By Bertrand McHenry and Dirk Cummins
The Lesson: Finding Your Starting Point 1) Why: In his best seller “Start with Why” Simon Sinek says the most important thing any business owner must do is to determine not what they do or what they sell but WHY they do what they do. Answering this question and learning to communicate it fluidly and effectively is critical to your success. The reason for this is our market place is hyper-competitive, and in order for the client to hear your unique message it must resonate with your particular target market. Why is a very different question and begins at a very different place. Most other companies begin their pitch and marketing with first answering and communicating what it is they do.
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