In business one of the most common phrases I hear is that employees and even clients don’t ‘get what we do’.  Clients can be unappreciative and employees never seem to give their all to their work.

This is caused by many different things, but when I come across business owners that feel that frustration, the first thing I do is to ask them “What does your business do?”


Generally at this point the answer the business owner will give is often around the products or services it sells. Rarely is this message one to get really enthused by. Even the business owner doesn’t sound enthused sometimes. Is there any wonder then that the employees don’t feel enthused or consequently work as hard as the business owner would like?

This is because they are communicating in the wrong way.

In his book ‘Start with Why’ Simon Sinek talks about the Golden Circle for communication and it looks like this:

He makes the distinction that all great and inspiring businesses, particularly in a marketing context, communicate from the inside out. The truth of the matter is that people don’t buy what you do, they buy why you do it. Sinek talks about the fact that human beings make decisions within the limbic brain which has no language. That means that talking facts will make no difference.

The same applies in a team perspective.

Leaders are people that have a position of power or authority, but those who lead inspire those around them to want to follow.  It is your role to lead your team to share in your cause or purpose, so that in Simon’s words they will ‘shed blood, sweat and tears’ to help you get there. You need to have people around you that believe what you believe.

From a practical perspective for everyone to believe what you believe, to feel enthused and committed to the business, there needs to be a common sense of purpose.  You can do this by creating your own ‘mission statement’, a clear statement of why you are in business that builds enthusiasm and sharing it with your team.

To help you identify your why or your mission statement, ask yourself the following questions:

  • What does your business do or sell?
  • What does selling those products or services mean for your customers?

Next time I will share with you what to do next and some great examples of mission statements that I have come across.

In the meantime spend some time answering the questions above and reflecting on why you are in business and why you do what you do.

This is the first step in creating the foundations on which to building a SMARTer team, which is the title of my new book.  To check out more information and grab your copy click here now.