "why" serves as a corporate beacon, attracting individuals who believe in and are inspired by your mission. This not only gives you access to talent that is invested in your vision but also creates a workplace environment that encourages innovation and cooperation.
I have found that not everyone agrees with the “why” behind our company Two Roads Wellness Clinic. I’ve had employees leave over the years that couldn’t or didn’t see the “why” or understand it very well. One person even called us the “kitchen sink clinic” as they didn’t understand how the different services all worked together to treat the whole person. In moments like that, I tried not to take them personally, but instead recognize that not everyone will understand your “why” or even agree with it. The important thing is that you believe in it and know that you will find your people!
Fostering Loyalty and Advocacy
Loyal customers are the Holy Grail of business. When your "why" resonates with them, it goes beyond brand loyalty; it transforms them into advocates, spreading the word about your brand with genuine enthusiasm. You will find your people! You’ll gain clients, customers, and employees that believe in your “why” and choose you over others because of that. I have an amazing group of people that work with me now that are dedicated to our mission and thousands of patients and clients that we support with our personalized approach. Don’t let naysayers change your direction when you know the end result you're striving for!
Let’s Create Your "Why"
For new entrepreneurs, identifying your "why" can be a daunting task. It's an introspective exercise that requires you to peel back the layers of conventional career goals and monetary aspirations and unearth the fundamental reason why you want to build a business. Here are some ideas to get you started.
Reflect on Your Values and Beliefs
What are the causes you're willing to champion? What change do you want to see in the world, and how does your business fit into that narrative? Take time for deep introspection and be honest with yourself about what truly drives your ambitions.
Reflect on Your Priorities
When considering your “why” behind your business, take some time to identify where you spend your time and energy. When I created my first business, it was a time in my life when choice and taking action were very important to me. As I got older and started dealing with a chronic health issue, I realized that I wanted my company to help get to the root cause of health concerns and mental health problems to create real results and lasting changes.
Reflect on Your Communities Needs
Your "why" should not just be about you or your business. It should serve a broader community or address a societal need. Crafting a purpose that is inclusive and far-reaching will attract a wider audience and a more dedicated following. I recognized that others were also struggling with mental or physical health issues that they felt like they either couldn't find help for, tried to find help but ended up on a long wait list for, or just felt like their provider wasn’t invested in helping them. Always try to meet a need in your community that aligns with your deeper why.
Communicate Your "Why"
Once you've unearthed your "why," it's crucial to embed it into every facet of your business. From your brand messaging to your product design, your "why" should be palpable. Transparently communicating your purpose invites customers to join a movement rather than making a mere purchase.
Storytelling as a Strategy
We love a good story! Craft a compelling story around your "why" that engages emotions and invites others to be a part of the tale. This narrative will not only serve as a marketing strategy but as the thread that weaves your business through the fabric of your market.
The story of Two Roads Wellness Clinic is about someone that’s on a health journey to find answers. They have been to many doctors and mental health providers, but feel like nobody has really seen them or heard them. We provide them with a safe place, compassionate providers, and time to slow down and get their needs met with real solutions. We call this taking the road less traveled on the healthcare highway.
Staying Genuine
In an age of authenticity, consumers can sniff out insincerity a mile away. It's not enough to simply state your "why"; your business practices and policies must align with it. Staying true to your purpose, even when it's challenging, is what will ultimately earn the respect and loyalty of your audience. We’ve all witnessed a company that we believed in fall apart or make decisions that we ended up not wanting to use or support anymore. Bring your whole self into your business. Be authentic and stick to what you really believe.
Revisiting Your "Why"
Lastly, your "why" is not a one-time exercise. It should be a living, breathing component of your business that grows and evolves with you. Regularly revisiting your purpose can lend fresh perspective and reinvigorate your motivation and strategy.
As I mentioned earlier, I have often revisited my “why” and it has evolved over time. This is more than ok, it’s a normal process in growth! So take the time to unearth your "why" and let it be the guiding force behind every decision and action you make. Keep revisiting and refining it as you grow and evolve, letting it be the compass that guides your entrepreneurial journey towards success. And remember, with a strong "why," anything is possible!
For business coaching support in developing your “why”, please visit our business coaching page.
About Two Roads Wellness Clinic
At Two Roads Wellness Clinic, we want to experience the difference of personalized health care. We’re an integrative health clinic offering a vast array of services including, mental health treatments such as EMDR (eye movement desensitization and reprocessing), family therapy, medication management, primary care, integrative nutritional support including genetic nutritional counseling, life coaching, massage therapy, physical therapy, infrared sauna services, community education and outreach, and more.
The Two Roads Wellness Clinic team of therapists, medical and nutrition staff, massage therapists, life coaches, physical therapists, and emotional support animals are ready to help you find an integrated approach to your wellness. To schedule an appointment, visit our contact page, to get started at one of our convenient locations in Champaign (Crossing/University Ave.,) Danville, Mahomet or Covington.
