Ex-lawyer turned relationship coach

Finding Your Why

A epidemic swept over 19th century England.

The sick were spewing vomit and diarrhea until their blood became so dry it turned to sludge. Deprived of vital fluids, each of their organs shut down.

Doctors ran from house to house, applying every technique to their patients known to medicine: bloodletting, opium, herbs. Even simple rehydration.

But nothing helped. Physicians stood helpless as they watched the life drain out of their patients.

At the time, it was believed that bad smells carried disease. And as a result people kept away from graveyards, swamps or cesspools.

But in spite of steering clear of any miasma, people were still being struck by the lethal plague.

Thousands more lives were lost to the deadly disease until John Snow (the physician) discovered germs traveled through water.

All across the British nation behaviours changed: people started boiling their water before drinking it. Putting a stop to epidemic.

Our assumptions about how things work influence our actions. And like England’s cholera outbreak shows, our assumptions are often not entirely accurate.

Do we really know why some businesses work and others don’t?

There’s bareley a product or service that shoppers can’t buy from someone else for about the same price with roughly the same quality, features and customer service.

But if you ask business owners why people buy from them, most will say it’s because of better price, quality, features or customer service.

In other words, most companies are clueless about why their customers are their customers!

If you don’t know why your clients keep coming back to you, find out. Once you have your answer, do more of it.

Hint: if you’re not a monopoly or a prizefighter, it has to do with WHY you do WHAT you do.

Confused? Check out Simon Sinek’s TED talk for more.

By Jeroen Elsing
Ex-lawyer turned relationship coach