The word because is a powerful word. We do things “because” they provide a benefit or value. We choose to live in the neighborhood we do because of its proximity to schools for example, or we drive the car we do because of the fuel economy, reliability or horsepower. We are also in relationships or do business with companies because of an experience we have with them. In all of our decisions is a because.
Since because is a powerful word transformational leaders want to know the answer to the question of employees…why do you work here, because once they know the employees because answer to the question, they can capitalize on that and create more of the same.
You also want to know why your customer’s choose to do business with you. What’s their because? The moment you identify a compelling because from a customer you can exploit it and more purposefully cascade your response to their answer throughout your organization. How do you find out what your customers because is? You ask them one simple question: what is the most enjoyable, valuable or rewarding part of doing business with us?
Talk to as many customers as you can and learn first hand your customers because. Review your list of answers and identify which you can do in highly differentiated ways.
Do the same with employees. Knowing why your employees work at your organization allows you to learn what’s most important and enjoyable about working with you, and once identified, you can use it to transform your business to higher levels of performance.