Why Know Your Why Is Wrong for Content and How To Fix It [Video]

At a conference last week, the CEO of a professional services firm asked me about some advice they’d received from a marketing consultant.

The consultant urged the company to overhaul its messaging to focus on its team’s passion for what it does. According to the advice, even major client pitches should start with that message.

“Ahhh,” I said. “They want you to start your message with ‘your why.’”

“Yes,” the CEO nodded. “That’s exactly it. So, what do you think?”

I smiled and replied, “Well, if we’re starting with ‘why,’ my answer is why you should not take that advice.”

Whose why matters more?

That consultant isn’t the only one out there talking about using “your why” as the anchor of your brand’s story. So many articles tout the advice to “know your why” that the phrase is now a marketing cliché.

And, yes, this one talks about it, too.

But I think the advice to start …