In business, it’s absolutely crucial to share the why behind what you do. The why is what motivates internal teams and drives customer loyalty. But often, companies fail to share it. They get busy or don’t see the value. In this latest installment from my Umbrella Collection stories, I share the learnings detailed in our business parable, “From Why to Wow,” the story of a manufacturer who rekindled his team’s passion, taking them from “why are we doing this” to “wow, I see the value in our company and I’m proud!” Feel free to reach out  if you have feedback or would like us to add any colleagues to our mailing list. And, I’m offering a free link to the book itself if you’d like to read it. 

Start at the heart and discover who you are and what you stand for. Sharing the whys behind what you do begins with first discovering them. That includes immersing yourself in your products and technology to identify your differentiators—what sets you apart—so you can communicate them both internally and to your customers.  

Educate and motivate. A large part of sharing your why is educating employees, sales teams and customers on it. Why do you do things a certain way? Why are you making that change? Why is that product unique and better than competitors? The more you train and communicate that critical information, the more you’ll motivate and inspire.  

When there’s a void of information, people will usually fill that void with something negative. George Bernard Shaw wrote, “The single biggest problem in communication is the illusion that it has taken place.” It’s easy to assume others know what you know. The problem is…they often don’t. Being vulnerable and transparent with your team will help them better appreciate the decisions being made and will help them move from confusion to enlightenment. 

Another reason to avoid the void is because it can seep into the customer experience. Be aware, when customer-facing employees are apathetic or  frustrated, those feelings come through loud and clear. On the flip side, when they are energized by what makes you unique, they’re more likely to share it enthusiastically with customers. 

In “From Why to Wow,” Joe, the main character in the story, discovers the power of celebrating his company’s differentiation with employees— and watching it ignite passion throughout his enterprise and customer base.  

Please Answer One Short Question

Do you regularly share the why behind what you do with employees, salespeople and customers? 


Barry LaBov is founder and CEO of LABOV Marketing Communications and Training. He is a two-time Ernst & Young Entrepreneur of the Year recipient and author of numerous business books, including the upcoming book The Power of Differentiation. Since 1981, LABOV has differentiated and launched products and brands around the world.