WISE WORDS WISER.
If you’re like me, Simon Sinek’s Start with Why YouTube video was a paradigm shift. It helped companies stop obsessing over what they do and instead focus on why they do it—creating a purpose-driven business culture that inspires employees and builds internal buy-in. It’s a great idea. But is it incomplete?
How about marketing to customers? They don’t care about your why—they care about who. Who are you in relation to them? And more importantly, who should be at the center of your messaging? Again, them. Customers want to see their own values, goals, and expected ROI woven into what you offer. If your messaging doesn’t align with their needs, both emotional and transactional, it’s just noise. When your why aligns with their values, they don’t just buy a product or service; they invest in an outcome that matters to them.
Give a hoot.
To effectively Communicreate℠, businesses must go beyond assumptions about their audience and actively listen. That means asking the right questions, understanding what success looks like from the customer’s perspective, and shaping messaging that reflects their reality. When you engage with their needs—not just sell to them—you build trust, relevance, and loyalty. Caring isn’t a mission statement; it’s the effort you put into making your customers feel understood.
Who makes a campaign successful? Your customer. They buy your what if your why aligns with their who. The following campaigns worked because they didn’t just focus on the company’s corporate agenda—they made sure the campaign connected with the customer’s identity, principles, and problems. What they offered matched a clear purpose, why they existed resonated beyond profit-driven motives, and who they served felt understood, valued, and aligned with the brand’s identity.
Oatly – Selling More Than Oat Milk, Selling a Movement
What: A plant-based milk brand centered on sustainability
Why: To challenge the dairy industry and promote environmentally friendly choices
Who: Consumers who want their food purchases to align with their environmental values
Jeremy’s Razors – Selling Core Values, Not Just Razors
What: A razor brand built as a counter to corporate activism
Why: To offer an alternative for consumers who reject mainstream corporate messaging
Who: Customers who want to support brands that align with their worldview
REI – Sacrificing Sales to Strengthen Brand Ethos
What: An outdoor retailer that closed on Black Friday and launched #OptOutside
Why: To reinforce its commitment to outdoor adventure over consumerism
Who: Customers who prioritize experiences in nature over shopping and want brands that reflect that lifestyle
Birds of a feather.
The strongest brands don’t just attract customers—they attract the right customers by reflecting their values, goals, and expectations. But get it wrong, and you’re just another business screeching into the void. The real challenge isn’t finding more buyers—it’s making sure the ones you find see themselves in you.
Let’s chat. When?