Business lift pitches: WHY before WHAT

Happy New Year all.  Had a fun meeting with my friend Javier Garcia from Miura yesterday.   One part of our conversation got me thinking.  It was about the best way to explain your business being about putting the WHY before the WHAT. 

We tried it out as a party game: WHY do I do what I do (research-planning-marketing strategy stuff)?

The answer wasn’t hard.

WHY?  Because I really enjoy working with people to solve (their) complex puzzles.

I do.  It’s true.  And suddenly the rest of explaining what I do for a living got much easier.  As Javier had predicted, the WHAT followed naturally.  

Try it out.  If you don’t have an answer to WHY, you may need to ask yourself another question before the year is out…