So many articles tout the advice to “know your why” that the phrase is now a marketing cliché. And, yup, this article will talk about that adage.
But there’s a twist. I think that advice steers content marketers wrong.
The idea of finding the “why” behind what you do caught on almost a dozen years ago due to Simon Sinek’s book (and accompanying Ted Talk) Start With Why.
From a marketing and brand lens, Sinek’s idea was simple: He claimed, “People don’t buy what you do; they buy why you do it.” Therefore, he suggested, brands should start their positioning with their why.
